Adobe Analytics: Everything you need to know

Do you know the most significant driving force in business?

Data.

Data helps businesses make informed decisions, offer sustainable solutions, reach appropriate target audiences, and optimize returns on investment. The market is filled with tools to provide data insights, and Adobe Analytics is one such prominent name that helps businesses.

Adobe Analytics helps businesses get stats that can transform their customer experience and be a game changer. How? 

Let’s find out.

What is Adobe Analytics?

Adobe Analytics is a powerful analytics tool that collects and analyzes data to empower businesses with insights into customer data. It also provides advanced statistical models and AI features to detect anomalies and refine campaigns.

Adobe Analytics provides meaningful insights about customer behavior, most commonly based on engagement via a company’s website or digital media. Businesses use this raw data to make informed decisions, personalize user experiences, and optimize return on investment.

Why is Adobe Analytics used?

Adobe Analytics provides advanced statistical models and AI features to businesses to revolutionize their operations. With the advanced models and AI features, it helps businesses with:

• Anomaly detection
•  Predictive analytics 
•  Refining marketing campaigns

How does Adobe Analytics help businesses?

Adobe Analytics helps businesses by enabling them to:

• Reach target audiences with personalized content
• Measure ROI 
• Use reporting and visualization features to make informed decisions

How it all got started: the origin of Adobe Analytics

Adobe Analytics was once known as Omniture, a standalone web analytics platform. Adobe acquired it in 2009, and it operated with the original name until 2012. 

Adobe then integrated it into its suite of products within the overarching Adobe Experience Cloud as Adobe Analytics. 

Adobe Analytics Cloud: What is it?

Adobe Analytics Cloud is a customized set of different tools that enable businesses to analyze customers’ journeys with unprecedented granularity. Adobe Analytics falls under the Adobe Analytics Cloud.

Adobe Analytics Cloud helps businesses extend the capabilities of Adobe Analytics with other members of the family, namely, RT-CDP and Customer Journey Analytics.

How does Adobe Analytics work?

Adobe Analytics draws data from multiple online sources in real time. Some of these sources provide data through direct integration with Adobe Analytics, while others, like an app or a website, need Adobe tracking code to capture data. 

Adobe Analytics integrates with different platforms, such as BL.INK, that captures online and offline engagement data. As this data integrates into Adobe Analytics, marketers can report on the complete customer journey.

Once the data reaches the Adobe Analytics platform from various sources, it can be visualized in many ways, showing a range of analysis. Adobe Analytics makes it easy to segment data, see trends, and review real-time results.

While Adobe Analytics is a robust technology,the tool makes it easy for any users to access, create, and understand reporting. Adobe Analytics can help users with different experience levels and roles to gain meaningful insights.

What are the key features of Adobe Analytics?

Adobe Analytics brings the following features to the table:

1. Multi-channel data collection

Adobe Analytics brings a report suite that allows you to collect data from multiple channels, including ad campaigns, emails, web, and mobile apps. Consequently, you get a centralized repository of all the web and marketing data in Report Suite.

Additionally, the platform supports offline data integration wherever the data is set up to be gathered. For example, if a direct mail piece includes a QR code with UTM parameters attached, that data can be integrated into Adobe Analytics, if the QR code was created with BL.INK. 

2. Data visualization and real-time reporting

Once you collect the data, the dashboards with visualizations and tables are available for reporting. You can create custom variables for reporting conversions pertaining to the business. 

Additionally, Adobe Analytics helps you collect data and create dashboards for real-time reporting. 

3. Cross-device analytics

Adobe Analytics eliminates data silos in multi-channel data collection and reporting. The platform links data for audiences using different web browsers and devices. Consequently, it offers more precise analytics and can map accurate interactions across the customer journey. 

It also offers flow analysis, which is used to identify customer paths and stages in the customer journey. The flow analysis helps you create personalized customer journeys. 

