Item: Adobe Analytics
Rating: 7
Author: Verified User

Overall Satisfaction with Adobe Analytics

Use Cases and Deployment Scope

Adobe Analytics, along with Adobe Target, is used widely throughout the organisation for web performance tracking to understand the overall ecommerce performance. Via the Report Suite, Adobe Analytics is used for monitoring a large variety of metrics - sales, revenue, conversion rates, along with page performance and A/B testing tracking. The flexibility provided in reporting and ability to save and email to different groups of users automatically is very useful.

Pros and Cons

Pros

Flexible reporting tools with ability to create detailed custom reports
Fast view generation (compared with Google Analytics)
Flexible implementation that can easily scale to Enterprise level

Cons

Usability of the interfaces has always lagged behind competitors
Non-standard naming conventions that often aren't intuitive
Steeper learning curve than other tools - pre-built reports often aren't the best

Most Important Features

Custom reporting tools which are powerful and flexible
Automated reporting makes it easy to set-and-forget
Strongly integrated with Adobe Target

Return on Investment

Provides a clear view of web performance, helping support Marketing focus and spend
Strong integration with Adobe Target, providing immediate feedback on experiments and optimisation
Supports integration with other leading CX tools to get the full value from a variety of sources

Alternatives Considered

Google Analytics 360, Google Analytics and Mixpanel

Google Analytics (inc. 360): Target is less intuitive than Google on a number of fronts: layout, naming conventions, default reporting views, but offers more flexible reporting options without having to swap to tools like BigQuery. In a lot of instances, its faster than Google Analytics too which is useful for browsing reporting data.

Mixpanel: less flexible than Mixpanel, and less focused on mobile experiences. Less intuitive than Mixpanel's interface.

Key Insights

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

Not sure

Are you happy with Adobe Analytics's feature set?

Yes

Did Adobe Analytics live up to sales and marketing promises?

I wasn't involved with the selection/purchase process

Did implementation of Adobe Analytics go as expected?

Yes

Would you buy Adobe Analytics again?

Likelihood to Recommend

Adobe Analytics is suitable for a large enterprise environment, where the data needs of users is broad and varied. The reporting options here are excellent, as the ability to build custom reports with a view that reflects their specific needs is excellent. Expect confusion over naming conventions, which feel very linked to web reporting in the late 90s/early 00s. For smaller teams or where there is less of a need/capacity to deeply interrogate the data, then Google Analytics is a more intuitive, learnable alternative. Cost is also likely to be a factor when choosing Adobe Analytics - costs can scale steeply.

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Adobe Analytics - an enterprise investment