AA and AAM

[#1]

Hi,

When we implement AAM on a web site, DIL code is injected on to the web pages (either manually or automatically using DTM).

DIL sends events, properties, etc from web site to AAM and we create segments inside AAM, using the Traits.

In such a scenario, what is the value add for Adobe Analytics? Even AA creates segments!

Is it that AA processes data a lot and offers a lot of reports?

Appreciate your responses.

Thanks,

Rama.

[#2 · Accepted solution]

This is likely a better question for our sales team and solution consultants. However, I'll provide a few items that can be done in Analytics that can't effectively be done in AAM.

• Deep understanding of the visitor and their behaviors on the site.
  • Looking into what helps/prevents conversion
  • Pathing
  • Time spent on certain pages/sections
  • Entry/Exit pages for visitors
  • Bounce rate of pages
• Layering of multiple segments and behaviors to analyze their impact
• Visualization of data is much better in Analytics
• Calculated metrics (what percentage of a form did the users complete)
• Anomaly detection

Overall, Analytics is a tool for analyzing data while Audience Manger is a data aggregation tool.

[#3]

Thanks Jantzen for this reply.

My question is mainly what extra Traits/segments AA offers to AAM, that AAM can not.

Is it like AA offers historical traits and AAM gets only current ones?

In other words, what if I take out AA and use just AAM?

Will AAM miss anything?

Thanks,

Rama.

[#4]

Hi Rama,

You can actually also have Adobe Analytics send the data DIL collects directly to AAM server side. As for the value add of Analytics, AAM isn't really an Analytics tool, It's more of a data aggregator. It allows you to bring in data from multiple sources and push that data out into various locations. While it does have a few reporting features, It's no where close to Adobe Analytics.

I've tagged our Analytics and Audience Manager community managers incase they want to add more to the thread.

Gigazelle​

gmathur

Thanks,

Jantzen