Adobe Business Adobe Experience cloud Adobe Analytics Adobe Analytics versus Google Analytics

2. Opportunity
Adobe’s Business
1. Understand Adobe's Experience Cloud
business and present it
2. Identify the top 3 competitors of Adobe in
experience business and compare them with
Adobe from offering and marketing aspect
Adobe’s Solution
1. Understand Adobe analytics solution and
present it
2. Compare Adobe Analytics with Google
Analytics
3. Strategize a campaign to position Adobe
Analytics as market leader in analytics space

3. Adobe’s Business
1. Understand Adobe's Experience Cloud
business and present it
2. Identify the top 3 competitors of Adobe
in experience business and compare
them with Adobe from offering and
marketing aspect

4. Industry
Trends: The
need for CX
platform!!
Source: Adobe’s Digital intelligence briefing: 2018 Digital trends
To what extent does digital permeate your own organization's marketing activities

5. Industry
Trends: The
need for CX
platform!!
Source: Adobe’s Digital intelligence briefing: 2018 Digital trends
Which one area is the single most exciting opportunity for your organization (or your
client’s) in 2018

6. Industry
Trends: The
need for CX
platform!!
What best describes your organization’s (or your client’s) approach to marketing and
customer experience technology
Source: Adobe’s Digital intelligence briefing: 2018 Digital trends

7. Adobe's Experience Cloud business
It’s everything you need to orchestrate a great customer experience.
Adobe Experience Cloud give you access to an integrated
set of marketing, advertising, and analytics software to
build campaigns, manage all your advertising, and gain
deep intelligence about your customers.

9. Adobe Advertising Cloud
Adobe Analytics Cloud
Adobe Marketing Cloud

10. Adobe
Marketing Cloud
Adobe
Analytics Cloud
Adobe
Advertising Cloud
One line definition Integrated digital marketing solutions, differentiate
brand story, connect with customers on a personal
level, engage in the moments that matter
Intelligence engine for the enterprise combines digital
and offline data to help brands move from insights to
action.
End-to-end platform for managing advertising
across traditional TV and digital formats.
Offerings • Manage your content with Adobe Experience
Manager,
• Execute campaigns across channels with Adobe
Campaign,
• Personalize each experience with Adobe Target,
• Monetize your video with Adobe Primetime,
• Bring value to social marketing with Adobe Social.
• Gather, organize, and act on all your data with
Adobe Analytics.
• Discover and create valuable segments with Adobe
Audience Manager.
• Adobe Advertising Cloud Search: search
marketing strategy
• Adobe Advertising Cloud DSP: a single
platform to plan, execute, optimize, and
measure ad campaigns from TV and mobile
to display and social
• Adobe Advertising Cloud
Creative: personalized to the viewer in
real-time
• Adobe Advertising Cloud TV: Data and
automation to help you to deliver
compelling experiences
How it will help your
business
Overall: Manage great experiences, make customer
experience personal
Technical:
• Build a solid digital foundation,
• Master content across channels,
• Orchestrate campaigns across channels,
• Deliver relevant and timely experiences
Overall: Grow audiences with customer intelligence
and acquire more customers faster, make the most of
ad inventory
Technical:
• Engage audiences with mobile apps
• Accessible analytics,
• Precise segmentation,
• Real-time targeting,
• Next-generation attribution
Overall: Increase the impact of your TV
Advertising. Attract high value customers at
lower cost
Technical:
• Marketing performance management,
• Cross-Channel, End-to-End,
• Audience activation
• Data-Driven Creative

11. • Adobe Sensei is the intelligence layer in the Adobe
Cloud Platform, serving as a unified AI and machine
learning framework to help enterprises work
smarter and faster. Specific to Adobe Analytics
Cloud, Sensei powers anomaly detection,
contribution analysis, intelligent alerts and the
virtual analyst ~ Jeff Allen
• Creative cloud
• Document cloud

12. Competitive assessment

13. List of main competitors
Alternative approach

14. Platform capabilities – Comparative Matrix
Strengths Caution
Adobe Digital marketing focus, Packaging, Usability Nonmarketing use cases, Deployment complexity,
Price
IBM Market understanding, AI, Functional breadth Cloud transition, Complexity, Legacy" reputation
Sitecore Functional breadth, Applied analytics,
Interoperability
Usability for business users, Service and support,
Total cost of ownership:
Liferay Flexibility and agility, Market responsiveness,
Service and support
Lack of own SaaS or PaaS, WCM capability, Analytics
Source: Gartner (https://www.gartner.com/doc/reprints?id=1-4P4LI7J&ct=180118&st=sb)

