Adobe Analytics Review
Use Cases and Deployment Scope
We prime, we use Adobe Analytics for web behavioral tracking across all of our properties. It primarily started out as a service that we offered for our marketing group at Western Governors University. But since we are a completely online university, it quickly expanded to offer behavioral analytics to multiple parts of the organization. Not just our marketing website, but also our enrollment portal, as well as our student portal. Our task assessment. We also use it for our internal employee sites for analytics on the usage of our employees' internal employee resources and internal-facing websites. Our alumni engagement sites. And those are the main ones that we do. The business problems we're trying to address with this product are specifically about behavior optimization or analysis, helping us understand whether we're solving for friction points in the user experience, especially the digital user experience. Optimizing our understanding of the key drivers to success on our site. From a marketing perspective, we regularly track and report on the digital touch points that our users interface with, especially our marketing activities, whether they're coming to our site via email, through a paid advertisement, or finding us through Google search. We primarily rely on Adobe Analytics to help us understand the effectiveness of those marketing campaigns. And a as well as keep a good eye on what the client or user experience is like from a performance perspective operationally how well are, are pages loading and how quickly are the pages loading for them? And yeah, are they following the ideal paths or hitting roadblocks in their conversion journeys on each site?
Pros
- This product, Adobe Analytics, does a great job of helping us. I think it, it, it does an excellent job of outlining every step of the user journey, as well as giving a good, strong framework to work with as it relates to attribution, attribution of marketing data, and marketing channels, and how, where our users are coming from, how effective those marketing activities are.
Cons
- Adobe Analytics has room to improve in its approachability, especially to less technical users and more business-oriented users. There's a bit of a learning curve with Adobe Analytics compared to some of its competitors and other options out there. So it can seem a little overwhelming or daunting for newer users to onboard onto the product and, and take it full advantage of its capabilities. It is by far the most customizable product, but that also introduces a lot of complexity that can be tricky for some people to overcome. the only other area where I think Adobe Analytics could improve on specifically would be its capabilities to report on time between events that occur so analytically, it's, it excels in pretty much every area that we need it to for behavioral analytics, but except for the fact that it does not do a great job at visualizing or reporting on the average time it takes between any two points or any two events that occur on the site.
Return on Investment
- Being a nonprofit university, our desire for this data is to make sure we're both effective and very efficient. We don't have a large marketing budget, like a lot of for-profit institutions, so we have been able to leverage the Adobe Analytics platform to help identify areas of optimization in our marketing costs. And we were able to improve our cost per application scores by over 20% by the implementation of this platform.
Alternatives Considered
Localytics and Google Analytics
