Adobe Analytics Features are advanced segmentation, marketing attribution, mobile analytics, predictive marketing, big data analytics, customer churn analysis, real-time web analytics, social analytics, reporting, advanced visualization, and audience optimization for online as well as offline marketing channels. Adobe Analytics delivers client-side web-analytics and enables clients/users to capture raw clickstream data sourced from websites, mobile apps, web service Application Programming Interfaces (APIs), and so on. The captured clickstream data is processed and stored in Adobe data warehouse. Adobe Analytics can deliver this data to the client/user in batches or as scheduled (daily or hourly basis as per user’s requirement). The product is offered as Software-as-a-Service (SaaS) or as a managed service depending upon the product edition (standard or premium) or add-on tools required by the client/user.
USP : Adobe caters to clickstream market through its analytics product, Adobe Analytics. Adobe Analytics is one of the many products offered under the Adobe Marketing Cloud. It delivers analysis, visualizations, and reporting for customer data.
Use Case Maturity
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North America , Latin America , Middle East and Africa , Asia-Pacific , Europe
ADOBE SYSTEMS INCORPORATED Presence in Clickstream Analytics Software
Adobe caters to clickstream market through Adobe Analytics bundled in Adobe Marketing Cloud with other digital marketing solutions suitable for various users such as marketers, advertisers, agencies, publishers, merchandisers, web analysts, marketing executives, information management executives, product development executives, and sales and support executives. This reflects the commitment of the company to provide a comprehensive and integrated marketing solution for different category of users. Further, the company’s clientele in digital marketing is spread across several industries such as automobile, banking, insurance, financial services, manufacturing, energy, travel, IT, telecommunication, healthcare, retail, consumer goods, hospitality, media, entertainment, professional services, education, government, and non-profit organizations. Adobe provides its products and services through distributors, Value-Added Resellers (VARs), Systems Integrators (SIs), Independent Software Vendors (ISVs), retailers, software developers, and Original Equipment Manufacturers (OEMs) in addition to its direct sales force, online website, and app stores. Looking at the organic growth strategy of the company for its digital marketing solutions, the company has expanded product portfolio majorly through product developments. The company’s introduced new offering in March 2017 in the form of Adobe Experience Cloud, which provides a comprehensive set of cloud services including Adobe Marketing Cloud, Adobe Advertising Cloud, and Adobe Analytics Cloud. The product strengthened Adobe’s cloud services portfolio by enabling marketers to capture, aggregate, rationalize, and understand customer data from disparate sources with more efficiency and transform it into singular customer profiles. The company has managed to capture and retain its digital marketing customer base through its strong cloud offerings. This reflects in its consistent y-o-y revenue growth, which was 20% for 2015 to 2016 and is expected to remain the same for the period of 2016 to 2017. In 2016, the marketing cloud revenue of the company amounted to be USD 1.63 billion which is 28% of the annual revenue. Further, Adobe has partnered with major players in the market to enhance its product portfolio and increase its customer base. Apart from these growth initiatives, the company also acquires and invests in private companies in emerging markets and technologies with the objective to enhance its knowledge base as well as expand opportunities for its existing product portfolio. Asia and Africa.