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 Marketo Engage
Score 8.3 out of 10
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Adobe Marketo Engage (acquired by Adobe in 2018) is a marketing automation platform whose basic features include email marketing, drip nurturing, landing pages, and lead scoring, but other editions offer additional advanced features. Typical customers are B2B firms with complex sales cycles.
As the implementation involves multiple products to be integrated together like Adobe Experience Manager, Target, Adobe Audience Manager, We recommended Adobe Analytics as the best suitable product for analytics, as the tracked data would be seamlessly available to other …
Adobe Analytics (previously known as Omniture) is the de-facto standard across the media industry. Google has very quickly caught up with Adobe and it is always worthwhile to take a very long look at Google Analytics to evaluate the differences. Your decision will depend on …
Our client has already used the market and we have done automation using this system. And, then, we offered a ready-made solution to our other clients.
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.
The best thing with this tool is how they use rich behavioural data, built -in intelligence and sophisticated journey flow to identify and engage our best customers and accelerate the customer experience. The support team has been very phenomenal and outstanding for the last 1 year I have not been delayed any response to my question.
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.
The ability to clone entire programs and campaigns should not be underestimated as a marketing manager. This is a stand-out feature that other automation tools can't do (yet) in my experience.
myTokens: Campaign-based/local variables that can be used in emails and landing pages for everything from basic text, rich text, email scripts, CSS, scoring, and more. Set up your emails and LPs with myTokens and you'll be able to create an entire campaign without opening the email or LP editor. Clone program, update myTokens, test, and launch.
Engagement Programs: let you quickly create basic email nurture tracks with ease. Currently EPs can only send on a cadence of once per week, but future product release announcements suggest variable cadence will be possible soon.
AB Testing: using Email Programs and AB Test or ABCDEFG Test is simple to set up and report on. Manually chose the winner of your test or have Marketo choose automatically.
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.
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.
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.
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.
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
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.
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.
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.
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 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.
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
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.
Prior to Marketo, we used SharpSpring. I will say that SharpSpring is more intuitive to use than Marketo, but it has much less functionality. If you have the time to really learn Marketo, it has much more to offer as well as many more options to customize the solution to your exact needs.
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.
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
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.
Improved efficiency across teams in the business. When you don't have to manually send out emails, you gain more time back!
More targeted lead nurture has led to faster lead conversion and real-time engagement. In today's day and age, customers want the right CTA at their fingertips and Marketo can provide that.
