Adobe adds Attribution IQ, travel industry features and smart speaker targeting
The new features are designed to give marketers finer tools for following customers, directing ads or assigning credit.
Adobe is puffing up its clouds, announcing a variety of improvements to make marketers’ lives easier.
Its Analytics Cloud has updated its attribution solution with Attribution IQ, which the company said is the only solution offering 10 different models for measuring the impact of different marketing efforts.
Senior Product Manager Trevor Paulsen pointed out via email that Analytics has “always offered a few of the basic attribution models, including first, last, linear and participation.”
Attribution IQ, he said, is now part of the Analysis Workspace in the Analytics cloud, allowing marketers to see how attribution “differs between specific campaigns or groups of users, for instance.” It also offers drilldowns, he said, allowing marketers to see how an individual campaign performed, not just channels, and it can assess the attribution impact on segments of users — assuming there is relevant data.
Meanwhile, over in the Adobe Experience Cloud, the travel industry is getting some new features. A new integration between the Audience Manager in the Experience Cloud and the Analytics Cloud, and a boost in measurement capabilities, are designed to help brands track travelers across touch points. For instance, Product Marketing Manager Nate Smith said in a blog post:
… the way a consumer interacts with an airline’s mobile app is a challenge to track effectively: a traveler may check-in the day prior to the flight on their laptop, open the app to gain access to the boarding pass once in the security line and may check the weather at their destination while onboard, using the in-flight wifi. Adobe Analytics can help the airline understand this as one customer journey vs. separate interactions…
The Advertising Cloud, following an expanded integration with the Analytics Cloud, now more easily allows ad personalization based on such data as purchase history, loyalty program status or online actions. Adobe suggests a hotel chain will now be able to more readily customize an ad based on the loyalty program status of a potential traveler, for instance, and then serve a different ad once the traveler has checked into the hotel.
The Advertising Cloud has also announced that it can now target 90-second audio ads on Tune-In stations by device type for smart speakers, such as Amazon Alexa, Bose SoundTouch and Sonos devices, in addition to station type or multicultural segment.
Last year, the Ad Cloud’s DSP initiated automated, data-driven buying of digital audio ads on Tune-In, a global streaming live audio service with more than 75 million listeners and over 120,000 radio stations.
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