Adobe Adds New Capabilities to Analytics Platform

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Adobe is adding a slew of new capabilities for its Analytics platform that it claims will make it more accessible to new users and easier to share among coworkers.

Credit: Adobe

The move comes at a time when quick access to data is critical for marketers, particularly understanding what devices and apps consumers are using during their path to purchase -- or not purchase.

"We are in an explosive category," said Mark Garrett, Adobe chief financial officer said during the company's most recent earnings call. "Everyone's moving digital. Every company wants digital experiences for their customers."

Abobe Analytics, whose main competition is Google and IBM, has redesigned its product so that it is compatible with any digital device, including mobile.

"All of this is responsive for your phone and tablet," said Jeff Allen, senior director-product marketing at Adobe Analytics. "The common theme we have been hearing is more people need more data and we need a better way to get that data."

Mr. Allen said the company's new product gives users the advantage of speed in sharing data with one another. Previously, he said, most marketers would have to wait on reports compiled by its analytics team that were dispersed weekly. But Adobe's product will now update within minutes.

"A paradigm for analytics has always been [that] analysts answer questions and then put out reports on Monday," Mr. Allen said. "People don't want to sit around and wait for reports to come Monday. You don't want to wait until Monday to see how something is performing."

Adobe's new offerings will allow marketers and publishers to put together data in a visual format so they can see movement from where the consumer first encounters its product to conversion or churn. It will also allow advertisers to identify groups of customers based on usage patterns.

Another new offering, Fallout Analysis, will allow marketers to pinpoint where users are disengaging with the brand using a visual format, Mr. Allen said.

Adobe Analytics boasts 140,000 users and claims 75 cents of every $1 spent with the top 500 online retailers goes through Analytics. During the third-quarter, revenue for Adobe climbed to $1.46 billion, up 20% year-over-year.

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