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Thais Guimaraes, OMCP profile photo
February 11, 2016

Best Analytics solution in the market

Score 10 out of 101
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Verified User
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Overall Satisfaction with Adobe Analytics

Adobe Analytics is a global tool at Citibank, it is used worlwide to measure traffic and conversions on all our websites and campaigns, including marketing and internet banking pages, as well as mobile apps.

We use Adobe Analytics for several marketing and business tasks, such as to track if any drastic changes in traffic and conversions have happened on the site, how well our campaigns are doing, what are the fallout rates for our main products and transactions and for insights on why people may be having difficulties on the site. We also use analytics data in order to target customers and prospects with relevant content using Adobe Target.
  • Custom implementation, which is not something you can easily get with Google Analytics, at least not the free version.
  • Ease to build custom reports, you just pick your metrics from any report and voil√†.
  • Segments and metric breakdowns.
  • The navigation, especially the left nav, has always been confusing, especially for new users. It has improved A LOT over the last few years, but there's still lots of room for improvement.
  • The charts are never good, it's really hard to get an out-of-the-box chart on Analytics that actually makes sense.
  • Account switching through marketing cloud is still a little buggy sometimes.
  • We were able to identify that the number one reason that users visited our site for wasn't being properly taken care of and we were able to increase significantly the usage our our internet banking after improving this experience.
  • We could identify that customers were getting lost after being prompted to log in to complete a transaction from our marketing pages and were able to fix that, increasing online sales for our most profitable products.
Adobe Analytics is well suited for large companies. Small businesses would definitely not benefit from it because it's expensive and most small business most likely don't need the complexity of implementation and customization effort that comes with the solution.

However, companies with many employees and different needs of user roles; companies with several sites; apps and managing different countries, companies with very complex sites and need of data will definitely find value on Adobe Analytics because it is an enterprise worthy solution.

Using Adobe Analytics

It has amazing functionalities but the usability is still far from friendly. You have to really want to use the tool to learn how it works and we've had several cases of people who are not as comfortable with data and reporting who just gave up using it because they can't understand how to.
ProsCons
Like to use
Technical support not required
Unnecessarily complex
Not well integrated
Lots to learn
  • Bookmarks
  • Sending reports by email
  • Left nav is not organized for human beings
  • Charts don't make any sense unless you tweak the reports
  • Exporting data to Excel is not as easy as should be