Adobe has added a cross-visit analytics feature into its Discover product, an analytics and segmentation solution within the Adobe Digital Marketing Suite.
The feature will enable marketers to see a visitors path within a Web property and provide a more holistic view of a visitors entire experience beyond single sessions. The offering can also reveal why purchases and conversion do not occur. Armed with insights about multiple visits within their properties, marketers will get a better picture of why customers are leaving without converting - and ultimately allocate marketing spend to activities that can result in greater returns.
“Consumers don’t interact with their favorite sites in discrete, unconnected visits,” said Matt Langie, director of product marketing, Digital Marketing Business, Adobe. “They do a search and hit your home page, read reviews, leave, get an email offer, price compare, come back and finally convert. The diversity and complexity of any one visitor’s experience over time yields very different insights than looking at each visit as a distinct, separate experience. Adobe Discover provides analytics that mirror the actual visitor experience.”
Availability of the cross-visit analytics feature within Adobe Discover is expected in April 2012.