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Glossary>Analytics>Adobe Analytics

Adobe Analytics

Adobe Analytics is a web analytics service that provides insights into user behavior on websites and mobile apps. It collects, measures, and analyzes data to help organizations understand their digital audience and improve customer experiences by making data-driven decisions.

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About Adobe Analytics

Adobe Analytics originated as part of Omniture, a company founded in 1996 by Josh James and John Pestana. Adobe Systems acquired Omniture in 2009 to enhance its digital marketing capabilities. The service was designed to help businesses analyze web traffic and customer interactions to improve digital strategies and user experiences.

Strengths of Adobe Analytics include robust data integration, advanced segmentation capabilities, and comprehensive reporting tools. Weaknesses may involve a steep learning curve and potentially high costs for smaller businesses. Competitors include Google Analytics, IBM Digital Analytics, and Piwik PRO.

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How to hire a Adobe Analytics expert

An Adobe Analytics expert must have skills in data analysis, proficiency with Adobe Analytics interface, and experience in creating and interpreting custom reports and dashboards. They should be adept at implementing tracking codes, understanding JavaScript for tag management, and using Adobe Experience Cloud tools. Knowledge of segmentation, attribution modeling, and data visualization is also essential.

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