Adobe Marketing Campaign Analytics Features

Unified marketing measurement

Connect marketing data across sources, channels and teams with capabilities that produce consistent, comprehensive insights — ready to be acted upon across the organisation.

Connected marketing sources

Bring together all relevant data from advertising, commerce, customer relationship management (CRM) and database platforms through a scalable, AI-driven system that simplifies ingestion and accelerates access to insight.

Data ingestion. Consolidate paid, earned and owned marketing data using a library of user-friendly integrations and APIs. Data updates continuously, making new information available for analysis as soon as it arrives.
Paid media integrations. Sync campaign and spend data automatically with easy-to-use, prebuilt connectors to paid media platforms — enabling always-on reporting and visibility without repeated set-up or manual effort.
Business context. Enhance planning by incorporating external market and economic factors, such as stock price movements or unemployment rates and internal business factors, such as price changes or brand awareness surveys.
Data harmonisation. Define and align common data fields, marketing channels and touchpoints across varying datasets to create a consistent foundation for unified insights across the Adobe ecosystem.

In-product screen of marketing channel results.

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Unified measurement framework

Measure marketing performance using a single, cohesive framework that brings together both top-down and bottom-up approaches. By integrating multiple measurement methods powered by Adobe’s causal AI foundation, you get consistent, comprehensive insights you can trust — so teams can move from analysis to action with confidence.

Marketing mix modelling. Use a top-down approach based on aggregated data to measure the incremental impact of marketing investments on business outcomes over time. This method provides a privacy-first way to understand performance across all channels, including online and off-line.
Multitouch attribution. Leverage a bottom-up approach to analyse event-level data and understand how individual marketing touchpoints contribute to conversions. This supports granular, in-flight performance insights for addressable channels and customer journeys.
Priors. Optionally incorporate prior knowledge to help calibrate models, improving stability and relevance based on independent or previous modelling experience.
Unified results. Allow measurement approaches to work together, powered by patent-pending technology, to produce a single, consistent view of performance. A unified framework grounded in causal modelling principles brings alignment and credibility to results, giving teams insights they can confidently use to optimise current campaigns and plan for the future.

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Collaboration workspace

Bring insights out of dashboards and into the flow of decision making. A shared workspace unifies data, people and conversations, so teams can collaborate on insights, reduce bottlenecks and move faster on the same trusted results.

Shared workspace. Access a centralised interface that brings marketing teams together around the same data—making it easier to review results, annotate insights and collaborate without losing context or momentum.
Role-based views. Double click into insights and dashboards tailored to each marketing team’s role, enabling performance, growth, analytics teams and more to focus on what matters most to them while working from the same unified results.
Insight feed. Turn insights into co-ordinated action by surfacing results in a shared team feed through an intelligent conversational AI interface powered by robust LLM's, enabling users to comment, assign next steps and track follow-through in one place.

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Privacy and trust

Stay compliant and respect customer privacy preferences with the centrally managed data privacy and usage policies powered by the Adobe Experience Platform patented data governance framework.

Labelling and cataloguing. Enforce data usage policies with labelling and catalog capabilities and out-of-the-box templates that are customisable to fit your needs.
Alerts and policies. Prevent users from activating sensitive data with clear policies that are enforced in the system to help ensure violations don’t occur. In-product usage alerts also notify you of attempted policy violations.
Permissions. Set and enforce role-based permissions and data access for the appropriate team members so they can collaborate without sacrificing customer privacy.
Privacy and Security Shield. Add on enhanced tools and workflows to help manage the customer data life cycle, data expiration, as well as automated consent management and policy enforcement for applicable data used within Marketing Campaign Analytics.

Learn how to use unified data and marketing measurement features.

Find what you need in Experience League, our vast collection of how-to content — including documentation, tutorials and user guides.

Learn more

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Maximise media spend optimisation with unified data measurement.

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Adobe Marketing Campaign Analytics gives marketers tools to connect data, measure real-time marketing impact and get actionable insights independently.

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2024-10-24

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In-product screen of marketing channel results

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Marketer with channel contribution results and AI recommendation for future spend.