The FINANCIAL — Adobe on September 24 announced it has been positioned by Gartner, Inc. as a Leader in the 2015 “Magic Quadrant for Digital Marketing Analytics research report1.” Adobe was one of twelve vendors evaluated and positioned highest in the ability to execute. This is the first year Gartner has produced the Magic Quadrant for Digital Marketing Analytics research report. The evaluation criteria for ability to execute include product or service, overall viability, sales execution/pricing, market responsiveness/record, marketing execution, customer experience, and operations.
“We believe our position as furthest for ability to execute in the leaders quadrant of the 2015 ‘Magic Quadrant for Digital Marketing Analytics’ research report exemplifies why the world’s best-known brands rely on Adobe Analytics, the backbone of Adobe Marketing Cloud, to drive their digital marketing,” said Bill Ingram, vice president, Adobe Analytics. “Our continued innovation allows marketers to optimize their workflows and drive better business results. Just today we announced Analysis Workspace, an industry-first approach that leverages Adobe’s creative heritage to let data scientists express their “analytics creativity” and make highly complex data sets available to a much broader group of people within an organization.”
Adobe Analytics is the award-winning analytics backbone of Adobe Marketing Cloud measuring nearly eight trillion server calls each year. It is the industry’s best-selling and most advanced enterprise analytics solution used regularly by more than 140,000 marketers and data analysts to better understand their businesses. Major brands using Adobe Analytics today include PayPal, Sony, Audi, Conde Nast, Starwood Hotels, Philips and hundreds more, according to Adobe.
“Adobe Analytics empowers our teams with data-driven decisions, giving us insight into the best ways to present information to customers online. We’re always looking to balance convenience and relevant, impactful information with a memorable brand experience,” said Michael Adolf, head of the brand portal at Audi.
“Knowing more about our customers gives us a competitive edge and the ad hoc analytics capability within Adobe Analytics makes reporting and tracking of search channels much more efficient,” said Jen Yacenda, associate director of digital analytics at Starwood Hotels and Resorts. “Real-time segmentation in Adobe Analytics enables teams to get a detailed picture of performance.”
“Enhanced marketing reports and analysis capabilities in Adobe Analytics provides a robust platform for our team to build programs on data-driven strategies,” said Peter McRae, team manager of optimization for Symantec. “Adobe Analytics has helped us to deepen our understanding of customer needs. As a result, we are able to deliver relevant offers, messaging, content, and experiences that are tailored for our customers.”
“Through Adobe Analytics we better understood our audience, optimized digital experiences and more effectively engaged with our customers, which increased customer satisfaction, site conversion, and revenue,” said Lori Mabe, manager of Digital Testing/Optimization and Personalization at Sprint.