Digital Marketing Depot Research Report

A Digital Marketing Depot Research Report

M A R K E T I N T E L L I G E N C E R E P O R T :

Enterprise Digital AnalyticsPlatforms 2014:A Marketer’s Guide

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© 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com 1 Email: [email protected]

M A R K E T I N T E L L I G E N C E R E P O R T:

Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide

Table of ContentsScope and Methodology ........................................................................................................... 2Enterprise digital analytics market overview ........................................................................... 3

Table 1: Mobile usage exceeds desktop usage ............................................................... 3Table 2: Key areas of focus for digital marketers .............................................................. 4

Mature market creates high barriers to entry .......................................................................... 4Table 3: Selected digital analytics mergers and acquisitions, 2012-2014 ........................ 5Table 4: Selected digital analytics point solutions ............................................................ 6

Digital analytics market trends ................................................................................................. 7Trend #1: Data integration requirements expand to include internal, multichannel, and external sources ....................................................................................................................... 7

Table 5: How do you use analytics to understand customers and drive marketing activities ............................................................................................................................. 7

Trend #2: Marketer demand for integrated data to be actionable ......................................... 8Trend #3: Emphasis on discovery and collaboration throughout the enterprise .................... 8

Table 6: Digital analytics vendors target business end users ......................................... 11Enterprise digital analytics platform capabilities .................................................................. 11

Table 7: Selected enterprise digital analytics platform capabilities ............................... 12Choosing an enterprise digital analytics platform ................................................................ 14

The benefits of using digital analytics platforms ................................................................... 14Enterprise digital analytics pricing ......................................................................................... 15

Table 8: Average annual pricing for selected enterprise digital analytics platforms ..... 16Recommended steps to making an informed purchase ....................................................... 16Step One: Do you need an enterprise digital analytics platform? ........................................ 16Step Two: Identify and contact appropriate vendors ............................................................ 18Step Three: Scheduling the demo ......................................................................................... 18Step Four: Check references, negotiate a contract ............................................................... 19

Conclusion ................................................................................................................................. 20Vendor Profiles ........................................................................................................................ 21

Adobe Analytics ..................................................................................................................... 21AT Internet ............................................................................................................................. 24comScore Digital Analytix® Enterprise ................................................................................ 27Google Analytics Premium .................................................................................................... 31IBM Digital Analytics ............................................................................................................. 34Webtrends.............................................................................................................................. 37

Resources ................................................................................................................................. 40




Scope and MethodologyThis report examines the current market for enterprise digital analytics platforms and the considerations involved in implementing this technology. This report answers the following questions:

• What trends are driving the adoption of enterprise digital analytics platforms?• Who are the leading players in enterprise digital analytics?• What capabilities do enterprise digital analytics platforms provide?• Does my company really need an enterprise digital analytics platform?• How much do digital analytics platforms cost?

Defining enterprise digital analytics is a moving target, as terms such as “web analytics,” “customer analytics,” and “marketing analytics” are all being used to describe the multichannel integration and analytical capabilities that enterprises seek from digital analytics tools. These channels include – but are not limited to – websites, social media, pay-per-click (PPC) media, search engine optimization (SEO), email, point of sale (POS), and mobile. Regardless of the moniker, more and more enterprises are seeking to combine customer data from a growing array of digital touch points.

For the purposes of this report, the term “enterprise digital analytics software” defines software that manages website, social media, and mobile data collection, analysis, and optimization; and provides a sophisticated level of attribution, testing, and reporting.

If you are considering an enterprise digital analytics platform, this report will help you decide whether or not you need to. The report has been completely updated since its August 2013 publication to include the latest industry statistics, developing market trends, and new product updates. This report is not a recommendation of any digital analytics company, and is not meant to be an endorsement of any particular product, service, or vendor.

The vendors profiled were selected based on their roles as industry leaders in enterprise digital analytics, or because their entire revenue comes from enterprise digital analytics technology and services. Our focus is on vendors that provide an on-demand package of multichannel capabilities including digital media metrics, dashboards, and reporting. Enterprise analytics systems that are offered by vendors such as Quantivo, SPSS, and SAS are beyond the scope of this report. Similarly, social media analytics tools that focus only on social media metrics are not the focus of this report. Agencies that provide analytics as part of their overall service are also beyond the scope of this report.

Our purpose is to look at digital analytics platforms for large enterprise companies, with a particular eye toward how they are integrating multichannel marketing tactics and strategies. Third Door Media conducted numerous in-depth interviews with leading vendors and industry experts. Interviews took place in June 2014. These, in addition to third-party research, form the basis for this report.

