{"id":2457,"date":"2019-04-23T16:50:17","date_gmt":"2019-04-23T13:50:17","guid":{"rendered":"https:\/\/webanalyst.ro\/?p=2457"},"modified":"2019-04-23T17:02:07","modified_gmt":"2019-04-23T14:02:07","slug":"adobe-analytics","status":"publish","type":"post","link":"https:\/\/webanalyst.ro\/blog\/2019\/adobe-analytics\/","title":{"rendered":"Audien\u021be inteligente \u00een Adobe Analytics"},"content":{"rendered":"\n

Prim\u0103vara se anun\u021b\u0103 update-urile majore la produsele Adobe pentru marketing, analytics \u0219i commerce. Ca o recapitulare, \u00een 2016 f\u0103ceau primii pa\u0219i serio\u0219i spre cross-device<\/a> \u0219i testare asistat\u0103 de AI, \u00een 2017 lansau Adobe Advertising Cloud<\/a>, precum \u0219i Sensei – platforma de AI, iar \u00een Analytics lansau People Metric, dup\u0103 care, \u00een 2018 au lansat Adobe Launch<\/a>, un instrument de tag management din \u201egenera\u021bia urm\u0103toare\u201d (primul lor produs de tag management a fost lansat<\/a> \u00een 2011).<\/p>\n\n\n\n

\u00cen ultimul an, Adobe a l\u0103rgit suita de produse achizi\u021bion\u00e2nd Marketo<\/strong>, o companie de automatiz\u0103ri pentru marketing focusat\u0103 pe B2B cu 5000 de clien\u021bi, dar \u0219i Magento<\/strong>, platforma de ecommerce lider de pia\u021b\u0103. <\/p>\n\n\n\n

Pentru a se diferen\u021bia de al\u021bi competitori din zone ca analytics sau ecommerce, Adobe investe\u0219te mult \u00een zona de personalizare a experien\u021belor. S\u0103 vedem cum arat\u0103 \u00een prezent suita lor de produse:<\/p>\n\n\n\n\n\n\n\n

\"\"<\/figure>\n\n\n\n

A\u0219adar, produsele sunt grupate \u00een 4 categorii:<\/p>\n\n\n\n

  • Advertising Cloud<\/strong> – lider de pia\u021b\u0103 pe zona de cross-channel advertising (deci campanii \u00een mai multe medii, \u00een special online + TV), cu func\u021bionalit\u0103\u021bi complete pentru planificarea, cump\u0103rarea, m\u0103surarea \u0219i optimizarea bugetului media <\/li>
  • Analytics Cloud<\/strong> – cel care ofer\u0103 insight-uri \u0219i creeaz\u0103 audien\u021bele cross-device, folosite at\u00e2t \u00een ads, c\u00e2t \u0219i \u00een personalizarea experien\u021bei \u00een aplica\u021bii<\/li>
  • Marketing Cloud<\/strong> – grupeaz\u0103 instrumentele pentru optimizarea con\u021binutului, experien\u021belor \u0219i traseului utilizatorilor <\/li>
  • Commerce Cloud<\/strong> – cum scriam mai sus, nou introdus \u00een oferta Adobe, \u00eencepe de la v\u00e2nz\u0103ri de $155 miliarde prin platforma Magento… deloc r\u0103u<\/li><\/ul>\n\n\n\n

    Adobe declar\u0103 c\u0103 abordarea sa este una AI first<\/em>, cu platforma Sensei integrat\u0103 din ce \u00een ce mai mult \u00een toate cele de mai sus, la fel ca \u0219i Experience Platform.<\/p>\n\n\n\n

    Adobe Analytics \u00een 2019<\/h2>\n\n\n\n

    Cele mai importante nout\u0103\u021bi aduse anul acesta la platforma Adobe Analytics Cloud sunt:<\/p>\n\n\n\n

