For the last 7/8 years I have been calling Adobe Marketing Cloud “Omniture”. It has long been engrained in my consciousness and is still in my view the analytics package called, OMNITURE / SiteCatalyst / Discover.
Adobe have been slowly rebranding. We have seen some great improvements in interface usability (dashboards for example). We’ve recently seen a change in the sidebar navigation and a reduction of items in the header which are now under the star icon. Small steps but I think overall the consolidation is good.
3 years in from when Adobe acquired Omniture, my fears are now suppressed that the “Adobe Effect” would destroy the Omniture architecture and make it worse than it was. The reason for this fear? When Adobe bought Macromedia in 2005 they made a right old hash of things. In one move to update the software and installation process, they rendered operating systems incapable of ‘operating’. Freshly bought software was useless, it wouldn’t install. I remember buying Illustrator only to find it was completely corrupted. The support response was “you need to reinstall your operating system if you had previous versions of Illustrator, or any trial versions”. Long story short, I had to get a cracked version, which installed perfectly! The official paid version went in the metaphorical bin.
I guess Adobe had full hands, fighting fires through the Macromedia transition, leaving little time to think about changing the well known software titles that Macromedia created. Or maybe, there wasn’t a ‘cloud’ in the sky? Today we still have Flash, Dreamweaver, Fireworks, Director etc and clearly as identifiable as they were many years ago.
A need to consolidate into a unified serviced offering is no doubt the reason. With everything moving to SaaS model, the need to uniquely identify applications needn’t be as essential when selling boxed products. Everything needs to fit nicely into the service, But JEEZ!… Were the product creative teams fired!? Was all responsibility handed over to the health and safety inspector? It’s all as about as enthusiastic as Droopy Dog operating an elevator!
What’s next? Test & Target: rebranded as “Try As You Might”? DataWarehouse: “database”?
The only people who’ll start calling *yawn* The Adobe Marketing Cloud — “The Adobe Marketing Cloud”, are the young people who didn’t know what Visual Sciences or Omniture was/is.
Conversations across the open plan offices will be something like this: (if not already are)
Aged Manager: “Can you get me something from SiteCatalyst?”,
Yoof: “What’s SiteCatalyst?”,
Aged Manager: “I mean The Cloud?”,
Yoof: “Which Cloud?”,
Aged Manager: “The” *yawns*, “the” *coffee*, “er” *ponders saying Marketing Cloud* “The Adobe Marketing Cloud!”,
Yoof: “sure, what do you want?”,
Aged Manager: “I want to see the conversion events from this IP address”,
Yoof: “Can I get this from Reports & Analytics?”,
Aged Manager: “Of course, Where else?”,
Yoof: *returns* “I can’t see IP in Reports & Analytics, it must be an Ad Hoc report?”,
Aged Manager: *Sigh* “Of course it’s an ad-hoc report, I didn’t ask for it to be automated”,
Yoof: “No I mean, it has to be an ad-hoc report from Adobe Ad Hoc Analysis, right?”,
Aged Manager: “Right okay, yes, you mean Discover. Indeed you will have to get it from there”,
Yoof: “What’s Discover?”,
Aged Manager: “The place where my soul went”
So could Adobe be the most boring company in the world? Probably. With such boring and nondescript rebranding, they have introduced confusion to a part of the world that does not need any more. To actually describe what you want and where it should come from, now is difficult and verbose.
Keep up the good work on the interface but leave the rebranding to someone with a pulse please :).
I’m going to stick with saying “Omniture”, “SiteCatalyst” and “Discover” to the point I need a beige rebrand, pipe and slippers.
In all serious… Have you converted yet? In your company are you saying Omniture or the other? Comments open below