Item: Adobe Analytics
Rating: 8
Author: Verified User

Overall Satisfaction with Adobe Analytics

Use Cases and Deployment Scope

Adobe Analytics (formerly Omniture and SiteCatalyst) is critically important for two reasons: To evaluate the purchase funnel and to monitor interest in the brand. We find where people fall out of the funnel -- areas to dive deeper with other tools. And we see how well people are responding to marketing efforts by visiting our site, where the message is reinforced.

Pros and Cons

Pros

Look at page flow: Where are people coming from and going to from certain pages?
Break down by segment: Look at traffic only from visitors using a certain browser, or only those who came from a certain landing page, or only those who encountered a particular error page.
See use by device: How many visitors are on a phone or a tablet? Which device or operating system are they using? What is the trend for that particular segment?

Cons

Online and/or phone support is slow.
There are limits on user-configured variables.

Return on Investment

More sales (exact ROI hard to determine)
Better understanding of marketing efforts

Likelihood to Renew

Adobe Analytics is the gold standard for capturing and displaying clickstream data. It's both powerful and easy to use, allowing anyone in an organization to get a sense for what's happening on the website and mobile site, while giving analysts the ability to dive more deeply into the data.

Likelihood to Recommend

Adobe Analytics works well to answer many questions for an ecommerce or media site, from basic traffic data to more complex questions about funnel conversion. It is easy enough to use that it allows anyone to answer questions, but powerful enough to provide answers to more obtuse questions. Support is not very strong, but a knowledgeable Abode Analytics administrator shouldn't need support very often.

Comments

Please log in to join the conversation

Gold Standard of Web Analytics Packages

Software Version