Axiell - Adobe Analytics Integration and Automation

Common Integration Use Cases Between Axiell and Adobe Analytics

1. Measure Public Engagement With Digital Collections

Data flow: Axiell to Adobe Analytics

Publish collection records, exhibition pages, and digitized assets managed in Axiell to public websites or discovery portals, then track how visitors interact with them in Adobe Analytics. Cultural institutions can measure which objects, themes, or exhibitions attract the most attention, how long users engage, and where they drop off.

• Identify high-interest collection items for future digitization priorities
• Optimize exhibit page layouts and navigation based on visitor behavior
• Support reporting on audience reach and digital engagement for stakeholders

2. Link Collection Metadata to Campaign Performance

Data flow: Bi-directional

Use Axiell metadata such as exhibition name, collection category, artist, period, or institution to tag content promoted in digital campaigns. Adobe Analytics then reports which collection themes drive the most traffic, conversions, or event registrations. Campaign performance insights can be fed back into Axiell to enrich content planning and prioritization.

• Compare engagement by collection type or subject area
• Improve campaign targeting for exhibitions, memberships, and donations
• Align curatorial planning with audience demand data

3. Track Research and Archive Discovery Journeys

Data flow: Adobe Analytics to Axiell

Adobe Analytics can capture how researchers, students, and archive users search, filter, and navigate digital collections. These behavioral insights can be used to improve Axiell search configurations, metadata quality, and content structure. Institutions can identify where users struggle to find relevant records or abandon searches.

• Reduce failed searches by improving metadata and taxonomy
• Refine faceted navigation and record presentation
• Support better self-service access for researchers and staff

4. Optimize Digital Preservation Access Portals

Data flow: Axiell to Adobe Analytics

When Axiell-managed preserved assets are exposed through a public access portal, Adobe Analytics can monitor usage patterns for downloads, views, and repeat visits. This helps archives and museums understand which preserved materials are actively used and which access paths create friction.

• Prioritize preservation and access work based on usage
• Monitor demand for specific digital assets over time
• Improve portal usability for external audiences

5. Support Membership, Donation, and Event Conversion Analysis

Data flow: Adobe Analytics to Axiell

Adobe Analytics can attribute conversions such as membership signups, donations, or event registrations to specific collection pages, exhibitions, or digital stories sourced from Axiell content. This gives cultural organizations a clearer view of which assets drive revenue and audience action.

• Measure the business impact of digital collections content
• Identify content that supports fundraising and ticket sales
• Inform future content investment decisions

6. Improve Content Governance and Publishing Workflows

Data flow: Bi-directional

Use Adobe Analytics to identify underperforming pages or content types, then feed those insights into Axiell workflows for review, enrichment, or republishing. Axiell can serve as the source of truth for collection content, while analytics data helps editorial, digital, and collections teams decide what to update next.

• Prioritize records that need metadata enhancement
• Trigger content review for pages with high exits or low engagement
• Align collections, web, and marketing teams around shared performance data

7. Build Audience Segments for Personalized Cultural Content

Data flow: Adobe Analytics to Axiell

Adobe Analytics audience behavior can be used to segment visitors by interests such as art period, artifact type, or educational content. Those segments can inform how Axiell content is surfaced in digital experiences, helping institutions tailor recommendations, featured collections, and related content modules.

• Deliver more relevant content to repeat visitors
• Increase time on site and return visits
• Support personalized discovery experiences across digital channels

8. Report on Institutional Reach Across Departments

Data flow: Bi-directional

Axiell provides authoritative collection and preservation data, while Adobe Analytics provides evidence of public interaction and reach. Combined reporting gives leadership a unified view of collection value, audience engagement, and digital performance across museums, libraries, and archives.

• Create executive dashboards for collections and digital teams
• Demonstrate the impact of digitization investments
• Support grant reporting, board updates, and strategic planning