News Byte: Adobe Upgrades Marketing Cloud Analytics

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News Byte: Adobe Upgrades Marketing Cloud Analytics
News Byte: Adobe Upgrades Marketing Cloud Analytics

Adobe today announced upgrades in real-time reporting, predictive analytics, and mobile metrics to the Adobe Analytics suite in its Marketing Cloud. New capabilities promised by Adobe include:

  • Updates on conversion and content consumption as quickly as every five seconds
  • Anomaly detection of significant spikes in behavior important in predictive analyses
  • Serving of location-specific content to customers' mobile devices
  • Video metrics that capture data every 10 seconds for content usage and every five seconds for ads using “heartbeat” measurements

“Anomaly detection is one of the new features we're very excited about,” says Adobe Analytics Product Marketing Manager Nate Smith. “Using a company's historical data as a base, it will locate the five needles of significance in the Big Data haystack.”

Also of note, according to Smith, are advancements made in video metrics. “A lot of our customers were already measuring the start and end of a roll, but the upgraded package allows them to see where their customers go next,” he says.

Real-time reporting visualizations in the new Adobe Analytics can be toggled for display on big-screen TVs and large computer monitors in marketing department war rooms.

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