Knowing the customer and his behaviour is essential for any company. This is the only way to initiate and take action. Two tools to help with this are Adobe Analytics and competitor Google Analytics 360. Both evaluate a wide range of data from users and thus help companies to act sensibly. You can find out here what both tools can do, where the differences are and what is more recommended.
All about Adobe Analytics
Adobe Analytics offers the all-round carefree package, from web analytics and marketing analytics to attribution and predictive analytics. Campaigns can be tracked and filtered out of target-group-relevant content. Web analysis paves the way for decision-making processes. Artificial intelligence, machine learning, and other advanced technologies can not only find visitor data, page views, and bounce rates. Much more is created customer insights that are necessary for success.
Channel and marketing analytics evaluate data in real time. Customers today are on the net through many paths and link their data in various ways. Accordingly, it is not enough to analyze only one channel. Adobe Analytics integrates data from virtually every channel (web, mobile, video, Internet of Things, apps, social media, etc.). This gives companies the optimal basis for analysis and evaluation.
Attribution is about spending and using money in the right places. Adobe Analytics understands the role of every customer interaction on the Paid, Owned, and Earned channels. This is achieved through rule-based and algorithmic attribution models. Efficiency also plays a decisive role in predictive analytics. Not looking back, but looking more focused into the future and by exploiting data more usefully.
The software is divided into three different packages: Select, Premium and Ultimate. A distinction is made between basic, advanced and advanced analytical methods. If you want to test the program first, the free demo provides a practical option. The price for the full versions is available on request and varies according to your needs. However, it is good to be able to calculate 100,000 dollars a year.
All about Google Analytics 360
Google Analytics 360 is the advanced version of Google Analytics. Again, this is a tracking tool for the meaningful evaluation of user data. However, it is more likely to be recommended for larger companies, due to the high price of about 150,000 dollars per year. A huge advantage here is the linkability with Google Ads, Display & Video 360, as well as Salesforce and other Google-based tools. This saves time and boosts efficiency. The amount of data here is also unlimited.
Analytics 360 provides useful data that, for example, helps optimize the site or create custom audience lists. The user should be understood: how does he interact with the respective content? What is well received and what is less? The practical and intuitive interface of Google Analytics 360, as well as the function of the divisible reports, also promotes collaboration with other users. Advanced analytics, overall data reports, and data-driven mapping lead to optimal use of analytics data. The tool no longer makes them just numbers.
Google Analytics is ideal for smaller businesses, which should be known to many. Analytics 360 is the next step, offering even more outstanding opportunities and functionality. The respective data can be accessed directly through the integration of various programs. In addition, all data is delivered in real time. Data analysis has never been easier.
Adobe Analytics vs. Google Analytics 360
Both tools are ideal for larger organizations that have higher demands on their web analytics. For smaller companies and the beginnings in the field, it is certainly recommended to use the free Google Analytics, as it already covers the basics and a bit more in the analysis and evaluation.
The Google software is more intuitive from the ground up in terms of interface and operation. With Adobe Analytics, you should already be experienced with the subject matter. The user interface seems more confusing and not so self-evident at first. Google Analytics 360 is also ahead of the pack when it came to implementing data. If you use Adobe, you should have programming skills here. Google provides all the data in real time, whereas Adobe can only serve with about two hours delay. Google Analytics 360 costs about 150,000 dollars per year. At first, Adobe seems to be cheaper with its price of about 100,000 dollars. However, implementing external data and additional tools at Adobe Analytics also enduring enormous additional costs. Point for Google.
On the other hand, Adobe Analytics stores user cookies for 15 years – Google only for 30 days. In addition, the Adobe tool can be used to tracked more than 100 destinations at the same time, while Google has only four. Adobe is also better off in reporting. Ad Hoc analyses are better designed and all data is visible at a glance without having to look at a number of different reports. In the pathing area, Adobe again scores ahead of Google. This is about looking at what the user has done before and after the respective interaction on the website. So where he came from and where he wanted to go after that. Adobe is the much more sophisticated tool for understanding the user.
Both Google Analytics 360 and Adobe’s competitor are among the largest providers of data analytics and analysis. Accordingly, a recommendation should definitely be made for both products. Nevertheless, both tools are different from each other. The Google product is more intuitive and has significant advantages in the implementation of external data, as well as real-time data transfer. Adobe Analytics, on the other hand, stores cookies many times longer and can track more destinations. All in all, it depends on the company, its preference and where it focuses on which product is chosen.