Basic usage can still drive major business results!
February 22, 2016
Basic usage can still drive major business results!
Score 9 out of 10
Vetted Review
Verified User
Overall Satisfaction with Adobe Analytics
My organization uses Adobe Analytics (AA) as a tool to analyze how our customers are using our servicing website which helps us to identify where we need to improve. We spot trends in usage such as mobile device vs. desktop that help us prioritize what digital products/features should be worked on. AA allows us to see where customers fall out during their website experience so that experiences can be streamlined in the future. The tool is used by analysts and product managers working in the digital-focused teams. The tool fills a gap in our traditional analysis toolset because it is specialized for website analytics.
Pros
- Next Page Flow reports provide a quick and easy way to see what path customers are taking on the website.
- The flexibility that creating segments gives the user for analysis purposes is great. A lot of insights can be generated when different segments are compared.
- The web interface allows for users to quickly pick up on how to use Adobe Analytics, which is a huge advantage over just pointing people to where the raw data can be found since middle management and executives shouldn't be spending time coding and trying to get the data into a visually useful format.
Cons
- Because it is a web interface, sometimes it's just slow. This could be on the user's side, or on Adobe's side, but it does get annoying when reports or dashboards take a long time to load.
- A lot of the things I use AA for I learned myself as it was pretty intuitive, but there are many other features that I didn't really understand what they were for or how to utilize them.
- As a direct result of some of our insights we obtained through Adobe Analytics, we focused on improving our mobile web pages which resulted in a significant increase in conversion rates for mobile devices (can't disclose actual figures here). We had no idea previously what % of our customers were going through certain processes on our website on a mobile device and the experience had been built for a desktop.
- One of the insights the Next Page Flow and Fallout reports helped us find was that fallout rates for the first step in one of our multi-step processes on the website were over 50%! That helped us identify that the first step was too complicated, and we simplified it and that resulted in a >30% improvement.
- IBM Tealeaf and Splunk
Adobe Analytics is used in conjunction with Tealeaf and Splunk in my organization, with each having its specific use cases because of the different strengths and weaknesses. Adobe Analytics wasn't actually chosen by my organization, but rather it's what all the various lines of business use at my company so we want to all use a similar, consistent tool.
Comments
Please log in to join the conversation