Adobe (NASDAQ:ADBE) recently restructured its business to focus primarily on digital media and digital marketing. It also acquired a few companies such as Efficient Frontier and Auditude, in order to ramp up its digital marketing portfolio, and become one of the market leaders in digital marketing and advertising. Adobe has announced the addition of advanced features and capabilities like cross-visit analytics to Adobe Discover, its analytics offering in the digital marketing suite. [1] Adobe competes primarily with Google (NASDAQ:GOOG) Analytics in web analytics and marketing, and Salesforce.com‘s (NYSE:CRM) Social Marketing Cloud in social marketing.
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Cross-visit analytics enables digital marketers to access details of a visitor’s entire browsing session within their online properties, across separate visits. It allows them to piece together the actual visitor experience and analyze conversion metrics more accurately. With this information, digital marketers can design their websites in a way to improve user experience and conversion rates, thereby boosting sales. It will also help them optimally allocate their online marketing budgets to different online properties based on the statistics generated by Adobe Discover.
We expect Adobe’s digital marketing revenues to account for a significant portion of its overall revenue, going forward. Web Analytics software, which is a part of the Digital Marketing Suite, accounts for nearly 10% of the $34 Trefis price estimate for Adobe, which is in-line with the current market price.
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