Convergence Analytics v2

Convergence Analy.cs 2.0 Challenges and Consolida-on in a Vola-le Market

Andrew Edwards Partner Efectyv [email protected]

(speaker logo)

Rand Schulman Partner Efectyv [email protected]

Jay McCarthy Research Director Efectyv [email protected]

About Us:

Andrew Edwards Partner Efectyv [email protected]

(speaker logo)

Rand Schulman Partner Efectyv [email protected]

Jay McCarthy Research Director Efectyv [email protected]

@AndrewVEdwards @randschulman

What is Convergence Analy.cs?

. . .a cluster of exis-ng technologies, combined in an innova-ve manner.



A confluence of:

•  digital marke-ng

•  big data

•  cloud compu-ng

•  APIs

•  sophis-cated visuals

What Drives Convergence Analy.cs?

•  Market demands more from data

•  Matura.on of web analy.cs

•  Google Analy.cs

•  Confluence of enabling technologies

•  Blend of product and service




The rush is on. . .

. . .to provide the best single-‐view into all marke-ng data.

What is Convergence Analy.cs? •  Everybody is measuring everything.

•  Convergence Analy7cs is the “one ring to rule them all”.



Report Link -‐ hNp://bit.ly/17SA6CF

The Challenge: What’s holding us back?

When everyone is super…

Then Everything is Special & Nothing is Special


Hop on the Jargon Train

Takeaways from 500k Efectyv Media / Incisive Media Survey

@randschulman

Everybody is measuring everything -‐ few have good common understanding of Words

70% Don’t know what Real Time Means

82% Say they have “Mul. Channel” but defini.ons vary

One Third On/Off line; One Third Enterprise Silos; One Third Digital only (SEO, PPC, Display, etc.)

70 % said they had an in-‐house analy.cs services team

Exper.se more in demand than ever

Look for more predic.ve and self-‐learning apps


BoNom Line Report Findings About Convergence Analy.cs


3 Report Link -‐ hNp://bit.ly/17SA6CF

1: Lack of Clear Nomenclature in Market – What is Real-‐Time, Mul.-‐Channel, & Predic.ve Anyhow? “A funny thing happened on the way to funding”


2: No Single Vendor Stands Out – Differen.a.on A Challenge


3. Exper.se More Important Than Ever!


•  Organiza.ons will need domain exper.se. . .

. . .for a whole new genera.on of applica.ons!

Market Analysis Jay McCarthy : @recoveringtekie

Market Segmenta-on 1: “Analy(cs Gravita(on”

@recoveringtekie

Less concerned with data warehousing technologies and more concerned with ways to display / share

informa-on

Some-mes referred to as “Big Stack” BI. They want to solve storage, integra-on, and

repor-ng, some-mes in the cloud, but oRen not.

Started as a way to measure mobile

content consump-on but is much more about “applica-on analy-cs” and user engagement these

days.

New genera-on of soRware which u-lizes various “advanced” data processing technologies, In

memory DBs, NoSQL, Hadoop, etc etc.

Born from web analy-cs, and extended to support other channels of data,

most oRen Social, Mobile, and Marke-ng Campaign informa-on

Some-mes provided within Social Media management

suites, some-me stand alone. Looking at social interac-on aXribu-on and sen-ment are

typical.

Many BI companies want to solve more than repor-ng and

want to provide ways to interact with data in

an specialized applica-on framework.

Some vendors seek out analy-cs niches, such as display ad

analy-cs or generalized predic-ve

analy-cs

Some vendors emphasize ac-on over analy-cs. They some-mes do both or ingest analy-cs to do things like

ad-‐targe-ng, personaliza-on, product up/

cross sell etc.

Convergence Analy-cs: Gravita-on & Grouping

Business Intelligence

Social Analy.cs

Automa.on And

ANribu.on

BI data visualiza.on

Specialized Analy.cs

Digital / Web

Analy.cs

Mobile Analy.cs

BI App Modeling

“Big Data” Analy.cs

@recoveringtekie

Convergence Analy-cs: Common split strengths


Social Analy.cs

Automa.on And

ANribu.on



Digital / Web

Analy.cs

Mobile Analy.cs

BI App Modeling


@recoveringtekie

� Actuate

� 1010data

� Adobe (Insight)

� Advizor Solu-ons

� Agile-‐1

� Aha!

� Alteryx

� Adobe (Omniture)

� AltosoR

� Anametrix

Arcplan �

� Birst

� Bitam

� Board Intl

�  Cambridge Seman-cs

� Cloud9Analy-s

� CYFE

� Dimensional Insight � Domo

� Salesforce.com( EdgeSpring)

� Entrinsik

� eQ Technologic

Flurry �

� GoodData

� Google IBM (Cognos) �

� IBM (Coremetrics)

� iJento

� InetSoR

� Informa-on Builders

� JackBe

JaspersoR �

Jedox AG �

KarmaSphere �

KISS Metrics �

Mixpannel �

� Klipfolio

� Kontagent

Logi Info �

LyzasoRt �

Metricly �

Microstrategy �

Moz �

� Adobe (Neolane)

� Neustar

� Op-fy

� Oracle (Siebel)

