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9A0-386 - Adobe Analytics Architect - BrainDump Information

Vendor Name : Adobe
Exam Code : 9A0-386
Exam Name : Adobe Analytics Architect
Questions and Answers : 60 Q & A
Updated On : November 16, 2018
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9A0-386 exam Dumps Source : Adobe Analytics Architect

Test Code : 9A0-386
Test Name : Adobe Analytics Architect
Vendor Name : Adobe
Q&A : 60 Real Questions

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Adobe Adobe Analytics Architect

Adobe Redefines consumer event at Adobe Summit 2017 | killexams.com Real Questions and Pass4sure dumps

LAS VEGAS--(company WIRE)--nowadays, Adobe (Nasdaq:ADBE) kicked off Summit 2017 with a record-breaking 12,000 attendees. Adobe unveiled journey Cloud, a comprehensive set of cloud capabilities designed to supply firms every thing they deserve to deliver amazing customer experiences. constructed from Adobe advertising Cloud, Adobe advertising Cloud and Adobe Analytics Cloud, event Cloud is developed on the Adobe Cloud Platform, Adobe’s underlying, cross-cloud architecture that unifies content material and records. The business also introduced new developer tools and accomplice integrations as well as new intelligence points for agencies powered by way of Adobe Sensei. ultimately, Adobe and Microsoft announced the supply of their first set of joint solutions concentrated on transforming customer experiences.

besides showcasing Adobe's latest know-how breakthroughs, the conference will function Saturday evening live’s Kate McKinnon and super Bowl MVP Peyton Manning, who will share how digital has impacted their careers. Executives from facebook, Microsoft, national Geographic, the NBA and others will be part of Adobe executives on leading stage.

Introducing Adobe event Cloud

Digital has disrupted each trade and ahead-searching corporations remember that a very good customer experience is the differentiator that separates market leaders from market laggards. a good adventure is essentially the most essential step in an extended-term relationship with a customer and requires deep intelligence and fabulous design. in line with these challenges, Adobe today introduced Adobe adventure Cloud, a finished set of cloud capabilities designed to supply businesses everything they deserve to deliver fantastic customer experiences. made from Adobe marketing Cloud, Adobe advertising Cloud (see separate press release) and Adobe Analytics Cloud, adventure Cloud is developed on the Adobe Cloud Platform. and since it’s from Adobe, experience Cloud integrates with Adobe creative Cloud and doc Cloud (see separate press unencumber).

giant Enhancements to Adobe Cloud Platform and Adobe Sensei

Adobe brought new enhancements to its Adobe Cloud Platform, the underlying, pass-cloud architecture that unifies content material and data. Key updates include new Sensei capabilities for business customers in addition to new equipment and partner integrations accessible via Adobe I/O, Adobe’s move-cloud developer portal. moreover, AppDynamics, Clicktale, Dun & Bradstreet, ForeSee, Mastercard, Ooyala, SapientRazorfish and others introduced new Adobe event Cloud integrations, now obtainable on Adobe trade.

Adobe Sensei, the intelligence layer within the Adobe Cloud Platform, presents valued clientele a unified AI and computing device learning framework in addition to clever capabilities. today, Adobe launched new Sensei capabilities for the commercial enterprise, together with Fluid Experiences, Auto-target, stronger Anomaly Detection and Contribution analysis (see separate press release).

Adobe and Microsoft Announce Availability of Joint choices to radically change consumer Experiences

Adobe and Microsoft introduced availability of their first set of joint solutions designed to aid enterprises seriously change their client experiences. accessible these days, these options will seriously change cross-channel experiences and campaign orchestration the use of Adobe adventure Cloud and Microsoft Cloud. moreover, the corporations announced they're taking part on the first open business standard to outline and unify the language for advertising, sales and features records vital to deliver digital experiences constantly at scale (see separate press release).

Adobe Sneaks New Tech

At “Summit Sneaks,” Adobe will preview unannounced expertise in areas together with AI, VR and IoT. Sneaks present the audience an exceptional – and unique – look into the future, showing brands how they can reimagine their existing customer experiences and business procedures. Hosted by means of SNL’s Kate McKinnon, attendees will get a sneak peek at the latest innovation popping out of Adobe’s R&D groups. Sneaks is a perennial highlight of Summit and audience favorites regularly become a part of future product choices.

