Marketing analytics strengthen your brand story.
When it comes to storytelling, many brands struggle with shaping their story into a rewarding and mutually beneficial engagement with their high-value audiences. The reason? Not making the data they collect work for them. Today’s brands are collecting data at unprecedented levels. But turning that data into a great customer experience takes an analytics toolset that helps you to make sense of your metrics. Marketing analytics reveals the who, when, where and why in the data that flows to your web and mobile properties.
Customers are interacting with your brand in so many ways. They’re on an average of seven devices a day, whether on mobile, desktop or TV. They’re also in your stores, at your events and contacting your call centres. With your audiences engaging with you in so many ways, it’s important to measure how your campaigns are performing in order to deliver a consistent and personal experience across all channels. But telling your story isn’t just about targeting channels — it’s also about targeting people. When they move from smartphone to tablet and from tablet to desktop, analytics follow their footprints. More importantly, marketing analytics allow you to react immediately to the steps along the journey and share relevant parts of your story at key moments.
Turn data into insights using attribution.
What drives your customers to buy? The answer is hidden in the data flowing to your brand story, exposed through the science and craft of attribution. Using marketing analytics, you can evaluate the touchpoints and interactions that make up the journey your audiences take with your brand, helping you to understand which parts of your story are resonating.
Analytics prove that marketers are generating leads, upselling, doing all the right things that drive your business. Attribution is a way to make sense of how your marketing is working. Cross-channel attribution, for instance, reveals where your story is picked up and how your audiences stay connected to your brand across multiple online and off-line channels.
The insights gained through marketing analytics drive better digital spend decisions. You’re able to connect audience behaviour with a return on marketing investment. Using Adobe Analytics, you can evaluate results from email, mobile, social and web, all within a single view, so you can see how each channel impacts the other.
While many organisations use traditional rules-based attribution — which works well for simple analysis — some require more complex analysis. This is where algorithmic attribution becomes a powerful tool. Adobe Analytics uses machine learning and advanced statistics to more objectively assign credit across all those touchpoints and ensure you are accurately assessing the value of your marketing efforts.
Bring marketing to life with data visualisations in real time.
Not all marketers are data scientists, so your marketing analytics have to make sense. Data visualisation allows business users to quickly identify trends, anomalies and patterns within your analytics dashboards and reports.
Analysis Workspace, for example, allows you to build the visualisations that will help drive engagement. You can create dashboards that suit your specific business needs and reports that clearly define your successes. Freeform Analysis within Analysis Workspace allows you to create customised analysis views. With features such as Fallout Analysis and Flow Exploration, you’re able to dive into your data more quickly, identifying traffic patterns, fallout rates and other important metrics.
Real-time data reveals real-time interest. You’ll know which content customers are looking at and what drives them to buy at that critical moment in time. You’re able to access digital marketing data flowing from your campaign activities and quickly respond. With highly granular details revealed through vibrant visualisations, you can make decisions within seconds of collecting the data.
Reveal the customer journey across devices, geographies and more.
Customers interact with your brand through multiple touchpoints across multiple channels during their journey, which translates to endless possibilities to target your audiences. Customers will be in different geographies, using various devices.
Once they show initial interest, where does your brand story take them? You can determine where they are in the world, what they’ve done with your brand and, more importantly, what drove them through their journey. Data visualisations within marketing analytics surface the “storylines” your audiences crave.
The customer journey is typically unique, but there may be common attributes and patterns shared by your customers. With an even wider scope using our powerful advanced analytics features, you’re able to segment audience behaviours based upon common journey touchpoints and learn why those experiences led to a common outcome.
By using the integrated analysis tools within Adobe Analytics, you can analyse website data, mobile activity, in-store purchases and more. Analysing customer touchpoint data reveals clues about interests, values and preferences, allowing you to build customer personas that you can target. From there you can improve the customer experience and find opportunities to excite, intrigue and delight.
Brand engagement is more than the touchpoints that mark the path to a purchase.
Pull data from more than just hits.
Brand engagement is more than the touchpoints that mark the path to a purchase. Marketing analytics allows you to evaluate campaign performance using metrics from any digital activity. For example, the Quality of Experience (QoE) metrics allow you to analyse how video quality impacts engagement, time spent, ad impressions and more. You can collect data on buffering, bitrates, errors and viewer drop-off data. All this contributes to a better vision on how your audiences interact with your video content.
Over-the-top (OTT) analytics, on the other hand, provide measurement of both video and apps on IP-connected devices including Roku, Apple TV, Chromecast and Xbox One. Combine OTT analytics with QoE metrics and more to get a complete view of content engagement. You can see how video content drives viewer behaviour, revealing opportunities for ad monetisation.
When you stream your story outside the web, you’re able to follow traffic to web or mobile properties down to the minute. For example, you can determine if TV ads are driving people to online interactions as they are being aired. Marketing analytics allows you to quickly build and deliver video experiences to targeted audiences based upon common characteristics, such as age and viewing frequency.
Fold mobile analytics into your analytics scope.
Your audiences aren’t bound to their desktops anymore. So your brand story has to make sense when consumed through multiple devices. Mobile analytics should be infused into your overall analytics view, so you can analyse and improve how your mobile customers interact with your story. This includes understanding how mobile web and mobile app behaviour connects into your customer journey.
Mobile app acquisition analytics, for example, integrate pre-download activity with app usage data to get an accurate picture of mobile campaigns. You can connect mobile app downloads to a campaign and attribute that campaign to a broad set of user behaviours after the app is downloaded. Lifecycle metrics, such as app launches, crashes, days since last use and average session length, help you to see how your brand story is consumed on mobile devices. Cohort Analysis enables you to compare first-time mobile visitors with your repeat visitors, so you can create and update apps to keep them engaged. You can also measure mobile retention rates for newly acquired users using side-by-side segmentation and comparison views.
Prepare a better brand story with predictive intelligence.
The story you tell today will not be the story you tell tomorrow. To keep your brand story fresh, you’ll need to improve it. Marketers must now anticipate as well as react to audience behaviours and traits. And with the competition just a click away, 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.
Marketing analytics tools listen to your audience in a way that reveals what they will want to hear in the future. Predictive intelligence capabilities such as Adobe Live Stream help convert ongoing data capture into a real-time events fire hose. With that knowledge, you’re better equipped to adapt and improve your future story.
Features such as anomaly detection and contribution analysis allow you to understand what’s happening on your websites, detect unusual events and see how different parts of your story contribute to the customer journey. With those insights, you can react to what’s happening in the blink of an eye and adapt your marketing to get better response.
Marketing analytics plays a part in your bigger story.
Marketing analytics solutions, like Adobe Analytics, help you to tell your best story to the right audiences at the right time. You might think organic search is where to put money, for example, but analytics reveal you should be focusing on display. You may want to invest in video production but find that mobile app engagement is driving more traffic to conversion. When you rely on marketing analytics tools, you find opportunities within the data, react quickly to underperforming content and lead your audiences to purchase faster.
With insights from marketing analytics, you can then rely on tools for optimisation, targeting and audience management to drive your best story forward. Together, these tools can power a broad multichannel or omnichannel approach that makes your story consistent throughout audience engagements, no matter where they take place.