Adobe Digital Marketing

Adobe Analytics is a big data analysis tool that helps CMOs understand the performance of their businesses across all digital channels. It enables real time web, mobile and social analytics across online channels, and data integration with offline and third-party sources. Adobe Target is a test and target tool that helps in improving user experience and maximize business results by employing rule based targeting. Adobe Social allows marketers to create, publish, monitor and respond to conversations, measure results, and connect social activities to business results. Adobe Experience Manager is a content management platform that enables organizations to deliver carefully tailored customer experiences across web and mobile channels. Adobe Media Optimizer provides campaign forecasting and targeted ad delivery for data optimized advertising. Adobe Campaigns enables a marketer to plan and execute orchestrated campaigns across all channels.

Introduction to Analytics variables

• TRAFFIC VARIABLES (PROPS / S.PROPS): Traffic variables count the number of times each value is sent to Analytics. Example: When a visitor opens are page , a prop can be used to increment the existing count.
• EVENTS: Events are completed visitor actions on your website. Examples of custom events might be login, registration, and signup.
• CONVERSION VARIABLES ( EVARS) are used to identify how well specific attributes or actions contribute to success events on your site. Example: When a visitor clicks on the internal promotion, an eVar can be used to store a unique identifier for that promotion.

Flow Diagram — Adobe Analytics w/ Adobe Launch

Mobile App Analytics

Campaign acquisition tracking
Find and retain high-value customers with sequential multi-touch and re-engagement attribution analysis and reporting. Adobe integrates acquisition source data from a variety of mobile partners.

Quickly get started
Use out-of-the-box mobile reports and visualizations — called Mobile Starter projects — to get product teams up and running quickly.

Optimize mobile performance
Take advantage of the full toolset in Adobe Experience Cloud to manage the entire mobile lifecycle, including personalization, engagement, audiences, and analytics — all through one high-performing SDK.

Understand your audience
Discover high-value audiences and understand differences between segments with automated analysis, and use visualizations to show how different users flow between features and when they fall out.

Define mobile experiences
Define visits any way you want, whether that’s setting a custom timeout, preventing background hits from starting a new visit, or even starting a visit with the app launch event.

Scale mobile engagement
Volume is never a problem in Adobe Analytics. Use mobile analytics to provide a smooth user experience even as your mobile business grows.

Web Analytics: It is not enough to measure page views alone. To leverage the power of the web, you must measure traffic sources, customer pathing, content efficacy, and video engagement. You must go beyond knowing ‘who’ is visiting your website and find out ‘why’ they are there doing so. Web analytics helps you answer these questions.

Marketing Analytics: Modern day digital marketing has expanded into mobile phones territory as well. The list keeps growing with inclusions like TV, IoT, voice assistants and more. With marketing analytics, you can extract data from multiple sources and bring it together to deliver insights that are meaningful and happening in real-time. Marketing analytics helps you focus on journeys instead of just measurement channels.

Attribution: An enterprise collects data from multiple channels, both offline and online. With Adobe Analytics’ attribution, you can understand the value of every email, display ad, view and white paper in a customer’s buyer’s journey. You can find out what’s working and what’s not to put each customer interaction in the right context.

Predictive Analysis: The primary objective behind collecting data is to predict the future. Enterprises often fail to leverage customer data to an optimal level. The predictive analysis feature helps you to understand the meaningful insights that are hidden in data patterns. Adobe Analytics helps marketers to improve the bottom line and find patterns that most analysts are not able to identify.