Adobe's latest analytics updates focus on accuracy and speed.
It may seem like a never-ending ride on the analytics train, but the reality is that most new functions and features on analytics platforms are good to have. The big question for marketers is "Are you really ready for them?"
Well, ready or not, here are some new features from Adobe worth checking out.
If you find it hard to quickly see glaring issues in your analytics, Anomaly detection will be useful. It's a good starting point to monitor highs or lows that are happening at given times, allowing you to focus in fast.
This feature finds spikes and dips based on custom metrics you define as important to your business. Bill Ingram, vice president of Adobe Analytics and Adobe Social, referred to these as the "genesis of workflow."
This is Adobe's foray into statistics, which you'll see and hear about much more in coming releases. Ingram said Adobe believes marketing organizations are going to need more people to do more data crunching (hello all you upcoming data scientists).
For Adobe, this is the start of the data scientist tools of tomorrow. Starting out, you get basic statistic analytics such as mean, maximum and standard deviation. There will be overlays for graphs providing visualization options.
Adobe is also adding a new ad hoc analytics charting library. This provides more app charting capabilities for use cases, workflows and personas. Some of the features include enhanced highlighting, auto-resizing and improved interactivity.
Dozens of new dimensions and metrics have been added to offer real-time reporting. And when Ingram says "real-time," he means not hitting refresh — this is high frequency. You can breakdown a dimension to dig deeper into what's happening. Ingram spoke of Adobe's use of real-time reporting in its "war room."
But that's not all that comes with the fall release of Adobe Analytics. New mobile app measurement capabilities give you information such as installs, launches, daily users, session length and more. You can get stats based on classification dimensions like country, device type and others. There are a number of app reports worth checking out as well.
New video analytics keep you up to date on content and marketing campaign performance. Video is becoming a very popular approach for marketing, but it's hard to know how effective it is. Video analytics found in this release include a snapshot of video engagement and conversion, heartbeat events and reports based on specific dimensions and events.
There are two versions of Adobe Analytics: Standard and Premium. Everything in this fall release can be found in both versions except the statistical analysis for data scientists. That comes as part of Adobe Insight and the data workbench.
Adobe has made a lot of improvements across its analytics portfolio this year. The spring release added sequential segmentation, high frequency metrics, audience clustering and more. Integrating Adobe Analytics with the Marketing Cloud, providing a single sign-on and consolidated look and feel, were also important functions.
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