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In The Analytics Wars, Adobe is more than a Contender

Posted on 11.04.2013

Adobe hardly receives any notice in the mainstream technology press about its rather advanced analytics solution.

Whether that's a result of providing what can be considered the leading design solution in Creative Suite, or if it's the cost that's preventing the solution from reaching more Web-based enterprises, I'm not sure. But without question. Adobe Analytics is as robust as any available and it's only getting better. And the recent release of Adobe Analytics 1.4 highlights just how powerful the platform continues to become. 

Website Magazine wrote on the introduction by Adobe of anomaly detection recently, but there's a whole lot more worth noting. For example, its data exploration feature helps analysts uncover relationships across data that they may not have known were there, while it's audience discovery feature is driving the evolution of segmentation, providing an opportunity to identify groups or clusters of customers that may differ significantly from others. But the appeal for serious Internet professionals certainly doesn't stop there. 

Perhaps the most powerful aspect of the platform is the introduction of its gains/lift charts that enable analysts to predict the impact a customer scoring model will have on marketing and business initiatives. It's predictive analytics capabilities also take the whole undertaking of analytics a step further, enabling enterprises to actually start optimizing, acting on the data they collect and analyze. Keep in mind that these are all features available exclusively to premium members of Adobe Analytics. For serious enterprises, however, it could be the only way to go. 

What Adobe is offering is the ability to leverage the power of predictive analytics without a deep knowledge of statistics and data mining. Leveraging the new features can help increase the effectiveness of not just analysis but optimization, leading to greater success, decreased costs, and a bet­ter under­stand­ing of your busi­ness and customers.  

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