Adobe announced a variety of new improvements, making marketers’ lives a lot easier.
The company’s Analytics Cloud updated its attribution solution with Attribution IQ. Adobe says that it’s the only solution offering ten different models for measuring the impact of different marketing efforts.
Senior Product Manager Trevor Paulsen pointed out via email that Analytics has “always offered a few of the basic attribution models, including first, last, linear and participation.”
According to Paulsen, Attribution IQ, is now part of the Analysis Workspace in the Analytics cloud, which allows marketers to see how attribution “differs between specific campaigns or groups of users, for instance.” It even offers drilldowns, which allows marketers to see how an individual campaign performed, not just channels. It can even assess the attribution impact on segments of users — assuming there is relevant data.