Adobe is puffing up its clouds, announcing a variety of improvements to make marketers’ lives easier.
Its Analytics Cloud has updated its attribution solution with Attribution IQ, which the company said is the only solution offering 10 different models for measuring the impact of different marketing efforts.
Senior Product Manager Trevor Paulsen pointed out via email that Analytics has “always offered a few of the basic attribution models, including first, last, linear and participation.”
Attribution IQ, he said, is now part of the Analysis Workspace in the Analytics cloud, allowing marketers to see how attribution “differs between specific campaigns or groups of users, for instance.” It also offers drilldowns, he said, allowing marketers to see how an individual campaign performed, not just channels, and it can assess the attribution impact on segments of users — assuming there is relevant data.
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.