�  OrigamiLogic

� Panorama

� Pentaho

� PivotLink

� Prognoz

� Promojam

� Qliktech

� Roambi

� Salient

� SAP / Business Objects

SpagoBI �

� Sweetspot

� Tableau

� Targit

Tibco �

Toovio � ubervu �

Webtrends �

Yellowfin �

OneStat �

AT Internet �

Comscore (Digital Analy-x) �

� Eloqua

� Marketo

� Hubspot

Responsys �

Radian6 �

Viralheat �

Sysomos �

� Adobe (Social)

� SAS

� MicrosoR

� ExactTarget

Convergence Analy-cs: Gravita-on & Grouping

� BrightFunnel

� AgilOne

� IBM (Unica)

� Adometry

� Convertro

� Clickfuel

� Visual IQ

ClearSaleing �

� Convertro


Social Analy.cs

Automa.on And

ANribu.on



Digital / Web

Analy.cs

Mobile Analy.cs

BI App Modeling


� Countly

@recoveringtekie

Market Segmenta-on 2: “Marke(ng Onion”

@recoveringtekie

The Landscape: Focus On Marke-ng

OneStat �

Moz �

Comscore (Digital Analy-x) �

� Google

� Aha!

Webtrends �

�  Adobe (Omniture)

� Promojam

� Adobe (Social)

ubervu �

Sysomos �

Radian6 �

Viralheat �

Toovio �

� iJento

� Adobe (Insight)

� Roambi � CYFE

Metricly �

� Tableau

� Kontagent

Flurry �

Mixpannel �

KISS Metrics �

� Klipfolio

� Domo

� Qliktech

� OrigamiLogic

� Pentaho

� Birst

� Anametrix

� MicrosoR

� Marketo

Responsys �

� ExactTarget

� Hubspot

� Oracle (Eloqua)

� Adobe (Neolane)

� Sweetspot

� SAP / Business Objects

� Oracle (Siebel)

IBM (Cognos) �

Microstrategy � Cambridge Seman-cs �

�  IBM (Coremetrics)

� GoodData

Jedox AG �

LyzasoRt �

� Salesforce.com (EdgeSpring)

Yellowfin �

� Entrinsik

AT Internet �

� PivotLink

� Op-fy

JaspersoR �

� SAS

Tibco �

KarmaSphere �

� Alteryx

� Panorama

SpagoBI �

Logi Info �

� Neustar

� Prognoz

� 1010data

� Salient

� Actuate � InetSoR

� Board Intl

Arcplan �

� AltosoR

� Informa-on Builders

� Dimensional Insight

� JackBe

� Cloud9Analy-s

� Advizor Solu-ons

� Agile-‐1

� Bitam

� eQ Technologic

� Targit

� AgilOne � BrightFunnel

Gen

eric

Specific

� IBM (Unica)

� Adometry

� Visual IQ

� ClearSaleing � Convertro

� Clickfuel

@recoveringtekie

Genericatus apara7 Products solves very generic analy-cs or data visualiza-on challenges, no exper-se in specific solu-ons

Examples:

Types of Vendors

@recoveringtekie

Jackus of all tradus Claims to solve all the worlds problems but is very shallow in it’s specific solu-ons

Examples:

Types of Vendors

@recoveringtekie

Myopic incompletus Laser focused on specific challenges but ignores the bigger picture facing digital marketers

Examples:

Types of Vendors

@recoveringtekie

Analysis specificus Offers specific and more complete analy-cs solu-ons to a par-cular market / segment

Examples:

Types of Vendors

@recoveringtekie

Types of Vendors

Ac7onjack7cus Not concerned as much with analysis as ac-on

Examples:

@recoveringtekie

Where is the innova-on for prac--oners?

@recoveringtekie

Execu-ves and casual consumers

Marke-ng Prac--oners

The Sweet spot

Business Analysts

Data Scien-sts

31

Data Explora-on and anomaly detec-on

Cross Channel paXern recogni-on

Customer experience enhancement

Corporate communica-on

Very few of these people, really understand the data

Capable of defining business problems and solu-ons

Need solu-ons from above but oRen don’t

have access

Just need the summary

The opportunity is to provide solu-ons which can be easily consumed by marke-ng

prac--oners without reliance on data scien-sts or business

analysts

@recoveringtekie

What to do?

@randschulman

Impact of Big Data – Remember the New 4 Ps

Marke-ng becomes more central to organiza-onal success

@randschulman

#1 People More Important Than Ever New Roles – CDO, CIO, CCO, C Mobile Officer – Blend of Acquire/Convert/Retain Skills – More like Game Skills do not exist today (Content Engineer) – Universi.es do a poor job

@randschulman

#2 Process – Who owns what? •  Breakdown of Organiza.onal Silos as new roles emerge

•  Where does budget sit?

•  Who services whom?

•  What are the organiza.onal KPIs?


@randschulman

#3 Purpose What are your objec.ves? Clearly Define them Start with a Small Project!


@randschulman

#4 Platorm -‐ No One stands Out Differen.a.on is a challenge for vendors

In Conclusion. . .


•  Everybody is measuring everything

•  Mul.-‐channel is the norm

•  Convergence Analy.cs combines ETL with big data, algorithms and enhanced visuals

•  Total transforma.on of digital marke.ng

•  Exper.se more in demand than ever

Convergence Analytics v2

Marketing

randschulman aconuenceof

randschulman reportlinkhnp

randschulman therushison

andmarkeng campaigninforma

marketanalysis jaymccarthy

csservicesteam exper

butismuchmore aboutapplica

mesreferredtoasbig stackbi