Forgotten Features of Adobe Analytics
Unlocking unparalleled success in today's competitive business landscape requires more than just adopting a tool such as Adobe Analytics (AA) — sometimes it is about harnessing the power of its often-overlooked features.
What are these features?
- Customer Attributes
- Classifications
- AA Mobile App – Scorecards & Data Stories
Customer Attributes
Whilst this feature was released in 2015, it is surprisingly not widely used. Customer Attributes is part of the Experience Cloud core services. It enables you to upload your enterprise data such as a customer relational management (CRM) database onto your AA given a customer ID match.
Benefits and Use Cases
CRM data: Enhancing Customer Segmentation
- Identify high-value customer segments based on both online behaviour and historical interactions.
NPS data: Evaluating Customer Satisfaction
- Correlate NPS scores with online interactions to identify areas of the digital experience that may be contributing to positive or negative customer perceptions.
Product holding data: Optimizing Cross-Selling and Upselling
- Identify opportunities for cross-selling or upselling by analyzing which products are commonly used together.
Classifications
A classification is a way of categorizing Analytics variable data, and then displaying the data in different ways when you generate reports. You establish a relationship between a variable value and metadata related to that value.
Benefits and Use Cases
Deeper Actionable Insights
- Some examples of deeper insights are: inventory optimisation, content recommendations at the author-level, and leveraging data to hyper-personalise.
Data Richness: Fill Data Collection Gaps
- The technical teams might have delays in making all the required data client-side.
Analyst Experience: Strategically Allocate Variables
- If you have inherited a very small number of free variables then uploading classifications via file upload.
AA Mobile App – Scorecards & Data Stories
With the Adobe Analytics mobile app, you can provide dashboards that provide anytime, anywhere insights from your Adobe Analytics data.
Conclusion
Sometimes the biggest wins come not from adopting new tools, but from fully leveraging the capabilities already in your hands.