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About Adobe

Adobe is altering the area through digital experiences. For extra assistance, discuss with www.adobe.com.

© 2017 Adobe methods incorporated. All rights reserved. Adobe and the Adobe emblem are both registered trademarks or trademarks of Adobe programs incorporated in the u.s. and/or other international locations. All different emblems are the property of their respective homeowners.


Adobe Summit 2018: An Adobe I/O e book on What no longer to miss for developers | killexams.com Real Questions and Pass4sure dumps

March is right here and for us at Adobe this skill it’s Summit time. From March 25 except March 30, greater than 12,000 attendees will come collectively in Las Vegas for the probably the most largest digital advertising conferences on earth: Adobe Summit 2018.

The Adobe I/O crew has been busy engaged on some entertaining items and tools for developers and we seem to be ahead to displaying you. here’s a sneak peek.

Breakout classes S707 — How Adobe I/O’s AI & computer-learning technology can change your workflows

Our PM leads, Mihai Corlan and Ryan Stewart, will share how builders can leverage Adobe’s serverless platform, Adobe I/O Runtime, and Adobe Sensei functions to put in force custom flows that speed up digital asset processes. You’ll hear about real-world examples of AI and desktop-gaining knowledge of solutions carried out on correct of Adobe I/O. find how one can use Adobe Sensei functions to lengthen the constructed-in AI capabilities inside Adobe’s apps and services. Mihai and Ryan will also cover why serverless is a transforming into fashion, and how builders can use I/O Runtime to seamlessly prolong Adobe services. Reserve your spot at: https://adobesummit.lanyonevents.com/2018/join/sessionDetail.ww?SESSION_ID=6741

S612 — accelerate your mobile and web experiences using Adobe I/O

I may be joined via our Developer Evangelist, Sarah Xu, to tell you greater about Adobe I/O routine. learn the way that you may use our adventure-pushed architecture to subscribe to Adobe Analytics and Adobe adventure supervisor hobbies, enabling you to build beneficial, personalized experiences in near-real time. I/O activities faucets into behavioral analytics information by means of Analytics Triggers and our demos will exhibit you tips to leverage this for your CRM, remarketing, and propensity scoring efforts.

in case you have an interest in Adobe’s orchestrations workflows, come be part of us at: https://adobesummit.lanyonevents.com/2018/join/sessionDetail.ww?SESSION_ID=6841

arms-On Labs

It’s one factor to listen to product managers discuss what you can do with Adobe I/O however we recognize that as builders, you want to get your arms on code. There’s no better way to do that than signing up for one of our labs.

L741 — building composable AI with Adobe Sensei functions and Adobe I/O Runtime

interested in AI and serverless? crack of dawn Burrows and Dragos Dascalita Haut have you ever covered. during this lab, you’ll learn in regards to the a number of Sensei features and the way to eat them the usage of an API or serverless method. on the conclusion of the lab, you can have a totally practical workflow that immediately approaches photos uploaded to your Adobe journey manager asset repository. A second session of this lab has been scheduled because of general demand.

Don’t fail to notice your first-ever opportunity to play with Adobe Sensei features: https://adobesummit.lanyonevents.com/2018/connect/sessionDetail.ww?SESSION_ID=6807

L742 — experience-pushed experiences with Adobe I/O routine and Analytics Triggers

Request-response is remarkable but occasionally you want to find out about significant events after they ensue, now not just for those who poll: enter Adobe I/O hobbies. Francois Le Droff and Venu Madhav Chukkapalli will introduce you to the a number of I/O activities forms, together with how to subscribe and leverage them on your applications. learn how to create time-sensitive workflows the use of Adobe I/O routine for AEM and Analytics Triggers and the way to permit applications with reduce latency and aid utilization. at the end of the lab, you will have a totally useful app that invokes moves in response to advanced adventure processing.

here is the first time Analytics Triggers could be attainable to developers, so sign up here: https://adobesummit.lanyonevents.com/2018/connect/sessionDetail.ww?SESSION_ID=6808

you can trap us in the entire above periods and labs, however the Adobe I/O crew can even be found in the Expo hall, and it’ll be challenging to pass over the I/O sales space. trust us.

