Guess Who’s Opening Marketing’s Digital Door…?

Guess Who’s Opening Marketing's Digital Door...?Step through this doorway, and you’ll gain high-value information about your brand marketing campaigns. You will come into possession of crucial reports, research, analyses, and optimizations. Answered will be the eternal questions – who, what, when, where, and how much? And from this accumulated wisdom you will make predictions and acquire insights indispensable to the success of all digital marketing endeavors.

The doorway, of course, is the one that opens to the world of digital analytics, the ultimate source of knowledge to the online marketer. The good news is, the door to this realm is never locked. In fact, it’s held wide open by two of the realms mightiest players – Google and Adobe.

Ever the innovators, these digital titans have been introducing a diversity of new measurement options to marketers. In a nutshell, these options deliver an increasingly clear view of customer segments by utilizing the latest advances in deployment and reporting.

Consider Adobe’s latest tool for creating a single view of each customer. Known as Device Co-Op, this digital resource conveniently links users who just happen to be logged in on different devices.

Guess Who’s Opening Marketing's Digital Door...?Not to be left out, Google, too, is continuing its powerful march through digital analytics territory. Helping its advance is a suite of tools aptly named Google Analytics 360. Intended to replace its earlier Google Analytics Premium, the 360 suite will allow marketers to gain a complete view of users, no matter which device they’re logged onto. Just as Adobe’s Device Co-Op does. Other features of the new Google Analytics include a configuration API that simplifies strategies such as programmatic advertising.

The innovations all point in one direction – the customer. As these analytical tools clearly demonstrate, understanding user behavior now takes precedence over brand considerations in the world of contemporary digital marketing. Expect that understanding to deepen as providers such as Google and Adobe continue their influential contributions to digital analytics.

If you have any questions or comments about digital analytics, or about any other brand-related topic, feel free to send them our way!