Marketing performance measurement.

Understand the impact of content, channels, and campaigns on customer conversion.
 
 
The challenge
 

Revealing the true results of marketing campaigns. 

The customer journey is far from linear. As a result, you’re unsure which marketing channels have the greatest impact. You want to stay one step ahead of your customers across channels, but a lack of real-time insights makes it hard to predict paths and optimize campaigns. Spending marketing dollars based on last-click attribution can be both misleading and costly. You may have caught yourself saying:

“I want to measure the critical stages of my customer journey and how to optimize those experiences.”
Tracking customer journeys across multiple channels takes a cross-channel solution. Without reliable measurement tools in place, determining critical points along the journey becomes anyone’s guess.
 
“I’m afraid I’m investing in the wrong channels with the wrong content.”
Too many solutions and systems result in a chaotic measurement and analysis process. This complicates optimization efforts and can result in time and money being spent on marketing efforts you’re not even sure are working.

“There’s got to be a way to get credit for the impact of my content.”
Attribution models can be a major source of internal contention and can limit your credibility for delivering effective content. Relying on last-click attribution leads to marketing decisions based on incomplete and inaccurate information.

Campaign measurement and optimization are increasingly complex. Here are four challenges marketers like you face:

Understanding how online and offline campaigns support each other.
 
Understanding how online and offline campaigns support each other.
Gaining visibility into the status of marketing KPIs and adjusting in real-time.
 
Gaining visibility of the impact paid, owned, and earned media has on customer conversion.
Using automation to forecast the best mix of ads based on budget and performance.
 
Using automation to forecast the best mix of ads based on budget and performance.
Finding the time and talent to optimize marketing dollars on the most fruitful tactics.
 
Finding the time and talent to optimize marketing dollars on the most fruitful tactics.

Move past the competition with a better understanding of how your marketing campaigns perform.

 
13%

Only 13% of companies feel strongly that they have identified their customers’ decision journeys and understand where to focus marketing.

50%

Nearly half cannot measure the critical stages of the consumer decision journey.

David Edelman and Jason Heller, The marketer strikes back, McKinsey & Company, October 2015.
 
The solution

Take the guesswork out of marketing performance.

 
Marketing performance guesstimate vs. Marketing performance measurement.
Marketing performance guesstimate lacks a clear analysis of the customer journey, and gut-instinct marketing efforts become costly and ineffective. Analytics tools that can’t keep up with cross-channel engagement lead to misinformation and poor insights into what really influences your customers.
 
 
vs.
Marketing performance measurement starts by combining data from every channel for a single customer profile. You can personalize content to create better offers on the channels your customers prefer. Then use algorithmic attribution to know how to optimize future experiences and programmatic ad buys. 

Marketing performance measurement = Analyzing customer experiences across every channel to optimize the customer journey and improve marketing effectiveness.

Marketing performance measurement = Analyzing customer experiences across every channel to optimize the customer journey and improve marketing effectiveness.

Don’t be data rich and insight poor. By improving marketing performance measurement, your brand will:
COMBINE online and offline data in a single customer profile.
 
COMBINE
online and offline data in a single customer profile.
CREATE personalized content and offers with rich data.
 
CREATE
personalized content and offers with rich data.
AUTOMATE content delivery across any marketing channel.
 
AUTOMATE
content delivery across any marketing channel.
MEASURE  results and gain insights for the next campaign.
 
MEASURE
results and gain insights for the next campaign.
OPTIMIZE your marketing mix through continuous testing.
 
OPTIMIZE
your marketing mix through continuous testing.
ATTRIBUTE the value of each marketing touchpoint.
 
ATTRIBUTE
the value of each marketing touchpoint.

Your data should do more than judge the past.

Learn how the right data can transform your marketing in Knowledge is Power.
 

The Adobe advantage

Solutions to see the big picture.

We know that determining how to spend your marketing budget in the most meaningful way can be a daily challenge. That’s why we’ve developed sophisticated and transparent tools to show you how to measure marketing performance and then create, execute, and adjust your media plan to make the greatest impact with your unique customers.

Our tools, powered by advanced statistics and machine learning, give you data from all marketing channels in one place. With this perspective, you can see the impact of each interaction on customer conversion, and accurately predict future outcomes of different campaigns. By uncovering these insights in real-time, you’ll know where to invest your resources and budget.

Programmatic ad-buying helps you forecast the best mix of search, display, and social ads based on your budget. It also automates the execution of your media plan by delivering the most relevant content to your highest-value audiences. With real-time paid media data and rich analytics, you’ll have all the insights you need to continually optimize your customer journey — and the confidence that you’ve invested your marketing dollars for the best possible return.
Optimal marketing performance measurement with Adobe can help you:
Know how each marketing channel impacts your customer’s path to conversion and retention.
 
Know how each marketing channel impacts your customer’s path to conversion and retention.
Get personalization recommendations for ideal customer experiences and higher conversion.
 
Get personalization recommendations for ideal customer experiences and higher conversion.
Display the performance of all marketing channels and tactics side-by-side in a single place.
 
Display the performance of all marketing channels and tactics side-by-side in a single place.
Execute attribution-informed media buys through the platforms you already use.
 
Execute attribution-informed media buys through the platforms you already use.
 

Customer story

CSC
The proof is in the data.
Computer Sciences Corporation (CSC) uses analytics from Adobe to know who site visitors are and create an attribution model that correctly identifies steps to conversion. With these tools, marketing was able to show how specific content contributed to KPIs and then team up with sales to acquire higher-quality leads.

Chris Marin

“Adobe helps us bridge the gap between marketing and sales to understand the impact of content, channels, and campaigns on conversion.”

Chris Marin
Senior Principal of Digital Marketing Platform & Analytics, CSC

By improving marketing performance measurement with Adobe, CSC was able to:

  • Double the number of monthly marketing leads by optimizing and targeting content for audience segments.

  • Personalize digital experiences by integrating insights with third-party solutions.
     
  • Automate tag management for 14,000 web pages and give developers more time to spend on personalization and testing. 
     
  • Increase engagement on social media by quickly and accurately identifying relevant conversations with social filters.

Measurement our customers count on.

Better measurement leads to improved marketing. With the right cross-channel solution, your business can gain clear insights into the customer journey from start to finish. Forget the cumbersome and unreliable measurement methods of the past and start looking at the metrics that matter to your bottom line.
You have a detailed view of the entire customer journey.
You have a detailed view of the entire customer journey.
You have a unified system for delivering personalized experiences.
You have a unified system for delivering personalized experiences.
You have increased visibility into what’s working and what isn’t.
You have increased visibility into what’s working and what isn’t.

Demystify your marketing performance metrics.

Get rid of the guesswork and open your eyes to the big picture and true results of your marketing program.