by Angela Guess
A new article reports, “Adobe Systems today announced new predictive marketing capabilities in its Adobe Digital Marketing Suite, reducing the complexity of uncovering hidden behavioral patterns in big data. Announced at the Adobe Digital Marketing Summit here, these advancements will help marketers more quickly sort through an increasing amount of data to find the most impactful insights as well as leverage vast amounts of historical data to predict future results, said Brad Rencher, senior vice president and general manager of the Digital Marketing Business at Adobe. Adobe is putting predictive analytics and more intelligent, forward-looking decision-making into the hands of digital marketers.”
Rencher stated, “In the early days of digital marketing, analytics emerged to tell us what happened and, as analytics got better, why it happened… Then solutions emerged to make it easier to act on data and optimize results. But the sheer amount of available data presents a challenge to quickly extract insights and act while those insights are still valuable. The new predictive capabilities within the Digital Marketing Suite address these challenges and help marketers turn big data into a big opportunity.”
photo credit: Adobe