We’ve constructed a carnival game the use of a bunch of Adobe I/O items: I/O routine, I/O Runtime, Adobe Sensei capabilities, APIs, and Adobe inventive Cloud. See if you could make it across the conclude line the quickest and win some seriously cool prizes.

Our group of developers, evangelists, and product managers is anticipating meeting you, studying about your integration and extensibility wants, and chatting about all issues Adobe I/O.

Oh and if that’s nonetheless not satisfactory to convince you, Beck may be there:

critically, come see Beck, and forestall via the Adobe I/O booth whilst you’re at it.

Adobe Summit is a phenomenal chance to study, community, and get inspired. Our teams everywhere are working challenging to make it an unforgettable experience and we hope to look you there. in my view, this should be my tenth Summit and i’m nevertheless simply as excited as i used to be at my first .

It’s no longer too late to register. Go to http://summit.adobe.com/na/registration/pricing/ and use my discount code csutter to save $200 off registration.

See you in Vegas!


Omniture Summit: Adobe Unveils SocialAnalytics, improvements SiteCatalyst | killexams.com Real Questions and Pass4sure dumps

Adobe methods Inc. (NASDAQ: ADBE) announced a new product Adobe SocialAnalytics and upgraded SiteCatalyst at its Omniture Summit, which is currently being held at Salt Lake metropolis, Utah between March 8 and 11.

The enterprise's Omniture phase provides net analytics and on-line enterprise optimization items, options, and capabilities to manipulate online, offline, digital, and multi-channel enterprise initiatives.

Omniture is ready 10 p.c of earnings at Adobe techniques but is turning out to be at around 20 % each year and is hence one among Adobe's quickest growing to be belongings, Jefferies & Co. spoke of.

subsequent-era Platform

Adobe additionally announced a brand new, next-generation platform for the Adobe affiliate marketing Suite, powered through Omniture. This new platform dramatically improves how the affiliate internet marketing Suite strategies information and derives insight, powering the Suite’s analytics items with new capabilities and atmosphere the stage for deeper, extra valuable integrations between the items throughout the Suite.

Adobe used the event to highlight how the artistic equipment, the commercial enterprise equipment (LiveCycle), Omniture (net Analytics), Demdex (audience Optimization) and Day application (Digital Asset management) can be used in collectively in an built-in workflow for asset creation, management and evaluation. We sense from conversations that here is beginning to resonate with purchasers extra, said Ross MacMillan, an analyst at Jefferies.

SocialAnalytics

With Adobe SocialAnalytics, valued clientele can video display and measure common structures, together with fb, YouTube, Twitter, blogs, boards and any place where social conversations are happening to look their beneficial social information in context with all of their online initiatives.

This new and one at a time priced product strikes into beta in April and is anticipated to be often accessible in July. The Adobe Social Analytics product allows for entrepreneurs to go looking over forty five social networks by key phrase for important postings, tweets, and so on, and then pull the information into the core analysis platform. a number of valued clientele we spoke with have been tremendous on the release, highlighting that it will avoid the want for third birthday celebration tools for social analytics, observed MacMillan.

MacMillan said the summit attracted 2,600-plus attendees which turned into up over 30 percent yr-over-12 months. Adobe Omniture’s focus on the high end of the market changed into evident from the statistic, that around 30 percent of U.S. web advertising was existing within the room, in the type of attendees from foremost company manufacturers and large businesses.

The person summit highlighted bigger person hobby (attendance up over 30 % year-over-yr); improving integration with Adobe products; and new initiatives (Social analytics) that should assist sustain boom in the business, observed MacMillan.

SiteCatalyst

Adobe additionally announced a brand new version of Adobe SiteCatalyst, which comprises enhancements that without delay outcome from the brand new platform capabilities. SiteCatalyst provides entrepreneurs with actionable, true-time intelligence about online ideas and advertising and marketing initiatives.

The enterprise has spent 3 years transforming its product architecture and a brand new version of the core SiteCatalyst product is in beta at 75 shoppers and should be often obtainable in 2nd quarter of 2011. latest clients might be migrated to the brand new platform over time.