15. Marketing – Comparative Matrix
Adobe experience
cloud
IBM (They talk from
user perspective)
Sitecore Liferay
Tagline NA NA Own the experience, NA
Key Communication Highlights • Change the world through digital
experiences
• Create amazing experiences
• Digital experience solutions
• Make experience your business,
Innovation,
• Educating people on how to use
Adobe Experience cloud
solutions and it’s benefits
• Continuous Innovation,
• Create, deliver and manage
engaging omni-channel digital
experiences,
• Differentiate your digital brand,
focused communication for
CMOs,
• Create experiences as unique as
your business,
• Watson commerce, AI
• Communication (what’s in it for
me) direct, simple and clear,
• Personalization matters,
• connect with, and store data
from, just about any third party
data system,
• Innovation,
• focus on digital commerce,
machine learning
• Own the experience by
marketing in context
• Digital experience software
tailored to your needs,
• Build portals, intranets, websites
and connected experiences on
the most flexible platform
around &
• Built on the world's leading
open source portal
Channels
Content Marketing
Publishing blog posts
Hosting webinars
Posting LinkedIn articles
SEO
Event Marketing
ABM
AR
• Blogs,
• Case studies (experience
makers),
• research report ,
• ADOBE INSIDER TOUR,
• Adobe Summit,
• Communicating product benefits,
• ADOBE DIGITAL INSIGHTS 2018,
• ADOBE CHAT,
• Videos,
• video series showcasing how
data can help make better
• Facebook live video with 83k
views talking about end benefits
of the solution,
• Webinars,
• events (retail global),
• USER group meet,
• Case studies,
• IBM Watson Supply Chain
Summit,
• SEO: digital experience(page 1),
• AR
• Sitecore symposium, Orlando.
• Site core experience awards,
Content marketing (blogs, videos,
case studies),
• virtual developer day ,
• Site core hackathon,
• SEO: Digital experience cloud
(page 2)
• AR
SEO: ORACLE appeared in most of
• Blogs (educating people),
• Liferay DEVCON,
• Liferay Symposium,
• NBFC 100 Tech Summit,
• Liferay training,
• case studies,
• live videos,
• webinar,
• Gartner symposium,
• LIFERAY SYMPOSIUM
• SEO: Digital Customer
experience(page1), AR

16. Adobe Analytics
1. Understand Adobe analytics solution
and present it
2. Compare Adobe Analytics with
Google Analytics
3. Strategize a campaign to position
Adobe Analytics as market leader in
analytics space

17. Adobe Analytics solution

18. It’s more than data. It’s customer
intelligence. Guiding the experience
that matters.
Adobe Analytics enables marketers and analysts to tell the story
of what’s happening in their business by leveraging high-
performance, real-time analytics across marketing channels.
This solution delivers the analytics and reporting capabilities
needed to enable data-driven decision-making.
It provides the insight critical to optimising marketing efforts,
such as personalising experiences, driving better ad spend, and
monetising content and campaigns.

19. Capabilities
Analysis workspace
Segmentation IQ
Reports and dashboards
Data storage and APIs
Attribution
Segmentation
Mobile app analytics
Ad Hoc Analysis
Real-Time Automation
Marketing Intelligence
Voice

20. Offering
The differences in the three SKUs primarily depend on the number of
included variables such as custom dimensions, events, and customer
attributes. Higher level tiers also include more advanced analytic features as
well.
Select, Discover audiences with enterprise-grade analytics: The Select SKU
includes bidirectional API Access, unlimited real-time segmentation,
unlimited user logins, 150 custom dimensions and 100 events.
Prime, Multichannel customer intelligence for the enterprise: The Prime
SKU upgrades the Select SKU increasing to 200 custom dimensions, 1,000
events, and adding in 15 customer attributes.
Ultimate, Advanced machine learning and deep customer intelligence: The
Ultimate SKU not only increases to 325 custom dimensions, 1,000 events and
200 customer attributes, but also opens access to Adobe’s AI platform called
Sensei. This Ultimate product also expands beyond just digital tracking with
Segment IQ, cross-channel attribution, offline data integration and
contribution analysis.

