Adobe expands cloud portfolio with new product analytics service

BIG DATA

Adobe Inc. today introduced a new cloud service that can help companies find opportunities to improve their applications and websites.

The service, Adobe Product Analytics, joins the software maker’s Experience Cloud portfolio of marketing applications. It will complement the existing analytics tools already included in the portfolio. The service made its debut at the annual Adobe Summit conference the company is currently hosting in Las Vegas.

The event also saw the company debut several other new offerings, including a suite of generative artificial intelligence models called Firefly. Adobe says the first model in the suite will enable customers to generate images and stylized fonts based on text prompts. It plans to integrate Firefly into several of its software products. 

The company’s new Adobe Product Analytics service enables enterprises to track how users interact with their applications and websites. It includes graphs that visualize high-level metrics, such as what percentage of visitors to an e-commerce website make a purchase. The service provides more granular data as well.

“Across every sector, brands require a more comprehensive view of the customer journey, which is driving the convergence of the analytics space across product, marketing and customer experience,” said Amit Ahuja, senior vice president of the Adobe Experience Cloud. “As Adobe continues to expand Adobe Experience Cloud, we are introducing Product Analytics to deliver insights across online and offline touchpoints, enabling product teams and marketers to coordinate more closely.”

Adobe Product Analytics enables software teams to measure the popularity of an application’s features. The service can, for example, point out if iOS users open a certain section of an app’s interface less often than Android users. Based on that information, developers can redesign the relevant app section to increase user engagement on iOS.

The service also enables developers to gauge user reactions to application updates. After a software team changes one of an application’s features, it can measure whether customers use that feature more or less often than before. 

Product Analytics promises to ease the work of not only developers but also marketing departments. According to Adobe, it can identify which marketing campaigns led users to sign up for an application or website. Using the data provided by the service, a company can adjust its advertising strategy to prioritize the tactics that are most effective at encouraging signups.

Another feature in Product Analytics tracks the actions that shoppers take before making a purchase. The service can, for example, determine whether users visit a product listing once or multiple times before proceeding to checkout. Marketing information can consult that data to find opportunities to streamline the customer experience.

Image: Marco Verch/Flickr