With digital analytics, you go premium for a reason.

Learn how to make the most out of your analytics platform and get the actionable insights you need to deliver the best customer experiences.


The importance of analytics for digital marketing success is undeniable. However, most businesses aren’t using analytics technology to its full potential. Instead, many organisations rely on closed data platforms (also called walled gardens) which allow your customer data and insights to be shared with anyone else on their platform — including your competitors.

To aspire to integrated digital analytics solutions that help you to deliver timely and personalised experiences, your company must create a culture of strong analytics performance by first addressing a range of organisational, cultural and strategic changes. The first key change is investment — in process, people and most importantly in the right tools. Organisations identified as customer analytics leaders are significantly more likely to be paying for analytics technology, either exclusively or in conjunction with free software — proof that paying for good tech pays off.

Five Reasons Free Isn’t Always the Best Option, based on research by London Research, shows how companies using paid analytics tools are better equipped for customer intelligence than their peers who use only free software.

Great customer experience (CX) is built on a solid base of actionable insights, something a lot of free analytics platforms do not provide. 

Advanced insight requires the right data. And automation.

Delivering outstanding customer experiences goes far beyond simply collecting data and producing reports. Great customer experience (CX) is built on a solid base of actionable insights, something a lot of free analytics platforms do not provide. While free analytics software can be a good jumping-off point for digital marketers, its limited functionality prevents it from delivering to the needs of organisations.

In contrast, paid solutions offer a range of features that ensure companies get customer insights they can work with. According to our Customer Analytics report, produced in partnership with London Research, companies using paid analytics solutions are 48 per cent more likely than those using just free software to report that they get actionable insights. And with paid analytics solutions, organisations get tangible benefits across data integration, management and automation.

The leading paid analytics solutions even facilitate personalised customer experiences for companies. As described in Adobe Analytics vs. Google Analytics 360: An Enterprise Solution Comparison, by integrating with other marketing and advertising technology platforms, the best analytics solutions can automate marketing actions. With integrated paid analytics software, companies can easily deliver meaningful customer experiences using automated messaging and communication on tools like email, marketing automation, personalisation, e-commerce and content management systems. And those using just free analytics software simply don’t have that capability.

Paid analytics delivers when companies are able to harness data and insights about their customers’ needs and behaviour in real time — and act on them. 

Build a strong CX foundation to maximise success.

The vast majority of leading companies agree that digital analytics provide a strong foundation for their CX initiatives. So the more sophisticated a company is in their approach to CX, the greater their appreciation of effective customer intelligence and analytics. 

Today’s market is a challenging space for companies to navigate. Consumers expect the very best experiences every time. And when a brand doesn’t deliver, they will move on instantly. Paid analytics delivers when companies harness data and insights about their customers’ needs and behaviour in real time — and act on them.

It’s not just messaging and communication where paid analytics solutions are valuable. Analytics can be used in paid media to increase the return on advertising spend, whether it’s paid search, social media or display channels. Leading paid analytics software, like Adobe Analytics, include integrations with paid media tools, enabling companies to use customer intelligence to get maximum value from their investment.

An enterprise solution matchup for the ages.

Your analytics solution should be built for insights - and action. Find out how Adobe Analytics delivers the knockout experience with details on AI, ad hoc reporting and journey analytics in Adobe Analytics vs. Google Analytics 360.

See the full picture of your customer data.

Providing an outstanding experience to your customers depends on knowing and understanding them comprehensively. In order to do this, marketers are increasingly relying on second- and third-party data to enrich their proprietary data. Capabilities are everything — where free analytics tools rely on first-party data, paid solutions offer the opportunity to integrate second- and third-party data. For example, our customers are now using Adobe Analytics in conjunction with Adobe Audience Manager, our data management platform, to bring together proprietary and externally sourced data in a single solution.

Delivering an exceptional customer experience is very much dependant on advanced customer intelligence. And today’s leaders are looking beyond the limited capabilities of free software and investing in paid solutions to take their digital marketing efforts to the next level.

Learn how to get the most out of your analytics solution with the actionable insights you need to deliver the best customer experiences. Read Customer Analytics: The 20 Attributes that Lead to Business Success.

Adobe can help.

To deliver standout experience, you need clear, fast and actionable insights. This means moving beyond simple data collection to true customer intelligence. Adobe’s industry-leading analytics solution is here to help.