Marketing Campaign analysis made simple
June 30, 2021

Marketing Campaign analysis made simple

Gaurav Gour | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User
Review Source

Overall Satisfaction with Adobe Analytics

Adobe Analytics tool helps measure traffic, engagement and e-commerce conversions driven from marketing campaigns. For traffic KPIs, Adobe Analytics assists in determining sessions and customers who land on a page with products and marketing banners. For engagement KPIs, marketing specialists can know how much time is spent per session on the landing pages. For conversion KPIs, merchants can find out how much sales of their products were generated from a specific marketing tactic such as email or social media. In a nut shell, Adobe Analytics can support the marketing and merchandizing teams with actionable data driven insights so they can optimize the customer funnel to increase its ROI.
  • Adobe Analytics enables landing page traffic measurement. Example metrics: sessions, pageviews and visitors
  • Adobe Analytics enables landing page engagement measurement. Example metrics: time spent on a page and bounce rate
  • Adobe Analytics enables landing page conversion measurement. Example metrics: cart abandonment, conversion rate and revenue
  • Adobe Analytics struggles with single page application measurement. Example: Ordering applications where content changes but not the url
  • Adobe Analytics is not a perfect tool for transactional measurements. Example: Exact number of items sold don't always match with actual numbers when returns or credits are not accounted for
  • Adobe Analytics heat map plug-in is not able to measure density of low clicked buttons or links on a page due to smaller sample size
  • Adobe Analytics heatmap (also called clickmap) feature helps measure parts of a landing page that are most engaging to customers versus those that are not
  • Adobe Analytics debugger helps in a analyzing a tag while browsing a landing page. So, the analyst knows if the tag is firing or not
  • Adobe Analytics SiteCatalyst evars and props help break-down traffic and conversion data by multiple categories. So, analyst can know how one category is performing versus another category
  • Adobe Analytics tool has helped our marketing team determine which campaigns and tactics drive more engagement and sales. So, they spend more budget in those channels to drive higher revenue efficiently
  • Adobe Analytics tool has helped our merchandising team determine which categories and items have higher conversion rates. So, they can stock more of those products.
  • Adobe Analytics has helped out IT team determine which day of the week and time of the day sees lowest traffic. So, they can do their application releases without impacting business
I have also used Google Analytics and Webtrends Analytics. Compared to these two tools, I rated Adobe Analytics as 7 because its marketing data is reliable for making business decisions. And, it integrates seamlessly with other Adobe tools such as Experience Manager and Commerce. Additionally, its support documentation is pretty comprehensive. So, a new user can learn how to configure and use the tool more quickly. Hence, Adobe Analytics tool adoption rate is high in marketing and IT teams.

Do you think Adobe Analytics delivers good value for the price?

Yes

Are you happy with Adobe Analytics's feature set?

Yes

Did Adobe Analytics live up to sales and marketing promises?

Yes

Did implementation of Adobe Analytics go as expected?

Yes

Would you buy Adobe Analytics again?

Yes

Adobe Analytics tool works well when analyzing marketing campaigns to determine their contribution to driving new customers and sales. So, marketing tactics ROI attribution. But its not the best business intelligence tool to determine the final sales and transaction numbers. Because Adobe Analytics is meant for directional insights using order submit data and not for post order insights such as credits and returns. Hence, its recommended to have both Adobe Analytics and Business Intelligence tools such as MicroStrategy to track marketing and transactional data.