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Why Forrester Considers Adobe a Leader in Customer Analytics

Why Forrester Considers Adobe a Leader in Customer Analytics

By now you may have heard that Adobe was named a leader in the Forrester Wave: Customer Analytics Solutions Q1, 2016. I am very excited that Forrester has recognized the advances that Adobe has made 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 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.

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We are thrilled by Forrester’s recognition of our progress against this strategic direction. Adobe was one of 11 companies Forrester evaluated, using dozens of criteria to evaluate vendors across current offerings, 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 validation of our strategy. First, Adobe received the top score of all vendors in the Product Strategy category.;



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