MacMillan spoke of the brand new product has greater capabilities around mainstream segmentation; more advantageous target segmentation for the look at various and goal product; and greater processing rules that power quicker evaluation. positive consumer testimonials from Ford and Salesforce.com.

Demdex expertise

Adobe stated it's expanding its partner ecosystem with partners that integrate with the audience optimization solutions the business obtained with the recent purchase of Demdex, a data administration platform company.

With Demdex technology, Adobe is enabling valued clientele to aggregate and manage their strategic information property in addition to make statistics actionable in a large latitude of third-celebration advertising applied sciences.

facts is what is going to finally force efficiency in purchasing and selling billions of dollars of online media, and Demdex represents our dedication to aid advertisers and publishers advantage from this trend, said John Mellor, vice chairman of method and business development, Omniture company Unit, Adobe.

we're excited to establish these strategic relationships and may continue to invest in this solution as a key a part of the Adobe online marketing Suite, mentioned Mellor.




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9A0-386 exam Dumps Source : Adobe Analytics Architect

Test Code : 9A0-386
Test Name : Adobe Analytics Architect
Vendor Name : Adobe
Q&A : 60 Real Questions

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Adobe Analytics Architect

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Building the Best B2B Marketing Technology Stack | killexams.com real questions and Pass4sure dumps

Does the perfect B2B marketing technology stack exist?

According to the State of Marketing Technology 2018 report, 69% of respondents believe “the perfect marketing stack does not exist yet.” And if you’re waiting for it to happen, don’t hold your breath. The “perfect stack” will never exist. There is no one-size-fits-all when it comes to B2B marketing technology. Each organization must build a solution that fits the specific needs its business.

It’s not a matter of the biggest stack with all the bells and whistles; it’s a matter of building the best architecture to align with your strategy and meet your marketing goals.

Savvy B2B marketers understand that customizing a smart technology infrastructure takes careful planning. Of the marketers surveyed for the State of Marketing Technology 2018 report, 73% say they “have either created or plan to create a formal methodology for accessing their stacks.”

To build a best-of-breed solution, start by establishing a solid baseline. Understanding your organization’s needs and processes should be the foundation of your MarTech strategy.

Your ultimate B2B marketing technology stack supports and enhances your organization’s processes. It’s the backbone of operational efficiency and provides clear support to reach your objectives. With an understanding of the tech portfolio, needs and challenges, organizations can begin to research solutions.

While specific software and tools can vary dramatically, there are several MarTech categories to consider:

  • Crucial software for any B2B marketing organization. From our view, there are four types of tools that fall into this category: CRM, marketing automation, website CMS and demand orchestration software.
  • Tools that facilitate engagement at specific stages in your buyers’ journal
  • Technologies that are used by your internal teams for process and efficiency
  • Broad capabilities important to most organizations
  • For a deeper understanding of how we view these categories, check out the 2nd Edition of the Marketing Tech Blueprint Workbook. It contains a framework you can apply to help your organization make sense of your current stack and guide future tech investments.

    Step #1: Understand Strategic Goals

    Software is a tool, not a band-aid. Before building your stack, it’s essential to assess your organization’s needs and strategic objectives.

    Reckless tech investment on new software and solutions rarely ends well. Scott Vaughan, CMO of Integrate, participated in a MarTech evaluation which discovered just 11 out of 80 software investments were being used by employees. A strategy-led mindset is key to avoid wasted tech investments.

    Scott encourages organizations to view their tech portfolios with an investor’s mindset, instead of just acting like a buyer. He writes:

    “It’s not about acquiring more or the latest technology that determines our success; it’s about becoming a smart investor who can effectively manage a portfolio of marketing technology assets and liabilities that you can put to work.”

    Building a MarTech stack that delivers ROI requires marketers to align their tech strategy with their organizational goals.

    5 Examples of Strategic MarTech Objectives

  • Increase revenue: Meet specific revenue growth targets and marketing-attributed pipeline benchmarks.
  • Promote customer value: Increase brand value in the mind of the customer.
  • Increase cross-sells and upsells: Adopt a full-lifecycle approach to marketing to create more revenue from existing customers.
  • Enhance the customer experience: Improve customer satisfaction, including customer engagement, retention, referrals and advocacy.
  • Improve operational efficiency: Reduce time investment and wasted budget.
  • By approaching MarTech investment and assessment with clear business cases, internal investors have a rubric to measure the value of potential solutions.