July 2014Advisory Editor: Jim Sterne, Founding President and Chairman, Digital Analytics Association, and President, Target Marketing (www.targeting.com)Research/Writer: Brian Kelly, Principal, Candlewood Creative (www.candlewoodcreative.com)Editors: Karen Burka, Senior Research Consultant; Claire Schoen, Third Door Media

http://thirddoormedia.com/




Enterprise digital analytics market overviewEnterprise digital marketers are collecting, storing, analyzing, and acting upon an unprecedented volume of customer data. Social media, video, and mobile continue their explosive growth. Mobile usage, metrics, and measurement, in particular, have reached critical mass. Smartphone engagement has grown from 131 billion total minutes in 2010 to 442 billion minutes by the end of December 2013, according to comScore’s Media Metrix Multi-Platform report (see Table 1). Mobile now accounts for 57% of internet usage, while smartphone usage exceeds desktop usage. Mobile analytics are no longer ‘nice-to-have,’ they are now seen as a required feature of digital analytics platforms.

Digital analytics practitioners, particularly those who work in large enterprises, are charged with assessing far more than website data.

Source: comScore Media Metrix Multi-Platform

Table 1: Mobile usage exceeds desktop usage (in billions of minutes)

Tag management and omnichannel marketing – two emerging trends in 2013 – are now critical for success in digital marketing and data management. Digital analytics practitioners, particularly those who work in large enterprises, are charged with assessing far more than website data. They may be involved with or in charge of social media marketing, search engine optimization (SEO), testing, targeting, display advertising optimization, and mobile device and app tracking. The importance of understanding the contributions and relationships of these channels to website traffic and conversions, as well as the overall online and offline customer experience, has increased significantly.

As such, digital analytics practitioners are looking at far more data than ever before. The term “Big Data” describes the proliferation of customer data available to populate numerousenterprise systems – including customer relationship management (CRM), and business intelligence (BI). The sources of Big Data are coming from every corner of the enterprise, from human resources to accounting to ecommerce.

Some industry experts see the responsibility for Big Data collection and analysis shifting from the CTO to the CMO. Marketing organizations are creating their own digital warehouses, as data is now perceived as business intelligence. The CMO function is becoming more closely aligned with the CTO as the art of marketing and the science of technology work together to develop and execute effective marketing strategies.

(in billions of minutes)

401

131

11

429

442

124

0 100 200 300 400 500

Desktop

Smartphone

Tablet

2013 2010




Digital analytics platform vendors have responded to these market shifts by significantly expanding their multichannel capabilities to collect, integrate, and analyze data from the growing number of marketing touch points in conversion pathways.

Enterprise marketers’ chief goal in integrating and analyzing these diverse data sources is to ensure brand message consistency across channels, according to the Quarterly Digital Intelligence Briefing: 2014 Digital Trends report published by eConsultancy and Adobe (see Table 2). Understanding the mobile consumer has also become an important strategic goal for 62% of marketers, while more than half – 54% – say understanding where and when customers use different digital devices is their key digital marketing focus.

Source: Quarterly Digital Intelligence Briefing: 2014 Digital Trends

Table 2: Key areas of focus for digital marketers

42%

46%

50%

54%

62%

73%

Harnessing Big Data for more effective marketing

Using of�line data to optimize online experience

Using online data to optimize of�line experience

Understanding where and when customers usedifferent devices

Understanding how mobile users research/buyproducts

Ensuring consistency of messaging across allchannels

Vendors respond with increased multichannel capabilities

Digital analytics platform vendors have responded to these market shifts by significantly expanding their multichannel capabilities to collect, integrate, and analyze data from the growing number of marketing touch points in conversion pathways. Virtually all of the vendors profiled in this report offer flexible APIs for third-party data collection and integration, and customizable reporting for multiple traffic sources.

The Q2 2014 Forrester Wave: Web Analytics found that enterprise digital analytics platform vendors “have become best in class at collecting data from an ever-diversifying number of digital touch points (social, mobile, rich media, etc.) and have worked at providing flexible data warehouses to bring it all together.” Through APIs and professional services, digital analytics platform vendors are facilitating data distribution within the enterprise, a process industry experts refer to as the “democratization” of data.

