Whether you’re looking to boost sales, capture more visitors, or identify a new market segment, data analytics software provides a near-endless supply of information and insights to help you maximize your marketing ROI.
While there are several analytics software programs, two of the most popular ones are Analytics Premium from Google and Adobe Analytics. Each tool has its sets of strengths and weaknesses, a few of which have been described in great detail in the article.
Determining which solution is the superior one determines entirely on the business requirement and perceived value.
Adobe is an enterprise solution provider that offers in-house support and consulting capabilities. They are well-supported by an army of resellers and solution partners all over the world. Their marketing cloud, Adobe, is a comprehensive, complex, and rich tool that offers tremendous value to the digital marketing fraternity.
Google is a world-famous name, thanks to its tremendous contributions to the digital sector. The technology company made its foray into the enterprise sector with its analytics solution, which has disrupted the market in more ways than one. The company has a significant dependence on resellers and solution partners.
Core problems faced by the digital marketing departments include the following:
Adobe’s Marketing Cloud is an effective solution for the above problems, and more. Google’s Marketing Cloud, on the other hand, lacks the richness and versatility offered by Adobe Analytics. However, the former provides value in other ways:
Adobe’s Marketing Cloud fails to meet the needs of the digital marketer in the following areas:
Google’s Marketing Cloud fails to meet the needs of digital marketer in the following areas:
Implementing Adobe Analytics, on the other hand, will require greater in-depth development work and user involvement. You will require a dedicated and skilled professional to plan, execute, and monitor the implementation. However, implementation will always be customized, that is, the data captured by the tool will be personalized to meet your needs. Tagging and ongoing maintenance require high efforts.
Both tools are available at a high standard cost. You can have Analytics Premium for a flat fee of $150,000 per year. While the entry point for Analytics Premium may seem high for small and mid-size companies, it is very competitive for high-volume sites.
Depending upon the traffic volume and service level, you may have to pay more for Adobe Analytics. What you will need to consider are the additional costs in Adobe’s Marketing Cloud for Implementation Support, Inclusion of CRO Testing, and AdWords integration. Of course, the aforementioned features are optional in Adobe Analytics. Yet, companies should bear in mind that it would be foolhardy to ignore any opportunity that can help them to increase conversions. The cost of acquiring an Adobe Analytics solution can be $48,000 on the low range and $350,000 on the high range.
The Total Cost of Ownership is higher in Adobe’s solution due to the following reasons:
Google’s solution scores lower on Total Cost of Ownership due to the following reasons:
When you are examining and comparing the reporting functions of Analytics Premium and Adobe Analytics, you should keep in mind the following two aspects:
The first aspect depends on the on-site traffic. Analytics Premium offers a monthly visit limit of one billion and reports on unsampled data. However, the reports displayed in the user interface use the sample data. If you want to view the complete data for a detailed analysis, you will need to export the report. While Adobe Analytics looks at all the generated data, it still lagged in terms of reporting until Version 15 was released. The tool now leads in contemporaneous comparisons, thanks to updated dashboards, bounce rate, and segmentation.
The updated version of Adobe Analytics includes metrics similar to those available in Analytics Premium. Even so, Analytics Premium holds on to the advantage when it comes to creating customized, comprehensive and unique visualizations of data.
Taking a step back to look at the larger picture, it is easy to see and appreciate the differences between the two tools. Analytics Premium is user-friendly, agile, and very easy-to-use. The tool allows anyone to study traffic data and reach immediate and dynamic conclusions. Adobe Analytics is a powerful and intensive tool that is highly customizable and data-heavy. It demands a dedicated specialist to set up the system and get down to the business of measuring and analyzing data.
There is no innovation or improvement without competition, as threats bring out the best within us. While both tools will continue to evolve, the situation will remain static for the foreseeable future.
Analytics Premium will continue to highlight its ease of use and user-friendly interface while Adobe Analytics will continue its emphasis on powerful analysis and performance. Google will aim to keep the price at a minimum while Adobe will continue to charge a premium for its offerings. This is obviously due to the different revenue models followed by the companies Google makes its money from online advertising while Adobe does the same by selling licenses and software.
At the end of the day, the ensuing competition will be in favor of the consumers as they will have superior versions of both Adobe Analytics and Google Analytics Premium to choose from. We at Nabler are an end-to-end analytics consulting company. Let’s connect to know more about Google Analytics Premium and Adobe Analytics consulting.