Your datasets hold unexpected insights
As you can imagine here Adobe, through our marketing, document and creative cloud offerings, we have some amazingly huge databases. And a few years ago, we started to wonder what these terabytes of data could tell us.
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In 2012, we started actively mining our wealth of data to discover trends and prospects of interest to traders, most of which were (and still are) hard to go the front of what is happening in the digital market. We wondered: Is there something that would better prepare marketing for this new world very difficult and constantly evolving
The Adobe Digital Index Was Born
[19459005?] The index Adobe Digital was born of the idea. We started with anonymised and aggregated data from the Adobe Marketing Cloud, and since then, our team has increased tenfold. We publish today over 100 reports per year. Since those early days there are only four years, we have expanded beyond our original charter and became the go-to source for the latest trends, ideas and predictions on a variety of topics. Topics include e-commerce, mobile, video, social media and advertising, all collected by mining data in the constantly expanding Adobe Marketing Cloud.
For All Marketers
As I look back, it is clear that the reports and studies ADI were not just for digital marketing; they were for all marketers. Nearly two-thirds of Americans have smartphones, and overall there are more than 2.6 billion smartphone subscriptions.
With adult users in the United States spending 5.6 hours a day with digital media, and an average of 28 percent of web traffic coming via Smartphone (ADI Report, 2015), while marketing is now digital marketing.
What we have learned
Looking at the amazing journey and evolution of ADI, we surprise us with ideas and broadly applicable predictive accuracy. It became clear that this was not only marketing data. We can see that traders can learn so much by watching their data with a new perspective. In particular:
- The data you have in your marketing data sets probably has a much broader use than you think. Examine your data with fresh eyes and ask yourself how you could use these data in a different way than had been envisaged.
- Watch your datasets and see where they could be applied beyond your marketing campaigns. Ask other departments look at your marketing data and see if the data can inform the customer journey ways you do not expect.
- Think of the data sets that you have already viewed as autonomous and now put them together side by side so you may notice patterns that might not have been apparent in a single set of data. Look at ways to combine customer data, inventory data, log data, research data, analysis, CRM data, session data, and many other data sets that you have access to and think about the unexpected ways, you could merge them to acquire new knowledge.
- We do not need huge amounts of data for meaningful analysis. Use what you have, but look from a different perspective. To quote my history teacher in high school, “You have to run the ball and see what is on the other side.”
Adobe Digital Index is Adobe Digital Insights
We are delighted that ADI has an important role, but we know that, in light of new data sources we have exposed over the years, we have a calling to bring value beyond marketing, to world leaders, influencers, and even government leaders. It is time to expand and re-brand ourselves to reflect our evolution. In addition to making the most of analysts, the index Adobe Digital will now be known as Adobe Digital Insights (ADI always!) To reflect our pursuit of new opportunities to understand the impact of digital on modern life.
One way we will expand our aim is to include the data of the Adobe Creative Cloud in our analyzes. This is an exciting new field, which for the first time, revealing a glimpse of the nature of creativity itself. And, more importantly, organizations will be able to understand how they can quantify the return on investment of creativity!
ADI will investigate the conversations creations experience as they design the content, study the images themselves, and look how video is consumed. We want to try how the ways Photoshop and Illustrator are used can learn about broader trends. For example, the colors and favorite styles create moods and trigger economic trends? We do not know where this will lead, but if experience tells us anything, the results are illuminating.
Our team at Adobe Digital Insights looks forward to a bright future as we continue to provide a revolutionary content that helps everyone understand digital trends that affect us all. In fact, I think it might be time for marketing pros to create their own, if I may be so bold as to invent a new marketing jargon, “Quantent marketing” teams that capitalize on this vast new opportunity to inform through data. Please continue with us on this exciting journey http://www.cmo.com/adobe-digital-insights.html.