Adobe announces two new analytics tools to help marketers fill in the customer picture

Today at Adobe Summit in Las Vegas, Adobe announced some enhancements to its Analytics Suite that are supposed to help marketers understand their customers more deeply, including a new tool to track the entire customer journey, and one to help see the relationship between advertising and marketing success, which is surprisingly harder than you would think to understand. The first is called Journey IQ, and as the name suggests, the idea is to provide a better understanding of the entire customer journey. That in itself isn’t new. It’s a task that marketing analytics vendors have been trying to solve for more than 10 years. John Bates, director of product marketing for Adobe Analytics, says that understanding the customer journey can help focus marketing efforts in the future, and this tool is designed to help. “It’s really focused on helping find a complete view of a past experience and helping separate those good experiences or moments from the bad,” he explained.