The Weekly Blog is curated content from the Evolytics staff, bringing you the most interesting news in data and analysis from around the web. The Evolytics staff has proven experience and expertise in analytics strategy, tagging implementation, data engineering, and data visualization.

THREE SECRETS OF CUSTOMER-CENTRIC SEARCH MARKETERS

THINK WITH GOOGLE | BLOG

Is a search marketer’s primary job to sell products or gain new, loyal customers? This blog post discusses the leap from calculating ROI based individual sales to understanding the potential customer lifetime value, and using that as a basis to calculate the true return on ad spend. This premise of using customer lifetime value for marketing is called customer-centric marketing.

Customer-centric marketers do three things particularly well:

     1.  They uncover the true value of customers.

Evolytics helps clients utilize predictive analytics to gain insight into which traits make a customer the most valuable and score new customers based on their potential. Customer scores can then be used to segment, target, and message customers based on where they’re at on the path to purchase.

     2.  They apply customer segmentation to digital.

By understanding the potential value of customers, you can more efficiently manage your marketing budget, choosing who to target aggressively and who to stop spending money to attract. Evolytics can help with both customer segmentation and marketing campaign optimization.

     3.  They pick the right KPIs.

It’s easy to lose sight of overall business objectives when you’re trying to optimize marketing channels and specific areas of the customer experience. Evolytics specializes in strategic measurement planning and helping develop enterprise-wide KPIs.

ADOBE EXPERIENCE CLOUD RELEASE NOTES

ADOBE | WEBSITE

Adobe Experience Cloud is continuously pushing new releases. Two major Adobe Analytics releases are underway, and you may have already noticed some of the changes.

Access to Processing Rules no longer requires certification.

Adobe has removed the certification requirement for creating and managing Adobe Analytics Processing Rules. By default, Administrators have access. All other users can be given access through a custom security group without being upgraded to Administrative privileges.  We’re happy to see Adobe opening up direct access to more features in the Adobe Analytics interface.  At the same time however, we caution our Adobe Analytics clients to use processing rules sparingly.  Processing rules are normally best applied as temporary fixes until more permanent adjustments can be made in the Adobe Analytics tracking code to collect data correctly the first time rather than fix or adjust it later with processing rules.

There are now three Adobe Analytics product SKUs.

You can choose from Select, Prime or Ultimate SKUs. All three include basic capabilities including data warehousing, data enrichment that connects pre-click campaign activity to post-click engagement, as well as flow and fallout visualizations.

Additionally, all SKUs can be enhanced with add-on services such as video, predictive workbench, live stream, data workbench or mobile marketing.

The differences in the three SKUs primarily depend on the number of included variables such as custom dimensions, events, and customer attributes.  Higher level tiers also include more advanced analytic features as well.

• The Select SKU includes bidirectional API Access, unlimited real-time segmentation, unlimited user logins, 150 custom dimensions and 100 events.
• The Prime SKU upgrades the Select SKU increasing to 200 custom dimensions, 1,000 events, and adding in 15 customer attributes.
• The Ultimate SKU not only increases to 325 custom dimensions, 1,000 events and 200 customer attributes, but also opens access to Adobe’s AI platform called Sensei. This Ultimate product also expands beyond just digital tracking with Segment IQ, cross-channel attribution, offline data integration and contribution analysis.

Marketing Cloud ID Service gets updated documentation.

You may have already read Brian Johnson’s blog post about the MCVID, and how it can be used to link customer data to digital analytics data. Adobe has updated their documentation and use-cases to include ID Synchronization and Match Rates. The tool now works better with Adobe Media Optimizer as well.

Still have questions about new Adobe releases? Our Adobe experts at Evolytics can help you develop a roadmap to enhance how you use your enterprise analytics platform.