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ColdFusion Authors: Yakov Fain, Jeremy Geelan, Maureen O'Gara, Nancy Y. Nee, Tad Anderson

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Adobe Digital Marketing Suite Tackles Big Data with Predictive Marketing

Reduces the complexity of uncovering hidden behavioral patterns in Big Data

Adobe Systems Incorporated has announced new predictive marketing capabilities within the Adobe Digital Marketing Suite, reducing the complexity of uncovering hidden behavioral patterns in big data. These advancements will help marketers more quickly sort through an increasing amount of data to find the most impactful insights as well as leverage vast amounts of historical data to predict future results. Adobe is putting predictive analytics and more intelligent, forward-looking decision-making into the hands of digital marketers.

“In the early days of digital marketing, analytics emerged to tell us what happened and, as analytics got better, why it happened. Then solutions emerged to make it easier to act on data and optimize results,” said Brad Rencher, senior vice president and general manager, Digital Marketing Business, Adobe. “But the sheer amount of available data presents a challenge to quickly extract insights and act while those insights are still valuable. The new predictive capabilities within the Digital Marketing Suite address these challenges and help marketers turn big data into a big opportunity.”

Adobe runs massively parallel software-as-a-service offerings through approximately 23,500 servers and networked devices in 19 data center co-location sites. Adobe captures more than six trillion transactions per year for its 5,000+ digital marketing customers. Collectively, these transactions represent more than 27 petabytes of data.

“Historically all Web analytics have reflected data from the past which has been to a certain extent like driving a car using only the rear view mirror,” said Ken Seiff, executive vice president, Direct and Omni Channel, Brooks Brothers. “The new predictive marketing capabilities from Adobe are helping us forecast revenue and identify the most powerful levers our team can pull to have the most likely positive effect on the site's revenue. These new capabilities are both simple and fast, and for the first time we can be marketers using data in a manner that allows us to drive while facing the road ahead.”

Adobe’s predictive marketing capabilities enable marketers to improve a variety of digital marketing strategies, including personalized engagement, multi-channel campaign execution, and media monetization. Specifically, digital marketers can:

  • Change key metrics in various what-if scenarios to see how those changes will potentially impact business outcomes, such as orders and revenue
  • Forecast campaign results across search, social and display, and develop optimized media mix models, generating higher returns on multi-channel advertising initiatives
  • Identify leading indicators that point to upcoming risks and anomalies and adjust marketing strategies before a problem occurs or to take advantage of an opportunity
  • Identify interactions (leaving a comment, reviewing a product, etc.) with the highest probability to convert
  • Move from testing content to prescribing content based on what the predictive model predicts will be best

The predictive marketing capabilities of the Adobe Digital Marketing Suite are now delivered through the following products and services:

  • The virtual analyst, the predictive modeling engine for the Adobe Digital Marketing Suite, intelligently identifies metrics with anomalies that need further review, forecasts those metrics for up to three weeks, and performs a correlation analysis to find other metrics that contributed to the anomaly
  • The advanced algorithms from the acquisition of Efficient Frontier are used to forecast campaign results and develop optimized media mix models, which may be leveraged to generate higher returns on multi-channel advertising initiatives
  • A predictive marketing dashboard allows marketers to change key metrics in various what-if scenarios to see how those changes will potentially impact business outcomes, such as orders and revenue

Customers interested in these predictive marketing capabilities can contact an Adobe account manager. Virtual analyst is currently in development and expected to be available later this year. All other capabilities are currently available.

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