Item: Adobe Analytics
Rating: 10
Author: Verified User

Use Cases and Deployment Scope

The company uses it to understand the behavior and the performance of our acquisition efforts. In my team, in experimentation, we use it to slice and dice all of the experiment data.

Pros and Cons

It's very customizable, so that means that the depth of analysis we're able to make in Adobe Analytics, we wouldn't get anywhere near with Google Analytics or other solutions that say that they play in the same space.

So the first con is that the experimentation reporting is sort of lacking, right? So it's just the very standard significance calculation, but you don't get to do the same thing for segments. So if you segment it, you will also segment the amount of users that entered that data. So we want to know actually from all of those, okay, what does this segment do? Not just reduce the whole result to that segment.
The second one is that it's very complicated to implement custom tracking for each experiment. If you need that, you need to go back to the tag manager convince someone in there to put your tag and approve it and launch it. So customizability is a blessing and a curse.

Most Important Features

Well right now we're seeing that it's doesn't really do well in attribution and in cohort modeling where people have longer time spans. So for example, in our case, the typical journey is that they purchase, they don't do anything for 11 months, and then on the 12th month they are returning to renew their subscription. Well since this is cookie based, we see very little use for these cohorts for returning visitors. Unless we would have a way to tell that it's exactly the same person, we see very little return for that. Attribution is another one, and Adobe has this way of always inventing stuff. So when you think you're set, no, there's an actual, another product that you need to buy. I have a shopping list right now after the summit or what it does well, where it's again, the depth of analysis that you can get.

Return on Investment

I like to think it's positive. It's a very steep learning curve, so we do face a lot of challenges with adoption inside of the companies. My team and I evangelize this and also who's in charge of data and advanced analytics, but it's very hard to leverage that with typical business analysis people. These are people who live their life in Excel and SQL and Power BI. They just use this very occasionally and by only looking at that sort of aggregate data, they miss out on behavior and what actually happens in execution. And because it's such a steep learning curve, we do have a challenge pushing it in there.

Alternatives Considered

We haven't. So this decision was made way before I joined the company.

Key Insights

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?

I wasn't involved with the selection/purchase process

Did implementation of Adobe Analytics go as expected?

I wasn't involved with the implementation phase

Would you buy Adobe Analytics again?

Yes

For a colleague, it's always 10. Outside of the company, that's also a 10, but you need to understand that this is enterprise-level software. So at least in Romania, I think we have two or three companies that leverage the Adobe Suite, and that's because of the cost, not of the product itself. It's very hard for us to also hire people because of that. So unless you work for those two or three companies, you can't learn. You need to actually be able to access this and there's no demo count, like in Google's case, for example.

Adobe Analytics Review

Overall Satisfaction with Adobe Analytics