Adobe Analytics vs. Adobe Marketo Engage vs. Adobe Target

About two years ago, we transitioned our property from a three-star hotel to a four-star resort after a multi-million-dollar renovation. In the conversion, we wanted to start reaching out to a younger, affluent demographic that had the means to spend for vacation in a resort area. First and foremost, we want to see if vacations are being booked by desktop computers, laptops or mobile phones. With Adobe Analytics, we can see how a Guest books a room. What do they view? What rooms types do they like? Are they comparing rooms and if they give up searching, where are they else looking and are they coming back. It is a feature where how can we complete the sale? The new process we are also trying to keep Guests on the site is ending our relationship with OpenTable and doing all our resort restaurant reservations in-house. If the Guests were exclusively using OpenTable, we could not track where else on our resort site they are going? Finally, what marketing promotional rates are getting the most drive from

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Adobe Marketo Engage is an excellent tool for hosting registration forms and sending out tokenized emails based on a particular person's information within your database. For example, if someone attends an event or webinar and indicates that they'd like to learn more about your product, then Adobe Marketo Engage can easily trigger a specific email template to that person that will be personalized with tokens about them. The pixel tracking that can be applied to any web page is also very helpful. If you want to focus on a more 1:1 type of follow up with a Lead, then the automated emails are not going to be as useful.

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If you're using the Adobe stack and tools to power your website, Target is a great solution to implement. I've utilized Target within two organizations, one running on Adobe Experience Manager (AEM), and the other on Adobe Magento. I don't see how companies could harness the full capacity of Target without also having Adobe Analytics integrated. This is their 'secret sauce' and might not be a good solution for companies who are invested in Google Analytics 360. Integration was straightforward but did require support from the Adobe team to implement successfully. While Target is a great tool for digital teams to support, you'll need your tech team aligned and available to support implementation.

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• This product, Adobe Analytics, does a great job of helping us. I think it, it, it does an excellent job of outlining every step of the user journey, as well as giving a good, strong framework to work with as it relates to attribution, attribution of marketing data, and marketing channels, and how, where our users are coming from, how effective those marketing activities are.

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• Adobe Marketo Engage excels at automating complex marketing workflows and delivering personalized customer experiences at scale.
• Adobe Marketo Engage enables marketers to create targeted campaigns, schedule automated email sequences, and personalize content based on user demographics and interactions, resulting in more relevant customer engagement.
• Adobe Marketo Engage provides robust analytics and reporting, allowing teams to track campaign performance, monitor conversion rates, and measure return on investment(ROI).

• This application gives us an incredible integration with Adobe Analytics that allows its operation to be the best and determine the performance of our website.
• It offers us an analysis based on user behavior and a web page customization option to adapt and meet the needs of those users.

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• The tool is heavily a drag and drop kind of dashboard. You're building dashboards on the fly. So oftentimes, I learn my process and how to do things I'm comfortable with, that I can repeat, and get those answers on a consistent basis. But oftentimes, I may not find it easy to take it to the next level. So, areas that can improve are recommending or suggesting. Here's what you might try to improve in this report that you're looking at. Try adding in this metric, or try splicing it this way. Oftentimes, I feel like it requires me to go off and learn these techniques on the side, versus having them right there within the tool. Those recommendations, those helpful tips, and tricks.

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• The most important thing is the UI; it still looks very old and should be updated to meet current market design standards.
• Admin Complexity: It should be easy to setup at the first go.
• Tool Navigation: Navigation should be more easier.

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• This is something a lot of testing tools struggle with, but I think the WYSIWYG ("What you see is what you get") editor - or Visual Experience Composer (VEC) in Adobe terminology - could definitely use some work. It's a struggle to execute many tests beyond simple copy, color, placement changes, and even the features that do exist are often clunky if not altogether broken.
• The interface itself can be a bit counterintuitive in certain parts. If you are familiar with other tools, it's likely middle of the road in this respect; think much easier to understand than Monetate for instance, but a far cry from the simplicity of an Optimizely.
• It can be a bit buggy from time to time. The worst example is the frequency at which the tool will fail to save due to an error, but not inform you of this until you try to save, at which point your only option is to log out, log back in, and make all of your updates once again. It can become an extreme pain point at times, and I personally have just gotten into the habit of saving every couple of minutes to avoid a massive loss of productivity.

