Adobe Audience Manager vs IBM Digital Analytics

• We are able to generate reports that provide valuable insights into potential customer behavior, allowing us to better focus our marketing efforts.
• By allowing us to understand who are key audiences are and how they overlap with other brands and products, AAM allows us to get a fuller picture of how we should target our audience.
• Reporting in AAM is wonderful in that it is easy to understand and exportable. The use of graphics and updates make it easier to share insights with various team members--even those with minimum experience in marketing and analytics.

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• E-commerce is Coremetrics' strong point. The solution is very good at reporting for ecomerce sites. For example, it gives excellent data on products purchased and abandoned cart value and other E-commerce statistics. Omniture is perhaps better for more general content browsing statistics, but Coremetrics is the clear leader for E-commerce sites.
• Easy and well documented implementation
• Fast, easy and customizable reporting UI

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• Overall, AAM is a great software but it is also expensive. I would advise those considering it to give time to the trial first before fully committing.
• Mobile analysis is not all that it's cracked up to be, with an inability to accurate track which mobile stats are unique. This might have changed since we used the mobile analytics.
• While the insights are great for sharing, training users on how to use AAM can be challenging as it doesn't seem geared to the average user. Perhaps Adobe can provide more robust training tools or suggestions to make this transition smoother.

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• Currently, the new UI is extremely buggy for a beta release with simple features like deleting reports or renaming workspaces being absent.
• The transition from old to new has been rough especially with an absence of support at times.
• Date sorting is also frustrating when creating custom reports.

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• We have seen a near 20% increase in revenue on targeted customers through employing our insights from AAM.
• We have seen a better understanding by our sales team on how targeted marketing works in addition to the use of cold calling. This has made our sales team more productive and effective in generating and securing new business.
• We have elevated our marketing discourse in the organization, where marketing was previously relevant but not always front of mind. This has allowed members of the overall team to better understand how we can leverage data and marketing to grow our business.

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• Having just completed a re-platform for the West Marine site and changing from Adobe to IBM for analytics, there are no significant business changes to link to our choice of an analytics package. That said, I would never be inclined to attribute the ROI to the analytics package itself. IBM and Adobe both have excellent enterprise-class analytics packages. Any decisions should be attributed to the analyses or managers, not to their tools. I don't credit Excel or Access with any ROI either.

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