Adobe is a Leader in The Forrester Wave™: Digital Analytics Solutions, Q3 2025.
08-14-2025
The future of digital analytics is being shaped by seismic shifts in technology, consumer expectations and business needs, all in an uncertain and complex privacy environment. To provide real impact, brands need to move from tracking clicks and product events to understanding context, intent and outcomes — in real time and across online and off-line channels.
Brands have been explicit about their needs: They need insights into new data types such as content, marketing investments, profiles and buying groups. They need to provide intelligence to a growing population of analytics consumers. They need broader intelligence about digital behaviour and they need to integrate digital interaction data with enterprise data to understand digital engagement in a more holistic customer context, such as customer profiles, over time. They need customer-level insights — not just campaign or channel level insights — to activate at appropriate times.
Clayton Christensen, American academic and business consultant who developed the theory of “disruptive innovation,” has a famous analogy that goes like this: “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” The analogy illustrates the concept of “jobs to be done.” Essentially, customers don’t buy products for the product itself — they buy them to accomplish a specific job or outcome. The product is a means to an end. I find this analogy apropos to digital analytics. If processes are running well, analytical outputs (the means) should be consumed by other customer-touching technologies for optimisation activities to drive personalisation at scale (the end). However, the “job description” for a great customer experience has shifted yet again and many brands have found they don’t have the right digital analytics or supporting processes for the outcomes they are trying to realise.
Adobe delivers digital analytics that are built for today’s experience expectations.
For nearly thirty years, Adobe has been at the forefront of digital analytics technology and the application of that technology for understanding and improving customer experience. I’m proud to share that Forrester Research, an independent research firm, has named Adobe a Leader in digital analytics solutions in its report, The Forrester Wave™: Digital Analytics Solutions, Q3 2025.
To address the evolving demands, Adobe’s analytics solutions have transformed into an AI-infused customer insights platform that enables companies to understand how people experience their brand across all touchpoints — simply, instantaneously and at massive scale.
AI is being built into every layer of our analytics solutions. Adobe Experience Platform Agent Orchestrator co-ordinates multiple generative AI assistants to transform customer journeys, deliver intelligent data insights and optimise content and workflow management at scale. Data Insights Agent, seamlessly integrated with Adobe Customer Journey Analytics and external AI models, democratises access to complex data by autonomously generating insights, visualisations, summaries, root-cause analyses and actionable recommendations — supercharging both analytics producers and consumers.
Our evolution was driven by our customers — literally thousands of the world’s best brands — helping us refine and deliver a unique solution purpose-built for customer experience orchestration. In the Forrester evaluation, Adobe achieved the highest scores possible in the Vision, Innovation and Roadmap criteria. According to the report, “Adobe’s forward-looking vision extends beyond analytics, aiming at providing the levers to enable enterprise-wide, cross-channel personalisation with data, content and journeys.”
Ultimately, Adobe digital analytics tools are designed to provide intelligence that shapes every customer’s experience. We achieve this via a coalescence of purpose-built technology uniting content creation and data management and an open, extensible platform. Content and data fuel the digital economy and Adobe is uniquely positioned with the expertise and product portfolio to orchestrate the entire customer experience ecosystem at scale.
Unlocking customer insight from data is critical to delivering seamless, authentic digital experiences across any application, surface or channel. Cross-channel and customer journey analytics is where the future of digital is going. It’s not simply web and app - it’s person-centric analytics across the entire journey — connecting data across web, app, call centre, CRM, loyalty, email, in-store and more — all in a truly omnichannel view, with unified identity resolution across devices and engagement points. We have re-imagined digital analytics, not as a tool for the few, but as a catalyst for decision-making across every team, workflow and moment that matters.
Additionally, since the evaluation deadline for the report, Adobe has released Adobe Customer Journey Analytics B2B Edition, providing marketing and sales teams with cross-channel data enrichment, analysis and actionable insights throughout the B2B customer lifecycle — spanning individual stakeholders, buying groups, accounts and opportunities.
The right tool for the right outcomes.
The Forrester report states: “Its next-generation analytics product, CJA [Customer Journey Analytics], enables comprehensive cross-channel analysis while retaining AA’s [Adobe Analytics] digital focus. As the only evaluated vendor with this approach, Adobe is reshaping the digital analytics market. This, together with robust data manipulation, makes CJA suitable for cross-functional needs.”
Adobe has pioneered a new way to deliver customer value in the moments that matter. Our differentiation is the purpose-built CXM design of our technology and the integrated value proposition of Adobe Experience Platform plus applications, meaning low-latency insight-to-actionability. These are industry-first capabilities that have enabled our customers to reduce digital and customer analytics processes from weeks, even months, down to minutes. Organisations can leverage unique insights to build and activate audiences and optimise engagement across the customer journey, fuelling contextual approaches to acquisition, retention, cross-sell/upsell and personalised marketing campaigns — all at scale.
A complimentary copy of “The Forrester Wave™: Digital Analytics Solutions, Q3 2025” research report is available here.
Forrester does not endorse any company, product, brand or service included in its research publications and does not advise any person to select the products or services of any company or brand based on the ratings included in such publications. Information is based on the best available resources. Opinions reflect judgement at the time and are subject to change. For more information, read about Forrester’s objectivity here.
Recommended for you
