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
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
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.”
The new predictive marketing workflow is expected to be available in
Adobe Analytics Premium in May.
About Adobe Marketing Cloud
Now there’s a place that puts everything digital marketers need in one
spot. It’s called Adobe Marketing Cloud. It includes a complete set of
analytics, social, advertising, targeting and Web experience management
solutions and a social-enabled UI that brings together everything
marketers need to know about their campaigns. So marketers can get from
data to insights to action, faster and smarter than ever. Visit www.marketing.adobe.com
to learn more.
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
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