Today’s world is defined by digital experiences. We have more technology options than ever before, and competition between businesses is at its highest. The success of any campaign is determined by data and insights at all levels: audience, campaigns, channels, customer journey, and more. 
 
Companies from all industry sectors are validating the need for data services by exponentially increasing their analytics budgets. The digital analytics market rose at a staggering pace in the last few years, and it’s set to keep increasing. 
 
This is the reason why businesses need analytics tools: to provide the means of generating insights, to have a clear and unified view of their data, and to enable their analysts to leverage every discovery to its fullest potential.  
 
In the following series, we will present a set of analytics tools and the benefits they provide. 
 

An Introduction to Adobe Analytics 

 
Adobe Analytics is one of the most popular industry solutions for applying real-time analytics and detailed segmentation across all marketing channels. Analysts around the world use it to discover high-value audiences and power customer intelligence for their business. Adobe Analytics APIs offer limitless ways to integrate the most important customer data into key business processes.
 
Adobe Analytics helps gather, organize, analyze, and report on everything customers do through web analytics. Businesses can connect directly to Adobe Analytics and visualize all their data in a unified view to answer important business questions.
 

Top 7 Things to Know About Adobe Analytics 

 
1. Adobe Analytics has a flexible, easy-to-use UI, that allows users to quickly drag and drop everything from data, visualizations, data tables, and components such as dimensions, metrics, time granularities, or segments to generate reports. It’s functionally doesn’t require any technical knowledge, making it easy for users to pick up fairly quickly. 
 
2. There is no data sampling when generating custom reports. Adobe Analytics can handle vast volumes of data at an enterprise level. It allows users to capture unlimited touchpoints and get a more comprehensive view of your customer journey analysis. This is one of the most sought-after benefits since the insights are in the details. For the biggest competitor of Adobe Analytics, data sampling occurs when users exceed the allotted hits per month that the contract provides. 
 
3. There is a plethora of mathematical and statistical calculated metrics from a large set of variables and operators readily available in Adobe Analytics. This gives users an almost infinite number of possibilities with what they can do with their data 
 
4. Adobe Analytics provides full omnichannel data sources. Adobe provides a secure and flexible platform which can collect and analyze data from multiple channels, on top of paid advertising. Users also have a vast range of integrators and data connectors at their disposal, including the Cognetik Cloud Connector and Data Streams, to help import and handle data. 
 
5. Users can make changes retroactively during campaigns to their data metadata, such as product ID, category, description, etc. On top of this, reports can be curated and scheduled for any user connected to the customer journey. 
 
6. Bonus points for AI. By leveraging the capabilities of Adobe Sensei, an AI and ML engine that powers capabilities in multiple products across the Adobe ecosystem, basic tasks are made even more simple. This also enables features such as intelligent alerts or anomaly detection. By using behavioral and trait-based data, the Adobe audience clustering features allows broad data collection even outside Adobe properties. Adobe Analytics also has native integration with Adobe Sensei, which enables analysts to discover high-value segments. By leveraging machine learning, Adobe Analytics reveals statistically valid segments that can be targeted, drastically reducing guesswork and diminishing time to insight. 
 
7. Advanced segmentation capabilities are available, including time-based pathing that is able to segment audience data based on a series of interactions. It also allows users to activate data into several marketing workflows, including audience segmentation, content optimization, experience personalization, and more. 
 
If you’re new to Adobe Analytics and want to learn more, you can also check out first installment of our Adobe Analytics Beginner’s Guide
 

We’re Just Getting Started

 
For more content on analytics tools, follow our blog or social channels for the next post in our Analytics Tool Series: Top 7 Reasons to Choose Google Analytics 360 for Your Digital Business.
 
If you’re ready to propel your business forward, contact us today. Our team of industry experts can help you leverage data to uncover transformational insights, accelerate decision-making, and improve your digital experiences. 

About the author

Sebastian Stan

Sebastian is a journalist and digital strategist with years of experience in the news industry, social media, content creation and management, and digital analytics.

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