adobe: Adobe Analytics now supports customer insights from streaming media, metaverse

Chennai: Adobe on Tuesday said it was introducing new services in Adobe Analytics which would help brands to unify data and insights across all media types, including the metaverse and streaming media.

Amit Ahuja, senior vice president, Adobe Experience Cloud platform and products at Adobe said that delivering personalized customer experiences was a top priority for every business in every industry, and the key to making it happen was connecting real-time insights across all aspects of the customer journey.

“With support for metaverse and streaming media channels, Adobe Analytics continues to lead the industry as the only true omnichannel analytics solution for customer engagement,” he said.

Vyshak Venugopalan, head of solution consulting, Adobe India said the digital economy in India is expected to be a $800 billion market by 2030, creating a massive opportunity for brands to deliver customer experiences that are engaging and highly personalized.

“It sets the stage for growing mediums like streaming media and metaverse, environments where deep insights will be critical for brands to understand new customer behaviors and build lifetime value,” Venugopalan said.

Adobe Analytics said it is supporting data from emerging channels, including voice assistants and the connected car and is previewing support for metaverse analytics, as more brands begin to embrace immersive and 3D experiences.

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“In the metaverse, brands will be able to measure and analyze specific events, such as the volume of engagement with 3D objects and immersive experiences, as well as collecting interactions across multiple metaverses,” the company said. “This data can then be combined with insights across other channels like the website or mobile app, to understand changing consumer preferences.”

While streaming is a key investment for the entertainment industry, other sectors such as retail and banking continue to prioritize video and audio content. Adobe is introducing new capabilities for brands to understand how streaming fits into the overall customer journey.

“Through Customer Journey Analytics (CJA), teams can tie digital media consumption to engagement on other channels like social media, websites and offline channels. A retailer, for instance, can see the types of content that drive social engagement and/or in-store activity, to deliver personalization and drive retention efforts,” the company said.

It said that with global brands adopting Adobe Analytics, it also introduced a new service to seamlessly transition data from other analytics products while preserving historical compliance with regulations such as GDPR and CCPA.

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