Adobe Audience Manager

(18)
3.9 out of 5 stars

Adobe Audience Manager identifies, quantifies, and optimizes high-value target audiences, which can then be offered to advertisers via an integrated, secure, privacy-friendly management system that works across all advertising distribution platforms.

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Adobe review by <span>Matt L.</span>
Matt L.
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Excellent insight into customer data and behaviours

What do you like best?

Adobe Audience Manager is especially adept at helping us determine where to focus our marketing efforts in order to best connect with customers. We are quickly able to integrate it into our digital platforms and optimize our approach by learning about our customers' behaviour quickly, allowing us to make rapid changes.

What do you dislike?

Our biggest challenge so far has been teaching some of our longer-tenured employees how to use the software. Given its capabilities, it is rather advanced for those not used to dealing with platforms of this nature. Beyond those challenges, the platform is incredibly useful and can add significant value to a business.

Recommendations to others considering the product

In our experience, I'd suggest considering both the technology you're currently leveraging to assess customer data and whether it meets your needs, and also the breadth of online presence. If your online presence isn't where you'd like it to be, AAM might serve to help you boost it, or at the very least, help you identify which areas are lacking (in short, where the gaps are). As a result, you can adjust your approach and optimize your customer interactions. Yet, if you have software already deployed for customer data, consider whether AAM will add value at the current time--set strategic objectives.

What business problems are you solving with the product? What benefits have you realized?

One of our concerns with our web content was that we didn't have much data on our customers until after they had made contact with us, or made a purchase. We wanted to be able to understand our customers' buying patterns, interests, etc. and serve them content that catered to where they were in the buying process. AAM has allowed for us to collect and use this data, which has seen a close to 20% increase in revenue per customer, with increased visitors month to month.

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Adobe review by User in Marketing and Advertising
User in Marketing and Advertising
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Retargeting Tool

What do you like best?

I like the granularity of data segmentation, which allows creating audiences for advertising to very specific target groups.

What do you dislike?

It's not the easiest platform to learn, but it's very helpful once you get to know it.

What business problems are you solving with the product? What benefits have you realized?

The integration with AdWords was a bit difficult, as we couldn't set it up right for quite a long time due to not clear instructions given by the support team. However, it worked out at the end. The instructions though work on the old AdWords interface, which makes it a mistery how to set it up in the new one.

What Data Management Platform (DMP) solution do you use?

Thanks for letting us know!
Adobe review by Administrator in Marketing and Advertising
Administrator in Marketing and Advertising
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Robust Set of Tools For Advanced Users

What do you like best?

Adobe Audience Manager has a very robust set of tools that allow you to dig deep within the metrics of every digital facet of your business. It allows you to project and predict where things are going as well as give a holistic view of all of your marketing analytics. If you are responsible for the marketing at your company or organization, Audience Manager can provide invaluable insights for your key marketing segments.

What do you dislike?

Due to its price, I don't feel that Adobe Audience Manager is geared towards SMEs, and is definitely not for novice users. If you have people at your organization who are not savvy / advanced the learning curve is quite high. Even for a medium to advanced user such as myself I found that it took some getting used to, especially if you are someone who likes a simple user interface.

What business problems are you solving with the product? What benefits have you realized?

The audience segmentation features and abilities of Adobe Audience Manager are what makes this worthwhile tool despite the challenges around learning the intricacies of the program.

Adobe review by User in Hospital & Health Care
User in Hospital & Health Care
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Verified Current User
Invitation from G2 Crowd
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Highly Segmented Audiences at Your Disposal.

What do you like best?

Our organization was looking for a reliable DMP and Adobe Audience Manager has definitely filled that need for us. AAM has allowed our organization to target more effectively and gather really specific insights on brand audience overlap. It's really allowed us to segment more effectively in our display advertising and helps with analytics as well.

What do you dislike?

One of the biggest cons is the pricing. AAM is quite expensive, but you get a great return on investment.

What business problems are you solving with the product? What benefits have you realized?

We've really been trying to get a product that allows us to target more effectively and get better audience insights across our brands. AAM has allowed us to achieve this. The customization and ability to use in advertising has been especially beneficial.

Adobe review by User in Internet
User in Internet
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Verified Current User
Organic
Reviewed On

Difficulties with data ingestion as well as UI loading

What do you like best?

intuitive feature setup and menu, simple trait to segment to sending to destination

What do you dislike?

UI does not load ingested data counts for 24-48hrs, lags and is hard to troubleshoot, requires a lot of back and forth with rep. A lot of manual batch uploads of data

What business problems are you solving with the product? What benefits have you realized?

centralized data management and layering of 1st and 3rd party data consolidated

Adobe review by Agency in Internet
Agency in Internet
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this product has a lot of features and is relatively quick, but has some major limitations

What do you like best?

The ability to customize reporting and review data in multiple formats. It's great that I can pull insights across a variety of metrics to further rationalize decisions. Reporting exports quickly and the raw data format allows either the user to pivot it or use a pre-pivoted template. AAM also allows the user to look at several different types of data including overlap, audience insights, performance, etc. Importing client data can easily be compared with 3rd party data for the purpose of analyzing or rebuilding so that the user can export to other platforms and media providers. There has also been recent improvements that visualizes the overlap data in a series of bubbles that generate a quick snapshot of what the data represents. Overall, the reporting is one of the largest advantages to AAM.

What do you dislike?

There are several limitations with regards to splitting cookie pools and mobile usage. It would be great to have Adobe randomize cookie pools or data segments and split into equal groups. This would be a much cleaner, efficient way to test media platforms against each other. Currently, there is no workaround to solve for this either. Regarding mobile, one cannot measure uniques accurately and thus analyzing this channel is inefficient.

Recommendations to others considering the product

Take the time to go through the training, it helps to unlock all of the features and gives users full benefit of the product. It's also best to have a question or problem in mind before exploring aimlessly, it'll often lead to various different insights otherwise.

What business problems are you solving with the product? What benefits have you realized?

We've solved for a way to compare the reach of different media partners by pulling overlap reports against each other and against custom 1st party client data segments. This has saved investment and time by not duplicating efforts across media plan.

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Kate from G2 Crowd

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