Adobe Adds cross-visit analytics to Digital Marketing Suite

Cross-visit analytics enables digital marketers to see a visitor's journey within the marketers' web properties beyond single online sessions, giving those marketers a more accurate view of the overall visitor experience.

"Consumers don't interact with their favourite sites in discrete, unconnected visits," said Matt Langie, director of product marketing, Digital Marketing Business, Adobe. "They do a search and hit your home page, read reviews, leave, get an email offer, price compare, come back and finally convert. The diversity and complexity of any one visitor's experience over time yields very different insights than looking at each visit as a distinct, separate experience. Adobe Discover provides analytics that mirror the actual visitor experience."

Discover is also designed to provide a clearer understanding of fallout, the reasons why purchases or conversions do not take place. With insight across visits within their properties, including why customers leave without converting, companies can more accurately allocate marketing spend to activities that will generate the most return on investment.

"With Adobe Discover, we can see a visitor's experience over multiple visits. Cross-visit analytics is giving us new, deeper insights into how our audiences interact with us online - which of our digital properties they consume, in what order and over how long, before they engage in a key event, such as purchase a phone, download a piece of content or sign up for a new service," said, Andrew Wathen, web analyst, Vodafone. "We are using these new insights to inform design decisions and invest in the digital marketing initiatives that are having the greatest impact."

The newest version of Discover has also made significant enhancements, allowing analysts to more quickly dissect and manipulate data across both user segments and time.

These updates to Adobe Discover are expected to be available in April 2012.

For more information, go to www.adobe.com.