Adobe Marketing Cloud provides a unified platform of analytics, social, advertising, targeting, and Web experience management tools in a real-time dashboard.
Pricing is based on usage and number of products within the suite purchased. It can range from $10,000 per year for a single product with low usage into the millions.
Kyle Power, director of interactive marketing at CHG Healthcare Services, has been using Adobe Marketing Cloud for five years overall and more than two and a half years at CHG.
How do you use it?
We use the Adobe Target and Adobe Analytics tools to measure, test, and optimize our website.
I log on and review the core KPIs though reports and dashboards on a weekly basis. I use it for more custom analysis on a daily basis.
I also have scheduled reports sent to me weekly and monthly that I view through an emailed PDF document.
You can run multiple types of reports. Usually I will run a specific report and add two or three metrics I may want to see for a particular time period.
If there's a problem I usually try to troubleshoot it myself. I call Adobe support if I can't resolve it.
How does it serve your business needs?
It allows us to get a 360-degree holistic view of our website's performance. We make changes based on the data we see, so it helps us increase business results.
Recently we saw website visitors were scrolling to the bottom of the page and clicking “go to page two,” so we added a more prominent search feature that allowed filters to refine search results so they don't have to scroll to the bottom of the page.
How does it integrate with your existing infrastructure from an IT standpoint?
It's a standalone, Web-based product.
What are the main benefits?
Ease of use. Once you understand the way the system works, it's easy to use.
Flexibility and customization. Because I can build custom events and custom values for my business needs, I can then create custom reports to measure website success.
Integration of the products within Adobe Marketing Cloud. The products speak to each other, and work well with each other.
What are the main drawbacks?
It's expensive and the training required to build up competency in the tool takes time.
What would you like to see improved/added?
Nothing. I think they're doing a good job. They've been working hard to streamline the tools and make them look and feel the same so once you understand one, you can understand the others.
Salesforce Marketing Cloud: comprehensive suite of tools for social marketing that includes monitoring, content creation and management, engagement, advertising, automation and analytics.
Oracle: offers a number of automated marketing tools