Adobe Analytics

Along with this data preparedness, Adobe Analytics resolves several issues about data-driven choices and data manipulation. It's been beneficial and has improved the deliverables we make for our clients. We saw a double-digit percentage point improvement in conversion rates because of AA. Large datasets are easily visualized in a shorter amount of time.

Through using this Adobe product it can be easy creating real time data analytics, integrating various data from third party tools and the content management this is the right solution. Data management and collection of marketing feedback and easy to share content and other information with team members is faster and to visualize data Adobe Analytics is amazing.

Adobe Analytics is better than some other tools as it feels better set up for actual "analysis", rather than simply "reporting". The power of Workspace allows you to drag 'n' drop at ease which makes you are far more in control of your own analysis/discovery/exploration.

However, regards the final reports and dashboards' look 'n' feel the Workspace PDF output is lacking visually compared to other products like Google's Looker. To engage with less technical end users sometimes Looker feels the better, more polished option.

I thought that Adobe Analytics was just a more expensive version of Google Analytics. But I realized that they're really not the same at all, and in some cases, both are needed. One REPORTS, one ANALYSIZES. and Analysis is super important. So, I really think that there's no comparison to what each tool does. And each is needed when trying to stay ahead of the competition and being self-reflective and willing to change up the UI and UX to keep customers coming back.

Where it's particularly well suited, figuring out just the ins and outs of how we drive traffic to certain editorial articles that we're using. That Word Of The Year was a good example of that. We have a team of lexicographers that a few times a year put out collections of new entries. The thing about a dictionary is even in the old days when it was just print dictionaries, the day it goes into print is the day it starts going out of date. It really just has to constantly be updated. So we have a lot of good content that comes from the lexicographers team about which words are getting updates and why that is. We try to put some thought based on influence and how they organize their queue. If they find words that are particularly high volume, that might be a good reason to kind of get that up in the work queue, relative to where something else might be. For example, I know the team got really excited recently. Only the kind of thing a lexicographer can get excited about, but the word "at" can now be a verb because of all the use in Twitter of "Don't at me." So they added a separate entry for "at" to be a verb. That's just one of those words that you never even think about. So they got real jazzed about it.

So with using the tool, we love using it to spark ideas and to dig up ideas. It's testing our own performance. For example, we had to make some changes to our crossword last year, so we were keeping a very close eye on session duration and how long people were taking. And that time on duration, Adobe Analytics has it set up in the reporting. You can do it kind of bucketed into groups or you kind of run your straight average, which is helpful because that sort of data, you always have some wonky outliers that can skew it. So I find it really helpful to be able to show that distribution because if you take something like our crossword puzzle and games, that's something where we hope people can come play word games and learn, but obviously there are ads going along the side, too. We want to maximize that time. We use the tool to see if we've made these changes - is time going up or down - and we can adjust based on that.

Any customer, any enterprise that has an online presence and wants to target the audience online - definitely Adobe Analytics is the one. Adobe Analytics is not that mature when handling heavy e-commerce sites. That's where Tealium is good at, in terms of tag management implementation. So that's where I think Adobe Analytics should improve because Tealium handles heavy customizations or heavy e-commerce sites when compared to Adobe Analytics. I think that is the area where they have to focus on.

For a colleague, it's always 10. Outside of the company, that's also a 10, but you need to understand that this is enterprise-level software. So at least in Romania, I think we have two or three companies that leverage the Adobe Suite, and that's because of the cost, not of the product itself. It's very hard for us to also hire people because of that. So unless you work for those two or three companies, you can't learn. You need to actually be able to access this and there's no demo count, like in Google's case, for example.

I think there's much room for improvement. And I think they can do it right. When I go take a look at other pieces of software like Google Analytics, Tealium, and some other competitor products, it seems like the UI and UX, the way you build reports, is a lot easier. I just feel like for the amount of money we're paying, we should be getting a little bit better product.

Areas where it's well suited: I think baseline it's a great product to just be able to create those dashboards, create those reports, collaborate with people. I do a lot of training for it and, you know, once it clicks, it makes sense. Like I mentioned earlier, it's all use case-based, right? I don't think I have a strong opinion on where it wouldn't be suitable I guess. People have a choice on what platforms they use today, so I mean, you can either use it or not use it, in my opinion.

Well suited is definitely for last touch channel reporting. A key piece of our education is the difference between a last touch channel and an MCID tag and how that data is attributed differently. That's a big educational point in our company because we have the digital teams that tell a digital story and then we have marketing telling the marketing story. Marketing is trying to get down to the ad unit that served and how it performed and that cross-dimensional view of the data can sometimes contradict itself a little bit and just look different. I don't know how to bridge that gap really. It's something I get stuck on a little bit. At Hilton we also have a media mix model, which is measuring all of our incremental and our non-digital upper funnel media and all of that stuff and how it's going to contribute to all of our performance and that kind of thing. But because it's not last touch, there's maybe some big disconnects there related to the data coming out of Adobe Analytics.

