The Adobe Marketing cloud have many different tools, such as: a) Search and Promote: to provide you with a fast and customizable search engine, which comes with a lot of features and is managed through user friendly dashboards; b) Analytics; c) Test and Target: to help you perform UI tests, such as A/B tests, and also to provide different user experiences to specifically target users, based on geo-location, browser, language, etc. All the tools that I worked with seemed solid and rich, and I imagine that will attend to all the common use cases. You could certainly install solutions other than AMC, even open source ones, but then you would have the overload of taking care of those systems and might need specialized work force to install and maintain them. With AMC they will take care of the systems and the infrastructure, so you can be free to focus on your own system, while using AMC as a tool to achieve your goals. The tools are created generic enough to satisfy the need of most businesses, but they are also willing to work with you on adding new functionalities in case your request is legitimate. It could take more or less time, depending on how busy their engineering team is at the moment and on how relevant is your request is. Finally, one important thing to notice is that since the tools are so rich in functionalities you might need to purchase some consulting hours from their Adobe Marketing Suit team. The more complex your needs are, the more consulting hours you might need. However, I found their consultants very knowledgable and good to work with, but you would still need to have at least one web developer to help you implement those recommendations. I would say that AMC is less appropriate if your system is too complex and unique, not displaying much similarity to any other company on their customer base (you might be able to check that info with one of their representatives).