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Why Adobe is leading in Gartner’s ‘Magic Quadrant’

By Anne Shields

Jan. 22 2015, Updated 1:24 p.m. ET

Gartner ranked Adobe as a leader

In December 2014, Adobe (ADBE) announced that it had been recognized by Gartner as a leader in the 2014 “Magic Quadrant for Digital Marketing Hubs” research report. Adobe also held a leading position in terms of completeness of vision due to its market understanding, marketing strategy, sales strategy, offering strategy, business model, vertical/industry strategy, innovation, and geographic strategy.

Moreover, according to Forrester Research’s recent Marketing Cloud Wave report, Adobe achieved the highest overall scores among all the present marketing clouds.

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Omniture marked Adobe’s entry into the digital marketing business

Through the acquisition of Omniture, a popular analytics platform in 2009, Adobe made its entry into digital marketing. Now, Omniture functions as Adobe Analytics and is at the core of Adobe’s digital marketing solutions.

Adobe aims to integrate all its digital marketing offerings on top of Analytics, so that each application has access to the cache of information. This integration enables different departments of a brand’s marketing function to seamlessly share reports with each other and coordinate efforts by acting on the same data. While each program can be separately bought, there’s an incentive for marketers to buy Analytics as well, to identify customer groups, evaluate the effectiveness of campaigns, and directly allocate the numbers to revenue.

Adobe’s Marketing Cloud has a strong customer base

Adobe Marketing Cloud processes more than 30.5 trillion transactions on a yearly basis, including 2.5 trillion mobile transactions. The company claims that approximately 66% of Fortune 500 companies use Adobe Marketing Cloud.

Adobe’s customer list includes 17 of the top 20 Internet retailers, all of the top 10 commercial banks, all of the top five media companies, and all of the top five auto manufacturers. Customers include Audi, BET Networks, Condé Nast, Dun & Bradstreet, Lenovo, MGM Resorts, Philips (PHG), Starwood Hotels (HOT), Time Warner Cable (TWC), and Verizon Wireless (VZ).


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