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Adobe President and CEO Shantanu Narayan says Adobe has established itself as a leader in helping companies roll out the digital transformation in …
Adobe just released a concept video depicting an iPad user making simple edits to his photos by issuing voice commands. Hit the play button above to check it out. The tech shown in the clip isn’t particularly exciting, as it seems like you could probably achieve the same result much faster using the touchscreen. Plus, the voice-based system would either have to be sophisticated enough to understand a wide range of commands and synonymous ones, or you’d have to learn the exact terms to use for each function. It’s simpler to just pick tools and settings by looking at buttons…
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Adobe is a strong and active player in the marketing tech landscape. We’ve studied their solutions in market across marketing clouds, mobile analytics and acquisition tools, and marketing automation tools at VB Insight. Frankly, with so many digital marketing solutions across so many areas — audience targeting, campaign management, social media, etc. — the company has to have a sturdy analytics platform integrating those disparate, but related marketing functions. Today, the company is introducing Analysis Workspace in Adobe Analytics, a reporting and data visualization tool to better help companies communicate what’s happening across all of these channels.
Data analytics is really tricky for most companies. But it’s a critical means to an end. You can’t have great marketing — social marketing, online advertising, even customer service — without great analytics. And since marketing is increasingly becoming wildly data dependent while taking on more responsibility for the overall customer experience, the use of data analytics across any organization simply needs to proliferate.
Except there’s one big, hairy problem there.
Most companies don’t have the skills in house to make sense of all the data. McKinsey is projecting that by 2018, demand for data scientists may be as much as 60 percent greater than the supply. Suffice it to say, companies are struggling to fill this gap with adequate data talent.
In our own recent report on marketing analytics, we asked over one thousand marketers two questions on this topic:
- How effective is your marketing organization at generating insight?
- How effective is your greater organization — outside of marketing — at translating that insight into action?
Unfortunately, for most marketers, this confidence level falls somewhere between “somewhat” and “not very” effective.
Adobe is hoping its new visualization product, now available to all customers using Adobe Analytics suite, will mind that gap and help companies create better dashboards with broad business appeal — stitching together disparate data sources into a single view that makes sense for multiple lines of business — to more than just data analysts.
In a demo of the Analysis Workspace product yesterday, I saw a dashboard that’s flexible, can be built by non-data analysts, and could meet endless marketing insight functions for a business.
Above: Sample Adobe Analysis Workspace
Analysis Workspace — Highlights:
- Simple, Photoshop-inspired Workflows: Analysis Workspace lets users simply drag and drop dimensions, metrics and segments to create any type of report.
- Intuitive Data Visualizations: After dragging relevant components into an Analysis Workspace table, visualizations are applied to the table data set in real time. These visualizations can be easily manipulated, allowing users to resize, rename and swap between different charts and graphs with interactive elements — while introducing new sharing functions to better communicate insights.
Marketing dashboards are a dime a dozen. With over 800 tools in market supporting marketing data analytics, and plans for companies of all sizes to massively increase spend on analytics, one can’t overstate the importance of making sense of all this data. Adobe is hoping its latest product will help the non-data scientist come up to speed with marketing data.
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