Adobe launches analytics ad tool

US – Software giant Adobe has introduced Attribution IQ in its Analytics Cloud, to help clients use data in their marketing strategy and creativity.

Attribution IQ will be available in its Analysis Workspace so marketers can see the customer journey and all the points where they interact with the brand.

In a blog announcing the launch, Adobe Analytic’s senior product manager, Trevor Paulsen, said the tool builds on Adobe Analytics’ broad support for every channel. "Instead of simply comparing display versus social ads for instance, users can now see how individual campaigns and even specific keywords performed using a rich set of attribution models," he wrote.

He also explained: "In a world where consumer expectations are on the rise, with more ways to reach people, the most impactful campaigns are informed by deep audience insights. Brands are under pressure to show that ad and marketing spend are being made in the right places. And deciding the right mix between options such as digital advertising, email and content marketing is a crucial step in allocating resources and informing creative work."

Attribution IQ uses 10 models to capture the different ways in which consumers are influenced and allows clients to dive into the specific campaigns, products, or internal promotions.

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts