Adobe’s cloud marketing stack is being updated. The updates include attribution improvements and give the ability to hyper-personalise ads to marketers in the travel sector.
The Analytics cloud will be updated with Attribution IQ which will provide marketers with ten different models for measuring the effect of their marketing campaigns and help them understand how today’s customers are influenced. It allows users to dwell deeper into specific campaigns, products or internal promotions, acknowledging the influence of social and mobile channels, simultaneously displaying how this differs between individuals, products and campaigns. You can access the programme within the Adobe Analytics’ Analysis Workspace tool.
The expanded combination of Adobe Analytics and Audience Manager can allow marketers to analyse their consumers better and help to improve brand’s capacity to personalise ads based on data such as purchase history, loyalty programme status and online actions.
With the rise of smart speakers, the Adobe Advertising Cloud update permits advertisers to target 90-second audio ads on Tune-In, a service with more than 75 million listeners and over 120,000 radio stations. The ads can be targeted by device type, station type or multicultural segment.