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March 18, 2012

Adobe expands Digital Marketing Suite with cross-visit analytics

Latest version of Discover will allow analysts to dissect, manipulate data across both user segments and time

By CBR Staff Writer

Adobe Systems has expanded Adobe Discover with cross-visit analytics and other capabilities.

Adobe Discover is an analytics and segmentation solution within the Adobe Digital Marketing Suite.

Cross-visit analytics enables digital marketers to see a visitor’s journey within the marketers’ Web properties beyond single online sessions, giving the marketers an accurate view of the overall visitor experience.

Discover provides an understanding of fallout and provides insight across visits within marketers properties.

The insight enables companies to accurately allocate marketing spend to activities that will generate the return on investment, the company said.

The latest version of Discover will also allow analysts to dissect and manipulate data across both user segments and time.

Vodafone Web Analyst Andrew Wathen said cross-visit analytics is giving Vodafone new insights into how the audiences interact with it online – which of the company’s digital properties they consume, in what order and over how long, before they engage in a key event, such as purchase a phone, download a piece of content or sign up for a new service.

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"We are using these new insights to inform design decisions and invest in the digital marketing initiatives that are having the greatest impact," Wathen.

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