Adobe acquired Omniture in 2009 and re-branded the platform as SiteCatalyst. It is now part of Adobe Marketing Cloud along with other products such as social marketing, test and targeting, and tag management.
SiteCatalyst is one of the leading vendors in the web analytics category and is particularly strong in combining web analytics with other digital marketing capabilities like audience management and data management.
Adobe Analytics also includes predictive marketing capabilities that help…
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Adobe Target
Score 8.4 out of 10
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Adobe Test and Target is an A/B, multi-variate testing platform which Adobe acquired as part of the Omniture platform in 2009. It is now part of the Adobe Marketing Cloud. It offers tight integration with Adobe analytics and content management products.
Adobe Analytics (or any natural reporting tool), will always be my vote over any testing tool's reports (like Adobe Target & Optimizely) due to a much larger universe of reporting options available to the user. Amplitude has a lot of flashy bells and whistles, and is relatively …
Adobe Analytics takes many of the things that Google Analytics does and ratchets it up. This particularly is true when it comes to the tie-in with things like Adobe Experience Manager, Adobe Target, and Adobe Campaign. I believe this is the primary reason our organization …
Adobe Analytics is a comprehensive tool that enables an entire tracking and analysis stack for our company. The other tools listed above more supplement our adobe analytics tool and do not serve as replacements, hence why we continue to use and choose Adobe for our company and …
Many of our users come from a background of using Google Analytics. They like it, but Adobe Analytics gives them an ability for a more thorough analysis.
Sr. Marketing Manager of Web Analytics and Personalization
Chose Adobe Analytics
Adobe Analytics far surpasses Google Analytics in the following arenas: journey analysis. Adobe Analytics very clearly portrays user journey data unlike any other web analytics tool.
Verified User
Employee
Chose Adobe Analytics
Adobe Analytics is my current companies analytics tool of choice, however in comparison to other tools - it is the most comprehensive one on the market. It enables granular reporting and analysis which in fantastic. The one downside is however that it is slightly more technical …
Adobe analytics has less flexibility in terms of joining data sources and creating visualizations. It does well at creating custom analytics, but so do the other platforms. Workspace does tend to be better at creating segmentation.
Google is Adobe Analytics direct competitor in this space and while I think they do a slightly better job onboarding new users in the space, I have found that Adobe Analytics is more flexible and powerful in the long term.
We selected Adobe Analytics considering our website traffic volume, as our website traffic volume goes into the few millions every month. Also, we were already using Adobe Campaign for our email, notification campaigns where we had to implement website and app drop-off use …
Adobe Analytics is easy to integrate AEM .The segmentation within the reporting tool is quite flexible.You have total control over the data through the admin area.The consistency of the reporting is excellent with Adobe Analytics. You can customize your reports. Adobe …
Unfortunately, the Adobe connector between Adobe Campaign Classic and Adobe Analytics could be improved - There's a number of dependencies (eg. minimum version reliance) that stop it from a 'plug and play' out of the box connector if you've got existing Adobe products up and …
For us, the decision was very straightforward. We chose to invest in the Adobe stack and utilize tools that are developed to integrate together and complement each other. Ex: Adobe Target 'A4T' integration within Adobe Analytics. Optimizely appears to be a great tool, but …
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.
Other products that are typically within the same consideration set are Maxymiser and Monetate. Each tool has its own pros and cons and the best tool can vary depending on the organizations goals, requirements, budget, team structure, etc.
Verified User
Employee
Chose Adobe Target
While my organization has been using Adobe Test & Target, I have had the chance to evaluate Optimizely, another tool that allows for multivariate testing with a smooth interface. The reason I like to stick with Adobe Test & Target is its ability to interface and interact with …
Honestly, because Adobe Analytics is so customizable, I found that it is very well-suited for almost any type of web digital experience tracking of behavioral analytics. It has a very robust mech architecture for any type of e-commerce platform. But it is extensible and is easily adaptable to other circumstances. For example, in our university situation, we've been able to use it for student portal experience tracking, how well they are interacting, interfacing with our internal sites, and how well they are working with our task submission processes. But it does a great job of managing all aspects of the key journeys, especially from a marketing perspective. So while it might not be as out-of-the-box for some of those other alternative use cases outside of marketing, it's extensible and customizable enough that it's worked really well and met our needs.
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.
Within my role of advertising, I can come in, and I can see I'm paying for visitors, paying to drive people to the website. So I can see the differences in my different traffic sources, whether that's a Google search campaign or a Facebook social campaign. I can measure the quality of that traffic and see what they're doing, whether they're bouncing right away and leaving the website, or spending more or less time on the website. And whether they're taking the actions. My ad campaign is focused on filling out forms, and ultimately, that's it. Just measure and see if my campaigns are successful or not.
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.
I think the biggest room for improvement is performance. When I go in certain times of the day or for certain clients, it's slow and it won't load the reports that I need. And as a result, needing to answer a question where you normally have the expectation of it being a near real-time answer that you get when you have to wait for reports to load or you have to wait because the reports can't load at all. It's a really unfortunate thing. It's a big problem actually. So I'd say that's one area of improvement. It's just improving the performance of the reports so that they'll load consistently all the time quickly and effectively.
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.
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
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.
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.
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.
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
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.
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
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
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.
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.
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.
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.
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.
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.
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
Adobe Analytics impacts nearly every aspect of a billion plus dollar revenue eCommerce business. From measuring the impact of new build features to marketing campaigns.
We are saving substantial money and resource effort by consolidating all of our properties to Adobe Analytics from alternative solutions, at which point we will finally be able to report on Total Digital, rather than disparate reports.
We support experimentation on every platform and the performance is only known through Adobe Analytics tagging.
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.
