Google enhances social reporting tools; Adobe emphasizes cross-visit reporting capabilities.
Google and Adobe, in separate announcements, said they're offering new features in their analytics tools.
Google, during SES New York, said Google Analytics will include new social reporting tools.
Google said its tools are designed to:
Meanwhile, Adobe's announcement coincides with its annual conference for customers of its digital marketing suite, which encompasses the Omniture analytics tools.
In a statement, Adobe said it's adding cross-visit capabilities to Adobe Discover; the new tool is designed to help digital marketers see what a visitor is doing across various Web properties instead of a single online session.
Consumers interact with their favorite websites in "unconnected" visits, said Matt Langie, director of product marketing, Digital Marketing Business, Adobe. "They do a search and hit your home page, read reviews, leave, get an email offer, price compare, come back and finally convert," he said. As a result, an analysis of one visitor's experience over time yields different insights compared to looking at each visit as a distinct, separate experience. Adobe Discover, he said, is designed to provides analytics that mirror an actual consumer experience.
Andrew Wathen, web analyst, Vodafone, said the tool helps his team understand how people are consuming content from the company's websites - and for how long - before they purchase a phone, download a piece of content, or sign up for a new service. "We are using these new insights to inform design decisions and invest in the digital marketing initiatives that are having the greatest impact," he said in a prepared statement.
Miranda Miller of Search Engine Watch contributed to this report.
2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.
Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.
December 2, 2015
1pm ET/ 10am PT
Wednesday, December 9, 2015
5pm HKT / 5am ET