Adobe Data feeds feature is here whenever you need to get the data out of the Adobe Analytics tool and use them in different environments or tools for further analysis. If you are an online marketer and you are investing in multiple online marketing platforms you might often struggle with connecting all the dots which is necessary to evaluate the ROI of each channel or your campaigns. This case study describes how Vodafone achieved that by connecting their Adobe Analytics with ROIVENUE Marketing Suite. In order to integrate the data from Adobe Analytics with data from multiple online marketing platforms Vodafone has attributed the conversions to the data using AI Data-driven attribution modelling.
For over 5 years, ROIVENUE has been the leading marketing attribution tool spreading from Prague like wildfire to many European markets and the US. Even though our platform has been recognized with numerous awards, we always strive for better and more precise solutions. Having gathered feedback from numerous clients and billions of data points, we set out to build an even smarter and more nimble attribution model than we have used so far. After working on the model for a couple years and consequently running the old and new in parallel for a long time, we are introducing the all new data-driven attribution model based on artificial intelligence and Recurrent Neural Networks (RNN). It will replace the currently used classical Markov chains and Shapley value based models.