Streaming Media and Metaverse Powered by Adobe Analytics

CIO Review Europe | Wednesday, August 10, 2022

New data sources make the Adobe Analytics industry’s first true omnichannel analytics product. New Adobe Analytics service makes the transition from other analytics solutions.

FREMONT, CA: Adobe Analytics now includes a single workspace for brands to unify data and insights across all media types, including the metaverse and streaming media. With the adoption of Adobe Analytics by global brands, Adobe also launched a new service to seamlessly transition data from other analytics products while maintaining historical compliance with regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). Through Customer Journey Analytics, brands can conduct true omnichannel analysis to gain deeper insights into new consumer behaviours. With the addition of support for metaverse and streaming media channels, Adobe Analytics maintains its position as the only true omnichannel analytics solution for customer engagement.

Adobe Analytics is the preferred solution across industries, providing brands with insights into the effectiveness of cross-channel experiences and marketing campaigns. In the retail sector, Adobe Analytics is used by nine of the top ten brands to understand shopper journeys from online to in-store. In the travel industry, eight of the top ten hotel chains and seven of the top ten airlines rely on Adobe to improve digital services as demand recovers. Adobe Analytics is also used by eight of the top ten financial institutions, nine of the top ten media companies, and eight of the top ten healthcare organisations. It is widely used in the public sector as well as educational institutions. As consumer habits shift and more of daily life moves online, brands have been forced to connect more data sources in areas such as e-commerce, social media, and support centres to form a clear picture of customer engagement. Simultaneously, a growing audience for streaming media and immersive experiences has opened up new opportunities for forward-thinking teams. Adobe is launching innovations to assist brands in capitalising on these trends:

1. The Metaverse: Adobe Analytics is at the forefront of data support for emerging channels such as voice assistants and connected cars. As more brands embrace immersive and 3D experiences, Adobe is previewing support for metaverse analytics today. Adobe Analytics can now be seamlessly extended to new and emerging channels thanks to a rearchitected platform. Brands will be able to measure and analyse specific events in the metaverse, such as the volume of engagement with 3D objects and immersive experiences, in addition to collecting interactions across multiple metaverses. This information can then be combined with insights from other channels, such as the website or mobile app, to better understand shifting consumer preferences. Adobe is uniquely positioned to help brands design, deliver, measure, and monetize metaverse experiences with Adobe Creative Cloud and immersive design tools like Adobe Substance 3D.

2. Streaming media: While streaming is a significant investment for the entertainment industry, other industries, such as retail and banking, continue to prioritise video and audio content. Adobe is releasing new tools today to help brands understand how streaming fits into the overall customer journey. Customer Journey Analytics (CJA) allows teams to correlate digital media consumption with engagement on other channels such as social media, websites, and offline channels. To deliver personalization and drive retention efforts, a retailer, for example, can see the types of content that drive social engagement and/or in-store activity.

3. Partner ecosystem: AppsFlyer,, BrightEdge, Genesys, Hootsuite, Invoca, and Medallia are among the hundreds of third-party integrations Adobe now has with leading technology solutions. Each is available in the Adobe Exchange marketplace, and Adobe now has over 4,300 active partners across technology providers, system integrators, agencies, and developers. This allows brands to combine data sources ranging from chatbots to call centres to advertising campaigns with Adobe Analytics behavioural data to gain a holistic understanding of customer experiences.

Adobe launched a new service that makes it simple for businesses of all sizes to switch to Adobe Analytics:

1. Seamlessly bring data together: As the digital economy grows, brands are sitting on mountains of data. With the release of the bulk data insertion API, teams can now move or activate any volume of historical data into Adobe Analytics. It supports any online or offline channel, enabling brands to migrate data sources from POS devices, CRM systems, and mobile applications.

2. Intelligent data mapping: Data preparation is a significant challenge for brands during the migration process, as teams are frequently required to reformat their data to fit a new analytics platform. Adobe Analytics allows brands to avoid the preparation work while also avoiding data destruction. Adobe Analytics preserves the underlying structure while also suggesting new ways to measure the customer journey as data comes in. Brands can also apply dimensions to historical data, such as new attribution models, retroactively.

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