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.