Buying into an analytics ecosystem: Analytics 360 Suite and A dobe Analytics

The digital analytics industry has undergone a huge transformation in recent years.

Adobe and Google have both reframed their oᒠerings to include full stacks of tools to include bolt-on platforms that enhance and extend the capability of a regular data collection service.

In fact, looking at the sets of tools available, it starts to look like both Adobe and Google are moving away from “just” analytics, and taking more of a central role in digital.

If you’re a customer, this means you’re not just buying into an analytics platform, you’re buying into an ecosystem.

And as we’ve seen with similar ecosystems across software, telephony, and even operating

systems, ecosystems can be hard to switch. Making the right choice at the start is important.

This Insight Brieᒈng compares the features and functions of the individual tools oᒠered as parts of Adobe Analytics and 360, as at January 2017. It compares the features and functions, and includes two sample Organisational Situations to illustrate how businesses need to approach ecosystem selection.

We hope you ᒈnd our research useful.

Digital Analytics Platform

Adobe Analytics Google Analytics 360

The good:

Adobe Analytics is considered a leader due to its powerful and feature-rich Google Analytics 360 has an intuitive platform that is designed for both power analysis tools and its integration options with third party data. and casual users.

Implementation support available from Adobe consultants. Standard implementation requires only a snippet of Javascript installed on site.

Many reports (including channel & attribution) out-of-the-box.

The bad:

Implementation is via a customised solution and will often require specialists. Implementation is via a customised solution and will often require specialists. Enhancements to implementation can be expensive.

Most reports require at least some degree of customisation before they are Less customisation across metric names and report variables. usable.

Segmentation is clunky, and requires signiᒈcant user input. The API is targeted towards power users so can be intimidating.

Tag Management System (TMS)

Activation (formerly Dynamic Tag Google Tag Manager 360 Management / DTM)

The good:

Contains out-of-the-box personalisation features to trigger content for speciᒈc Direct integration with Google marketing tags (AdWords, Doubleclick) and audiences and behaviours. third-party analytics and advertising tools.

Service level agreement for uptime and performance. Service level agreement for uptime and performance.

Can be hosted on your own server, or via Adobe’s CDN. (Note that self-hosting Shares much of the functionality with the free version; easier to ᒈnd skills and requires that version release updates are the responsibility of the customer.) solutions in the marketplace.

Included with Adobe Marketing Cloud. Included with Google Analytics 360.

The bad:

Support and knowledge is largely conᒈned to Adobe’s own content base, rather Competing ad networks like Facebook are unlikely to ever receive native than that of the greater community. support.

Agency partners are not guaranteed to have skills in-house which may mean Custom Javascript and HTML tags can require development skills and may place that all tagging requests are the responsibility of the customer. day-to-day management beyond the reach of marketers.

Testing & Personalisation Platform

Target Optimize 360

The good:

Automated behavioural targeting with a powerful analytics engine running the Native integration with Google Analytics 360 and Google Tag Manager allows for statistics. powerful segmentation and reporting.

Allows A/B testing on mobile sites & apps. Intuitive tool makes it simple for casual users to launch A/B test.

Advanced segmentation when linked with other Adobe products.

The bad:

Implementation of tool and setting up of tests is likely to require technical Incorrect or suboptimal conᒈguration within Google Analytics can impact the expertise. validity of the testing process.

Feedback from users suggests that the interface is not particularly user-friendly. No multi-page testing as at January 2017.

Data Management Platform

Audience Audience Center 360

The good:

In-platform analytics and reporting are very comprehensive, also allowing for Native integration with other Google platforms such as Adwords & Doubleclick deep-dive analysis given the level of detail that is accessible. plus access to Google proprietary data such as audience demographics.

Powerful processing and can quickly show key data such as main audiences. Insights are easily actionable.

The bad:

User interface can take some getting used to as it’s not intuitive. Deep integration with Google proprietary data may impact data neutrality.

As with Adobe Marketing suite products, implementation and customisation are Currently in beta (as at January 2017). likely to require external expertise.

Geared towards being used by power users.

Non-comparable platforms

Adobe Campaign 360

Cross-channel & email marketing platform to deliver consistent Powerful data visualisation tool that connects seamlessly to Google marketing message across platforms. and other data sources.