Mature market creates high barriers to entry

The enterprise digital analytics platform market is a mature industry, led by six large vendors that effectively dominate the field. For these vendors, the primary focus in 2013 and the first half of 2014 was to integrate their previous acquisitions and reposition their products as broad-based digital analytics offerings. In 2013, for example, IBM rebranded Coremetrics as IBM Digital Analytics. The product is now part of the IBM Digital Analytics Suite, which sits within the IBM ExperienceOne Group. The ExperienceOne product portfolio also includes IBM Unica Campaign and Interact, IBM Tealeaf Customer Experience Analytics, and IBM Demandtec Merchandizing and Pricing; as well as newly integrated acquisitions IBM Xtify Mobile Marketing and IBM Silverpop Marketing Automation.




Along with IBM’s May 2014 acquisition of Silverpop and its October 2013 purchase of Xtify, there were a few other notable market acquisitions (see Table 3). Google bought attribution tool Adometry in May 2014, while Adobe purchased tag management solution Satellite in July 2013 to create built-in tag management functionality.

With an established and well-financed set of enterprise digital analytics vendors crowding the market, the barriers to entry are high. Point solutions have seized upon one of the few market opportunities, providing best-of-breed tools that work in conjunction with these enterprise solutions. These companies include eBay Enterprise (formerly ClearSaleing), Convertro, and VisualIQ for attribution; Optimizely, Maxymizer, and SiteSpect for testing; and BrightTag, Ensighten, and SiteTagger for tag management (see Table 4).

The majority of enterprise platform vendors promote the open architecture of their platforms to work seamlessly with these tools. APIs are widely used with most digital analytics platforms, due to the simplicity of implementation and the high level of flexibility provided. Several enterprise digital analytics vendors themselves have taken a modular approach to the market, providing standalone or add-on testing, tag management, and attribution tools that can be used together with other enterprise platforms.

Source: Third Door Media

Table 3: Selected digital analytics mergers and acquisitions, 2012-2014

Adobe Systems

IBM

Google

Acquirer

SatelliteEfficient Frontier

SilverPopXtify

Tealeaf

AdometryWildfire

Acquired

July 2013Jan. 2012

NA$400M

Tag managementPPC, display advertising, and social media management

May 2014Oct. 2013

June 2012

NANA

NA

Marketing automationCloud-based mobile messagingCustomer experience management

May 2014July 2012

NA$250M

AttributionSocial media management

Date Price Notes

With an established and well-financed set of enterprise digital analytics vendors crowding the market, the barriers to entry are high.





Table 4: Selected digital analytics point solutions

Attribution

Testing (A/B and multivariate)

Clickstream analysis

Voice of customer

Tag management

Benchmarking

Real-time analytics

Function/Feature

C3 MetricsEbay Enterprise (Formerly ClearSaleing)ConvertroVisual IQ

AdWords Campaign ExperimentsMaxymiserOptimizelySiteSpectWingify

Bing Webmaster ToolsGoogle Webmaster ToolsPiwikSite MeterStatCounter

iPerceptionsConcept FeedbackForeseeLoop11.comOpinionLabUserTesting.com

BrightTagEnsightenSiteTaggerTagManTealiumiQ

AlexaCompeteDoubleclick Ad PlannerGoogle Trends

AbsolutdataAnametrixChartbeatGoSquaredWoopra

Vendor

www.c3metrics.comhttp://www.ebayenterprise.com

www.convertro.comwww.visualiq.com

www.google.com/ads/innovations/ace.html

www.maxymiser.comwww.optimizely.comwww.sitespect.comwww.wingify.com

www.bing.com/toolbox/webmasterwww.google.com/webmasters/tools/www.piwik.orgwww.sitemeter.comwww.statcounter.com

www.iperceptions.comwww.conceptfeedback.comhttp://www.foresee.com/www.loop11.com www.opinionlab.comwww.usertesting.com

www.brighttag.comwww.ensighten.comwww.sitetagger.co.ukwww.tagman.comwww.tealium.com

http://www.alexa.comwww.compete.comwww.google.com/adplanner/www.google.com/trends/

http://www.absolutdata.comhttp://anametrix.com/www.chartbeat.comwww.gosquared.comwww.woopra.com

URL




Digital analytics market trendsSeveral significant trends are driving growth in the enterprise digital analytics platforms market, including:

1. Data integration requirements expand to include internal, multichannel, and external sources.

2. Marketer demand for integrated data to be actionable.3. Increasing emphasis on discovery and collaboration throughout the enterprise.

The following sections discuss these trends in more detail.

Trend #1: Data integration requirements expand to include internal, multichannel, and external sources.

Enterprise marketers are increasingly demanding a single interface to track, measure, and optimize Big Data from the growing number of digital and offline channels that can include email, organic and/or paid search, display advertising, video, social networks, affiliates, ecommerce, mobile, direct mail, and broadcast.

