Adobe Analytics Introduces Attribution IQ

by Trevor Paulsen

Posted on 06-18-2018

At Cannes Lions this week, the big theme will be around the pow­er­ful force that cre­ativ­i­ty is in today’s world. For Adobe, we couldn’t agree more. However, we also believe that cre­ativ­i­ty has fun­da­men­tal­ly evolved. In a world where con­sumer expec­ta­tions are on the rise, with more and more ways to reach people, the most impact­ful cam­paigns are informed by deep audi­ence insights.

Brands are under pres­sure to show that ad and mar­ket­ing spend are being made in the right places. Deciding the right mix between options such as dig­i­tal adver­tis­ing, email and con­tent mar­ket­ing is a cru­cial step in allo­cat­ing resources and inform­ing cre­ative work—but is often done with blind­ers on. With­out the prop­er data, brands make the wrong invest­ments and risk annoy­ing cus­tomers. As con­sumers embrace more tech­nolo­gies like voice and con­nect­ed car, this prob­lem will only get worse.

To address this prob­lem for brands, Adobe is intro­duc­ing Attri­bu­tion IQ in Adobe Ana­lyt­ics Cloud today at Cannes Lions. It’s a new solu­tion that taps the pow­er of data to fuel mar­ket­ing strat­e­gy and creativity. It removes the reliance on first-touch (such as a search ad, or ini­tial web­site vis­it) and last-touch (pur­chase or sim­i­lar con­ver­sion event) attri­bu­tion, to bet­ter meet the needs of under­stand­ing mod­ern con­sumer behav­iour.

Attri­bu­tion IQ is the only solu­tion in-mar­ket that deliv­ers a com­pre­hen­sive set of ten mod­els to cap­ture the dif­fer­ent ways in which con­sumers are influ­enced, giv­ing fair cred­it to the impact of chan­nels like social and mobile, while show­ing how this dif­fers amongst dif­fer­ent indi­vid­u­als. Instead of see­ing the first and last scene of a movie, brands can now access the full film.

Take retail as an example, where a typ­i­cal mar­keter may focus online attri­bu­tion on paid search ads (first touch) and cart pur­chas­es (last touch). Fac­ing the threat of declin­ing foot traf­fic and dig­i­tal com­peti­tors, the brand plans to increase mar­ket­ing spend online and roll out a new cre­ative campaign, but still needs prop­er jus­ti­fi­ca­tion to war­rant their deci­sions. Through Attri­bu­tion IQ, retailers can now see that paid and organ­ic social are actu­al­ly dri­ving customers—particularly female mil­len­ni­als and Gen Z—to revis­it and com­plete cart pur­chas­es. In-store data from cash reg­is­ters can also ver­i­fy that social media ads are dri­ving more foot traf­fic as well.

Attri­bu­tion IQ will be avail­able in Analy­sis Work­space with­in Adobe Analytics, enabling mar­keters to visu­al­ize the cus­tomer jour­ney and all the points at which they inter­act with the brand. It builds on Adobe Ana­lyt­ics’ broad sup­port for every chan­nel out there, from desk­top web, mobile and social, to voice ana­lyt­ics and the con­nect­ed car. Analy­sis Work­space has long giv­en brands the abil­i­ty and flex­i­bil­i­ty to tru­ly drill into their data. Instead of sim­ply com­par­ing dis­play ver­sus social ads for instance, users can now see how indi­vid­ual cam­paigns and even spe­cif­ic key­words per­formed. This fur­ther enhances the inte­gra­tion between Adobe Ana­lyt­ics Cloud and Adobe Adver­tis­ing Cloud, helping brands make more informed deci­sions around plan­ning and ad spend.

When we speak with brand lead­ers, noth­ing keeps them up more at night than their bud­gets. Every­one is try­ing to show busi­ness impact and deliv­er the most impact­ful cam­paigns but lack the data to jus­ti­fy invest­ments in areas like social and mobile. With Attri­bu­tion IQ, we are deliv­er­ing a flex­i­ble way for adver­tis­ers and mar­keters to show where they drove val­ue and move the entire orga­ni­za­tion beyond sim­ple van­i­ty met­rics that ulti­mate­ly paint an incom­plete pic­ture of the cus­tomer jour­ney.

Learn more about Adobe Ana­lyt­ics Cloud here.

Topics: Creativity, content marketing, Digital Advertising, email, UK, UK Exclusive, Digital EMEA