VisualDNA, the predictive analytics company, has announced its integration with Adobe Analytics, a product of Adobe's Marketing Cloud. The complimentary nature of the VisualDNA and Adobe solutions will enable their joint clients to now understand what customers are doing and, with VisualDNA integrated, who these people are in respect of demographics, lifestyle and personality. With existing integrations into search, display, MVT tools and Google Analytics this integration will help their clients better understand marketing and onsite experience to drive performance improvements.
Adobe Analytics is a software-as-a-service (SaaS) solution that collects analytical data related to online visitors. The solution provides both a reporting platform and data processing tool to help its clients analyse page views and visits, get key information on purchasing metrics, visitor profiles and paths to conversion.
VisualDNA will integrate its bespoke data layer, which combines psychology and big data with Adobe Analytics behavioural and transactional insights to create custom audiences that will help businesses make informed decisions about who their most valuable customers are, what motivates them and how their online experience could be optimised. This deep customer understanding will also allow businesses to make informed decisions about their online strategies and marketing initiatives to maximise business performance.
Harry Parkes, VisualDNA's Product Director, commented, "Existing analytics tools are very good at analysing behavioural information like visits and events and channel performance, but what they can't do is tell you much about the customer behind the event or purchase, or what their intent and motivations might be. This is exactly where VisualDNA assists our clients, helping them understand aspects like brand affinity, motivations, and customer lifetime value helps our clients develop a unique means of tailoring and targeting their marketing activity to increase response and engagement rates; ultimately leading to higher conversions and better bottom line performance."