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Gartner names Adobe leader in Digital Marketing Analytics for the third time

17 Oct 17

Adobe today announced it has been positioned by Gartner as a leader in its “Magic Quadrant for Digital Marketing Analytics” research report for the third year in a row.

Of the 12 vendors evaluated, Adobe was among three named a leader for ability to execute and completeness of vision.

The evaluation criteria for ability to execute include product or service, overall viability, sales execution/pricing, market responsiveness/record, marketing execution, customer experience and operations.

"It’s great to see Gartner recognise Adobe as a leader in digital marketing analytics for three years in a row," says Bill Ingram, Adobe Analytics Cloud vice president.

"With close to two-thirds of the Fortune 100 leveraging Adobe Analytics Cloud for customer intelligence, Adobe provides in-depth behavioural pathing and powerful segmentation with a user-friendly and fully-flexible set of tools."

Adobe Analytics Cloud is the analytics backbone of Adobe Experience Cloud, which helps clients manage more than 150 trillion data transactions annually.

It is used regularly by more than 140,000 marketers and data analysts to better understand their businesses.

Brands using Adobe Analytics today include T-Mobile, The Home Depot, Mastercard, Ford, MGM Resorts, Citibank, Dell, NBC Universal, Heathrow Airport and thousands more.

“Websites can tip the scales for a consumer who is car shopping,” says Moyuru Kudo, Nissan Japan digital customer experience head, and an Adobe Experience Cloud customer.

“If we can predict the actions and thought processes that a customer will follow on the website, and really understand the customer’s journey, we can determine the best strategy to engage them. If we do this, we can increase the number of customers who visit dealerships as they’re ready to close on a deal.”

Other vendors evaluated in the Gartner Magic Quadrant include AgilOne, AOL, Google, IBM, and SAS.