Adobe Analytics: The solution to your “solution” problems
As the digital age takes hold, we’ve seen a shift in marketing when it comes to analytics. At about the time that Adobe bought Omniture (the pre-cursor to Adobe Analytics) for $1.8 billion, there was almost a sudden explosion in the adoption of third-party analytics tools. It was common to see an organization using five to ten different tools to track channels, streams, sections, tests, campaigns, and more.
Too many tools, not enough solutions
This multi-tool approach leads to fractured tracking and segmented reporting that makes it nearly impossible to understand the customer journey—causing disjointed recommendations and results. The purpose of analytics is to provide insights into customers’ behavior and trends for optimizing business success. Businesses are now feeling the disconnect, and they want to consolidate tools in order to have a holistic view of the customer journey.
In addition, too often executives and marketers look at analytics as just another tool or as an after-thought to the overall marketing plan. Analytics (generally speaking) is what makes marketing and its tools effective, because it’s the key to measuring ROI for marketing campaigns, site testing and design, search, and more. Without analytics, marketers are hard pressed to define, optimize, and report on success. But an analytics solution is only as powerful as the tools it’s combined with; although there are many analytics solutions out there—Google Analytics, Webtrends, or even IBM (Coremetrics)—integration among different systems is not always smooth.
Adobe Analytics has the distinct benefit of integrating with all the tools in the Adobe Marketing Cloud. Because it’s in an ecosystem of tools, it offers a holistic view to tracking, analyzing, and building comprehensive consumer profiles and immersive digital experiences. That doesn’t mean it’s the end-all-be-all of analytics tools—I still recommend you do a lot more homework to figure out if Adobe has what you need. There is a lot to consider.
The features that make all the difference
With that in mind, we’ll take a look at what Adobe Analytics can do on its own as well as in its ecosystem:
1. Ad Hoc Analysis:
Formerly Discover, Ad Hoc Analysis is a powerful tool in a user-interface (UI) analysis. This allows you to see the customer journey and use segments to drive funnel analysis, correlations, journeys, etc.
2. Attribution modeling:
Integrating your CMS system (WordPress, Adobe Experience Manager, or anything else) with Adobe Analytics lets you create attribution modeling with customer touch points, on and offline. Instead of making assumptions about your customer’s journey, best fit attribution gives you the ability to determine even the fractional impact of all your marketing efforts.
3. Real-time Data Analysis, Live Stream:
Real-time Web analytics enables you to optimize your website according to traffic patterns without requiring a screen refresh every few minutes. Live Stream is great for QA because it allows you to see data being passed into the UI of Adobe Analytics immediately.
Adobe is one of the cleanest UI outlets for reporting if you’re a non-technical user. The menus, charts, and segments are intuitive and easy to find, without requiring changes every few months.
5. Advanced Segmentation:
Adobe Analytics is the only analytics tool that allows you to segment variables by visits, hits, or visitors. See data for specific segments and create rules that enable you to view specific parts of the user’s journey instantly.
6. Predictive Marketing and Analysis:
This feature lets you know the actions of your site visitors and customers based on previous behaviors and actions—based on a complete repository of profiles.
7. Mobile App Analytics:
It measures visitors, customer engagement, and download stats for your apps—offering insights into how you can redesign and monetize apps based on user behavior.
The power of Analytics
Adobe Analytics’ breadth and depth in its tracking capabilities and ease of integration with the other Adobe Marketing Cloud products gives marketers a holistic view of how all their marketing efforts and data work together. The combination of analytics with other tools allows you to see data in a new, holistic way that brings clarity to all initiatives, for a truly data-driven organization. While there are many strong tools out there, Adobe Analytics—as the umbrella to the Adobe Marketing Cloud—is one of the top leaders in the field, and recent research from Forrester also puts Adobe at the top.
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