Invest in human capital before you invest in the tool
Anonymous | TrustRadius Reviewer
March 29, 2017

Invest in human capital before you invest in the tool

Score 7 out of 10
Vetted Review
Verified User
Review Source

Overall Satisfaction with Adobe Marketing Cloud

As an agency, we used Adobe Marketing Cloud to help our clients analyze and optimize their website and media performance.
  • Online behavior data collection
  • Testing and targeting different user experiences
  • Integrating 1st and 3rd party data to build audiences
  • Implementation and activation still requires high level of expertise
  • Reporting and analysis can be cumbersome and inflexible
  • As an agency, we typically see the highest return with clients that are more sophisticated and that have the ability to invest in multiple components, as well as have the internal resources and processes to act on the data and insights.
  • I've also seen less sophisticated clients invest in one or two components without having a deep understanding of how to use them or the expertise to use them efficiently to have a significant business impact.
As an agency, we are vendor agnostic so we typically recommend a tool based on our client's specific needs. Both Google Analytics 360 and Adobe Marketing Cloud are powerful tools, but if a client does not have the appropriate organizational pre-requisites to leverage the outputs, they should not invest in either and focus on that.
I recommend Adobe Marketing Cloud for larger, more sophisticated enterprises that have the organizational capabilities to act on the insights that Adobe Marketing Cloud provides. Smaller enterprises would be better suited starting off with a less expensive option and investing more in human capital before moving to Adobe Marketing Cloud.