Adobe Social Google Attribution 360

Monitor and manage social media marketing channels through Amalgamate your online campaign level attribution with TV and one platform. other oᒠine data for a holistic view of business performance.

Adobe Experience Manager 360

Content Management System which allows for consistent Enterprise-level solution for conducting on-site surveys. customer experience across multiple websites, platforms and languages.

Adobe Media Optimizer

Online advertising campaign platform across Search, Display and Social, optimising in silos and at portfolio level.

Organisational situation: The Ecommerce Brand

Requirements:

❏ Ecommerce brand with strong online following

❏ Digital team of six staᒠ

❏ No dedicated web analyst, but all staᒠ have some experience in Google Analytics standard

❏ Budget set twelve months in advance, and is ᒈxed

❏ Analytics used for reporting but not much else

❏ Multi-channel marketing campaign; looking to understand optimal spend between channels

❏ Requirement for fast, fresh data

Organisational situation: The Ecommerce Brand

Adobe Analytics Google Analytics 360

Powerful Ecommerce analysis is possible. Resourcing (both Numerous out-of-the-box reporting easily accessible (including analysis & implementation) is potential hindrance online attribution). More suited to casual user, particularly if familiar with the Standard edition

Adobe Target 360

Automated personalisation is easy to set up. The platform’s Intuitive console allows for use by non-experts. Native reporting in Recommendations function can provide direction for Google Analytics provides familiarity in analysing results Ecommerce program. Enterprise pricing may prove costly

Adobe Media Optimiser Google Data Studio 360

Use for continue to manage campaigns in-house and Creating dashboards can be a great way to bring data to life. optimise between channels. May require resource to manage Work with Certiᒈed Partner to customise and automate (cost full-time included in subscription)

Comments Whilst the Adobe tools allow for powerful functionality, there are three major factors where we see Google Analytics 360 suite being a better ᒈt. Firstly, the tools itself are more intuitive whilst Adobe is more geared towards experts / power users so could be intimidating for the casual users. Support from a Google Analytics Certiᒈed Partner will also prove invaluable while having a ᒈxed cost will be preferred for cost management.

Organisational situation: The Finance Group

Requirements:

❏ Group owning multiple brands in the ᒈnancial services space

❏ No current whole-of-business reporting capability

❏ Currently utilising Google Analytics Standard and WebTrends

❏ Digital team of twenty staᒠ, with two full time data and insights analysts

❏ Strong, and increasing appetite for data from senior management

❏ Integration with internal customer databases is of critical importance

❏ Requirement for granular tracking of unsampled customer data

Organisational situation: The Finance Group

Adobe Analytics Google Analytics 360

Highly customisable towards organisational requirements with Unsampled data instantly available with 13 months backᒈll, adequate resourcing for both tool use and implementation. including for a legacy rollup view. BigQuery integration Custom integration with internal backend systems is supports blending data with customer database achievable

Adobe Audience Google Attribution 360

The power and robustness of the toolset in understanding Understanding attribution of campaign success from both online opportunity in audiences is attractive especially when viewing and TV could provide signiᒈcant competitive advantage data such as customer behaviour patterns

Adobe Social Google Data Studio 360

Given where the organisational journey, a social monitoring A powerful visualisation tool that has the ability to import data tool for monitoring and crisis management may be valuable from multiple sources (Google and non-Google) potentially very attractive for stakeholders (especially C-level)

Comments Advanced analytics for competitive advantage are crucial to this organisation and given the resources and budget available, Adobe can certainly fulᒈl this requirement. However with the additions of Suite products, Google Analytics 360 is a worthy contender and may prove to be a more ᒠexible, scaleable and instantaneous solution.

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Data Runs Deep is all about chasing the spark. Based in in Melbourne, Australia, Data Runs We love to help people to the point where they Deep is a Google Analytics Service & Sales can see the insight behind the numbers, when Partner. they can see how data helps them paint a picture. We like working with organisations of all shapes and sizes that have an appetite for data, and who see the value within the insight. We do this with a world-class mix of strategy, implementation & analysis backed up by To ᒈnd out more about how Google Analytics 360 Suite, training and mentorship. backed by solid support, guidance and training from Data Runs Deep, can transform the way your organisation uses data, contact us today. We’d love to chat.