Adobe Analytics introduces mobile app
by John Bates
posted on 08-11-2020
There is a common problem that exists in all organizations; Whether it is a large global brand, a specialty retailer, or a government agency, teams are struggling to equip senior leaders with useful data. With limited analyst resources, ad hoc requests cannot be fulfilled in a timely fashion, and teams rely instead on static dashboards with outdated or incomplete data. The lack of actionable insights is more problematic than ever, as organizations deal with a rapidly changing environment that requires fast decision-making.
Adobe is introducing a mobile app for Adobe Analytics, to provide a new way for senior leaders to experience the product. Interactive insights, customized to individual needs, are accessible within just a few taps. Users are provided a real-time pulse on what is happening in their business, with an ability to self-service. For analysts, they curate a set of metrics one time and can significantly reduce the need for one-off requests. It is data democratization at its best.
With Adobe Experience Platform, the app is also the first-of-its-kind to deliver a comprehensive view of customer journeys, from web and mobile, to in-store signals and call centers. It empowers users to take immediate action on how they operate their business, and drives success in customer experience management (CXM).
City National Bank is one of the first to use the app, via our beta program. Their chief marketing officer for instance, can see how leads are moving through the marketing funnel, or which promotions in-branch drove the most engagement online. It became an ideal form factor, even with COVID-19 keeping folks at home. Executives found it easy to pull up the app for quick insights during meetings, evening walks, or any activity that pulled them away from their work setup. Read their full story here.
From the analyst perspective
Across a leadership organization, senior leaders have distinct needs; The data that a CMO requires, can be very different from insights that support the VP of commerce. The nuances make customization an important factor for the analyst team.
With the Adobe Analytics mobile app, analysts and data scientists can curate specific experiences with pre-built “scorecards.” Executives can get real-time access to standard metrics such as revenue, web traffic, or cart abandons. Analysts can also create more robust scorecards that blend different channels together to provide a deeper view into the overall customer journey. As needs change, the individual scorecards can be swapped out or removed.
Consider an example in a retail setting: Analysts can provide executives a view into how areas like social media, lifestyle apps and email marketing are driving people to its main eCommerce destination. This cross-channel analysis is made possible via Customer Journey Analytics on Adobe Experience Platform, and these insights can empower users to make important decisions in real-time. This can include the first few hours of a major shopping promotion, when customers are evaluating offers and engaging on different channels.
From the user perspective
Users of the mobile app can drill into any of the metrics contained within each “scorecard” and understand the context behind the numbers. The charts and graphs that the analyst team pulls together are interactive and can be closely inspected, with simple configurations allowing users to see how trends fared over specific periods of time. If there is a spike in traffic for instance, or strong ROI for a particular marketing campaign, users can more easily get a sense of the overall story and contributing factors.
Additionally, AI powered features via Adobe Sensei (such as anomaly detection) are automatically applied to data in the app. Users can be alerted when there are unexpected spikes or dips in metrics that the business cares about. An analyst for a financial services company for instance, can provide their execs a real-time pulse on the performance of bundled promotions, or how a new section of the website is resonating with clients.
The app is designed to be flexible for any use case, given that Adobe Analytics users span industries from retail and financial services, to government agencies and media. The app will enable any organization to drive greater value from their analytics investment by expanding access to users that need it most. Senior leaders end up with a constant pulse on business health and customer behaviors, helping ensure that important decisions are backed by fresh data, not gut instinct.
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Topics: Analytics, News,
Products: Adobe Analytics