What is Adobe Analytics?

Many businesses are sitting on a goldmine of unused customer data because they don't have the manpower or technology to properly use it. With Adobe Analytics, you transform this information into actionable insights that empower you to personalize your marketing.

The robust adaptability of Adobe Analytics allows businesses to get as granular as they need to answer specific questions about their business, customers, and data. Businesses gain helpful insights into which product features are being used (or not used), the paths people are taking through the website, the content they're consuming, and errors they're encountering.

With a user-friendly interface and convenient integration features with mainstream tools, marketing teams can handle the analytics from start to finish. Adobe Analytics is how you execute customer measurement across data and evolve your marketing strategies to be more targeted, memorable, and successful.

Key Takeaways:

• Adobe Analytics is a powerful data analysis platform that uses machine learning and visualization features to help businesses gather and analyze customer data more effectively.

• Many businesses use Adobe Analytics to fuel their digital marketing strategies, craft customer journey analytics, or organize raw data into a deeper understanding of customer behavior.

• Rightpoint is an Adobe partner who helps businesses seamlessly integrate Adobe Analytics into their workflow. We also provide easy integration with industry-standard tools like Google Analytics to transform marketing strategies into data-driven powerhouses.

How Does Adobe Analytics Work?

Adobe Analytics couples machine learning and AI with a user-friendly, drag-and-drop interface, enabling everyday marketers to identify critical information and create ad-hoc database queries. By using Adobe Analytics to identify statistically significant anomalies or trends, you capture unique insights that you could otherwise miss.

This versatile tool is useful to a full spectrum of skill levels, from a beginning marketer to an experienced statistician. Since it was designed to pair with most Adobe Cloud products, businesses using multiple products in the Adobe Suite don't have to completely redefine their workflow to use it.

Overall, Adobe Analytics is a practical and versatile data platform journey optimizer, making it easy to gather all kinds of useful data across technologies and functions.

The Common Features of Adobe Analytics: Fine-Tuning Success

While customer journey analytics account teams and marketers can use this platform for many different actions, some features are more common than others. While this is not a comprehensive list, these Adobe Analytics features and capabilities are popular for delivering consistent results.

When combined with other tools like Adobe Journey Optimizer or Adobe Express, you have an all-in-one suite that makes it easier to reach your campaign goals.

Analysis Workspace

This is the primary interface users interact with to process and use the raw data they collect. It has a variety of functions that users can incorporate into a customizable reporting 'canvas' to gather unique data, including Workspace visualizations and breakdowns.

This analysis workspace is beginner-friendly with its drag and drop interface, letting users piece together visualizations to make data more digestible at a glance. One of the most popular ways of doing this is through the Freeform Table, a table builder function that combines visuals with tables for in depth analysis.

Since there's so much data content and journeys to keep track of, the Analysis Workspace also offers a customizable Data Dictionary. Curating this resource over time with useful descriptions and categories makes it easier to collaborate with other teams. Even marketers who jump in will be able to start consuming analysis and immediately contribute to the team's effort.

Segments

The customer data platform journey is only as effective as its segments. Customer segmentation is one of the most effective pillars of personalized marketing strategies, directly associated with increased customer loyalty and higher engagement.

Dividing customers into segmentations based on specific details makes it easier to craft marketing campaigns that speak directly to them. Just a few of the ways you can segment customers with the power of Adobe Analytics are:

• Country

• Gender

• Age

• Device

• Where they navigated from

You can go even further and even segment customers based on a specific coffee shop they visited or the university they graduated from. When it comes to meeting your customers halfway, there's no detail too subtle or too unique.

With the Adobe Analytics platform refining your customer journey into subtle segmentation classes, you can hone in on a specific set of criteria and compare each segments against another. For example, you could compare the characteristics of a specific type of user to another type of user. You could also compare and contrast certain website behaviors or actions taken on a specific site.

