11 Sep Appeal of Google Analytics 360 Increases after Adobe Raises Price
Customers are angry. They are routinely lamenting about how Adobe Analytics has aggressively raised prices as their renewal period comes up. Don’t get me wrong, Adobe Analytics is a great platform that many marketers love. It competes very closely with Google Analytics 360 in most areas. There are however two big exceptions: marketing integrations, and now price. Until recently, the only real leg up that Google Analytics 360 had on Adobe Analytics were the robust native integrations with the Google Stack (Google Marketing Platform, Google Cloud, and more recently Salesforce). Now, price has become a factor too big for marketers to ignore.
Why is the pricing so different and what has changed? To understand this we must understand the go to market strategy of each product. Google Analytics 360 and Adobe differ greatly here. Google has chosen to focus on the technology, they leave the sales and service side to their trusted network of Google Marketing Platform or GMP Partners (think DELVE). This is beneficial to the customer because Google has a set price for Google Analytics 360, and resellers offer additional value at no cost. At DELVE we include 200 hours per year of support for free. This means you have access to our expert data science, analytics, and marketing strategy teams when you need them at no additional cost.
Adobe on the other hand has chosen to own production, sales, and services of Adobe Analytics. This means Adobe is 100% in control of how the product is implemented and serviced, leaving you at the mercy of their own team. This leads to expensive upcharges needed to build custom solutions with the Adobe team. Think of it this way: If DELVE were to fail to meet your expectations, you could switch to another GMP Partner. Adobe has leveraged this strategy as an opportunity to raise prices across the board.
The good news is there’s another option…
Instead of paying $200,000-$400,000+/yr on Adobe Analytics under their new pricing, make the switch to Google Analytics 360 at $150,000/yr. The platforms are comparable, the use cases are similar, but the pricing differs greatly. If your organization is looking for big savings and a smart long term investment, it’s time to upgrade to Google Analytics 360!