Why Enterprises Like Toyota Choose Adobe Experience Cloud and Decibel
by Lindsay O’Gorman
posted on 07-17-2018
Customers have come to expect seamless experiences. With many businesses offering products and services at the same high quality, the smallest amount of friction can be reason enough to click off and go elsewhere, regardless of how invested they were in the buying journey.
In such a competitive digital landscape, experience becomes the key differentiator. The idea of a life-long, brand-loyal customer is a distant memory. Businesses must work harder than ever before to create memorable, personalized experiences that customers not only want to repeat, but recommend to their personal and professional networks.
Once this necessity has been recognized, the challenge for businesses is to identify what makes a good experience, which aspects of it should be prioritized for optimization, and how best to measure the outcome of those efforts. Thankfully, there are technologies available that can do all this and more.
One of the best options for enterprises is the Adobe-Decibel integration. These digital platforms give businesses insight into customer experiences from every angle. Check out the example below from Toyota to see one way they can be used.
How Toyota utilizes the Adobe-Decibel integration
Toyota leverages the connection between Adobe Analytics and Decibel to move segments from Adobe to Decibel and take a close look at individual sessions. Watch the video below to learn more.
What is Decibel?
Decibel is a Digital Experience Intelligence platform that captures every visitor interaction on your website or app. This ranges from mouse movements, hovers, and interactions to scroll patterns, device rotations, and more. Its machine-learning algorithms automatically analyze all this smart experience data to establish user state of mind and the quality of every experience.
It complements data gathered within Adobe Analytics to understand the “why” behind customer behavior. This enables businesses to gather additional intelligence to create experiences that meet the true needs of customers and personalize them based on their intentions and expectations.
The system automatically flags any particularly interesting or unusual sessions and provides users with a closer look at what happened through sophisticated forensic analysis tools, including session replays and heatmaps. As Dustin Drees, growth optimization expert at Market8, says, “Session replays take out the bias from website evaluation, removing how you believe a website visitor will behave from the equation.”
With a rich understanding of experience data and metrics from billions of user interactions over several years, Decibel uses machine learning algorithms to identify patterns of behaviors that indicate engagement, confusion, or frustration. This intelligence powers the first ever comprehensive metric to measure the quality of digital experience — the Digital Experience Score (DXS®).
A digital property’s DXS® is compiled of scores in five key areas of experience:
- Engagement score (is the customer captivated?)
- Frustration score (is the customer annoyed?)
- Navigation score (is the customer journey smooth?)
- Technical score (does the experience load promptly and without errors?)
- Form score (does the customer have trouble filling in and submitting their details?)
Every page, visitor, and journey is scored allowing you insight into digital experiences at every level.
The DXS® provides a benchmark for digital experiences and, because it updates in real time, is an instant indicator of optimization strategy results.
Understanding the experience a customer had without needing to ask them is especially important when we know that just 1 in 26 unhappy customers will tell you when something has gone wrong. The rest will simply leave without a word.
How Decibel works with Adobe
Decibel’s Digital Experience Intelligence technology enriches Adobe’s Target and Analytics products by providing complementary data sets to help gain additional actionable insight into user behavior. One example of a business that utilized both for this exact reason is Education First.
Helena Boada, digital marketing analyst at Education First, was looking for a platform that would help guide her optimization efforts and integrate seamlessly with Adobe Analytics. “Building a beautiful website that looks nice is just the start, it has to work for both the user and the company. We need hard proof that our digital marketing efforts and resources are being optimized fully.”
After a period of data collection, analysis, and testing, Helena utilized Decibel and Adobe to identify opportunities for new call to action (CTA) placements. As a result, Education First increased form submission rates by 20 percent.
Since the inception of our partnership in 2016, the integration between Adobe and Decibel has quickly become a go-to solution for enterprises looking for greater insight into customer experiences on their digital properties.
Decibel works with:
- Adobe Analytics (move data segments into Decibel and use forensic tools for additional insights).
- Adobe Launch (seamlessly deploy Decibel to new digital properties).
- Adobe Target (test more intelligent hypotheses based on advanced “between the clicks” analytics and improve personalization).
Learn more about the power of the Adobe and Decibel integration for driving your digital optimization and personalization strategies.
Topics: Digital Transformation, Analytics