Google, Adobe Update Analytics Offerings

  |  March 20, 2012   |  Comments

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:

    • Identify the value of traffic coming from social sites and measure how they lead to conversions or assist in future conversions.
    • Understand social activities happening on and off of a website to help a business optimize user engagement and increase social key performance indicators.

 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.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

ClickZ News Staff

Articles written by ClickZ's news staff.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Analytics newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Marketing Systems Analyst
      Marketing Systems Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Marketing Systems Analyst to our expanding team. We...