What is our primary use case?
Adobe Analytics serves as our primary tool for website tracking and journey creation, allowing us to understand how user behavioral activities occur on our website. We track user behavior using EVars and Props in Adobe Analytics, capturing the Marketing Cloud Visitor ID, which is a unique identifier assigned to each user. We capture that ID on every page along with the page URL and link clicks happening on the website. We plot reports in workspace in Adobe Analytics for page views and page URLs, and we can break down the Marketing Cloud Visitor ID with page URL to generate pathing reports. This shows how a user navigated, where the user clicked, what pages a user viewed, and how much time users spend on each page.
In our organization, we receive leads from forms on our website. With Adobe Analytics, we determine how many people have started a form and how many people end up submitting the form. We have multiple steps in the form, which allows us to identify where users are dropping off. This helps us understand user pain points, and from an optimization perspective, we can determine if we need to make changes to our form flows.
What is most valuable?
Segmentation is a great functionality provided by Adobe Analytics, and I am a great advocate for data warehouse reports in Adobe Analytics, which provide the raw data that helps us understand and draw insights from that data. I find that feature very useful, and we can use segmentation to extract specific data.
We use segmentation in our day-to-day work. For example, we have a global report suite, and in order to segment data for a specific country or region, we use segmentation. Since we have a global website running in more than 160 countries, when a business stakeholder wants to see statistics for a specific country, we use the segmentation feature to extract the data for that particular country.
Adobe Analytics has helped our organization significantly. We run campaigns on our website through Adobe Analytics to measure campaign performance, using it to track which campaigns are performing well and which are not. All of this analysis is done via Adobe Analytics.
What needs improvement?
The tutorials provided on the Experience League platform could be made easier or explained in more accessible terms. Sometimes it is difficult for a beginner to understand the terminologies, so this could be improved.
From a cost perspective, a major improvement is needed. Adobe Analytics is a very costly tool. For example, if a startup or a small company wants to use Adobe Analytics, it is very difficult to procure that license because of the high cost. I would expect Adobe to reduce the cost so that many enterprise companies would be interested in using that tool.
Earlier, Adobe Analytics had ad hoc analysis, which was an omnichannel tool that had both offline data injection and online data injection capabilities. This was a very useful tool, but Adobe decommissioned it a few years ago. I found that tool very helpful for the business as it provided the capability of preparing dashboards and reports for all datasets, offering a wider range of insights. Unfortunately, Adobe has decommissioned that tool.
For how long have I used the solution?
I have been using Adobe Analytics for the past eight years.
What do I think about the stability of the solution?
Adobe Analytics is mostly stable, but we have observed a few downtimes or issues with the product. For example, we were able to see some other customers' information in our Adobe Analytics dashboards, which was a very negative experience. Our data might have been exposed to some other customer, which is concerning. Such issues have been observed in the past.
What do I think about the scalability of the solution?
Adobe Analytics' scalability is good, and it has handled our growing data and user needs well.
How are customer service and support?
Customer support from Adobe is very good. If I raise a P1 ticket, they usually reach out within two hours and provide a resolution for my query.
What other advice do I have?
The business is running campaigns on several platforms including LinkedIn, Google, and Twitter. When a user lands on our website via a social media platform, there is a business inquiry form where the user can fill out the form, eventually turning it into a lead. This way, Adobe Analytics is helping us run campaigns, track campaign information, and generate leads, which is assisting our company to grow in business.
I would recommend Adobe Analytics to businesses over any other tool because it provides all the solutions under one window, including tag management, reporting, and customer data platform, so all of this is available under one roof. It is a good tool to use. I rate this product eight out of ten.
