Funktionen Attribution IQ är tillgänglig i Analysis Workspace och visar alla interaktioner under hela köpresan.
“Instead of simply comparing display versus social ads for instance, users can now see how individual campaigns and even specific keywords performed using a rich set of attribution models,” säger Trevor Paulsen från Adobe.
Attribution IQ in Analysis Workspace.
Han förklarar: “In a world where consumer expectations are on the rise, with more ways to reach people, the most impactful campaigns are informed by deep audience insights. Brands are under pressure to show that ad and marketing spend are being made in the right places. And deciding the right mix between options such as digital advertising, email and content marketing is a crucial step in allocating resources and informing creative work.”
Attribution IQ använder 10 olika modeller för att fånga alla olika sätt som kunden kommer i kontakt med ett varumärke/produkt/tjänst. Analytiker som kör Adobe Analytics kan djupdyka in i kampanjer och alla produkter.