Item: Adobe Analytics
Rating: 10
Author: Matt Wright

Overall Satisfaction with Adobe Analytics

Use Cases and Deployment Scope

The main way is we will take data that's already been, will basically take data that's the result of an implementation either for ourselves or for our clients. And we'll basically go in and build dashboards or relationships or reports to be able to answer important business questions either for ourselves or for the clients that we work for.

Pros and Cons

Pros

It summarizes large complex data better than any other analytics solution I've dealt with without the need for sampling, gives the right level of detail, does the right level of breakdowns, aggregation. I consistently not only use Adobe Analytics, but I use other data sets and compare against Adobe Analytics. And as I go into Adobe Analytics and compare, as long as I've done the query right and the other systems, they're very, very close. And if anything, with a lot of Adobe's newer products, they've gotten more accurate over time. So that's basically, you asked me what I liked about it. I like that it's accurate. I like that I don't have to do a lot of explaining. There's enough explaining in the world of web analytics to have to go back and explain why data's problematic. And so like I said, provided that the implementation is correct, it's a very easy conversation. Even if people may not like the answer.

Cons

I think the biggest room for improvement is performance. When I go in certain times of the day or for certain clients, it's slow and it won't load the reports that I need. And as a result, needing to answer a question where you normally have the expectation of it being a near real-time answer that you get when you have to wait for reports to load or you have to wait because the reports can't load at all. It's a really unfortunate thing. It's a big problem actually. So I'd say that's one area of improvement. It's just improving the performance of the reports so that they'll load consistently all the time quickly and effectively.

Return on Investment

I'd say business results. We tend to see better media and marketing engagement as a result of using Adobe Analytics, and that's largely because we can measure the effectiveness of campaigns and we can figure out which ones are driving better engagement, whether it's top of funnel or bottom of funnel. That's probably the biggest business result we see. It's obviously we even use it for other non-traditional use cases like AB testing to figure out which experience is a better or not, that type of thing.

Likelihood to Renew

The industry is changing so fast that in many cases Adobe Analytics may be displaced by other competitors and so that'd be the only thing. Even within Adobe's own product line, customer journey analytics directly competes with Adobe in the same market. So not renewing Adobe might mean that I'm going with a different product such as CGA.

Adobe Analytics brings all your digital data to one place, making it easy to customize and interpret different reports. Please describe how and why you configure Adobe Analytics reports for your business.

So we mostly use it with our clients that we're using it with and we're typically going in and configuring the reports to measure marketing engagements, campaign performance and user experience. And so how we do it is we normally need to look at the key factors that drive those metrics. So campaign codes, page names, URLs, those types of things. So key dimensions. And then normally Adobe Analytics makes the metrics piece fairly easy just by tying in whatever metrics are associated with them. So how we can figure them is we figure out what the dimensions are that we need to use and why we use those dimensions. It's driven by the business need, right? I've got some B two Bs that are all about lead generation, right? So it's all about filling out online forms. So most of our high value actions are all implemented in Adobe Analytics to monitor online form submission or identity capture. I've got e-commerce that work primarily with selling and so most of them, their objectives are all about sales orders, units, and revenue. So it's flexible enough to meet either need basically.

Usability

N/A

Alternatives Considered

Historically I've looked at a lot of different products. More recently I'd say Mamo and Google Analytics. Those are probably the two big ones that I've seen around, so yeah.

It's more feature rich. It provides more dimensions, more breakdowns, and it also scales data better.

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?

Yes

Did implementation of Adobe Analytics go as expected?

Would you buy Adobe Analytics again?

Yes

Other Software Used

Google Tag Manager, Google Analytics

Likelihood to Recommend

Anytime you're dealing with very large-scale data that needs to be processed in real-time very quickly, this definitely shines. So if you've got more than 50 to a hundred million page views in a monthly period or more than being able to use Adobe Analytics, be able to answer those questions and literally get data at any time of the year for the most part with very little delay is exceptional. So that's probably what I'd say is the best use cases that are situated. The larger the dataset, maybe not necessarily the more complex the dataset, but the larger the dataset and the more moving parts to it, the better this tool does at being able to answer it than others in the market.

Adobe Analytics Feature Ratings

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Adobe Analytics Review