Your data hides secrets that could unlock your growth, Adobe thinks. That's why the company has unveiled new AI-driven technology to dig deeper into your data, revealing insights in seconds that data scientists would take five weeks to reveal.

"We track hundreds of billions of data points," Adobe director of product management John Bates told me last week. "Only about 1-3% of the total data being collected is actually being analyzed."

The result is obvious: some of the largest brands in the world are sitting on a mountain of data ... and they're not using it for growth insights.

According to Adobe, they should be.

One brand using the company's new AI technology in beta said that the recommendations the system delivered were "equivalent to adding 100 human analysts." Another B2B travel company found an unexplained 300% increase in traffic in a particular region and discovered that a competitor had built a web crawler that was ripping off content, publishing it on their own site, and stealing their business. They sued, and Adobe says they won "tens of millions in damages."

The key here is not answering your marketing questions.

The key is answering the questions you didn't even know you needed to ask. It's all about "unknown unknowns" ... and hitting the jackpot.

According to Adobe, the amount of data that marketers are dealing with has grown exponentially over the past few years, but the percentage being analyzed has remained unchanged. That means that the amount of data marketers are basing their growth decisions on has actually continuously decreased as a percentage of all data they have.

"The unknown unknowns are kind of lottery ticket insights ... our users simply don't have the time or resources to comb through their data and find them," says Bates. "We tend to spend most of our time on the known unknowns, like when cart abandonment goes over a certain percentage."

The new smart technology is built out as a service on Adobe Sensei, the company's platform from bringing intelligence to every part of of the Adobe Experience Cloud. It will first live in Adobe Analytics, but it's not just for Adobe's marketing cloud. The tech has been built as a consumable service that customers can API into and use on their own private data. 

Adobe started on this journey in 2011 with anomaly detection, added to it in 2015 with contribution analysis, which tells growth leaders why certain things happened, and expanded the solution in 2016 with an alerting systems that notified marketers when interesting things were happening.

This step is qualitatively different, says Bates.

"For the first time we're baking machine learning and AI right into the interface of Adobe Analytics."

The next step?

Prescriptions: very prescribed actions marketers should take as a result of these insights.

"It's going to constantly get smarter over time," says Bates.

The marketing cloud space is heating up. Adobe competitor SalesForce recently unveiled new voice tools for it's AI assistant, Einstein. And Adobe just acquired B2B marketing automation cloud Marketo for $4.75 billion.

The new technology is incredibly powerful if you have the servers to throw at it.

"It automatically performed tens of millions of queries accessing billions of data points within 45 seconds," Bates said.

Published on: Sep 24, 2018