Adobe has released new services in Adobe Analytics delivering a single workspace for brands to unify data and insights across all media types, now including the metaverse.

Adobe is previewing support for metaverse analytics, as more brands begin to embrace immersive and 3D experiences.

With a rearchitected platform, Adobe said it can now seamlessly extend the reach of Adobe Analytics to new and emerging channels. In the metaverse, brands will be able to measure and analyse specific events, such as the volume of engagement with 3D objects and immersive experiences, as well as collecting interactions across multiple metaverses.

This data can then be combined with insights across other channels like the website or mobile app, to understand changing consumer preferences. With Adobe Creative Cloud and immersive design tools like Adobe Substance 3D, Adobe claims it is uniquely positioned to help brands design, deliver, measure and monetise experiences in the metaverse.

Amit Ahuja, senior vice president, Adobe Experience Cloud platform and products at Adobe said, “Delivering personalised customer experiences is a top priority for every business in every industry, and the key to making it happen is connecting real-time insights across all aspects of the customer journey.

“With support for metaverse and streaming media channels, Adobe Analytics continues to lead the industry as the only true omnichannel analytics solution for customer engagement.”

With global brands adopting Adobe Analytics, Adobe also introduced a new service to seamlessly transition data from other analytics products while preserving historical compliance with regulations such as Global Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA). Brands can drive true omnichannel analysis through Customer Journey Analytics, for deeper insights on new consumer behaviours.

Other new innovations include streaming media and the partner ecosystem.

Through Customer Journey Analytics (CJA), teams can tie digital media consumption to engagement on other channels like social media, websites and offline channels. A retailer, for instance, can see the types of content that drive social engagement and/or in-store activity to deliver personalisation and drive retention efforts.