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قديم منذ /2018-12-04, 12:07 AM   #1

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Red face Adobe adds new features to its data management platform



Adobe adds features data management adobe-1920-x-1080_v3Adobe is fine-tuning its data management platform (DMP) Audience Manager on Monday with two new features.

Trait Exclusion. One is the ability to subtract a common trait when creating a lookalike user model.

Lookalike models are often developed from the attributes of a group of users a brand wants to find more of. A model of the common attributes of the best customers, according to this thinking, can help find other users with similar attributes, who are more likely to become customers of this particular product or service.

One problem, Adobe says, is that when a brand creates a model from attribute data — either the brands own data*or third-party data from a provider — there might be attributes that could bias the model in the wrong direction.

For instance, the attributes creating the model might include visits to the brands site or other specific sites, when those site visits arent useful for finding lookalike users.

The new Trait Exclusion capability in Audience Managers Algorithmic models lets marketers remove selected traits, and it employs Adobes Sensei machine learning to help make the subtraction. In addition to removing traits that dont add value, like site visits, adobe said the new feature helps marketers focus on influential traits. When the brand has to comply with specific privacy regulations, the model can exclude certain demographic attributes.

Impressions by segment, Data Explorer availability. The other new feature is the ability to automatically report on ad impressions by user segment. Adobe said this allows marketers to better attribute costs to different data sources for a given user segment.



Additionally, Adobe is now making Data Explorer generally available. Announced as a beta in September, Data Explorer is a self-service suite inside Audience Manager for utilizing raw data. As an example use case, Adobe noted that an online article that suddenly goes viral or an unexpectedly popular product can now be added as traits in real time by the marketer.

Why you should care. Managing attributes and user segments are key requirements for targeted marketing. Adobes new features can help marketers fine-tune the management of their data assets by removing undesirables, tracking costs or adding unexpected user data.

الموضوع Adobe adds new features to its data management platform ظهر أيضا على MarTech Today.








 

 

 


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