Positioned as part of a ‘Marketing Cloud’ by Adobe, they really consider their analytics products as the backbone to the collection of all digital data. This is primarily focused around website and app behaviour tracking but will also include integrations with their other products such as Target, Social, Media Optimizer, Audience Manager and so on.
Enterprise Analytics is a relatively saturated market particularly within Europe and United States where the majority of Adobe’s business will be coming from. As such one of their key initiatives is to use Adobe Analytics as a way of upselling other Marketing Cloud products and also using it as a sweetener to sell other leading products in with clients. If you use Adobe Analytics or start using it expect a very well structured and convincing sales pitch to use their other tools.