Adobe Analytics: A Marketing Nerd's Favorite Tool
What do you like best?
I've been an Adobe Analytics system admin for 4+ years, a power user for 7+ years, and continue to be impressed by the tool and its advanced analysis capabilities.
More specifically, I've helped progress our organization from the traditional Reports & Analytics work environment over to the new Analysis Workspace interface, and with that, have seen the impact that we've been able to drive through advanced analysis capabilities. Thanks to powerful features, such as classifications, processing rules, report templates, virtual report suites and segments, we've been able to curate an analysis environment that simplifies complexity, standardizes business metrics/analysis views, and drives global alignment. This has helped our organization scale, while increasing expertise around optimization opportunities for the digital customer journey.
Additionally, Adobe has recently expanded upon Analytics integration capabilities, increasing value for organizations that utilize other products, such as Adobe Target, Audience Manager, Marketo, etc.
What do you dislike?
Adobe Analytics implementation does require a specific skill set and expertise, which should be a consideration when thinking about the launch & support plan for the tool.
Recommendations to others considering the product:
It's incredibly important to ensure that all Digital Marketing teams are aligned on business and implementation requirements, prior to moving forward with Adobe Analytics (e.g. analytics, web development, personalization, testing, channel teams, etc.). This will help ensure your overall analytics success.
What problems are you solving with the product? What benefits have you realized?
Adobe Analytics data and data visualization capabilities help us uncover insights to increase page, channel, audience, etc. optimizations, also supporting increased testing and experimentation.
