Adobe creates predictive ROI Facebook tool
Adobe has created a Facebook publishing tool that will allow marketers to predict the engagement levels and ROI of their social media posts before they publish them.
It aims to help marketers maximise the engagement of their social media posts and ads by analysing the types of words, images, links and ad formats that best resonate with their audiences.
The new feature, which sits within the Adobe Social product, uses sentiment analysis and predictive text mining algorithms and other predictive tools around images and links based on historic data around engagement, post time and sentiment.
Adobe says the pre-measurement capability “learns as it goes” so its effectiveness will improve over time.
Speaking to Marketing Week at Adobe’s EMEA Summit in London today (24 April), Adobe’s senior vice president and general manager of digital marketing Brad Rencher, said clients are “excited to get their hands on the product” because it brings social closer to other digital media targeting and analytics.
He added: “We are bringing that same kind of automation to social marketing, leveraging the power of data and then applying math to that so social marketers can understand whether they should apply this image or that one, what the business impact is of posting at 7pm or 5pm the next day. All these things require great science [that is often only applied after content has been posted].”
Rencher said the tool can be applied for either direct response or brand campaigns as marketers set the objectives and metrics they want to measure the performance of their activity against, rather than it being set by Adobe.
While the tool is most likely to be used by senior social media and digital managers, Rencher said it will help CMOs and marketing directors receive more granularity about “the heart beat of the organisation” when they log in to the wider Adobe Marketing Cloud.
Simon Nicholson, Honda Europe social media manager, said: “Adding a social predictive publishing capability to our Adobe Social workflow is a welcome feature that will make our jobs easier and save loads of time. More importantly it will help achieve our social engagement goals while maximising the value of our social efforts.”
The new predictive publishing capability within Adobe Social is currently in beta and will be available this summer. Other social media platforms beyond Facebook will be added to the tool later in the year.
