Customer analytics brings your audience into view.
Customers expect you to know who they are and what they’re interested in. In order to improve your performance, you have to know what content customers respond to, which channels they engage and how to effectively target them. Customer analytics provides those insights.
While there’s plenty of data — digital and off-line — that can reveal who your customers really are, it takes an integrated analytics toolset like Adobe Analytics to pull all that data together. You can get a better view of your audiences, segments and individual “listeners.” Without insights from customer analytics, you’re guessing at who your high-value customers are.
Customer analytics provide a lens into the customer journey.
What happens the first time someone opens an email, lands on your website or views a display ad? What’s the next step he or she takes? Analytics measure digital and off-line experiences that customers have with your brand as they engage with you. This creates a customer journey profile that runs campaigns using foresight instead of hindsight.
Through brilliant data visualisations, journey analytics reveal a high-resolution, 360-degree view that uncovers opportunities where you can create more rewarding engagements with your most valued customers.
But the customer journey reveals more than where your customers go. It shows you who they are, when they consumed your story and what ultimately drove them to purchase. Customer journey analytics help you to determine why your customers interact with your brand, so you can drive better experiences and marketing decisions.
Connect the dots to reveal your audience.
As powerful as knowing what the customer journey is, having a clear view of who is taking that journey is even more crucial to making sure your brand story is amazing. Customers have an expectation to receive a consistent experience between online and off-line interactions these days. They anticipate a seamless experience, no matter how they choose to engage with you.
You must connect the dots that make up your customer profiles. For many brands, stitching together online and off-line data points is a daunting challenge. Adobe solutions not only bring data together but provide you with the analysis tools to discover and manage the customer journey.
Customer traits, such as geography, gender and purchase history, are merged to define and even predict a customer’s digital journey. This allows you to personalise offers in real time, maximising your marketing success. While a campaign is running, you can quickly adjust using insights gained from customer analytics. To achieve broader success, the journeys of entire customer segments can be modelled using predictive rules.
Features such as Customer Attributes, for example, allow you to easily combine descriptive data found in your CRM — such as gender or loyalty programme information — with online behavioural data to provide a clearer view of who is engaging with your story and how they are responding. The Adobe Analytics toolset puts the power of analytics in the hands of marketers, allowing you to push the play button on your analytics engine and instantly visualise the dots that reveal your audiences and their journeys.
One aspect of marketing is understanding whatdrives your best customers.
Discover and measure your high-value audiences.
It’s important to understand what drives your best customers. Identifying the actions and characteristics of your high-value customer segments allows you to better retain these segments while also helping you to find and attract new customers.
Through analytics, you get a clearer view of your entire customer ecosystem. With tools such as the Data Workbench, you can do deep analysis across all customer data in order to make informed decisions and to target audiences that have provided value to your brand.
You can sharpen your audience view and get your brand story to really resonate with your customers. Audience clustering, for instance, gives you a next-level view in customer segmentation by intelligently categorising individuals into distinct personas and then grouping those personas into audiences. Think of it as segmenting on steroids.
Correlation tables allow you to combine a multitude of metrics, data points and dimensions to see which traits and behaviours comprise your most valued customers. Does tweeting activity correlate to more purchase events? You understand the connections, so you can engage with them at a deeper, more rewarding level. You can select from this deep pool of variables to refine your view and measure the impact of audience behaviours on buying activity.
Look at the future with predictive analytics.
Predictive analytics takes insights to a whole new level. In order to become a more mature marketing organisation, your practices must not only react to behaviours but be able to predict future activities. Adobe Analytics puts powerful tools in your hands that allow your brand to mature.
Customers can instantly jump off their journey with your brand, so mistakes can be costly. You need to be able to anticipate what your customers want, so you can deliver the right experiences at precisely the right time. This is why it’s important that advanced algorithms can now be used by marketers, not just data scientists.
Propensity scoring, for example, helps target the most likely audience interests, so you can build them into your story going forward. With a robust marketing analytics toolset, you no longer need to spend countless hours guessing at explanations to changes in your metrics and you can focus on creating a better story.
Using decision trees, you can connect the dots in a tree-like graph, which makes potential relationships to particular outcomes visible to even the most nontechnical analyst. This information helps you to influence how customers interact with your properties going forward.
Contribution analysis intelligently identifies the factors that cause changes in trend data or result in occasional anomalies. While doing the heavy lifting in the background, your analytics engine reveals anomalies that could otherwise lead to a misguided story for your audiences.
Integrate with other solutions to maximise decision-making.
To get more from your collaborative decision-making, you can share audiences across a wide range of marketing tools, such as those in Adobe Experience Cloud. You can connect third-party data sources with first-party data within Adobe Analytics, layering data upon data, bringing the vision of your customers into better focus.
Segment Builder in Analytics, for example, allows you to build and share audiences faster and with greater precision. You’re able to easily drag and drop data points, events and even other segments to create the perfect segment definition. Then, once you’ve defined your audiences and segments, they can be shared with the rest of the solutions in Experience Cloud. Easily deliver multiple campaigns at one time, leading to significant time savings.
Customer analytics play a role in your bigger story.
Analytics build the foundation for your overall marketing approach. Insights gained from following the customer journey can power decision-making and action. They can inform your marketing, sales, product development and other stakeholder teams. As part of a broader analytics strategy that folds in your web analytics, mobile analytics and marketing analytics, you can do even more with customer data.
Adobe Analytics does the heavy lifting, saving you from hours of traditional analysis. With meaningful visualisations, you can measure the impact of how you engage with your audiences. Without customer analytics, you’re left wondering who is listening to you. But through informed decisions surfaced by customer analytics, you uncover the high-value audiences that will follow and share your story.
Adobe can help.
Adobe believes the next frontier is customer intelligence. In order to get there, you’ve got to rely on customer analytics tools that bring your audiences into view and connect your customers to your brand story in a more meaningful, engaging way. Adobe Analytics drives that process, providing sharper audience insights and stronger individual relationships.