Adobe Debuts Product / Marketing Co-operation Tool

In the US, marketing software giant Adobe has launched a solution which it claims 'reimagines the products analytics category' by bringing together cross-channel customer journey insights across both marketing and product.

The firm says its new 'Adobe Product Analytics' solution shows marketing and product insights as a single customer view, enabling product teams to collaborate with their marketing counterparts to jointly develop customer engagement strategies, messaging, and enablement content. Built on the Adobe Experience Platform, Adobe Product Analytics includes self-service capabilities that reduce ad hoc requests to data analysts and data scientists, and allow users to unlock insights on patterns and changes in customer engagement over time, growth in the user base, and trends across audiences.

The new solution can also uncover product experience friction points, enabling timely changes, as well as improving future product roadmaps. Users can quickly optimize products and measure the impact of feature releases to uncover how they affect engagement in other channels; and together with Adobe Journey Optimizer, teams can take immediate action on insights from other touchpoints - such as paid media - to identify what drove users to new products, and improve personalization.

Amit Ahuja (pictured), SVP, Adobe Experience Cloud Platform and Products, comments: 'Across every sector, brands require a more comprehensive view of the customer journey, which is driving the convergence of the analytics space across product, marketing and customer experience. As Adobe continues to expand Adobe Experience Cloud, we are introducing Product Analytics to deliver insights across online and off-line touchpoints, enabling product teams and marketers to coordinate more closely'.

Web site: www.adobe.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.