    • View-Through Data<\/strong> (nu numai Click-Through, ca p\u00e2n\u0103 acum) – putem vedea comportamentul celor care au v\u0103zut o reclam\u0103, chiar dac\u0103 nu au dat click, \u0219i chiar putem segmenta pentru a activa ulterior exact aceast\u0103 audien\u021b\u0103<\/li>
    • Activarea audien\u021belor<\/strong> \u00een func\u021bie de diverse ac\u021biuni din site, precum vizualizarea unui clip sau calcularea pre\u021bului, precum \u0219i utilizarea de la punctul anterior<\/li>
    • \u00cen cursul acestui an, toate aceste audien\u021be noi vor fi disponibile \u00een platforma Experience, pentru a fi folosite \u0219i \u00een alte momente din traseul utilizatorilor<\/li>
    • Adobe declar\u0103 c\u0103 toate Customer Data Platforms erau doar ni\u0219te agregatoare de date, p\u00e2n\u0103 acum, c\u00e2nd au f\u0103cut din Audience Manager<\/strong> primul Data Management Platform focusat pe activarea audien\u021belor \u00een timp real<\/li>
    • Attribution IQ<\/strong> este unul dintre noile servicii Sensei disponibile \u00een Analytics \u0219i ajut\u0103 la \u00een\u021belegerea mai bun\u0103 a performan\u021bei pentru reclame \u0219i pentru celelalte ac\u021biuni de marketing<\/li>
    • alt serviciu nou \u00een Analytics de la Sensei este Trait Recommendations<\/strong>, cu ajutorul c\u0103ruia sunt create automat segmente de utilizatori despre care se laud\u0103 c\u0103 ar fi foarte perfomante<\/li>
    • ca \u0219i anul trecut, \u0219i anul acesta este o anun\u021bat\u0103 o leg\u0103tur\u0103 (\u0219i mai) str\u00e2ns\u0103 \u00eentre Advertising Cloud \u0219i Analytics Cloud, pentru a evalua mai bine campaniile media, dar \u0219i comportamentul omnichannel<\/li><\/ul>\n\n\n\n
      \"\"<\/figure>\n\n\n\n

      Adobe Experience \u00een 2019<\/h2>\n\n\n\n

      Merit\u0103 trecute \u00een revist\u0103 c\u00e2teva nout\u0103\u021bi anun\u021bate \u0219i de celelalte produse din suita Experience:<\/p>\n\n\n\n

      • a fost anun\u021bat\u0103 extinderea parteneriatului dintre Adobe \u0219i Microsoft, mai exact \u00eentre produsele Marketo<\/strong> \u0219i LinkedIn<\/strong>, care au creat o nou\u0103 experien\u021b\u0103 pentru v\u00e2nz\u0103rile B2B (account buying teams), mai ales c\u0103 ei consider\u0103 c\u0103, \u00een online, de multe ori comunic\u0103m at\u00e2t B2B, c\u00e2t \u0219i B2C, trend pe care ei l-au numit B2E (de la end-to-end<\/em>)<\/li>
      • Adobe Target<\/strong> poate fi folosit pentru a edita acum \u0219i site-uri mobile sau aplica\u021bii mobile, f\u0103r\u0103 programare \u0219i f\u0103r\u0103 a urca o nou\u0103 versiune \u00een magazinele de aplica\u021bii<\/li>
      • Adobe Commerce Cloud<\/strong> are acces la catalogul de produse, cre\u00e2nd astfel foarte simplu noi materiale de marketing (de exemplu, pagini de ofert\u0103); din aceea\u0219i interfa\u021b\u0103, acestea pot fi publicate imediat pe site-uri, aplica\u021bii, chat bot, conturi de social media etc.<\/li>
      • Visual search<\/strong> & audio search<\/strong> sunt alte super experien\u021be oferite de Adobe pt retaileri; practic, vezi pe cineva o hain\u0103 care \u00ee\u021bi place, \u00eei faci poz\u0103 \u0219i aplica\u021bia \u00ee\u021bi arat\u0103 de unde o po\u021bi cump\u0103ra<\/li><\/ul>\n\n\n\n

        Ca o curiozitate de final, imaginea de la \u00eenceputul articolului este un dashboard intern al Adobe, creat cu ajutorul Adobe Experience Platform, \u00eens\u0103 vizualizarea este realizat\u0103 \u00een Microsoft Power BI \ud83d\ude42<\/p>\n","protected":false},"excerpt":{"rendered":"

        Prim\u0103vara se anun\u021b\u0103 update-urile majore la produsele Adobe pentru marketing, analytics \u0219i commerce. Ca o recapitulare, \u00een 2016 f\u0103ceau primii pa\u0219i serio\u0219i spre cross-device \u0219i testare asistat\u0103 de AI, \u00een 2017 lansau Adobe Advertising Cloud, precum \u0219i Sensei – platforma de AI, iar \u00een Analytics lansau People Metric, dup\u0103 care, \u00een 2018 au lansat Adobe […]<\/p>\n","protected":false},"author":1,"featured_media":2458,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,11],"tags":[385,829,811,884,885,180,886],"class_list":["post-2457","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-noutati","tag-adobe","tag-adobe-advertising","tag-adobe-analytics","tag-magento","tag-marketo","tag-omniture","tag-power-bi"],"_links":{"self":[{"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/posts\/2457","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/comments?post=2457"}],"version-history":[{"count":4,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/posts\/2457\/revisions"}],"predecessor-version":[{"id":2464,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/posts\/2457\/revisions\/2464"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/media\/2458"}],"wp:attachment":[{"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/media?parent=2457"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/categories?post=2457"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/tags?post=2457"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}