The goal for leading marketers is to harness and integrate Big Data in digital analytics platforms to better understand customers and drive new, more efficient marketing activities, including segmentation, upselling and cross selling, and contact optimization, according to IBM’s State of Marketing 2013 report (see Table 5).

Source: IBM’s The State of Marketing 2013

Table 5: How do you use analytics to understand customers and drive marketing activities?

Attrition and churn

Customer lifetime value modeling

Attribution modeling

Response modeling

Contact optimization

Upsell, cross sell, next best action

Segmentation

33%

39%

40%

48%

50%

54%

65%

The APIs offered by digital analytics platforms are designed to eliminate organizational silos and connect legacy systems and diverse data sources. The challenge is that omnichannel marketing has created more silos for many enterprises. Only 35% of leading enterprise marketers surveyed by IBM believe their inbound/outbound and offline/online marketing programs are fully integrated.

The APIs offered by digital analytics platforms are designed to eliminate organizational silos and connect legacy systems and diverse data sources.




The recommended solution is for enterprise marketers to: 1) appoint a cross-functional marketer to map and prioritize marketing channels to integrate; 2) work with your digital analytics platform vendor to integrate new or emerging channels; and 3) establish a common database or repository for all customer interactions.

Trend #2: Marketer demand for integrated data to be actionable.

Predictive analytics, which provide marketers with the ability to develop specific marketing actions based on customer preferences and purchases, as well as macroeconomic factors such as regulations and market forces, have become a critical marketing tool. More than half – or 60% – of enterprises already have predictive analytics capabilities, according to IBM’s Analytics: A Blueprint for Value, published in October 2013. IBM also found that marketers expect predictive and prescriptive analytics (data that offer a suggested course of action) to provide 50% of the business value derived from all business analytics projects. Many digital analytics platform vendors have responded by improving the business relevance of their standard reports to provide strategic and industry specific analysis. For example, Google announced in May 2014 a beta launch of a new Google Analytics feature called “Enhanced E-commerce” which updates the platform’s focus from measuring transaction details to providing more details and analysis about the customer’s purchase path. This includes tracking product detail views, ‘add to cart’ actions, internal campaign clicks, the success of internal merchandising tools, the checkout process, and customer purchase.

This emphasis on predictive and prescriptive analytics, as well as industry specific benchmarking, is likely to continue as marketers become more data savvy, and as the analytics tools become more sophisticated.

Trend #3: Emphasis on discovery and collaboration throughout the enterprise.

Digital analytics offer critical insight into how marketing initiatives are performing, and vendors have been working hard to make those insights more accessible across the enterprise.

Analytic strategies need to enable an organization’s most important marketing objectives; the technology in place needs to support the analytics strategy; and the organization’s culture needs to evolve so people use the technology to take action in line with the strategy.Whereas the digital analyst might once have resided in the IT department, that role is now migrating to the marketing department. The job function of ‘marketing technologist’ has emerged, reflecting the increasing overlap of skills required to be successful in digital marketing.

Digital marketers need to be able to share the data – and insights from the data – throughout the organization. Whether that means communicating results with upper level management, or with affiliates in the field, marketers must be able to share data in a way that can be easily understood.

This has prompted vendors to focus on making advanced analytics more readily available to business users. Dashboards and interfaces have become more user friendly and more customizable, as a result of the increasing demand for data that can be shared among a wide range of end users.

The majority of vendors in this report continue to tweak and improve their standard reports and some provide strategic and industry specific analysis as a service (see Table 6). For example, Adobe has packaged its expanded digital analytics offering within its Marketing Cloud, which is basically a broader digital marketing ecosystem. AT Internet has focused on improving data collection, data aggregation, data mining, and distribution and performance

Predictive analytics, which provide marketers with the ability to develop specific marketing actions based on customer preferences and purchases, as well as macroeconomic factors such as regulations and market forces, have become a critical marketing tool.




initiatives. IBM, like Adobe, positions digital analytics within a broader analytics category that underlies marketing, e-commerce, and customer experience platforms. Webtrends has sought to enhance the value of web analytics by democratizing data and insights via APIs and real-time data streams, while Google constantly adds functionality through acquisition activities. comScore has democratized data through the ability to request and include any Digital Analytix report item directly into Microsoft Office applications.

As part of a larger overall trend in digital marketing platforms, several vendors are moving from a SaaS (software-as-a-service) model to a cloud-based platform, and becoming more open to integrating with third-party applications. This provide more opportunities for marketers to build out a platform that suits their individual needs best, and indicates a significant change in strategy for the vendors.