    Step #2: Assess the Existing MarTech Portfolio

    Before you can build a kick-ass MarTech stack, you need a thorough understanding of where you stand today. This should generally be a collaborative effort between marketing, sales and other stakeholders.

    Comprehensively assessing your current state goes beyond compiling a list of the technology you use today. It requires asking questions about integrations and the value of existing software investments such as:

  • Which technologies are used by which marketing team members?
  • Which are used beyond marketing by sales, customer success and others within the organization?
  • Is each technology internal or external facing?
  • How does it align with your buyer’s journey?
  • Which systems are integrated?
  • Is the software mission-critical, or complementary to a mission-critical technology?
  • Does the technology automate a manual process?
  • These are just some of the questions to ask as you take stock of your current investments. The 2018 B2B Game Changers recommend some additional questions in the Real Revenue Marketing Strategies to Advance Your Game eBook. You can grab a copy of it here. 

    Step #3: Define Processes and Identify Needs

    Mapping your existing technology portfolio to your current processes is one way to identify opportunities for improvement. 

    Mapping B2B Marketing Processes

    Start by documenting all the actions required to generate demand. This likely includes: planning events, executing paid campaigns, content creation and lead generation. But it doesn’t stop at the activities you use to capture prospect data.

    It also includes all the steps involved with getting that data into your systems. For instance, if you’re running lead generation campaigns on LinkedIn, how often does your team log into LinkedIn to download lead reports? Do they take any measures to ensure those leads are valid? How do you map them to individuals accounts or opportunities? 

    Then think through your mid-funnel activities like nurturing and lead routing. And be sure to document your processes for analysis and optimization. 

    Connecting MarTech to Process

    Once you have a complete list of processes, you can begin aligning your technology to identify areas of redundancy and opportunities for improvement. For each identified process, answer the following:

  • What software or technologies are used to support the process?
  • Which integrations support automated data flow in and out of this process?
  • Which individual or team owns the process?
  •   Identifying Gaps in MarTech and Process

    A marketing tech blueprint is a visual map of your marketing technology that can help you see the big picture of your tech stack. It gives stakeholders a common view to understand how your tools and processes work together. Here’s an example of Integrate’s MarTech blueprint. 

    Integrate martech blueprint

    3 Questions to Evaluate MarTech Needs

  • Which processes are manual instead of automated?
  • Where are the roadblocks, including time-consuming processes, areas where the program is struggling to scale or consistent delays?
  • What could perform better, such as software which frustrates employees?
  •   3 Types of Essential MarTech

    Regardless of an organization’s size or maturity, there are three types of software that are absolutely critical. At a bare minimum, any MarTech stack must include a marketing automation platform (MAP), customer relationship management (CRM) solution, and a website content management system (CMS). As marketing orgs work to get revenue focused, there’s an additional that’s rapidly becoming an essential component of a holistic tech stack that’s built to drive revenue at scale – Demand Orchestration Software.

    1. Marketing Automation Platforms

    A MAP supports efficiency in B2B organizations by automating marketing tasks such as inbound marketing, email marketing, social media, etc. Providers in this category include Marketo, Oracle Eloqua, HubSpot, Pardot and dozens of others.

    2. Customer Relationship Management Solutions

    CRM is a  comprehensive database for customer engagement and account management. While some MAPs, like HubSpot include a CRM, more robust solutions include Salesforce and Microsoft Dynamics.

    3. Content Management Systems

    A CMS provides the foundation for multiple collaborators to create and publish digital content and, in some cases, may also provide support for website marketing activities. Some CMS options include Drupal, WordPress and HubSpot.

    10 Other Types of Commonly Adopted MarTech

    Obviously, with over 6,000 tools available in the marketing technology landscape, the options span far beyond these four core tech categories. To help marketers make sense of the noise, we recently polled the Top 43 Revenue Marketing Game Changers to understand beyond the essentials, what tools fall on their must-have list. 

