While at Adobe Summit in London, I had the great chance to interview Bill Ingram, VP for Adobe Social & Analytics, on the next version of Adobe Analytics. This version will integrate SiteCatalyst, Datawarehouse, ReportBuilder, Discover, Insight, Genesis and Tag Manager into a single offering. Bill shares some insights about what's coming in the interview below.
Nicolas Malo: The next version of Adobe Analytics was demonstrated this morning at Adobe Summit in London. Compared with the current version of SiteCatalyst, what's new and what's the same?
Bill Ingram: In addition to a brand new and unified interface (see screenshots below), we are adding a new layer of collaboration capability that Adobe Marketing Cloud brings to the table. Thanks to a collaboration engine and framework, Web Analysts will be able to easily dissiminate information across the organization. For instance, Pinterest-like boards will be available to provide advanced dashboarding features as well as anomaly detection. Our guiding principle is velocity: we want to help you dissiminate information in order to quickly realize value from your data.
We also don't want Digital Analysts to worry about commercial issues. There will no longer be Discover licences, ReportBuilder licences and Genesis integration fees to buy on top of a Adobe SiteCatalyst / Analytics licence. It's now all included in the Adobe Analytics offering.
Some new features will be available like contribution analysis and regular expressions support to automate the classification of our data.
What will stay the same? There will be no reduction of functionalities. All the power and features of individual tools stay the same.
Nicolas Malo: What are the main benefits that users should expect with this new version?
Bill Ingram: First, integrated workflow really changes the way Digital Analysts will share data and insights within the organization.
Secondly,Digital Analysts will be able to use the right tools and features to do their jobs. If they need to analyse audience and segments in more depth, they will be able to leverage all the functionality of Discover out of the box. If they need to analyze multichannel data, they will be able to use the power of Insight.
To sum up, with new Adobe Analytics version, Web Analytics will be maturing into Business Analytics with a marketing focus.
Nicolas Malo: Will retagging be required to benefit from the new version of Adobe Analytics?
Bill Ingram: Not at all, but you need to have upgraded to SiteCatalyst version 15 already. If you want to take advantage of the multichannel analytics capability, you will benefit from bringing in your external data sources (for instance: CRM data).
Nicolas Malo: Once the new version of Adobe Analytics will be released, what will happen with the current SiteCatalyst version?
Bill Ingram: SiteCatalyst will still be supported as a standalone product until all existing SiteCatalyst customers have upgraded to Adobe Analytics. New customers will start with the new Adobe Analytics solution. All historical data from SiteCatalyst will be available in Adobe Analytics. Basically, your Web Analytics data will stay the same. What will change is the user interface, analysis and reporting capabilities.
Nicolas Malo: When will the new Adobe Analytics version going to be released to all existing SiteCatalyst users?
Bill Ingram: We are planning a Fall release for all SiteCatalyst users. Once you have access to the new version, you will get access directly through Adobe Marketing Cloud.
Nicolas Malo: Thank you very much Bill for this interview!
The new interface is very inspired by Pinterest and other social medias.
In the next version of Adobe Analytics, an "Anomaly Detection Report" will be available to alert on significant and incoherent changes in the data.
Another great new feature is the ability to analyze contribution to an anomaly detection, as well as to create a segment based on contribution analysis. Once a segment is created, ability to reuse the segment to target users in campaigns.
Cluster Analysis is also a great new feature of the next version of Adobe Analytics.