Gartner names Adobe leader in digital marketing analytics

Adobe has been named a leader in Gartner's first ever Magic Quadrant for Digital Marketing Analytics research report.

The company was positioned highest in its ability to execute, out of 12 vendors altogether.

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

 "We believe our position as furthest for ability to execute in the leaders quadrant of the 2015 'Magic Quadrant for Digital Marketing Analytics' research report exemplifies why the world's best-known brands rely on Adobe Analytics, the backbone of Adobe Marketing Cloud, to drive their digital marketing," says Bill Ingram, Adobe Analytics vice president.

"Our continued innovation allows marketers to optimise their workflows and drive better business results," he says.

Adobe's Marketing Cloud runs Adobe Analytics, helping to measure nearly eight trillion server calls each year, the company says.

The enterprise analytics solution is used regularly by more than 140,000 marketers and data analysts, including PayPal, Sony, Audi, Conde Nast, Starwood Hotels, Philips, Symantec and more.

Most recently, Adobe announced Analysis Workspace, a solution that enables data scientists to express their 'analytics creativity' and make complex data sets available to a broader group of people within an organisation, says Adobe.

"Enhanced marketing reports and analysis capabilities in Adobe Analytics provides a robust platform for our team to build programs on data-driven strategies," says Peter McRae, Symantec team manager of optimisation.

"Adobe Analytics has helped us to deepen our understanding of customer needs. As a result, we are able to deliver relevant offers, messaging, content, and experiences that are tailored for our customers," he says.