    While the individual tools varied, there were some common themes you should consider if you’re building a revenue-focused organization. 

    essential marketing tools

    1. Attribution

    Attribution software delivers advanced analytics capabilities that enable marketing to see which touch points are effective in creating new customers. There are numerous attribution models. Some companies measure first touch, while others look at last touch. The organizations that are most effective measure multi-touch attribution examining the various combinations of interactions that it takes to move a customer from discovery to closed-won business. Three solutions to consider in this category are Bizible, LeanData and BrightFunnel.

      2. Account-Based Marketing

    Account-Based Marketing (ABM) software supports the execution and success of ABM strategies by enabling marketers to identify target accounts, run targeted campaigns, engage account-specific buying committees and measure funnel performance at the account-level. Solutions that are built for ABM include Engagio, DemandBase, Triblio and Integrate.

    3. Demand Orchestration Software

    Demand orchestration software automates top-funnel marketing activities, connects top-funnel data directly to MAPs and pulls lower-funnel data directly from MAPs and CRMs so marketers can be smarter about their top-funnel marketing efforts. The B2B Game Changers choose Integrate for demand orchestration and top-funnel automation.

    4. Predictive and Intent Data

    Marketers use predictive analytics and intent data to predict customer behavior, select target accounts, forecast pipeline and optimize marketing campaigns. Solutions include Mintigo, 6Sense, Lattice, Radius and Bombora.

    5. Business Intelligence

    Business Intelligence (BI) software give marketers data dashboard to visualize and analyze data in myriad ways. Real-time access into analytics and insights is essential to building a high-performing marketing organizations. BI solutions include Domo and Tableau.

    6. Digital and Web Analytics

    Solutions for advanced web analytics provide insight into customer behavior on your website and other digital platforms. While Google Analytics tends to be the go-to digital analytics solution for most marketers, other options include Omniture and Adobe Analytics.

    7. Budget & Performance Management

    Budget management software enables marketers to analyze ROI, optimize campaign budgets, and better forecast marketing pipeline contributions. Allocadia is the number one budget management tool recommended by B2B Game Changers.

    8. Project Management

    While not traditionally considered a ‘marketing technology,’ project management software was repeatedly reported by B2B Game Changers to be a must-have component in their tech stack. After all, in order to drive revenue at scale, marketers must have disciplined processes to support efficiency and collaboration across all team members. Trello and Asana are two projects management tools worth considering.

    9. Data Integrity

    Quality data is vital to today’s B2B marketing organizations. It’s not enough to generate high volumes of prospect data. You likely need a data integrity solutions to cleanse, enrich and verify data before it goes into your MAP and CRM. Common data integrity software includes Synthio, RingLead and Integrate.

    10. Engagement Tools

    You likely need a variety of applications to support personalized customer engagement and outreach. The B2B Game Changers use tools like Outreach and DiscoverOrg to identify the right decision makers to target, support streamlined communications across sales and marketing, and create consistent engagement experiences. 

    What’s in your Ultimate MarTech Stack?

    As you set out to create a best-of-breed MarTech ecosystem, remember to evaluate your strategic objectives, existing tech and current processes before looking at new solutions.


    Virtual Analyst for Adobe Analytics Helps Uncover Customer Insights | killexams.com real questions and Pass4sure dumps

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    Under the hood of Adobe Sensei – how Adobe is evolving their analytics with AI | killexams.com real questions and Pass4sure dumps

    woman-investigatesLeveraging artificial intelligence (AI) to improve marketing and customer experience analytics is a primary focus of Adobe, more than any other analytics vendor.

    So I thought it was worth a look back over the past few years at the AI-focused capabilities added to the Analytics solution.

    With the help of Adobe Sensei

    Adobe Sensei is Adobe’s artificial intelligence and machine learning technology. It’s slowly getting embedded into all aspects of Adobe’s digital experience solutions, including Campaign, Target, and Analytics.

    It’s fair to say that AI is useful in a wide variety of situations helping marketers and customer experience professionals make sense of volume of data coming from many channels. What it brings to analytics is the ability to not only help us understand what has happened in the past and why, but also give us insights into where marketers can improve future experiences.