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We need it to discover threats long before they become a loophole in the security ecosystem. Also, it is very much compliant with customer standards and expectations. It provides marketing intelligence through in-depth analysis. Overall, a very good product to gain customer attention and thereby improve market

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We're likely to renew for several reasons:

• Now that it's been implemented, I can't imagine not having marketing automation and the easy interface that Marketo provides to run our campaigns
• Marketo's community and customer service is fantastic; I know that when I need help, I'll get it
• Marketo continues to improve the product, so I know that I can expect it to be even more useful in the future

We have a team of people trained on how to use the application and it integrates well with the other Adobe products we use. Our future roadmap of testing will require some complex scenarios which we hope Target will be able to accomplish

It is necessary to have a minimum knowledge on tracking tools so you can use the tool on full performance. It is not an introduction tool, so please bear that in mind. Once you got the knowledge you just need a small training on how to create your custom reports, where to find the components you need and how to add them to your dashboard. Then you share your report or create a rule for periodic sharing and it's done. Finally, if you have a lot of data stored the tool might be a little slower but that's ok.

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In some aspects, the tool can feel quite clunky in parts. But with the rich feature set it has, it's understandable. There is a lot of room for improvement for the user interface. The system itself doesn't have a slick or modern feel, so the usability could feel nicer to use with these areas considered.

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The recent UI update is a complete mess. It is difficult to navigate and find features that previously existed. The reactiveness of the page depending on window size is also ridiculous and it is absurd that depending on how large your window is, entire columns of functions will disappear with no indication that they are missing. The usability of the tool has fallen off a cliff.

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I do not ever recall a time when Adobe Analytics was unavailable to me to use in the 8 or so years I have been an end user of the product. My most-used day-to-day analytics tool Parse.ly however, generally has a multiple hours planned offline maintenance every two to four weeks, and sometimes has issues collecting realtime analytics that last anywhere between 15 minutes to an hour, and happen anywhere between 1 to 5 times a month.

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Marketo provides different way and abilities to connect. If you are having product support or unexplained errors you can get someone on Marketo support 24 hours a day. One of Marketo's greatest assets in my opinion however would be the community. Often times our company is just looking for case success stories from someone else. In the community you can search for problems you are currently facing and see others having the same issue and solutions for those issues. If not, you can pose a question to the whole community and champions of the product and others can chime in to provide suggestions to fix your needs. The community is truly a 24/7 place to get your answers quickly.

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i don't think we use the full functionalities of the tool, but to use the full functions, it's almost impossible (Too hard)

Again, no issues here. Performance within the day updates hourly. other reports are updated overnight and available to access by the next morning. Pages load quickly, the site navigates easily and the UX is quite straightforward to get command over. On this front, I give Adobe kudos for building a great experience to work within

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There are times when it is slightly slow for us, where we sit on a screen waiting for it to load. This could be our internet since we have had the same issue occasionally with other systems, but it is enough to make you crazy.

The bottleneck is never the software program

Support for Adobe Analytics is ok, it used to be worse years ago. Now, the technology team at Adobe is way more knowledgeable on the product itself as well as the implementation. They also study your custom implementation and have good knowledge of where your company stands. Dedicated support is something worth considering.

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On multiple occasions we've had Marketo support (technical and license based) issues. Technical issues were minor and resolved within a day. License based issues (even things encouraged by Marketo for partners, like provisioning another license) took WEEKS. They actually took so long to respond that the client we were working with withdrew from the contract because they were no longer convinced Marketo was capable of supporting their business. As an agency trying to sell the software, you can only explain away so much before they just made us look silly.

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On several occasions, we have had the need to ask for help from the Adobe Target support team, and I must say that they have provided us with an excellent experience, as they take care of solving the problems quickly and with high precision

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It was a one-day training several years ago that cost the organization several thousand dollars. There were only about 10 people in the training class. Adobe tried to cram so much information into that one-day class that none of our users felt like they really learned anything helpful from the experience. Follow-up training is too expensive

Our account rep stopped out in Lincoln, NE to ensure we were properly set up and running. This was very much appreciated. I was very, very new at this point, so I can't comment very much on the extent of what was taught because I was still brand new to the company and the system

The instructor that came to train us was awesome and this training was very useful. I would recommend it for anyone who is going to be using this software. I only mark it lower because it is an added expense to an already expensive product, and a lot of the training covered the "Target" portion of the software (which again, we didn't use)

The online training for Adobe SiteCatalyst consists of short product videos. These are ok, but only go so far. For a while Adobe charged a fee for this, but recently made these available for free. There are many great blog posts that help users learn how to apply the product as well.

