Item: Adobe Analytics
Rating: 9
Author: Steve Biggs

Use Cases and Deployment Scope

Adobe Analytics is my "go to" tool when analysing websites, creating dashboards & undertaking discovery work. We do have other analytics tools available, but Adobe Analytics' Workspace module is generally the starting point. It enables me to quickly drag 'n' drop dimensions and metrics while initially exploring the data. Subsequently, I tend to remain on Adobe Analytics to create any required scheduled dashboards using its selection of tables and visuals. I feel Adobe Analytics better allows me to "analyse" whereas some other tools are more set up for basic "reporting".

Pros and Cons

Usability of its Workspace module
Ability to crunch large numbers without any sampling issues
Reliability - very rarely does anything error

Certain visual functionality is missing, especially when compared to Excel, e.g. in line graphs
Looker's dashboards land better with clients due to their improved look 'n' feel
For less experienced users improved on-page help and tooltips would be appreciated

Return on Investment

If any department requires traffic data, for whatever reason, then Adobe Analytics is there to answer it
Many decisions are made downstream of my analysis but without the data none of these decisions would be possible
It's helped instill best practice behaviours in the business which can only result in increased revenues

Alternatives Considered

Google Analytics 360 and Contentsquare

Google Analytics comes across more of a reporting tool whereas Adobe Analytics is more of an Enterprise level analytics tool. Contentsquare provides some traffic and flow capabilities but not to the same level as Adobe Analytics. However, Contentsquare's major advantage is its Zoning (Heatmapping), Impact Quantification and Find 'n' Fix modules; none of which are knowingly available in Adobe Analytics.

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

Other Software Used

Google Analytics 360, Contentsquare

Likelihood to Recommend

Adobe Analytics is better than some other tools as it feels better set up for actual "analysis", rather than simply "reporting". The power of Workspace allows you to drag 'n' drop at ease which makes you are far more in control of your own analysis/discovery/exploration.

However, regards the final reports and dashboards' look 'n' feel the Workspace PDF output is lacking visually compared to other products like Google's Looker. To engage with less technical end users sometimes Looker feels the better, more polished option.

Usability

If you stay solely in Workspace then it's a relatively simple learning curve. However, it can be a little confusing when you start looking at other parts like 'Reports', 'Components', 'Data Warehouse', 'Data Workbench' and APIs etc.

Usability Pros and Cons

Pros	Cons
Like to use Relatively simple Easy to use Consistent Quick to learn Convenient Feel confident using	Requires technical support Lots to learn

Easy Tasks

Workspace
Creating visuals from tables
Seeing all the available dimensions, metrics and segments

Difficult Tasks

Data Workbench and Data Warehouse (if solely used to Workspace)
Sometimes understanding why dimensions/metrics/rules are as they are when you don't have admin access
Sometimes the visuals can be frustrating and limiting when you're used to the flexibility and options of Excel

Mobile Interface Availability and Impressions

Yes, but I don't use it

The clue's in the name! Very much an "analytics" tool rather than the competitions' more basic "reporting" tools

Overall Satisfaction with Adobe Analytics