Analysis Workspace: The Secret Sauce is Getting Tastier
Adobe Stock / solisimages
by Ben Gaines
posted on 02-21-2018
Everyone who has worked in the world of data seemingly has come to the same realization: there are people who naturally embrace analytics, and there are people who do not. Within many organizations, the number of people who really recognize what their customers are thinking, feeling and doing can be incredibly small—even though most people understand deep customer understanding is the key to success in business. I find that the brands who best understand their customers are the ones who find—or create—more of these people.
With a goal to ensure that every brand has the tools to deliver digestible data to everyone across the organization, today Adobe is revealing new updates within Analysis Workspace. By tapping into Adobe’s creative heritage, Analysis Workspace transformed the way data was delivered when it was introduced in 2015. Developing and sharing reports and interactive, deep-dive dashboards with those outside of the data became simple, and highly-complex analytics became digestible for anyone, from the CEO to the marketing manager and everyone in between. The end game was to democratize the power of analytics to make the customer experience better.
Nearly two-thirds of the Fortune 100 turn to Adobe Analytics Cloud to address today’s digital challenges, with the number of customers more than doubling between 2014 and 2017. We’ve seen Analysis Workspace serve as the secret sauce to many brands success in the past two years, and now we’re making it even better. Highlights include
- Unprecedented customization and speed: Data on its own is meaningless, but when you start seeing and exploring data in ways that your team can understand, regardless of how close they are to the data, it takes on new meaning and actionability. From bar graphs and donut charts to Venn diagrams and scatter plots, the graphic element is key to giving brands the tools to move from insight to action. With new custom templates, customers in Analysis Workspace can build their own highly visual analysis templates that are easy to replicate for future data exploration and meaningful to key stakeholders. Regardless of the size of the data set, data can be instantly manipulated to meet the need of each brand, allowing for interactive resizing, renaming, etc.
- Insight into the where: Geographical trends can make or break any brand, so it’s no surprise that the interactive map has been one of Adobe’s most popular visualizations since it launched in October 2017. By giving customers the ability to build a map visual of any metric, this tool gives insight into identifying and comparing data across different geographic regions. Now, brands can directly embed maps into PDFs, to bring the answers to “who, what, where” across the business, faster.
- Moving mobile forward: Mobile has taken over the world, and now it’s every brand’s job to figure out how to execute well. With new templates focused strictly on in-app and push messaging performance, brands can gain awareness of how to improve time to value for any mobile app user. Historically, this data has been controlled by the team that controls a mobile app (for example), but with this new feature, it’s intuitive for anyone across an organization to glean insights, fast.
We’re lucky to work with some incredible brands, including Coca-Cola, MGM, Home Depot, ASOS.com, Major League Baseball and many others. Our heritage is in analytics, and data dictates any decision we make. It’s no surprise therefore, that we’re acutely aware of the impact that listening to customers has on our growth. While many companies squander the gem that is customer feedback, we’ve integrated it into our culture of continuous feedback. All of these updates are because of our customers; we made a conscious decision to prioritize the democratization of analytics, because this is top-of-mind for each and every one of our customers.
For the greater part of the last 50 years, exposure to data has been one of three things: limited, late or sporadic. Unless you were someone who manually collected the data, chances are – you weren’t accessing it. As we’ve moved beyond the digital age, data has become the lifeblood of every business, aiding in a new world of information sharing. While helpful, this can be scary for many analytics teams – who fret about scaling to handle the influx of asks, and fear that many might interpret the data in the wrong way – leading to a flawed decision-making process. That’s what Adobe Analytics is looking to mitigate with these tools, making data accessible to anyone at anyone, ultimately creating a more well-rounded and informed team.
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