22. Adobe Analytics Vs Google Analytics

23. Adobe Analytics vs Google Analytics 360
Adobe Analytics Google Analytics 360
TG Very large enterprises with highly customized analytics
requirements.
Google Analytics 360 is targeted at small
and mid-range companies,
Cost Can vary anywhere between $30,000 and $350,000+ per year,
depending on your traffic volume, the service level, and other
specific requirements you have for your company
a flat annual fee of $150,000.
Implementation Requires the services of a trained professional with the
specialized developmental knowledge to plan, customize,
execute, and keep an eye on the implementation
Easy, copy and paste the Analytics 360
JavaScript on to your site and start
monitoring your analytics data
Maintenance SiteCatalyst offers 24/7 support and account management, but
training is an additional fee. For those who prefer to track down
solutions online, a wealth of SiteCatalyst videos, guides and
tutorials are offered through Adobe for free.
Google Analytics does not provide a chat
or support line, but does have an official
User Forum, Help Center and a “Digital
Analytics Fundamentals” course.
Reporting The metrics data collected by Adobe Analytics Cloud will be
highly valuable and tailored to your specific business.
The Adobe Analytics Analysis Workspace (AW) (their powerful
drag-and-drop report builder), generating ad-hoc reports and
creating semi-interactive dashboards will be absolutely effortless
Although the interface can get a bit
overwhelming, the way it is structured
makes reporting a lot easier for most
users.
Source: http://www.rawsoft.com/blog/a-quick-comparative-review-of-adobe-analytics-cloud-vs-google-analytics-360/

24. Adobe Analytics Google Analytics 360
Strengths Closely track your digital marketing campaigns
and their performances
Provides intuitive reporting and analysis interface
Recognize and create different types of data
segments for remarketing
Powerful data-driven attribution features
Adobe Analytics Cloud can also connect to a
wide range of native and 3rd party tools to easily
bring in 3rd party data to the tool
Seamless integration with Google Media solutions
Weakness It fails to provide a hassle-free and intuitive
interface for creating and analyzing reports
Integration with 3rd party tools and bringing in 3rd party
data is a hassle with Google Analytics 360
Its mobile app tracking feature needs
enhancement and fine-tuning.
And the tool also needs to improve its
attribution modeling and cross-device
measurement capabilities.
Source: http://www.rawsoft.com/blog/a-quick-comparative-review-of-adobe-analytics-cloud-vs-google-analytics-360/

25. Objective
Position Adobe Analytics as market leader in analytics space

26. Market
opportunity
The global marketing analytics market was valued at USD 2.09 billion
in 2017, and is expected to reach a value of USD 4.4 million by 2023,
at a CAGR of 13.17 %, during the forecast period (2018 - 2023).
In a survey conducted at annual Marketing Budgets Report 2016,
conducted by Oracle Marketing Cloud about 72% of the digital
marketing budgets have been increasing. In the same survey, about
54% of the people have responded as hiring people into their digital
marketing schemes indicating potential for analytics in marketing.
Social media marketing has been on the rise owing to many
developments, such as chatbot and other applications. It is
estimated that machines can generate about 20% of the content.
The amount of spending for social media video advertising has nearly
double compared to the previous years.
Source: https://www.mordorintelligence.com/industry-
reports/marketing-analytics-market

27. Campaign
idea: Enhance
experience of
prospective
customers
What
• Giving a taste of customer experience to Adobe’s
customers in the analytics space
How
• Use Adobe’s tools to deliver a personalized customer
experience. Generating interesting content with
primary focus on videos as the consumption of videos
has doubled as compared to previous years and the
trend will continue.
Why
• Practice what you preach. This will help us in
positioning our leadership in the analytics space as
they will have an exposure of what we are actually
trying to sell, meaningful insights.

28. Expected
outcome:
right
person,
right
message,
right time

29. • Market Positioning Guide: Plot your position against
key competitors in different markets
• Brand Investment Matrix: Identify gaps between
client priorities and perceptions to support a better
story
• Brand Equity Index: Create and manage your score
to track competitive strength and improvement
Alternate route