Adobe Audience Manager

31 Ratings
Score 7.7 out of 101

Salesforce DMP (formerly Krux)

14 Ratings
Score 7.9 out of 101

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Likelihood to Recommend

Adobe Audience Manager

If you feel as though your online presence isn't quite hitting where it should, Adobe Audience Manager (AAM) might provide the insights to help you identify the areas in which it is lacking (the gaps). As a result, you can adjust your approach and optimize your customer interactions. With that said, if you currently deploy software for the analysis of customer data, you should consider whether AAM will add value. I would suggest setting some strategic objectives so that you can ensure that AAM will meet your current and future needs.
Matt LeMaire, B.A., M.A. profile photo

Salesforce DMP (formerly Krux)

For different acquisition campaigns, we create specific segments of online visitors that we find that have the highest potential of converting. Either Krux is plugged server-to-server to the acquisition partner or we put the partner's tag in Krux SuperTag. In both ways, this is how we send our segments to these partners. Once they have our segments, we can do our acquisition campaign only on the segments that we have sent. We can also do specific marketing personalisation on our website to specific segments that include CRM data. This way of using Krux is great to increase customer loyalty.Krux is less appropriate if you want to use other solution's algorithms to do your retargeting. With Krux, the users are the intelligence and [you] need to dig to identify visitors and users with high potential.
Jade St-Laurent, Gestion de projet data profile photo

Feature Rating Comparison

Data Collection

Adobe Audience Manager
9.2
Salesforce DMP (formerly Krux)
10.0
Collection of first-party data
Adobe Audience Manager
9.5
Salesforce DMP (formerly Krux)
10.0
Collection of third-party data
Adobe Audience Manager
9.0
Salesforce DMP (formerly Krux)
10.0
Access to Third-party Data Providers
Adobe Audience Manager
9.0
Salesforce DMP (formerly Krux)
10.0

Data Classification

Adobe Audience Manager
8.5
Salesforce DMP (formerly Krux)
8.7
Audience taxonomy
Adobe Audience Manager
8.5
Salesforce DMP (formerly Krux)
10.0
Tag Management
Adobe Audience Manager
8.0
Salesforce DMP (formerly Krux)
9.0
Data Analysis Dashboard
Adobe Audience Manager
9.0
Salesforce DMP (formerly Krux)
7.0

Ad Network Integration

Adobe Audience Manager
8.0
Salesforce DMP (formerly Krux)
9.5
Data Transfer
Adobe Audience Manager
8.0
Salesforce DMP (formerly Krux)
9.0
DSP integration
Adobe Audience Manager
8.0
Salesforce DMP (formerly Krux)
10.0

DMP Analytics

Adobe Audience Manager
8.0
Salesforce DMP (formerly Krux)
8.0
Campaign Analytics
Adobe Audience Manager
7.5
Salesforce DMP (formerly Krux)
8.0
Audience Analytics
Adobe Audience Manager
8.5
Salesforce DMP (formerly Krux)
8.0

Pros

  • 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.
Matt LeMaire, B.A., M.A. profile photo
  • Agnotistic solution that can be plugged with any solution of the market. They are willing to be plugged with the solutions we need.
  • Acts like a tag manager through their Supertag feature. We can put all the tags and pixels of different retargeting services that can't be plugged server-to-server (ex. Adwords, Facebook, etc.) and have them fire their tag only to users present in specific Krux segments.
  • Service support: available by emailing through a ticketing system. They respond quickly to our questions and problems.
Jade St-Laurent, Gestion de projet data profile photo

Cons

  • 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.
Matt LeMaire, B.A., M.A. profile photo
  • It happens sometimes that the Krux console is a bit slow and that some segments are not processed correctly.
  • The conversions are not included in the marketing campaign section. We see the impressions, clicks, CTR, but not the number of conversion of a specific campaign.
  • Have better reporting features. We always export the raw data and process them through Python scripts and combine them in an Excel spreadsheet to visualize the data.
Jade St-Laurent, Gestion de projet data profile photo

Alternatives Considered

From a main user standpoint, we selected AAM due to my experience with it and our ability to easily integrate it with our currently system. While we evaluated the other options, it was Adobe's customer service and reputation that ultimately served as an additional reason to deploy AAM instead of other options. I cannot for certain say that it is 100% more effective or useful than the other options, but it has served us well. As with all potential solutions, evaluating what works best in your current environment will inevitably lead you to the right choice.
Matt LeMaire, B.A., M.A. profile photo
Improvements in 1st Party integration.
John Oghia profile photo

Return on Investment

  • 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.
Matt LeMaire, B.A., M.A. profile photo
  • I don't have specific figures to share, but with Krux we where able to do external acquisition. Since we have a limited budget, before having Krux we couldn't launch any campaigns as they where too expensive and the CPA was too high. The retargeting businesses were not optimizing the campaigns enough.
  • We are able to identify our clients that are the most at risk and call them to assist them in the use of our product. This will help to reduce our churn rate.
Jade St-Laurent, Gestion de projet data profile photo

Pricing Details

Adobe Audience Manager

General
Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No
Additional Pricing Details

Salesforce DMP (formerly Krux)

General
Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No
Additional Pricing Details