If you are an Adobe Experience Manager (AEM) user, then customization and personalization are important aspects of your marketing efforts. You understand the value of being able to make page changes with minimal effort.
However, if you have not connected AEM to Adobe Analytics, then you are missing a large piece of the overall marketing puzzle.
Adobe Analytics (formerly known as SiteCatalyst) is the most widely adopted paid analytics tool among enterprise organizations. It is not difficult to understand why, with its ability to connect with other parts of the Marketing Cloud to present a true 360° view of customer behavior. It can enable Marketing departments to become more efficient at what they do by helping to deliver a personalized experience to monetize content and, ultimately, increase conversion rates.
And that is all as a stand alone product.
The Power of Connecting AEM & Adobe Analytics
When connected with Adobe Experience Manager (AEM), Adobe Analytics provides Marketing with the ability to tie data to content and content to data. You can be more productive when tagging with only minimal support from IT. It enables your organization to centralize data and content from multi-channel marketing programs so all departments can speak the same language. And Adobe Analytics can seamlessly connect with your content management system to eliminate the potential problem of having too many moving parts. (Learn how to avoid the biggest Adobe Analytics mistakes here.)
The connection between AEM and Adobe Analytics allows you to drill into data much deeper than another other competitive products. The connection with other aspects of the Adobe Marketing Cloud allows you to identify specific user groups to target with personalized content at specific times during the buying process.
Crafting Your Perfect 300 Millisecond Moment
In 2013 during the Adobe Summit in London, Brad Rencher (Adobe SVP) said that “a critical ‘millisecond moment’ exists in the user experience, where brands have a 300 millisecond window to serve up the right experience to the user, whether that user is clicking a link, downloading an app, or whatever.” That means time is of the essence.
Adobe Analytics provides a 15-minute real-time delay, where most of its competitors are pushing 24 hours before you see data. With Adobe Analytics you have the ability to make changes in real-time that can have personalized effects on the user journey—a real value the connection between AEM + Adobe Analytics can bring to any enterprise organization.
Download Blue Acorn iCi’s Complete Customer Experience Report to learn how to create an unforgettable, personalized customer experience.
Customer expectations continue to change on a daily basis, so organizations need to focus on getting the technology right, then getting those technologies to work together. From there it becomes about how you can collaborate inside your organization to deliver.
Data can provide the framework for collaboration—but by not tying Adobe Experience Manager into Adobe Analytics, this framework is already compromised.
New in AEM 6.1: More Data, More Seamlessly
And Adobe is continually working to make the connection between AEM and Adobe Analytics even more powerful. One of the new features of AEM 6.1 is incorporating Adobe Analytics into page level creation.
AEM 6.1 integrates Analytics data within the pages of the site to give content authors a quick view of how well things are tracking. Authors can bring over any metric from Adobe Analytics and have it displayed in AEM. There is a built-in search system allowing you to see areas where you did or did not meet goals based on specific KPIs.
Ultimately, this provides your marketing team with the ability to check on their goals and stay on track for accomplishing them, all within one system.
With power comes great responsibility—but getting that power can take some help. AEM and Adobe Analytics are very powerful when properly implemented together. However, your team needs to have a full understanding of how AEM works as well as best implementation practices for Adobe Analytics when setting them up to maximize the effectiveness of having both systems.
Nothing worth having comes easy, but fortunately, in this case once the hard part is over, it’s over for good. Once both systems are properly integrated, operating them and mining the data you need is a seamless experience for your team. Adobe Experience Manager is not like any other CMS, so integrating other Analytics systems will not create the same value as Adobe Analytics. Adobe Analytics still provides the most customizable and scalable option available.
For more information about connecting your AEM and Analytics, contact us.