    Here’s a quick look at several key capabilities which use AI as an underlying technology:

  • Anomaly Detection: Adobe introduced anomaly detection to Analytics in 2013. Analyzing data, it could tell a marketer if something happened outside normal operations and expectations – good or bad. Did a campaign do better than expected? Did a video go viral or some news cause a stir? You can analyzes anomalies over time. For example, you can compare an anomaly like a surge in sales of a product one year, over what happened the prior year.
  • Contribution Analysis: Building on top of anomaly detection, contribution analysis (added in 2015) gives you context into why something happened. So it will look at an anomaly and analyze the data, and give you key areas to focus on that likely cause the anomaly. Was it a web page? An email? A combination of items? You can also analyze contribution segments and further dig down into segments that interest you. The AI does the analysis; you dig into what is important.
  • Intelligent Alerts: Intelligent alerts were added in 2016. They are a way to send you automatic alerts when an anomaly occurs, but you can also set them up based on other rules.
  • All three of these capabilities are available in the Workspace area of Adobe Analytics and fall under what Adobe Help calls the Virtual Analyst:

    Your Adobe Analytics Virtual Analyst continuously analyzes data and uses predictive algorithms and machine learning to deliver personalized alerts and insights into unknown anomalies impacting your business.

    This week, the Virtual Analyst was introduced as a new feature of Adobe Analytics, with Adobe saying it:

    Builds on existing technologies to now automatically uncover insights without the user having to ask. By leveraging Adobe Sensei, Adobe’s AI and machine learning framework, it will empower brands to drive more value from analytics by surfacing signals that would have otherwise gone unnoticed. This can include valuable insights around sudden spikes or drops in key metrics such as online orders, traffic and reservations, along with identifying the contributing factors. This is critical to addressing escalations in real-time and finding new opportunities.

    So, is it just a new way to talk about all the prior capabilities listed above? Or is there something new? It’s a little bit of both.

    Virtual analyst

    The Adobe Analytics Virtual Analyst is the marketing analyst’s super smart assistant who has no life. It’s always running in the background analyzing data and looking for things it finds interesting. With the help of Adobe Sensei, it analyzes all customer data points across all connected channels.

    The idea behind the Virtual Analyst is that it helps you find things you didn’t know you needed to know to uncover the “unknown-unknowns”, meaning you aren’t asking questions, it’s telling you something is going on. It’s easy to miss things amongst all that data especially now that so much of it comes in real-time. How can an analyst continually look at data as it comes in and compare it to historical data? AI can do that, saving the marketing analyst time:

    adobe-intelligent-alerts

    Another benefit to the virtual analyst is that it will de-duplicate insights, instead packaging up data that is related to the same event.

    And because it’s always learning, the virtual analyst analyzes the behaviors of its users to personalize the insights, showing a user the things they tend to look at most. As other people in the company use the virtual analyst, it will also analyze their usage patterns and surface insights that may be beneficial to the current user. The point here is that the analyst is always learning and improves the insights and recommendations it surfaces as it’s used.

    Unlike anomaly detection and contribution analysis, the Virtual Analyst sits on its own and runs in the background automatically. As a user looks that things the virtual analyst points out, they will shift into the Workspace to do more in depth analysis doing things like contribution analysis.

    Up next, Adobe is working on something called Prescriptions which will offer recommended actions to take based on the analysis it performs on the data and the insights it surfaces. According to Adobe, “Our vision moving forward is that the AI will not only surface signals that you didn’t ask for (but need to see), but will also prescribe for you the specific actions to take. We are well on the path to realize this in the future, and have lots of research happening now. No one in the market is anywhere close to solving for this. It is a big challenge.”

    My take

    Adobe isn’t the only analytics vendor to provide anomaly detection and surface insights. Google Analytics also does this, automatically scanning data for anomalies and providing alerts to let you know if it found something. It also allows you to ask questions in plain English without having to create and run a report.

    A lot is happening in the analytics market thanks to the advances in machine learning and deep learning. The next thing I’d like to see is if the AI technology can not only surface insights but adjust parts of a campaign or web page based on those insights. These changes might start as minor adjustments, but think of a future where you can teach the system to make critical fixes automatically, or take advantage of positive anomalies by following a decision-tree or rules (and then eventually learning what to do automatically). After all, we can’t always be on, but our virtual assistants can.

    Image credit - Feature image - suspicious secretary did found something on her l © vladimirfloyd - Fotolia.com. Adobe Intelligent Alerts screen shot used by permission of Adobe.



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