The Message is Maturity: Adobe Is a Leader in Gartner’s Magic Quadrant for Digital Marketing Analytics

by Jeff Allen

posted on 10-24-2016

Digital marketing analytics is the core of successful digital experiences. And having the right tool for the job — a differentiator that helps support customer journeys across multiple channels and devices — is everything. According to Gartner, “CMOs and other marketing leaders are asking their analytics teams to provide unified, cross-channel insights that span a wide range of marketing and advertising activities.”

In the second-ever Magic Quadrant for Marketing Analytics, Gartner placed Adobe as the overall leader in the combined categories of ability to execute and completeness of vision. With comprehensive integration, advanced segmentation capabilities, and market-leading innovation, we believe, Adobe Analytics helps make complex data simple for delivering powerful marketing insight — and then, quickly turning that insight into action. More than being informed, Adobe Analytics provides seamless integration for immediate action across verticals, and the vision is now extending to customer intelligence. Here’s a look at the strength of Adobe Analytics — a best-in-class, cost-effective, practical solution for the retail, financial services, B2B, and travel and hospitality industries.

Retail: Providing Flexibility and Functionality for Critical Reporting and Insight Discovery
For online retailers, tying metrics to products is critical — so, shouldn’t reporting be as flexible as possible? Having the ability to view any report by product (and vice versa) is smart; but placing limits on this ability decreases analytics opportunities. Adobe Analytics makes it easy for online retailers to discover revenue-generating insights while helping customers find the products they need. Through robust product-category merchandising and product-finding methods, accurate pathing analysis, and advanced cross-sell reporting, retailers can better understand their customers and put the right products in the right places at the right times.

Financial Services: Measuring and Influencing Customer Journeys for a Competitive Edge
Advancing digital maturity across financial-services institutions means being able to not only see the full lifecycle of the account application process, but also understand which marketing campaigns led to approved applications so that promotional spend is targeted and optimized to customers with higher lifetime-value propensities. Adobe Analytics is the only tool that allows financial-services organizations to see the customer lifecycle and associated product affinities by customer groups, which helps optimize revenue via its industry-leading feature set and connects online behaviors to post-website revenues and profits. Additionally, Adobe Analytics enables users to study cohorts’ share-of-wallet trends from different time periods to indicate whether website and app promotions are growing or declining with regard to relevancy, so that you can work toward increasing product adoption.

Business to Business (B2B): Connecting Highly Complex Customer Journeys
B2B and tech companies achieve digital success by associating all metrics with customer engagement over time. The customer journey typically involves an entire buying team and is highly complex — never linear and rarely contained to just one channel — and analytical insights must be based on this reality. Adobe Analytics is the leading analytics vendor for discovering high-value audiences and creating segments to fuel customer-touching engagement activities. Adobe Analytics customers can easily break down reports by any number of variables, build and customize on the fly to streamline lead-generation activities, or discover hidden opportunities with anomaly detection and contribution analysis. Since most of the success for B2B companies takes place offline, Adobe Analytics can connect online leads to downstream sales and revenue, helping to optimize campaigns and prioritize customer outreach by sales team.

Travel and Hospitality: Maximizing Customer Experience Every Step of the Way
With an intense customer-experience focus, the travel and hospitality industry faces unique challenges. Maximizing capacity and upsells to reservations requires a clear understanding of key variables such as product-search merchandising, reservation reporting, advanced booking, cross-selling, cost and margin analysis, post-purchase analysis, and booking loyalty. It is critical that reservation reporting be as flexible as possible. The ability to create an unlimited number of persona-based segments, model them, and compare them via machine-learning innovations (such as Segment IQ) is unique to Adobe Analytics. Additionally, Adobe Analytics enables travel and hospitality companies to associate all their custom metrics with the reservation process and provides the ability to break down any report by reservation/product and vice versa. With Adobe Analytics, you can build or customize any report you want on the fly.

Future Plans: What Adobe Is Doing for Customer Intelligence
Adobe was one of the pioneers of web analytics and evolved the market from web to digital analytics to marketing analytics and is now focused on customer intelligence. We believe the recently released Gartner Magic Quadrant for Digital Marketing Analytics 2016 confirms this legacy, positioning Adobe as a leader — in both execution and vision — with a comprehensive set of marketing tools for users of all skill levels. Paired with cross-channel enablement and advancements in our user interface, our dream of democratizing the power of data is coming true for our clients across many verticals.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

Gartner Magic Quadrant for Digital Marketing Analytics, Martin Kihn, Adam Sarner, 05 October 2016.

Topics: Analytics, News

Products: Analytics