I had never used Marketo prior to taking this job so online training was my starting point. I was able to follow along, it was interesting and quickly and efficiently taught me what I needed to know without a lot of fluff. It was far from boring and really helped me get my hands dirty with Marketo.

The training was very easy to understand, however it would have been more useful to my development team than me. It was also primarily over-the-phone, which is never as easy to follow as in-person. We ended up scheduling and paying for an in-person training session to supplement the online/phone training because it wasn't helpful enough.

One of the benefits and obstacles to successfully using Adobe Analytics is a great / more accurate implementation, make sure your analytics group is intimate with the details of the implementation and that the requirements are driven by the business.

1. Have a content marketing plan to run in parallel with the marketing automation installation--you'll need a lot of content to make full use of Marketo's capabilities. 2. Work with sales (and ISRs) to define and document a workflow--build your Marketo installation around how you do business--not figure out how to apply your business to the tools 3. Spend time of data cleaning--both an initial project as well as a strategy for ongoing data management. We found some change manaement issues (no more appending ZZZ to the first name to identify contacts who have left the company, for example, or prohibiting the entry of "info@company.com" email addresses). 4. Find some champions in the sales and ISR teams. You'll have both fans and detractors--work with the fans to build some success stories

Implement using a global mBox on the page so you can change any and everything over the traditional method. Traditional method is good if you do not have technical web dev resources, do not know Javascript/jQuery, or you have money to blow on mBox calls. Global deployment reduces mBox calls and allows you to touch many parts of the page easily. A lot more customizable

We evaluated and we currently use Mixpanel and we have Google Analytics on a couple of our properties. And honestly, once you get the hang of the Adobe Analytics workspace, the other products really don't stack up against it because the segmentation and the ability to create reports pretty rapidly are invaluable.

Adobe Marketo Engage is one of the best email sending platforms I have worked with, because there is so much you can do on a lead scoring area and also then connect this to other platforms such as Salesforce. It allows for seamless reporting and working alongside sales colleagues. We chose Adobe Marketo Engage because it allows for more sophisticated audience segmentation and management of ongoing large scale nurture flows across a number of complex criteria.

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We seriously considered another software but because we use so many other Adobe products this made the most sense for us. If you are not dependent on other Adobe software and are a smaller company, in my opinion, Target may not be the best fit.

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Adobe Analytics is relatively affordable compared to other tools, given it provides a range of flexible variables to use that I have not found in any other tools so far. It is worth investing in if your company is medium or large-sized and brings a steady flow of revenue. For small companies, it can be overpriced.

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The total cost is a little bit higher than we expected.

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My organization uses Adobe Analytics across a multitude of brand portfolios. Each brand has multiple websites, mobile apps and some even have connected TV apps/channels on Roku and similar devices. Adobe can handle the multitude of properties that have simple, small(ish) websites and the larger brand properties that include web, mobile and connected TVs/OTT devices.

Each of those larger brands has multiple categories and channels to keep track of. We can see the data by channel/device or aggregate all the data together. This gives our executive teams the full picture and the departmental teams the view they need to see their own performance.

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We look at scaleability in a few different ways. First, the speed while using Marketo has remained relatively the same as our database has grown. Though I would say Marketo is slow at times, it has not gotten slower over the last few years. If anything, it has improved, and they are working to improve it. Second, the amount of programs we have developed in Marketo has exponentially grown as well. Marketo has allowed us to drastically increase our output without having to drastically increase our headcount.

The professional services team is one of the best teams for complex adobe analytics implementations, especially for clients having multiple website and mobile applications. However, the cost of professional services is a bit high which makes few clients opt out of it, but for large scale implementations they are very helpful

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• I'd say business results. We tend to see better media and marketing engagement as a result of using Adobe Analytics, and that's largely because we can measure the effectiveness of campaigns and we can figure out which ones are driving better engagement, whether it's top of funnel or bottom of funnel. That's probably the biggest business result we see. It's obviously we even use it for other non-traditional use cases like AB testing to figure out which experience is a better or not, that type of thing.

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• Adobe Marketo Engage automation capabilities have reduced the amount of manual work required to execute campaigns, allowing our marketing team to focus more on strategy and customer engagement rather than repetitive administrative tasks.
• The platform has helped us generate more qualified leads through personalized campaigns and lead scoring, enabling our sales team to focus on prospects with the highest likelihood of converting.

• We have been able to run specific A/B tests that have shown an increase in conversion, which in turn has led to very large banked sales numbers for the year.
• We have been able to prove that using and automated Merchandising process did not decrease conversion. This allowed us to greatly increase efficiency by opening up resource time.