Well-suited. I think customer journey analytics, it is extremely well-suited for. It just allows you to delve into the details so easily and quickly and action on those insights very quickly. I feel like now in my current job, I've been looking more at customer experience level data, and I've learned even recently how great the tool is for that.

What is it not good for? I mean I guess this is really obvious, but my job is Hilton's performance. So you have to bridge the gap between the digital story and the overall story, then if there are discrepancies between what we're seeing in Adobe Analytics and what we're seeing in our data lake. You're getting one piece of data from Adobe Analytics, even just bookings. And then we have our other set of data that also has bookings data in there - and it's not just digital but it's all of our other channels. That can be difficult at times.

It's a good thing that they came up with CJA and AAP because cross-device, cross-channel analysis is something that it doesn't do really well. Being able to hang on to the ability to identify a user and then follow them through multiple visits or across their devices or through other touch points within your company. It's not great at doing that. And even within the CJA world, there are certain configurations your data has to adhere to really make that work. And if you're off by just a little bit, it doesn't quite work the way it's supposed to. It mostly does, but there are definitely still some improvements that can be taken in that respect. In terms of just handling your digital data and segmenting out your data and really digging into it and getting down to fairly nitty gritty digital behavior, it's really good.

When you're trying to get the product information, and I think it's called the product variable because it captures a lot of information that you wanna track for your products (like what people are seeing, what prices, SKU numbers), and that's pretty neat to be able to get that.

If you don't have much to track, like if you're a small company and you just want to see that your website is visited, then don't spend that much money on Adobe Analytics.

Well suited is to help understand the picture of users on the site. The drawback goes back to how sometimes business users or business stakeholders want to understand the 360 view of users, like what marketing channels they came from and if they converted in-store or not. We can run online campaigns or email campaigns - we use Epsilon and we see the site engagement, but what if the campaign is more about in-store, how are we stitching that data for in-store data is a lack.

It's well suited when you're trying to understand customer activity. In other words, not just what did you do on the website, but what did a hundred million people do on the website. There's not a lot of tools that can analyze that kind of scale, speed, volume and do it accurately. So we use it to understand high-volume industry traffic across web and mobile.

It helps understand the marketing source and device for traffic,orders and Revenue.it helps in report and dashboards as well.

Adobe Analytics has been well suited when it comes to understanding the journey, forward flows, creating fallouts and understand where are users exiting from. This helps us understand what pages to improve to enhance the engagement and conversions on our website. The major drawback that I see is that for a smaller busines this tool is too expensive and we need experts to manage it

Adobe Analytics is well suited if you have huge team of ANalytics, Marketing, Product and Merchandising who are continuously checking the data and are able to create funnels/ fallouts/ reports and Dashboards to check the daily business. Also, if its an e-commerce business and you want to enhance the journey based on the gaps.

Best scenario is when we need to track any campaign performance
and least is it is hard to learn, documentation should be intuitive

Adobe analytics is great for making custom components, allowing analysts to perform deep dive analyses on a variety of topics. It is not well suited to joining to offline data sources. Although CJA is, it is still missing several features (such as A4T panels) that make workspace very useful. Additionally, there aren't many incentives for companies to switch over to cja.

Adobe analytics has a few performance issues. When there is a lot of website traffic data, it gets slow, otherwise during normal traffic - it works well and is smooth. The 2nd issue is related to data accuracy for capturing the usage on a browser of a mobile device instead of the native apps. This is not accurately captured by the tool. The iOS version and device capture is sometimes inaccurate.

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.

I always say Adobe Analytics is a 9 of 10 for me, I think its biggest struggle for me is a lot of parts of the business want to use it, but don’t want to dedicate the time to getting to learn it. It’s well suited for monitoring the site and finding a lot of specific details on how customers behave on your site, but requires understanding the product and dedicating time to learn. It’s also not well suited as a system of record, AA is not 100% perfect in my experience in this regard, it’s a powerful directional tool to help inform actions the business can take in near real-time. The problem comes when people don’t understand this though and start quibbling over a 1% difference between Adobe and another system, when both sets of data point to the same overall conclusion, like a product/offering becoming more or less popular with customers.

Simple web analytics goes SO FAR with Adobe Analytics. Once implemented, which takes forever, the learnings can come quickly. If a lot of offline data exists, Adobe Analytics is not able to provide any value.

I give Adobe Analytics a ten.

Adobe Analytics was quite useful in tracking purchase conversions. We used the eVars [Conversion Variables] as a method of tracking what stage the customer was in when going through the purchase funnel. In combination with the Flow and Fall Out visualisations, it showed key stages of the funnel when the users were dropping out which made for a good start for the investigation phase.