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Web analytics, Audience management, Tag management, Media reporting. Adobe Marketing Cloud offers us a way to put all of our data (1st, …
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What is Adobe Marketing Cloud?
Adobe Marketing Cloud is a suite of products including analytics, social, advertising, targeting and web experience management. It comprises foremost the popular integrated web content management and digital asset management (WCMS / DAM) solution Adobe Experience Manager, Adobe Campaign's cross-channel…
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What is Adobe Marketing Cloud?
Adobe Marketing Cloud is a suite of products including analytics, social, advertising, targeting and web experience management. It comprises foremost the popular integrated web content management and digital asset management (WCMS / DAM) solution Adobe Experience Manager, Adobe Campaign's cross…
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Frequently Asked Questions
Adobe Marketing Cloud is a suite of products including analytics, social, advertising, targeting and web experience management. It comprises foremost the popular integrated web content management and digital asset management (WCMS / DAM) solution Adobe Experience Manager, Adobe Campaign's cross-channel campaign management and marketing resource management capabilities (based on technology acquired with Neolane in 2013), the Adobe Audience Manager data management platform, analytics, and other features, for a complete enterprise-grade solution.
Alterian Real-Time CX Platform, HCL Unica, and Oracle Siebel Enterprise Marketing Suite (discontinued) are common alternatives for Adobe Marketing Cloud.
The most common users of Adobe Marketing Cloud are from Mid-sized Companies (51-1,000 employees).
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Score 8 out of 10
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Web analytics, Audience management, Tag management, Media reporting. Adobe Marketing Cloud offers us a way to put all of our data (1st, 2nd,3rd party) in one place, and allows us an interface to look at real-time/past data with ease.
- Great set of features
- User interface of workspace is very friendly and quick
- Integrations with 3rd parties are solid
- Expensive
- Very limited tech support
- hard to setup
- some features restricted behind a paywall
- Analytics
- Data marketplace
- Media tracking
- Positive- increased visibility and more perspectives on campaign performance
- Positive- Very quick way to extract data with a user interface that's easy to work with
- Negative- overages are too high, there are no alerts to warn you of server call usage limits.
Adobe Marketing Cloud is a has been a strong tool for our all-in-one solution for end-to-end digital marketing services. The Experience Manager is a strong tool that helps get a campaign off the ground with great content that we use and disperse across numerous digital channels to reach the audiences that matter most to our clients. The targeting capabilities have been on point thus far, and the ability to track and report on all of our efforts in real time has been critical in showcasing our ROI to clients.
- End-to-end digital marketing suite gives you all the tools you need to create, strategize, execute and track a digital campaign.
- The Experience Manager is great for managing campaign assets and group collaboration.
- Targeting has been solid to reach audiences with content that is personalized to their interests.
- Adobe Analytics has proven to be quite competitive in showcasing our ROI to clients.
- The marketing suite is very costly, and often it is difficult to pass through those costs effectively for profitability.
- Invoice/Estimate management within the suite would be beneficial, but is currently lacking.
- The social media management services within the suite are strong, but not the best available. Bulk posting and cross-platform can sometimes be clunky and inefficient compared to competitors.
- Team collaboration has vastly improved, especially when working with third-party vendors.
- Reporting has become more streamlined and accessible to our clients.
- Campaign creation and organization has been moved to the cloud, freeing up agency resources and increasing overall efficiency.
Adobe marketing cloud was a strong fit for our agency, considering we already take advantage of Adobe Creative Suite for creative projects. Competitor marketing platforms have often been tempting to evaluate considering they are often far less expensive, but the extra costs of Adobe Marketing Cloud have been considerably offset when taking into account how much overhead and internal efficiency has been added to our process. That said, Moz and HubSpot, the two primary competitor platforms I have sampled, both had much better billing and estimating tools, a critical part of agency life. They also better handled the ever-changing social media landscape and were often quicker to adapt to emerging marketing trends.
March 29, 2017
Invest in human capital before you invest in the tool
As an agency, we used Adobe Marketing Cloud to help our clients analyze and optimize their website and media performance.
- Online behavior data collection
- Testing and targeting different user experiences
- Integrating 1st and 3rd party data to build audiences
- Implementation and activation still requires high level of expertise
- Reporting and analysis can be cumbersome and inflexible
- As an agency, we typically see the highest return with clients that are more sophisticated and that have the ability to invest in multiple components, as well as have the internal resources and processes to act on the data and insights.
- I've also seen less sophisticated clients invest in one or two components without having a deep understanding of how to use them or the expertise to use them efficiently to have a significant business impact.
As an agency, we are vendor agnostic so we typically recommend a tool based on our client's specific needs. Both Google Analytics 360 and Adobe Marketing Cloud are powerful tools, but if a client does not have the appropriate organizational pre-requisites to leverage the outputs, they should not invest in either and focus on that.
July 14, 2014
A powerful tool, if you have a plan for it.
Adobe Marketing Cloud was the essential tool to identify in which stage of the conversion funnel customers stand and inform sales department on maturity of leads. By integrating the tool with the company's CRM solution we were able to feed registered user navigation patterns into a model to predict likelihood of conversion and flag leads automatically. The tool was also used by the marketing team as a source of pre and post-campaign intelligence. Discover—one of the most versatile tools in Adobe Marketing Cloud—allowed us to fine-tune our user segmentation and develop our own metrics.
- While most web analytics tools rely on aggregate navigation data, Adobe Marketing Cloud allows analysis up to the individual user-level—an essential feature for companies doing digital marketing for B2B.
- Flexibility defining custom variables. You can customize the tool to fit your business' needs.
- Allows integration with 3rd party tools such as CRM and sales software.
- Price. If all you need is a basic web stats, you should choose a cheaper/free and more intuitive solution.
- Scarcity of professionals proficient at the tool combined with a steep learning curve has to be taken into consideration before adoption.
- Endless customizations can give you to more data than you need. If you don't have an plan in place for analytics you'll end up a victim of "analysis-paralysis"
- Adobe Marketing Cloud has been a valuable customer-aquisition asset for several B2B companies I've had contact with. While return in investment depends on other variables surrounding the tool and the business, consistent increase in lead-to-conversion rates have been a good indication of increase in performance.
- For B2C businesses, however, Adobe Marketing Cloud can be an overkill solution. Its high license, implementation and maintenance costs make it a hard investment to back, since cheaper solutions can provide the same kinds of insights.
- If poorly implemented the tool can give you misleading information and discredit the marketing analytics professionals/section of the business.
Adobe Marketing Cloud is a great solution if you need individual-user level analytics, a high degree of customization and integration with sales or customer management systems.
However, if you want to understand how segments behave in an aggregate level, understand the sources of traffic to a website and assess visitor engagement, Google Analytics is a more sensible solution. Google Analytics' latest updates (in addition to Google Tag Manager), has increased the customization possibilities and allows marketing teams to tailor the tool to the business needs in a simple way.
However, if you want to understand how segments behave in an aggregate level, understand the sources of traffic to a website and assess visitor engagement, Google Analytics is a more sensible solution. Google Analytics' latest updates (in addition to Google Tag Manager), has increased the customization possibilities and allows marketing teams to tailor the tool to the business needs in a simple way.