Data analytics is at the heart of data-driven decision making. And with its excellent data capturing, reporting, and analysis features for digital data, Adobe Analytics (formerly known as Omniture SideCatalyst) puts full analytical control in the hands of the user.
That’s enough to give any analyst goosebumps.
And it’s only half of the story: Adobe Analytics allows your digital marketers to do anything from analyzing website traffic and engagement to cross-screening advertising campaigns; from tracking fallout rates or product checkout funnels and spotting trends in website usage to reviewing click-through rates for webinars and beyond. Or, in other words, Adobe Analytics helps you gather, organize, analyze, and report on everything your customers do through web analytics.
No wonder it serves as the go-to analytics solution for numerous companies around the globe!
Indeed, its powerful capabilities make Adobe Analytics a very attractive tool. But even the most sophisticated digital analytics solution has its shortcomings.
Data Silos Obscure a Holistic View of the Data
To get the full picture of your customer’s journey and use these insights to drive marketing and promotional decisions, you need to have a complete view of all your data from different sources.
Yet, it can be an enormous challenge to cross-analyze or integrate Adobe Analytics with other data sources.
In fact, it’s not possible to integrate existing data sets in Adobe Analytics with data from other sources and third-party tools, e.g. your CRM, social media management, offline and search data, etc. You can only capture these data sets by way of live “streaming” or monitoring. That means you have to implement tracking codes in each system – which is an extremely unreliable workaround. Also, you can’t integrate any historical data in this way.
Beyond that, Adobe Analytics also lacks crucial APIs to connect directly with BI tools such as Tableau and instead requires pulling the data into a database then move it into those tools for visualization.
This lack of a single source of data truth can be frustrating and tremendously limits your marketing professionals’ analysis work.
Analyzing Large Datasets Is a Cumbersome Endeavour
Businesses amass huge amounts of data every day. And these vast streams of data have to be turned into actionable insights to optimize content, engagement, revenue, and campaigns.
This brings us to next challenge when working with Adobe Analytics. Adobe Analytics has long waiting and loading periods and its performance can be laggy at times. Combining real-time and historical data, and analyzing these large datasets thus becomes overly complex and complicated. Similarly, the adoption of BI tools and dashboards is severely limited due to long loading times.
This can be especially problematic with regard to upcoming deadlines or ad-hoc analyses where time is of the essence.
Different Data Structures Can Be a Deal Breaker
Hosting multiple websites in different countries is a standard for internationally operating businesses nowadays. And combining the data from all those websites is essential to capture customer behavioral patterns and get a comprehensive view of your business’s global performance.
Here is the trick though: for financial reasons and to meet regulations, custom metrics and data structures usually vary across the different websites.
Yet, Adobe Analytics has neither a default multi-metrics view nor proper centralizing capabilities. This makes combining the various report suites, underlying software platforms, and content management systems a difficult task.
To sum it up ...
Adobe Analytics (or Omniture SiteCatalyst, whichever you prefer) is an incredibly versatile web analytics tool, yet working with it poses considerable challenges which can severely hinder your analytics and segmentation efforts.
Indeed, its limitations make effectively drilling down on your data almost impossible without a fair amount of technical knowledge (or an unreasonable amount of IT support). That means extensive training for non-power users. And that means spending money and losing valuable time.
Considering that you already have to put a lot of resources and time into the implementation and set-up of Adobe Analytics, this is a further drawback.
So, this begs the question, how can you leverage the full potential of your Adobe Analytics data without running into one obstacle after another?
Simple answer: Data Virtuality!
Adobe Analytics and Data Virtuality: Better together
Data Virtuality helps you to fully leverage your Adobe Analytics data by making it accessible for other tools and by processing it in a seamless and almost instant manner.
Connect to Adobe Analytics, access all Adobe Analytics APIs (e.g. Reporting, Live Stream and Data Feed) in minutes, and start analyzing right away.
It doesn’t matter where your data is located. Break down data silos and easily integrate and centralize your data from Adobe Analytics, offline databases as well as other marketing data sources and web services in a single source of data truth, the Data Virtuality Engine.
Because all connected data is made available in a unified virtual layer, you can instantly query real-time data for ad-hoc reporting and task automation. Or you access the data through Tableau or any other BI tool of your choice for visualization and interactive dashboards that you can share with everyone in your company. No IT support or expensive Adobe Analytics training required!
And the best thing: with Data Virtuality you have the flexibility to add new data sources any time. There’s no limit to the number of possible combinations! For real-time insights based on true 360-degree stats.
In short, at Data Virtuality, we know that understanding all relevant touch points in all possible customer’s journeys is the key to success. And together, Adobe Analytics and Data Virtuality turn your data into actionable insights that really drive the bottom line.
Want to find out more? Check out how you can connect Adobe Analytics with Data Virtuality and tap the full potential of your Adobe Analytics data today!
About Data Virtuality
Data Virtuality provides data integration solutions that help companies to easily connect and manage their data from multiple data sources such as APIs, databases and flat files. The revolutionary single source of data truth platform combines data virtualization and automated ETL. In this way not only is data management simplified but data integration efforts are significantly reduced – by up to 80%.