By now you may have heard that Adobe was named a leader in The Forrester Wave™: Customer Analytics Solutions Q1, 2016 report by Forrester Research. I am very excited that Forrester has recognized what we consider to be significant advances in this field. This is the first time Adobe Analytics was included in this report, so I thought it might be helpful to explain a little about our strategy and the path we took that we feel led to this recognition. A few years ago, as we evaluated the integral role that Adobe Analytics played in digital analytics and in shaping our customers’ digital strategies, we began to contemplate entering an adjacent market: customer analytics. Customer analytics is a rapidly-evolving field with an increasing number of stakeholders who need actionable insights from enterprise customer data, and we believed our focus on real-time-actionable insights would be a strong differentiator in this market.
In order to help our customers stay ahead in the era of connected consumers and big data we have had to continuously broaden the scope of what Adobe Analytics can do—including increasing our use of predictive modeling and machine learning. Providing actionable data across the entire customer life cycle powers customer intelligence for the enterprise. We have released several industry-shaping innovations over the last 18 months, including: Anomaly Detection, Customer Attributes, Contribution Analysis, Predictive Modeling and a re-imagined reporting experience based on live, interactive data visualizations for analysts, marketers, business users and data scientists called Analysis Workspace.
We are thrilled by Forrester’s recognition of us as a leader in this evaluation. Adobe was one of 11 companies Forrester evaluated, using dozens of criteria to evaluate vendors across current offering, strategy and market presence. Adobe Analytics achieved the highest scores possible in 14 categories and sub-categories and was named one of four Leaders.
I want to briefly highlight a few areas of the report where Adobe was recognized, which are especially important to us as we feel it is a validation of our strategy. First, Adobe received the top score of all vendors in the Product Strategy category. We believe this is a strong indication that the strategy we established is in sync with where customers want to go, and where industry watchers see things evolving. We will continue to expand and innovate the scope of what Adobe Analytics offers, as we have only begun to execute against our ambitious product vision. We are especially excited to show you how we expect the technology to evolve as we adapt it to go beyond marketing to serve business users across the enterprise, such as new product, customer care, sales and other teams that impact the end customer experience.
Insights to activation in The Adobe Marketing Cloud
Next, Adobe received the highest score possible in the Analytics Activation category—a measurement of how well a solution is able to facilitate driving insights to action and decisions. Our approach makes business users across any organization far more effective at making the decisions that drive their businesses, because their decisions are grounded in actionable and real-time data.
Customer Analytics for the citizen data scientist.
“Consider Adobe for a sleek marketer-friendly user experience to tie results to action.” We feel this quote from the Forrester Wave gives a strong understanding of the difference that Adobe brings to the Customer Analytics market. Adobe Analytics was designed to address the needs of all users, making it easier to uncover deep insights that drive actions. The heart and soul of this user experience is Analysis Workspace, which I mentioned above. If you haven’t seen that yet, check out the videos Ben Gaines has been producing showing how to use it.
We listen to our customers and solve their problems.
Lastly, this is the quote I am most excited about: “Several clients noted that Adobe is highly responsive to client feedback when it comes to product enhancements.” We could not have achieved this recognition without the ideas and input of our strong user base. Thank you to our customers and partners for giving us guidance and validation as we continue down this path. We will continue to listen and more importantly continue to work together to innovate and help evolve your customer analytics practices.
More to Do
While this is great recognition, we think the innovations in our labs are even better than what we’ve already shipped. We have a lot more ground to cover in our journey to help the world’s greatest customer intelligence practices run better. Don’t miss the exciting new features we are about to announce at Adobe Summit later this month.
For a press release of this announcement, go HERE.