Adobe has unveiled new features and functionality that extend the industry-leading capabilities of Adobe Analytics, a key element of Adobe Marketing Cloud. The upgrades are designed to significantly enhance marketers’ and data analysts’ abilities to rapidly identify and take action on critical insights for their business. New innovations include predictive analytics capabilities, advanced real-time reporting and data visualizations, video analytics advancements and powerful mobile app analytics.
According to the company, the new functionality in Adobe Analytics is expected to be available to customers later this quarter.
“Today’s marketers are being held accountable for consistently improving the returns they can deliver on marketing spend,” said Bill Ingram, Vice President of Adobe Analytics and Adobe Social, Adobe. “New Adobe Analytics capabilities like predictive analytics and data visualization will help marketers understand the effectiveness of their marketing campaigns and drive better business results.”
“A study by Adobe and CMO Council, the APAC Digital Marketing Performance Dashboard 2012, highlighted that Indian marketers are analytical and strategic in their approach to digital marketing,” said Umang Bedi, Managing Director, Adobe South Asia.
“About 70% of respondents indicated that they are measuring and testing results of digital marketing campaigns. The features and functionalities that we have added to Adobe Analytics help empower Indian marketers with powerful insights through access to in-depth analytics, equipping them to derive better ROI on their marketing campaigns.”