Guided analytics onboarding for marketing teams on Adobe Analytics

The moment someone in a marketing or growth role gets handed an Adobe Analytics login — usually because a data analyst set it up and then left, or because the company 'invested in the tool' and now expects people to use it — they discover they have no idea what they're looking at. The interface shows them nothing useful by default, and the documentation assumes they already know what a prop vs. an eVar is.

This gap persists because Adobe and Amplitude are built to be sold to IT and analytics teams, not to the end users who inherit them. The buying decision is made by someone technical; the daily users are not technical. Nobody on the vendor side is incentivised to radically simplify the experience because doing so might undermine the perceived value of the 'enterprise' product and the professional services contracts that come with implementation.

What's missing is not better documentation — Adobe has plenty of that. What's missing is a role-specific guided layer that sits on top of the existing tool: a marketing manager who opens Adobe Analytics for the first time needs to see their three or four most important questions answered immediately, with a clear path to learn the next thing. Users specifically call out that 'it is difficult for anyone to recognize exactly how to use it' and that 'it gets complicated for beginners' — meaning the interface itself is the enemy, not the underlying data.

This is a business and not a feature because the onboarding problem recurs every time a company hires someone new, restructures a team, or expands analytics access to a new department. The cost without it is real: either the company pays a consultant or agency to run training ($5k–$20k per engagement), or the tool goes underused while the license bill keeps coming. Companies are already paying for the analytics tool; they just need someone to make it usable for the humans who sit in front of it.

What to build

Build a Chrome extension that overlays context-sensitive guided walkthroughs on top of Adobe Analytics, triggered by specific UI elements, and configured per user role (e.g. 'media buyer', 'email marketer') so each person sees only the workflows and reports relevant to their job on first login.

Where to start

Start with a single workflow — campaign performance reporting in Adobe Analytics Workspace — and sell it directly to digital marketing agencies that onboard new junior analysts every quarter, since they have a recurring, predictable need and a clear budget line for training.

The hard part

Getting the overlay to stay in sync with Adobe Analytics UI updates without constant manual maintenance — Adobe can change their interface without warning, breaking every guided step you've mapped.

How it makes money

Monthly SaaS subscription per seat, priced below the cost of a single training session (~$49–$99/user/month), with an agency tier that covers unlimited client accounts for a flat monthly fee.