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article imageAdobe introduces Intelligent Alerts for deeper data insights

By Tim Sandle     Sep 25, 2018 in Technology
Adobe introduced an artificial intelligence virtual assistant called Intelligent Alerts which is designed to assist users of Adobe Analytics to detect deeper insights.
With Adobe's new offering, the platform unearths insights without the user asking. This addresses one issue that arises with Adobe Analytics is a result of its sophistication, according to TechCrunch. This consequence of this is that users may focus on a set of known metrics and, as a result, miss key insights. The motivation behind Intelligent Alerts is to provide an opportunity for users to identify new insights in data of a type they otherwise may have missed.
According to Media Post, John Bates, who is the director of product management at Adobe Analytics, has explained that the new product focuses on uncovering “unknown unknowns”. By this he means the ability to collect, analyze and understand the data based on triggers users may not ask for.
Bates discusses further the sheer amount of data that Adobe collects and the complexity in analyzing it: "We collect hundreds of billions of data points, but the portion being accessed by marketers and analysts across the enterprise is between 1 percent and 3 percent." The totality of this complexity explains why Intelligent Alerts was configured.
Adobe Analytics is similar to Google Analytics 360, although the Adobe product offers additional functionality, such as avoiding sampling, and custom tracking flexibility. The popularity of such tools is reflective of 'big data' being 'big business'.
ZDNet explains how the new offering forms part of an ongoing artificial intelligence theme for Adobe. The technology firm has been working to bring more AI and machine learning into all of its clouds.
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