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.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
August 21, 2014
September 23, 2014