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Adobe helps marketing teams tap predictive analytics, mobile and video data

Thor Olavsrud | Oct. 16, 2013
Aiming to make it easier for a broad swathe of people within the marketing department to leverage data, Adobe unveils new features for Adobe Analytics and the Adobe Marketing Cloud.

The release will also let you toggle real-time reporting visualizations for display on big screen TVs and large computer monitors-which Adobe notes is ideal for newsrooms or marketing departments' war rooms.

Helping Marketers Measure and Optimize Mobile Apps
Since more traffic than ever before is originating from mobile devices, Adobe has released a new mobile app software developer kit (SDK) that provides full access to analyze data collected from mobile apps in Adobe Analytics, including GPS location to give marketers the ability to serve location-specific content to customers based on their location when they access a mobile app.

Adobe has also added in-app conversion analysis to Adobe Analytics. This gives marketers the ability to track conversion metrics like time spent in an app or the actions a user takes while in that app.

"A lot of our clients are moving pretty extensively to mobile apps," Ingram says. "They want to understand the mobile app world as opposed to just the mobile Web world."

With the capability to measure how users are interacting with apps, Ingram says marketers now have the ability to begin optimizing that experience.

Finally, Ingram notes that Adobe is adding advanced video metrics with the latest release, providing standardized video analytics reporting and measurement capabilities. Using what Ingram calls "heartbeat" measurements, it captures user day every 10 seconds for content and every five seconds for ads. The data are then aggregated and sent back into Adobe Analytics.

By integrating video ad tracking with content delivery, Ingram says broadcasters will be able to optimize their ad loads by understanding the best times to insert ads, best number of ads to show and ideal length of ads.

Adobe says the new functionality will be available to customers later this quarter.

 

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