Adobe Digital Insights Turns Marketers On To Unexpected Insights In Expansive Data

Your data sets are holding unexpected insights
As you can imagine here at Adobe, across our marketing, document, and creative cloud offerings, we have some amazingly huge databases. And a few years ago we began wondering what those terabytes of data could tell us.

In 2012, we started actively mining our wealth of data, to discover trends and perspectives of interest to marketers, most of whom were (and still are) struggling to get ahead of what is happening in the digital marketplace. We wondered: Is there anything that would better prepare marketers for this very challenging and ever-changing new world?

The Adobe Digital Index Was Born
The Adobe Digital Index was born out of this idea. We started with aggregated and anonymized data from the Adobe Marketing Cloud and, since then, our team has grown tenfold. We now release over 100 reports a year. Since those early beginnings just four years ago we have expanded far beyond our original charter and have become the go-to source for the latest trends, insights and predictions on a wide variety of themes. Topics include ecommerce, mobile, video, social media and advertising—all of it gathered by mining data within the ever-expanding Adobe Marketing Cloud.

For All Marketers
As I look back, it is clear that the ADI reports and studies haven’t been just for digital marketers; they have been for all marketers. Nearly two-thirds of Americans have smartphones and, globally, there are over 2.6 billion smart phone subscriptions.

With adult users in the US spending 5.6 hours a day with digital media, and an average of 28 per cent of web traffic coming via smartphone (ADI Report, 2015), all marketing is now digital marketing.

What We Have Learned
Looking back at the amazing journey and evolution of ADI, we surprised ourselves with broadly applicable insights and predictive accuracy. It became clear that this wasn’t just marketing data. We can see that marketers can discover so much by looking at their data with new perspective. In particular:

1. The data you have in your marketing data sets probably has a much broader use than you think. Examine your data with fresh eyes and ask yourself how you might use that data in a different way than had been envisioned.
2. Look at your data sets and see where they could be applied beyond your marketing campaigns. Have other departments look at your marketing data and see if that data can illuminate the customer journey in ways you didn’t expect.
3. Think about data sets that you have previously looked at as stand-alone and, now, put them together side-by-side so you can notice patterns that might not have been apparent in a single data set. Look at ways to combine your customer data, inventory data, log data, search data, analytics, CRM data, session data, and the many other data sets you have access to, and think about unexpected ways you might merge them to gain new insights.
4. You don’t need massive amounts of data to do a meaningful analysis. Use what you have, but look at it from a different point of view. To quote my high school history teacher, “You gotta turn the ball and see what’s on the other side.”

Adobe Digital Index becomes Adobe Digital Insights
We are excited to see that ADI is filling an important role, but we know that, given the new data sources we’ve exposed over the years, we have a higher calling—to provide value beyond marketing, to global leaders, influencers, and even government leaders. It’s time to expand and to re-brand ourselves to more accurately reflect our evolution. In addition to bringing on more analysts, the Adobe Digital Index will now become known as Adobe Digital Insights (still ADI!) to reflect our quest for new opportunities to understand the impact of the digital world on modern life.

One way we will expand our focus is by including data from the Adobe Creative Cloud in our analyses. This is an exciting new realm that will, for the first time, reveal insights into the nature of creativity itself. And, most importantly, organizations will be able to understand how they can quantify the ROI of creativity!

ADI will investigate the conversations that creatives are having as they design content, study the images themselves, and look at how video is being consumed. We want to try to find out how the ways in which Photoshop and Illustrator are used can inform about broader trends. For example, do preferred colors and styles create moods and trigger economic trends? We don’t know where this will lead but, if experience tells us anything, the results will be illuminating.

Our team at Adobe Digital Insights looks forward to a bright future where we continue to provide ground-breaking content which helps everyone understand the digital trends that impact us all. In fact, I think it might be time for marketing pros to create their own, if I may be so bold as to coin some new marketing jargon, “Quantent Marketing” teams which capitalize on this vast new opportunity to inform through data. Please continue with us on this exciting journey at http://www.cmo.com/adobe-digital-insights.html.

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from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/personalization/place-holder-for-adi-insights-rebranding-post/