While the former Neolane suite used to connect with the old Omniture and SiteCatalyst tools, Reilly said this latest integration adds new capabilities – marketers can use real-time data from their ESP to predict the best time to reengage a consumer.
Adobe data reveals the best time to reengage is within one hour after a consumer abandons a shopping cart. Any sooner, it could jar the customer; any later, the consumer could get the all-too-common feeling that the sweater they searched for days ago has followed them across the Web.
While this sort of remarketing is “somewhat common,” Reilly said, most analytics integrations have a 24-hour lag.
“An hour later is where we’ve seen the bell curve is at its peak, and you can reclaim up to two and a half times your benchmark without being creepy,” she said.
Often when someone abandons a shopping cart, it’s due to an unexpected interruption, such as an incoming call or message, or to taking a break in the purchasing process to, for instance, check in on social media. When that consumer is reengaged via email to Web in a timely manner, that has a positive influence on the amount they’re willing to spend, particularly if that user has been reengaged with a relevant promotion, Reilly said.
Adobe Campaign’s next integrations, Reilly said, will focus on digital asset management and “audience sharing across solutions.”