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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Kumulos
Score 10.0 out of 10
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Kumulos offers their mobile app development platform supporting mobile app marketing automation, mobile app performance, push notifications, and other features.
Adobe Analytics is a great tool for tracking website traffic, user behavior, and conversions. It allows you to understand customer journeys and helps evaluate the effectiveness of marketing campaigns. It also measures the performance of A/B tests and how different audiences interact with a website. It doesn't have more advanced analytical capabilities like predictive analytics and machine learning. It also doesn't allow for offline data such as store visits and sales tracking.
We have promotions that we want to tell our members or a specific subset of them like they have a chance of winning a raffle. We use Kumulos to fire off the message and notification. Our members get it in their app and we can tell how many of them received it. We can also use the messages to direct them to specific web pages if we want to give them more information. We also use Kumulos to send announcements about things that are happening around the resort. Since we are located near the airport, when heads of state arrive, there are times that the roads are closed to allow them to pass. We use Kumulos to fire off notifications early enough that they know to avoid the area at a particular time. Where it doesn't do as well is when you need the notifications to be received immediately. Since the notifications pass through the Google/Apple network, it may take time to arrive. Sometimes you get it quick, sometimes you don't. So if timeliness is critical, it won't work as well. Also if you're sending to a lot of people, the rollout of the messages may take longer.
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.
Kumulos is doing everything we need and more. The cost is also very reasonable. It has cut down our need for SMS and has lowered our OPEX because of this. We also love the analytics that it provides and it gives us insight into the usage and engagement of our app.
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.
Kumulos is just much easier to install, configure, and set up. Ongoing running costs are much much lower, especially because we don't need the constant support of a developer to complete day-to-day tasks. Other systems required a lot of technical support, not just in the setup but also in the ongoing operation.
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
It has helped us know where to focus our optimization efforts, and then analyze those optimization tests in greater detail than we otherwise could. This has decreased cost per lead and increased our marketing efficiency.
It has given us data to understand how pages, sections, and sites perform. This has enabled us to make informed decisions about future releases and changes, or needed adjustments. This has in turn, saved marketing dollars.
