Adobe announces newly integrated mobile analytics tools

Adobe says its mobile marketing platform is combining some of its parts, namely the analytics and personalization tools Adobe Analytics and Adobe Target, to help app developers and marketers better understand, attract, and retain users.

Adobe’s mobile vice president Matt Asay told VentureBeat the new integration will provide marketers with a deeper level of data. For example, a marketer may now bring together, in real time, personalization data from a customer relationship management system with in-app behavior data to create a better, stickier experience for a mobile user.

Asay said Redbox has been benefiting from the new data integration. Redbox, remember, serves movies from thousands of physical kiosks, controlled by a mobile app. “They have driven great results, bridging their physical and digital spaces,” Asay said.