Adobe Analytics was formerly Omniture SiteCatalyst. Omniture was acquired by Adobe in October 2009 for $1.8 billion. The product has been incorporated into the Adobe Marketing Cloud, which includes Adobe Target (a testing solution), Adobe Social, Adobe Campaign Management (formerly Neolane, a marketing automation solution), and other components. Adobe Analytics customers tend to be large enterprises, and the product has a strong reputation in the marketplace.
|2013 revenue*||$1.02 billion (Adobe Marketing Cloud)**|
|Growth 2012-2013||26% (Adobe Marketing Cloud)**|
|Rating Attribute||Adobe Analytics||# of reviewers contributing to each rating||Digital Analytics Category Average|
|Likelihood to recommend||8.2||24||8.2|
|Likelihood to renew||8.5||24||8.3|
|Adobe Analytics Strengths||Adobe Analytics Areas for Improvement|
|Intuitive reporting interface
Versatile visual interface makes it easy to navigate, manipulate data sets and explain data to non-expert users.
Significant issue with support responsiveness. Some users complain that it takes more than 24 hours to get a response from overseas support center.
Powerful segmentation engine allows users to be grouped by virtually any variable.
Some users say that dashboards are limited in the data they display and are not as attractive as dashboards in some other digital analytics tools.
Very robust reporting tools, especially for ad-hoc reporting. Reports are visually appealing and easy to share and schedule.
The product is expensive and, although highly customizable and powerful, does require considerable technical know-how for deployment and effective use.
Integrates seamlessly with other Adobe products like Target. Also provides many data export options.
Some users report that Adobe Analytics does not support integration with all video platforms.
Adobe Analytics is focused on marketing analytics, says Nate Smith, Senior Product Marketing Manager. “Analytics is not just about pushing out website reports. Analytics is about data discovery — integrating data from all your channels and then easily sifting through it to answer business questions,” he says. “Ultimately, organizations collect data so that they can take action, usually to provide a better experience for customers.”
By offering a suite-based solution, Adobe enables better collaboration across business units in an organization, Smith says. “The solutions in Adobe Marketing Cloud rely on data that comes in from Adobe Analytics. We provide a collaboration medium for the entire marketing organization. For instance, someone on the analytics team can identify a really high value audience and immediately share it with the campaign or advertising team,” he says. This helps especially with organizations where business units are siloed. “Whether large or small, there's different challenges to get insights to the right team at the right time. Adobe Marketing Cloud facilitates that.”
“Google is very invested in advertising and AdWords. A lot of the capabilities released target the top of the funnel,” Smith says. “For Adobe, we're very invested in understanding the entire marketing funnel—not just acquisition but all the way through to conversion and loyalty. Acquisition is expensive. We feel that keeping customers loyal is where businesses are going to see the best bang for their buck.”
Main verticals served are retail, financial services, media and entertainment, B2B and high tech. “Because we provide advanced analytics capabilities, enterprise organizations are a natural fit for our solution,” Smith says. “However, we have small businesses up to large enterprises using Adobe Analytics. More important is the organization's level of maturity in their analytics practice, as well as their ability to monetize marketing through analytical insight.”
The company is focused on developing the product's attribution and predictive capabilities, as well as what Smith calls “visitor enrichment,” or adding other datasets and metadata to analytics. “Say I'm a retailer and I have a certain product SKU that generates a lot of revenue. I can key off that SKU and upload metadata to understand that it's a certain shoe model of a certain color. It powers richer segmentation and provides really good insight,” he says. “We're going to see more automated capabilities there.”
Response to Feedback from Adobe Analytics Reviews
“In terms of dashboards, I would say that was a fair point in the past. However, we've placed significant emphasis on the UI experience and role based workflows, making it accessible to the novice as well as the advanced analyst. We've done tremendous work in the UI in Adobe Analytics as well as the rest of Adobe Marketing Cloud,” Smith says. In terms of price, “we are competitive with all the other players that charge on volume—even Google Analytics Premium—depending on traffic volume,” he says. [Google charges a flat fee for Google Analytics Premium]. “Additionally, our clients turn down “free” solutions because they get significant value out of the analytics capabilities Adobe provides and they know how to monetize their business—in ways that just aren't possible with those products.”