First-Party Data Expands to Unleash Greater Campaign Effectiveness with New Adobe Analytics and Advertising Cloud Integration
by Ian Monaghan
posted on 03-26-2019
The lines between martech and adtech continue to blur. First-party data captured in analytics solutions is a powerful source for advertisers to understand the behavior of on-site engagement generated by paid media and, therefore, fine-tune their campaigns. That virtuous cycle is now in hyperdrive with the release of Adobe Analytics for Adobe Advertising Cloud DSP (demand-side platform).
Adobe customers using both Advertising Cloud and Analytics can better understand how their advertising investments lead to site behavior, through to business outcomes such as revenue. Additionally, those customers can pass Analytics data into Advertising Cloud for use in reporting and optimization. For example, one beta customer, a furniture retailer, was able to reduce the bounce rate for visits from display from 75 percent to 49 percent, revealing improvement in the quality of traffic. And they’re seeing more view-through conversions than before.
This advancement is a step closer to full closed-loop measurement, from the first marketing exposure to a purchase. Customers using both Adobe products will be able to tie together paid media and on-site actions to capture every Analytics touchpoint that their advertising drives. By passing analytics data into the DSP, our optimization algorithms can improve campaign performance by focusing on all value-driving metrics.
Now that Advertising Cloud and Analytics are deeply integrated, what can I do?
View-through data, as well as click-through data, arms customers with the insights needed to create more relevant, connected advertising experiences, and it all starts with improving user segmentation based on site behavior. Customers can now identify and create complex, dynamic segments powered by artificial intelligence via Adobe Sensei. This is a major win considering 85 percent of brands say their segmentation strategy is based on broad, simple clustering. Imagine creating sequential segments based on a set of pages visited after an entry point, or building a segment based on follow-up purchases. These richer insights allow for more relevant journeys across channels.
Moreover, by creating and sending audiences directly from Adobe Analytics to Advertising Cloud for activation, analytics and advertising teams can finally align on a “single source of truth” when it comes to data and break down institutional silos.
Another use case is reporting on how paid media impacts site behavior in Analytics. Insights into site engagement after a campaign interaction opens a world of opportunity to understand the quality of traffic delivered by targeting strategies and creative messages, and how to act on them. Reporting on DSP front-end metrics, monitoring year-over-year trends, and insights into marketing channels can shed greater light on conversions, attributions, and performance trends. Now advertisers can see how they create a halo effect captured across marketing channels with revenue influenced by paid media.
In the third use case, custom events that are now sent directly into Advertising Cloud means that no additional tracking pixels are required. Advertisers can also improve their weighted objectives by assigning each analytics event a level of importance in a custom goal. Altogether, these new capabilities translate into more metrics to power optimization.
Today marks a new dawn for data-driven marketers and advertisers. Analytics for Advertising Cloud DSP (video demo) is an extremely powerful tool that will lead to improved reporting and insight on how advertising drives site behavior, easier audience segmentation, and better overall performance of advertising campaigns. We’re proud to be the first in the industry to offer this deep level of analytics integration to inform advertising strategies.
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Topics: News, Adobe Summit, Advertising