As you may have heard, Adobe was named a leader in the Forrester Wave: Web Analytics Q2, 2014 Report. However, did you also know that Adobe is a leader in mobile analytics?
As I reviewed the incredible result of Adobe Analytics achieving the highest possible score in 66 out of the 75 criteria, I reflected on the last four years since I joined Adobe to lead our mobile product and strategy. Four years ago, less than 10 percent of Adobe Analytics transactions came from mobile devices. Now a whopping 37 percent of transactions are from mobile devices. The growth is phenomenal as Adobe is helping enterprises make the transition from Web analytics to mobile analytics and demonstrating mobile a vital piece of their digital analytics strategy.
I also reflected on what it meant to be a “leader” as Forrester aptly names the top group in their evaluation. A quick definition check says a leader is “an organization or company that is the most advanced or successful in a particular area.” Some synonyms of a leader are pioneer, innovator, and torchbearer. My particular area of focus is mobile, so let me comment on Adobe’s leadership in mobile analytics in terms of being a pioneer, innovator, and torchbearer.
Long before experts in the mobile industry claimed each new year as the “year of mobile,” and only months after Android was released in late 2008, Adobe delivered an iOS SDK for mobile app analytics, pioneering the first enterprise grade app analytics SDK to hit the market. Now Adobe’s app analytics SDKs cover the broadest mobile platform list (iOS, Android, Windows 8, Windows Phone, Blackberry, OS X, and even Symbian!). The SDKs are optimized for device and app performance and collect the richest out-of-the-box dataset, called lifecycle metrics, compared with any other vendor in Forrester’s Wave report. Adobe pioneered enterprise app analytics and continues to lead the pack today and will continue well past “the year of mobile.”
Location is a contextual element in mobile analytics and is a vital part of a brands overall mobile strategy. Turning mobile data from insights to action and personalization is suboptimal without location data. Last fall Adobe announced simple, yet powerful app geolocation and point-of-interest analytics. Then last month, we released support for measuring iBeacons as well as using that data to personalize user experiences based on micro-location. In both cases, Adobe was the first to market amongst traditional Web analytics vendors or mobile analytics niche vendors, proving innovation is core to our DNA. Adobe Analytics allows you to measure where users are launching your app based on GPS location, points-of-interest, or iBeacons, letting you create even more relevant mobile experiences.
Every few years, as I watch the Olympic games torchbearer enter the stadium during the opening ceremony, I see the national pride beam from his or her face. The sense of past accomplishment and heritage is strong, but even stronger is their vision and hope for the future.
While Adobe Analytics has been a pioneer and innovator in many mobile analytics areas, bearing the torch means beaming with a strong vision of the digital analytics future, which we proudly do. One way Adobe is demonstrating that vision is through seamless integrations of mobile analytics data with the rest of the Adobe Marketing Cloud through a core service called Mobile services, available to all Adobe Marketing Cloud customers. The SDK currently includes Adobe Analytics, Adobe Target, and Adobe Audience Manager and will soon add Adobe Campaign. And Adobe’s PhoneGap plugin allows Adobe Experience Manager apps to incorporate app analytics with the check of a box, making the Adobe Marketing Cloud a mobile optimized marketing cloud.
These are just a few areas Adobe is leading in mobile analytics and mobile marketing. I’m proud to be part of the Adobe Analytics team, leaders in every aspect of the definition, helping to extend that leadership as businesses shift from Web analytics to mobile analytics.