Great customer insights with some limitations
Rating: 8 out of 10
October 30, 2017
ML
Vetted Review
Verified User
2 years of experience
We implemented Adobe Audience Manager to gain specific insights into customer behavior. This implementation was made across our marketing and sales teams in the organization as a way to better understand our potential and existing customers. One of our greatest concerns at the time was that we didn't have enough data on our customers until after they had made contact and/or made a purchase. We instead wanted to be more proactive, attempting to understand their buying patterns and interests and therefore serve them content that catered to where they were in the buying process. Using AAM allowed to collect and analyze this data, realizing an overall increase of close to 20% revenue per customer. We also saw an increase in web traffic using AAM.
- 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.
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.