Adobe Marketing Cloud : Usually the pricing models take the form of a cut of your spending through the cloud services, or a figure based on the number of server hits. The license costs $450,000 on average alone.
Implementation and consulting costs are not included in this figure; these can also reach hundreds of thousands of dollars.
Adobe Experience Cloud is very comprehensive, consisting of three service groups: Adobe Marketing Cloud, Adobe Advertising Cloud, and Adobe Analytics Cloud. Each of these contains a number of different products, each with their own pricing system.
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AdobeMarketingCloud encompasses technologies that help you manage the customer experience:
- Adobe Experience Manager helps you manage your content, include media assets and forms, across different devices.
- Adobe Campaign helps you segment and personalize the user experience.
- Adobe Target adds AB testing to the personalization services already available in the marketing cloud.
- Adobe Primetime helps you with your TV advertising.
- Social Integration helps you with social content, advertising and re-targeting.
- Advertising Cloud Search helps you with your search engine marketing.
- Advertising Cloud Creative helps you manage your advertising creative across different formats.
- Advertising Cloud TV helps you with buying TV advertising.
- Social ad management helps you manage your ad spend across social media channels.
- Advertising Cloud Demand-side Platform brings all the different advertising channels together to be viewed in one place.
- Facebook Search Retargeting helps you re-target ads on Facebook.
Analytics Cloud encompasses the tools that help you manage and analyse your data:
- Adobe Analytics lets you organise, segment and analyse customer data across different touchpoints.
- Adobe Audience Manager is a data management platform that lets you build audience profiles to use in your analytics.
Most realistic estimates suggest that Adobe Marketing Cloud requires an initial investment of $50,000 to even get access to some of services on offer. You are paying a premium for a brand name. Adobe Experience Cloud services are intended for large-scale commercial use by firms with large marketing budgets, and even then their ROI is somewhat questionable.
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If you’re looking for a personalized relationship with Adobe, you might have to keep looking; if you aren’t a large firm you won’t even be assigned a dedicated Account Executive.
Marketers need sign-off from the very top before they can push through marketing campaigns with any Experience Cloud services. They need to persist through a long and costly implementation period, and they often need to undertake hours and hours of training before using the software.
Pricing Pre-work of Adobe Marketing Cloud
To start the pricing conversation with Adobe, some pre-work needs to be done by you (and client) before you ever engage with the sales team. Each solution is priced differently, requiring some product-specific information gathering. Here’s a good starting point:
Analytics: Number of server calls per year. Page views is a good proxy (also include mobile SDK usage and secondary server calls for multiple report suites).
Target: Server calls per year. Number of page views per year is a good proxy (also include mobile SDK usage and secondary call usage (like email integration)).
Campaign: of active contact records, they don’t charge CPM. It is also product tiered (Standard/Premium/Ultimate)*
*Adobe has gone through more name changes than P. Diddy. -me
Media Optimizer: % of spend display, search and social. CRM for Dynamic Creative Optimization (number of records). Per click charged for click tracking on non-managed channels (redirects from emails, search engines, etc. – for attribution tracking)
Audience Manager: based on events (page views, log ingestion events, CRM ingestion events, etc)
Social: Price based on number of social profiles (Facebook accounts and twitter handles) and users of the solution (seats).
Adobe Marketing Cloud AEM Sites (On-premise)
- number of content authors
- page views per day (if there are peaks that we should be concern about)
- Page caching level (usually 95% and higher)
- Require Commerce Framework or connector
- Require Multi-site manager – charged for Author only
- number of asset users / workflow users
- number of assets being working on or changed daily
- Is there a need for Branding portal – SAAS offering
- Is there a need for Asset Share – publish instance required
- Dynamic Media or S7 – SAAS by monthly server calls
- InDesign Server – catalog producer or InDesign manipulation
- Number of instances to support the volume
- For Enablement Module – number of users
AEM Forms – licensed by CPU Core
- Number of transaction per day
- Complexity of the form
- Use cases (1-3 apps; department solution; enterprise solution)
For AEM Managed Services, also consider:
- SLA – 99.5% (basic), or 99.99% (BIG price difference here. Choose wisely based on your client’s needs)
- Amount of storage requirement – primary for AEM Assets
- Additional environments – dev, test, …
- Additional backup requirements
- Additional network I/O
- Additional CDN (Cloudfront) storage
- Additional CEE hours – for the managed services staff
Don’t forget to allocate a bucket of consulting hours for potential engagement of Adobe Professional Services for provisioning, setup, and guidance. That’s a nice way of saying, “Don’t F it up.”