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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Google Trends
Score 8.5 out of 10
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Google Trends is a search engine optimization software solution offered by .
Maybe for a small company with small products for their thing, Adobe may be bit of an implementation too much for them, but when it comes to companies like us, like a life sciences or large enterprises and even small enterprises, but with more products, more analysis that they need to make their marketing experience better, maybe Adobe product is the best suitable.
Google Trends is great for research and planning, to analyse keyword demand and associated costs. It really does help plan to capture consumer demand. It can be a little tricky to use, as the UX design isn't brilliant, so you'll need to learn how to navigate the website.
It summarizes large complex data better than any other analytics solution I've dealt with without the need for sampling, gives the right level of detail, does the right level of breakdowns, aggregation. I consistently not only use Adobe Analytics, but I use other data sets and compare against Adobe Analytics. And as I go into Adobe Analytics and compare, as long as I've done the query right and the other systems, they're very, very close. And if anything, with a lot of Adobe's newer products, they've gotten more accurate over time. So that's basically, you asked me what I liked about it. I like that it's accurate. I like that I don't have to do a lot of explaining. There's enough explaining in the world of web analytics to have to go back and explain why data's problematic. And so like I said, provided that the implementation is correct, it's a very easy conversation. Even if people may not like the answer.
I love how Google Trends presents the popularity of a specific query by location. For example, my product may be more popular or more "searched" in a specific state or city. This helps a lot for direct mail campaigns or any sort of in-person marketing efforts like events or pop-ups. You could use the information from Google Trends to decide what locations will be more receptive of your product/industry or you could see where people have little to no interest and build a brand awareness campaign focusing on those areas.
Another great feature within Google Trends is that it shows "Related Queries", which are basically suggestions of better keywords or phrases to incorporate into your content. If you search for data on a keyword you're using that's too broad (your content won't stand out among other web pages) or too narrow (not many potential customers are searching that keyword or phrase), Google Trends will suggest a related keyword or phrase that is more appropriate or trending at the moment. You could go back and incorporate these phrases into your content so that it's more likely to be found on search engines.
Within the Google Trends "Related Topics" section, you can choose whether you want to see topics that are "Top" or "Rising". I like this feature because looking at a "Rising" topic can help you create content that's more likely to be seen - especially if you're a beginner. Most topics that are in the "Top" category can have thousands of web pages that you're competing against and you can feel like your content is drowning. But the topics in the "rising" category can be great for newer sites that haven't developed authority online yet. You can write on one of these topics and be one of the first sites to create content on that topic, which gives you a head start over other sites.
Google Trends "Categories" is also a great feature. If you don't have any content ideas for your website, you can easily find inspiration by selecting a category that's relevant to your industry. The top keywords or topics will come up and you can create content on those topics to increase your number of web visitors. For example, if you work in the fashion industry and you don't have content ideas, you can have Google Trends generate data for the "Beauty & Fitness" or "Shopping" categories to see what's trending. Google will tell you if a specific brand, person, or event is trending and you could write an article based on one of those trends. Since people are searching for that topic, your content will be seen. This is a great way to create timely content even if you're new to an industry or simply haven't kept up with it.
Support. I mentioned this earlier and we don't know what we don't know. Researching the massive amounts of documentation isn't realistic with bandwidth constraints, and our rep getting frustrated with us when we go through what we are seeing is disappointing.
Education. More please, and designed more towards the "business side". I get with the many many many different implementations (every company is different!), that it's tough, but even a basic of the basics would be nice for situations that everyone is looking at, like the engagement with the merchandising on the home page (or any certain page).
It would be nice to have breadcrumbs available so that I can go backward in a particular search. One I click a topic and then click the related terms two or three times, I find that I'm so far down the rabbit hole that the "Back" button in my browser is a really inconvenient way to find my way back to a certain stage of my search. If there were breadcrumbs I could jump directly back to a particular stage and chase another rabbit from there.
It's easy to get lost searching in here for an extended period of time. I would be nice to be able to print a report of my whole session when I have finished.
It would be nice to have a Top Tends board of job searches or other information related to jobs that are currently popular Google searches.
We've found multiple uses for Adobe Analytics in our organization. Each department analyzes the data they need and creates actionables based off of that data. For E-Commerce, we're constantly using data to analyze user engagement, website performance and evaluate ROI.
Sometimes the processing times are very long. I have had reports or dashboards time out multiple times during presentations. It could be improved. It is understandable since there is a huge data set that the tool is processing before showing anything, however for a company that large they should invest in optimizing processing times.
Google Trends is very easy to use. you just search for a certain keyword or phrase, and it tells you how often that keyword or phrase is searched, where in the world it is searched, and over the last decade, how often it is per year.
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
I barely see any communication from Adobe Analytics. The content on the web is also not that great or easy to read. I would recommend a better communication about the product and the new addons information to come to its user by a better mean.
I haven't needed to use any support for Google Trends. However, I've used Google's support in general and it's a hit or miss. Usually, there's a long wait or they don't understand my problem. They are the only ones that can help, so sometimes I feel stuck. They prioritize paying customers for sure.
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 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.
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.
Google Analytics comes across more of a reporting tool whereas Adobe Analytics is more of an Enterprise level analytics tool. Contentsquare provides some traffic and flow capabilities but not to the same level as Adobe Analytics. However, Contentsquare's major advantage is its Zoning (Heatmapping), Impact Quantification and Find 'n' Fix modules; none of which are knowingly available in Adobe Analytics.
Google Trends is a great place to start in the content curation, content research, blog post writing, and resource page creation process. It is not, however, a place to do serious SEO optimization. Tools like Moz, or Analytics SEO would be a better place to go after you do initial research on Google Trends to dial in your keywords, and optimize content for search engines.
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.