Visual Report Suites

When you need a solution for unified customer data for your hardworking marketing team, Adobe Analytics makes it easy to craft visual report suites to keep everyone on the same page. You can collect ongoing customer data into a single suite or divide data into smaller suites depending on access needs.

You can view data for specific pages or site sections, then manage report permissions. Managing report permissions is crucial to help organizations maintain security features, allowing administrators to be selective with who is accessing sensitive information.

Adobe Analytics makes it easy to maintain secure client interactions with customer data, letting you reap the benefits of ongoing collaboration without the fear of data falling into the wrong hands.

This platform is adaptable enough to grow with your business, reducing the need for constant software changes over the years. As data continues to pop up in your Adobe Analytics platform, you can easily divide it into different segments and suites to speed up your data organization process.

Report Curation

Whether you collaborate with other marketing teams or want to bring on more contractors for individual projects, you'll need Adobe Analytics' Report Curation feature. This tool lets you customize the data available to people in your reports, limiting what they can see while working with you.

This feature can be helpful to make Adobe Analytics less intimidating to use, narrowing down their components to specific segments or data ranges so they can quickly complete their unique tasks. Report Curation gets intensive support from analysts because it enables a team to focus only on the most important items.

Report Builder

If your team likes using Excel and wants an analytics solution for unified customer journeys, try the Report Builder. This Excel add-in allows you to create detailed reports by retrieving your Adobe Analytics data, placing it directly into a workbook.

This feature makes it easy to have meaningful conversations with clients without sacrificing popular tools or getting everyone caught up to speed on using a specific platform. It also saves you time having to manually input all your customer journey data into another spreadsheet before showing it to a team member or client.

Reporting API

Do you want to push the limits of unified customer measurement across development tools? The Reporting API feature syncs up Adobe Analytics with Adobe Developer, a major boon for marketing teams who want to be more involved in different endpoints.

With this feature, you can directly query Adobe servers for use in your own customer reporting tools. Account teams can avoid having to remember the fine details of multiple platforms thanks to Adobe's easy integration features. You can access various reports through Adobe Developer, then send out programmed reports to secure executive dashboards or custom platforms.

Adobe Analytics Dashboard

When your team is on-the-go and needs quick access and measurement across data content, this mobile-friendly dashboard keeps production moving smoothly. The Adobe Analytics Dashboards mobile app provides intuitive scorecards that display key metrics, detailed breakdowns, and trended reports (just to name a few).

When it comes to the power of Adobe Analytics, you couldn't be better equipped to curate and analyze your customer data no matter where your business takes you. Where we come in is helping you integrate Adobe Analytics into your workflow so you can create the most streamlined and accurate customer journey strategy.

Use the Full Power of Adobe with Google Analytics

Adobe Analytics and Google Analytics work better together. When you need help completing an in-depth analysis of customer data or want to study more interactions with customer journey strategies, we're here to help.

We have a team of analytics specialists dedicated to understanding and implementing both Adobe Analytics and Google Analytics. Our team is not only designated to implement these systems, but they provide consultation to help businesses identify the key metrics and data needed to reach their customers.

Our consultation and implementation approach includes creating a comprehensive, adaptable interface for marketing analysts to capture and evaluate the data they need.

Team Up with Rightpoint and Explore Our Analytics Features

Adobe Experience Manager, as well as other content management systems, are crucial for helping you create customized user experiences. Adobe Analytics can do this through capturing and organizing data into bite-sized segments that translate into undeniable business results.

Every customer and journey is composed of subtle details that tell you exactly what you need to do to earn their money. Adobe Analytics helps you uncover areas of interest that could've slipped through the cracks, provides insights for performance metrics, and helps provide a consistent view of client interactions.

When you set up Adobe Analytics properly, you can finally take advantage of time-saving tools that speed up the data curation and content creation process. With more data driven decisions and AI capabilities at your fingertips, your ideal business growth is closer than ever before.

When you're ready to start gathering insights into every customer while still saving time in your busy schedule, contact us. We'll help you establish a journey optimizer and customer analytics platform so you stop missing out on valuable data.