{"id":2774,"date":"2020-04-13T13:19:21","date_gmt":"2020-04-13T10:19:21","guid":{"rendered":"https:\/\/webanalyst.ro\/?p=2774"},"modified":"2020-04-13T13:19:22","modified_gmt":"2020-04-13T10:19:22","slug":"profiluri-in-timp-real-de-la-adobe","status":"publish","type":"post","link":"https:\/\/webanalyst.ro\/blog\/2020\/profiluri-in-timp-real-de-la-adobe\/","title":{"rendered":"Profiluri \u00een timp real de la Adobe"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Ca \u00een fiecare prim\u0103var\u0103, \u00eemi \u00eendrept aten\u021bia spre Adobe, care \u00ee\u0219i anun\u021b\u0103 nout\u0103\u021bile la produsele de marketing digital. S-au \u00eemplinit <a rel=\"noreferrer noopener\" aria-label=\"10 ani (se deschide \u00eentr-o fil\u0103 nou\u0103)\" href=\"https:\/\/webanalyst.ro\/blog\/2019\/adobe-analytics-deceniu\/\" target=\"_blank\">10 ani<\/a> de c\u00e2nd au lansat pentru prima dat\u0103 o astfel de platform\u0103. Pe digital analytics, \u00een 2010 au fost primii care au avut o astfel de suit\u0103 de produse.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dar s\u0103 vedem ce au anun\u021bat la Adobe Summit 2020 pentru zona de analytics!<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">SDK noi pentru colectarea datelor<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Anul trecut, Adobe lansa Experience Platform (a nu se confunda cu mai celebrul Experience Manager). Acesta folose\u0219te date din diverse surse, inclusiv Analytics \u0219i Audience Manager, \u0219i este \u00een centrul produselor de date \u0219i analytics de la Adobe.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pentru a simplifica \u0219i partea de colectare a datelor, inclusiv pentru Experience Platform, cei de la Adobe anun\u021b\u0103 acum noi SDK-uri pentru web \u0219i mobile. Concret, va fi <strong>un singur tag care va func\u021biona cu toate platformele de la Adobe<\/strong>. Vom avea cu 80% mai pu\u021bin cod \u00een aplica\u021bii. Dup\u0103 trecerea la colectarea prin Experience Platform, nu vom mai avea customiz\u0103ri precum <code>eVar<\/code> sau <code>mbox<\/code>. Pot s\u0103 spun doar: \u00een sf\u00e2r\u0219it!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Alt\u0103 noutate este c\u0103 tag-urile pot fi rulate server-side. Probabil c\u0103 aceasta vine \u0219i ca un r\u0103spuns la limit\u0103rile tot mai stricte impuse de browserele web, precum \u0219i de autorit\u0103\u021bi prin protec\u021bia datelor personale.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Prelucrarea datelor<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dup\u0103 ce datele sunt colectate, platforma le organizeaz\u0103 \u00een Experience Data Model, de unde pot fi folosite cu instrumente comune de vizualizare sau prelucrare a datelor, precum Tableau, Looker, Power BI, Excel, Jupiter Notebooks, R etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dar Adobe vine \u0219i cu propriile instrumente pentru prelucrarea datelor: Query Service, Data Science Workspace, Customer Journey Analytics sau Intelligent Services.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Profilare \u00een timp real<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Tot anul trecut, Adobe a lansat, \u00een premier\u0103, un <strong>CDP<\/strong> (Customer Data Platform), care s\u0103 completeze mai vechiul <strong>DMP<\/strong> (Data Management Platform). Prin DMP sunt achizi\u021biona\u021bi noi clien\u021bi, iar prin CDP ace\u0219tia sunt loializa\u021bi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Noutatea este c\u0103 profilarea clien\u021bilor din CDP se face acum <strong>\u00een timp real<\/strong>. Spun ei c\u0103 pot fi folosite date din aproximativ 300 de platforme diferite (\u00een general, re\u021bele de publicitate online), iar num\u0103rul acestora cre\u0219te \u00een fiecare lun\u0103. Produsul \u00een care are loc managementul acestor date este, \u0219i de data aceasta, Experience Platform.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Atribuire algoritmic\u0103 &amp; AI<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Atribuirea conversiilor pe canale de trafic prime\u0219te de acum \u0219i <em>algorithmic attribution<\/em>, asem\u0103n\u0103tor cu <em>data-driven attribution<\/em> pe care \u00eel \u0219tim din produsele Google. \u00cen plus, varianta de la Adobe permite customizarea algoritmului, care poate fi f\u0103cut\u0103 de o persoan\u0103 de data science de la client.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ca toate produsele pe baz\u0103 de AI de la Adobe, \u0219i acesta are \u00een spate Sensei, despre care am tot scris \u00een ultimii ani, pe m\u0103sur\u0103 ce a fost integrat \u00een mai multe produse din Adobe Digital Marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tot \u00een Analytics, mai exact \u00een Workspace, pot fi analizate de acum \u0219i alte activit\u0103\u021bi realizate prin AI-ul Sensei, precum Auto-Allocate \u0219i Auto-Target. Iar c\u00e2ndva \u00een urm\u0103torul an, vom primi de la Adobe rapoarte \u00een analytics pe baz\u0103 de Sensei, care vor eviden\u021bia rezultatele personaliz\u0103rii.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O ultim\u0103 remarc\u0103 pentru zona de Adobe Analytics, unde trebuie men\u021bionat c\u0103 aplica\u021bia mobil\u0103 va avea de acum \u00eenainte posibilitatea de a prezenta dashboard-uri.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Prin instrumente noi, precum <strong>Experience Platform<\/strong> sau <strong>Customer Journey Analytics<\/strong>, suita de analytics de la Adobe se reinventeaz\u0103, tot a\u0219a cum \u00een 2018 au lansat Adobe Lauch, produs care la r\u00e2ndul s\u0103u \u00eenlocuia alte produse de tag management din suit\u0103 (primul fiind lansat \u00een <a href=\"https:\/\/webanalyst.ro\/blog\/2011\/adobe-tag-manager\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"2011 (se deschide \u00eentr-o fil\u0103 nou\u0103)\">2011<\/a>).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ca \u00een fiecare prim\u0103var\u0103, \u00eemi \u00eendrept aten\u021bia spre Adobe, care \u00ee\u0219i anun\u021b\u0103 nout\u0103\u021bile la produsele de marketing digital. S-au \u00eemplinit 10 ani de c\u00e2nd au lansat pentru prima dat\u0103 o astfel de platform\u0103. Pe digital analytics, \u00een 2010 au fost primii care au avut o astfel de suit\u0103 de produse. Dar s\u0103 vedem ce au [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2775,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,11],"tags":[385,811,812,451],"class_list":["post-2774","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","category-noutati","tag-adobe","tag-adobe-analytics","tag-adobe-summit","tag-sdk"],"_links":{"self":[{"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/posts\/2774","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=2774"}],"version-history":[{"count":4,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/posts\/2774\/revisions"}],"predecessor-version":[{"id":2779,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/posts\/2774\/revisions\/2779"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/media\/2775"}],"wp:attachment":[{"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/media?parent=2774"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/categories?post=2774"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/tags?post=2774"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}