4. Cohort analysis and segmentation

You can create cohorts to analyze audiences sharing standard features over a particular period. This feature helps users pick metrics, dimensions, and segments for cohort tables and share them with their teams.

You can identify and analyze data for subsets of audiences based on their interactions, features, and behavior with segments. 

5. Ad analytics and remarketing

Another feature Adobe Analytics offers users is advertising analytics and remarketing. If you publish display ads on multiple platforms (like e-commerce stores, social media, or search engines), you can measure different ad management KPIs in Adobe Analytics, such as CPC, ad clicks, and more. 

It also enables you to integrate with Adobe Campaigns to add triggers for remarketing purposes based on email subscriptions, sign-ups, cart abandonments, and more. 

6. Marketing attribution

Attribution models are essential elements of an analytics tool. They allow analysts to analyze different channels and their performance. Adobe Analytics has all the crucial predefined single- and multi-source attribution models.

It also offers algorithmic attribution that uses machine learning techniques to assign credit. You can apply attribution to any metric, dimension, and channel in Adobe Analytics.

7. Predictive analytics

The predictive analytics feature of Adobe Analytics helps users with smart alerts, anomaly detection, and contribution analysis.

You can identify fluctuations in data such as clicks, order values, and contribution analysis in the anomaly detection report. You can use algorithms and machine learning practices to identify the causes of these anomalies.

The anomaly detection and contribution analysis help users detect any fraudulent activities on the website and take measures to prevent them from causing any damage.

You can create intelligent alerts for specific types of anomalies. You can also decide the deviation in a metric that should trigger the alert if it occurs again. Simultaneously, you can set the frequency of the alert and send alerts with the help of SMS and emails.

How BL.INK integrates with Adobe Analytics

The integration of BL.INK with Adobe Analytics can ensure you have a more nuanced understanding of your customers' behavior. It can improve your marketing efforts with detailed, data-driven insights. BL.INK can deliver structured data, aiding your marketing strategy improvement and the achievement of meaningful results with the following:

• Seamless Tracking Integration: The addition of UTM parameters to BL.INK short links ensures a seamless data flow between the platforms. Adobe Analytics can easily track this consistently-structured data.
  
  
• Enhanced Data Analysis: Integrating BL.INK’s click data with the analysis tools of Adobe Analytics can provide meaningful insights and improve the accuracy of customer journey mapping.
  
  
• Optimized Campaign Performance: It allows real-time performance analysis, which results in swift campaign adjustments and improved A/B testing strategies. 
  
  
• Improved ROI Calculation: The detailed attribution tracking facilitates the integration of BL.INK and Adobe Analytics allowing for more precise ROI calculations and informed decisions.

How to implement BL.INK with Adobe Analytics

You can follow the steps below to integrate BL.INK data in Adobe Analytics. 

• Link Configuration: BL.INK enables you to easily create UTM parameters in your BL.INK links, so you can align it with the tracking data required in Adobe Analytics. 
  
  
• Data Integration: BL.INK maps to Adobe Analytics fields that can be configured to recognize and categorize the incoming data.
  
  
• Analysis & Optimization: The accounts can be calibrated to bring key KPIs to the forefront, helpful in fine-tuning the strategies to achieve optimal results.

In case you encounter any issues, our team is ready to help.

Short links from BL.INK streamline marketing attribution

BL.INK is a tool that helps marketers improve marketing outcomes by making it easy to create consistent links that capture attribution details. With BL.INK, you can capture data from short links in digital media to QR codes used in packaging and print media. Integrating BL.INK with platforms like Adobe Analytics improves its value and provides a comprehensive suite of tools to enhance data-driven decision-making. 

You can improve your campaign performance and marketing efficiency by adding BL.INK to your martech stack. BL.INK ensures perfectly-structured shortened URLs that build trust and aid in reporting on key campaign performance metrics across your global team. 

So, what are you waiting for?

Connect now to transform your business—integrate BL.INK with Adobe Analytics now. 

Let's talk about how BL.INK improves marketing data, reporting, and outcomes.