Fueling Customer Intelligence for the Enterprise: Audience Analytics

by Kiki Burton

posted on 09-21-2017

In our conversations with customers, we’ve observed that marketers and publishers often leverage audience segmentation and customer analytics in silos — a data management platform houses rich segmentation comprised of first, second, and third-party data assets, while the analytics side of the operation stores valuable customer engagement metrics and insights. Today, we’re breaking down these barriers to empower data and analytics to work together to seamlessly power and inform customer experiences. Adobe Analytics Cloud introduces Audience Analytics — an enhanced integration between Audience Manager and Analytics, aimed at driving enterprise insights, intelligence, and action.

A richer customer profile.
As customer data grows increasingly varied and expansive, it is becoming that much more important for marketers to see a full view of a customer across digital touchpoints. Audience Analytics provides the ability to take segments from Audience Manager — such as media exposure, offline or CRM attributes, third-party data, email engagement, and survey data — and then send it back into Analytics. This can be woven together with site or app metrics and engagement information to create a more complete customer profile for the enterprise.

Intelligent insights.
In the data economy, it is essential to understand and measure audience segmentation in the context of customer value, channel effectiveness, and consumer journey — and be able to react quickly. Adobe Analytics has a long-standing reputation for providing digital marketers with best-in-class analysis tools that immediately impact the customer journey. Through Audience Analytics, marketers can incorporate Audience Manager segments into existing Analytics workflows. For example, the segment data can be utilized along with Analysis Workspace features such as the Segment Comparison tool, flow visualizations, and Venn diagrams. This new integration turns insights into action faster than before, giving marketers additional insights that guide the optimization of current campaigns, inform personalization strategy, and enhance existing segmentation practices.

Example Use Cases:

Better together.
DMP’s have traditionally been viewed as data and activation hubs — places to define and package an audience, activate to various channels, and optimize as necessary. Similarly, customer analytics platforms have customarily been valuable for tracking site and app engagement. Adobe is looking beyond tradition with Audience Analytics to more closely connect the strengths that exist within the Analytics Cloud. Audience Analytics empowers marketers and publishers to collaborate across teams, consistently track audience metrics, and drive valuable customer experiences quickly and at scale.

Topics:

Products: Analytics