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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HiConversion
Score 10.0 out of 10
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HiConversion is an online optimization platform that allows you to test multiple changes to your website's look, feel, and functionality across multiple pages, segments, targeting rules, and devices. It then automatically displays the top performing versions of your site to each of these groups.
I think adobe analytics is well suited for organizations of all sizes because of its ease of use. It is especially useful when users might not have advanced technical skills to access and work with the available data. It can be a hub or source of truth when multiple teams have to function together since everyone can look at available data the same way.
HiConversion is a great tool for checking your A/B landing pages and sales pages. With the click of a button, you can check your sales forecast page to see any text, images, pages, etc. which converts better. This is a great way to explore different ways of selling and see which one brings you the most sales. The interface is simple and easy to use.
Site Monitoring - it’s incredible for this, trend lines are easy to see and powerful to share
Alerts - automated alerts are simple to set up and are useful on the site to know if there’s a problem
Data Analysis - “should we test this?” “Is this still performing the way we expect it to?” “When did the decline/increase start?” It’s so adept at answering these questions that it’s practically indispensable.
Order/Visit Volume Tracking - slice this as many ways as your data allows: loyalty members, mobile vs desktop, browser type, the possibilities are seemingly endless and there’s almost always gold hidden inside.
Allow us to do A/B and multivariate testing of various treatments on our website. We can see how individual changes perform and how they perform in conjunction with other tests on the site.
Provide data to see where in the sales funnel there is room for improvement and how tiny incremental changes at each stage can have a dramatic affect on our total sales.
Using their years of experience and knowledge of industry best practices, they help come up with both UX and UI suggestions for us to test for our specific site, audience and use cases.
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.
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.
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 (inc. 360): Target is less intuitive than Google on a number of fronts: layout, naming conventions, default reporting views, but offers more flexible reporting options without having to swap to tools like BigQuery. In a lot of instances, its faster than Google Analytics too which is useful for browsing reporting data. Mixpanel: less flexible than Mixpanel, and less focused on mobile experiences. Less intuitive than Mixpanel's interface.
We have not used or fully evaluated any competitors. Our free trial with HiConversion was enough to convince us to move forward with them. They platform will easily pay for itself
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
The amount of Adobe training available on Experience League and YouTube has been very helpful since it provides much basic knowledge and info about this tool so it's been easy for the new users to learn how to use it easily. Saves a lot of time.
Easy to create alerts which we use to monitor for significant variances from expected values. This alerts consider seasonality and major holidays helps to prevent much time wastage as need be.
It's easy tool we use for data collection and visualization and also reporting.
I was losing sales because I was not reaching out to all my potential customers, and HiConversion was able to help me improve my sales by using their test tool to create new predictive pages that work better.
The tool makes it easy to create pages, and the results are real-time, so I can see how I do and make changes in my campaigns as I go.
The tool was easy to get started with, and I see results, which is important to me.
