This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
TheStreet Open House

Adobe Analytics Enhanced With Predictive Marketing Capabilities

Adobe Summit, The Digital Marketing Conference — Adobe Systems Incorporated (Nasdaq:ADBE) today announced a new predictive marketing workflow in Adobe® Analytics, which lets marketers quickly identify and target high value audiences in minutes. Adobe Analytics is a key element of the Adobe Marketing Cloud.

Traditionally marketers have relied on a cumbersome and time-consuming process that requires crunching large quantities of data over weeks or months to help them identify high-value audiences. The complexity and expense of this approach has led some marketers to bypass the use of data analysis altogether and end up defining audiences based on opinions or assumptions.

The new predictive marketing workflow in Adobe Analytics is designed to help marketers and marketing analysts sort through terabytes of data quickly to uncover valuable audiences. In a matter of minutes, the marketer can identify audiences based on shared characteristics and predictively score them according to how likely they are to convert. This allows marketers to then use Adobe Target to create tailored offers best suited to each distinct audience.

“The ability to quickly and consistently unearth critical audience data hidden in multichannel data is essential to marketing,” said Brad Rencher, senior vice president and general manager, Digital Marketing Business, Adobe. “We are saving digital marketers both dollars and time, cutting out weeks or even months of laborious data mining to find the right audiences to target, at the right time and on the right device.”

Predictive Marketing Workflow in Action

The new workflow can help marketers answer critical business questions. For example, the CMO of a car rental company would like to maximize revenue from car rentals in Florida during the winter holiday season. To accomplish this, she needs to know which potential audiences would be most likely to respond to a holiday car rental campaign for Florida. She then leverages Adobe Analytics to analyze terabytes of multichannel data to uncover previously unidentified, high-value audiences, perhaps families of five or more and retired couples from the Midwest, among others. These audiences are ranked by their likelihood of converting, which in this case is defined as the customer actually picking up the car they reserve. Each distinct audience is then seamlessly fed into Adobe Target, another of Adobe’s Marketing Cloud solutions, to receive tailored offers that match their unique interests. For instance, a six-person family would be offered a minivan or SUV and snow birds from Michigan, a sedan. This workflow can be completed in minutes, and gives marketers the kind of agility they need in a world that moves increasingly at the speed of digital.

“Adobe’s new predictive marketing workflow represents a significant step forward for the digital analytics community as a whole. It will provide an integrated one-stop solution for all our statistical modeling needs. This is what the community has been waiting for, as it replaces cumbersome and time-consuming processes where we had to import data into other statistical platforms,” said Ashish Braganza, senior manager, Global Business Intelligence, Lenovo. “I’m excited because finally, we can build predictive models and push them live to target customers in real-time and then test their efficacy.”

1 of 2

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Try it NOW
Only $9.95
Try it NOW
14-Days Free
Try it NOW

Check Out Our Best Services for Investors

Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
Try it NOW
Try it NOW
Try it NOW
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
SYM TRADE IT LAST %CHG

Markets

DOW 17,712.66 +34.43 0.19%
S&P 500 2,061.02 +4.87 0.24%
NASDAQ 4,891.2190 +27.8570 0.57%

Partners Compare Online Brokers

Free Reports

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs