Web Analytics: Adobe Maintains Its Dominant Position in New Forrester Wave
by Nate Smith
posted on 11-09-2017
I am pleased to share that Adobe Analytics has maintained its dominant position in the newly released report: The Forrester Wave™: Web Analytics Q4, 2017 . Adobe earned the highest scores in the current offering and market presence categories, as well as in nine of the criteria used to evaluate vendors, including: analytics and reporting; artificial intelligence; data ingestion; dashboards and alerts; data repository, model and access; performance; partner ecosystem; web analytics revenue; and number of enterprise customers.
Adobe considers web analytics a critical component of the digital intelligence and customer analytics needs of enterprises today, and has aligned its organizational structure and product development to deliver a best-of-breed solution. Adobe believes the most important component for brand relevance and long-term customer relationships is the ability to deliver exceptional experiences – which requires deep customer intelligence. By realigning its cloud business, specifically the development of Adobe Analytics Cloud, Adobe is positioned to deliver on this vision by becoming the customer intelligence engine in the enterprise, integrating web analytics data with other experiential data, and democratizing the use of analytics across the enterprise for data-driven decision making.
We think the proof is in the pudding. For instance, in the report, Forrester cited Adobe’s democratization of analytics, not just data:
“…Adobe has sought to emphasize features that democratize meaningful and actionable digital insights to anyone in the enterprise. It has concentrated on making the UI more intuitive and building on capabilities that allow the exploration of data breakdowns, relationships, and comparisons.”
Organizations are increasingly pushing every team member to become more data-driven in their decision-making. Adobe is delivering sophisticated web and customer analytics capabilities to users in all levels and lines of business within organizations. For example, within Adobe Analytics, Analysis Workspace provides role-based and curated workflows with interactive visualizations that provide each user a unique stream of highly relevant insights. With Analysis Workspace, users always have the data that they need in a consumable, flexible environment that encourages discovery and exploration —whether they are a data scientist or a data novice.
Additionally, Adobe has been infusing machine learning and AI capabilities from Adobe Sensei into Adobe Analytics, making advanced analysis available to users at all levels of an organization to surface previously unknown audience insights and segments that can be utilized for content and ad optimization. Brandon Proctor, President at AutoAnything stated:
“As a company who heavily relies on data to drive our business, we have benefited from invaluable insights delivered by Adobe Analytics for nearly a decade. Adobe Analytics is the only solution that surfaces advanced and relevant customer insights in a digestible and actionable way; our success is dependent on the analysis we glean from Adobe.”
We are all very proud that Adobe Analytics is not only the customer intelligence engine of Adobe Experience Cloud, but also the customer intelligence engine of many digitally empowered organizations around the world. Adobe’s web, digital and customer analytics vision aligns to the purpose of the Adobe Experience Cloud – which is to provide a comprehensive set of cloud services designed to give enterprises everything they need to deliver exceptional customer experiences. We are committed to pushing analytics innovations that will continue to drive strong results for our customers.