Enterprise digital analytics platform capabilitiesVirtually all enterprise digital analytics platforms available today offer a core set of capabilities that focus on:

• Individual-level website data collection and storage;• Real-time analytics;• Digital multichannel attribution;• Integrated mobile and social metrics; and• Standard and customized reporting.

The platforms begin to differentiate by offering more advanced capabilities, often requiring additional investment, that include but are not limited to:


Table 6: Digital analytics vendors target business end users

Greater business

user access to advanced

analytics

Adobe AnalyticsAvailable within Adobe Marketing Cloud ecosystem

AT InternetImproved data

aggregation, mining, and distribution

comScoreDirect report data access through MS

Of�ice apps

Google Analytics

functionality enhanced through

acquisitions

IBMAnalytics product

underlies marketing, e-commerce, and

customer experience platforms

WebtrendsData democratized via APIs and real-time data streams

As part of a larger overall trend in digital marketing platforms, several vendors are moving from a SaaS (software-as-a-service) model to a cloud-based platform, and becoming more open to integrating with third-party applications.




• Tag management;• Testing (A/B and multivariate);• Marketing automation; and• Benchmarking or competitive intelligence.

Every enterprise is unique and at a different level of maturity in its website, social, mobile, and multichannel marketing efforts. It is important to carefully weigh your current analytics needs against future goals in a quest to maximize return on digital analytics and marketing investments. The following section discusses some of the current features and the key considerations involved in choosing an enterprise digital analytics platform (see Table 7).

Individual-level data collection and storage

Virtually all of the enterprise digital analytics vendors profiled in this report provide browser-based, individual-level data, rather than representative sample data. Some vendors, including Adobe and comScore, provide customers with API access to raw data for more customized or extensive third-party integration or data manipulation. Data storage limits among enterprise vendors vary from 13 months to unlimited. Vendors with data storage limits offer longer storage time periods for additional fees.

Real-time analytics

Real-time analytics provide marketers with the ability to use all available enterprise data and resources at any given time. To qualify as real time, data analysis and reporting must be enabled within one minute of the data entering the system. When focusing on CRM, real-time analytics provide data about customer behavior at any given moment, driving quicker and better-informed decision making regarding the impact and effectiveness of marketing efforts. Real-time analytics can also alert enterprises to the need for immediate changes or potential fixes across channels. This, in turn, can strengthen customer relationships and increase the value of engagements.

Table 7: Selected enterprise digital analytics platform capabilities

comScore Digital Analytix

Webtrends

IBM Digital Analytics Suite

Adobe Analytics

Google Analytics Premium

AT Internet

4 44* 4 8

4* 4*8 4* 8

4 4*4 4 4

4 44 4 4

844

4*44

4*44

4*44

4 44 4 4

4 44* 4 4

444

444

VendorDigital

multichannelattribution

Integrated social metrics

BenchmarkingIntegrated

mobile metricsBuilt-in tag

managementIndividual-leveldata collection

Real time analytics

Built-in A/B & multivariate

testing

*Indicates an add-on feature or tool.Source: Third Door Media




A/B and multivariate testing

Testing is an important feature of digital analytics platforms to improve the customer experience, better allocate campaign resources, and increase ROI. A/B tests are the most common and easiest type of landing-page test to conduct. They consist of creating alternative pages for a specific page or URL, and showing each of them to a certain percentage of visitors. Multivariate tests, on the other hand, experiment with elements within specific pages (i.e., a picture, text or button) and provide different alternatives of each element. The resulting combinations are derived from the number of elements multiplied by the number of element variations, hence the label, “multivariate.”

The enterprise vendors profiled in this report use several approaches to provide testing tools. AT Internet and Google Analytics Premium include A/B and multivariate testing in their base price. Others, such as Adobe Analytics, Webtrends, and IBM Digital Analytics Suite offer the capability as an add-on. comScore Digital Analytix partners with standalone testing tools such as Optimizely and SiteSpect to offer customers more flexibility.

Multichannel attribution

Conversion paths in the omnichannel world are nearly infinite, with each conversion the result of some combination of direct navigation, search, display advertising, affiliates, social and mobile activity, email, and any other channel in which the marketer engages. Attribution tools help marketers understand these paths by channel and over time by using statistical models to assign appropriate and accurate weights to each consumer interaction. The goal is to optimize budget and resource allocation.

Benchmarking

Benchmarking enables marketers to compare their performance on key metrics against aggregated performance data from other companies in their vertical industry. These metrics may include clickthrough rates, time on site, average order value, and digital campaign effectiveness.

Benchmarking is particularly useful in understanding the effects of market conditions as well as shifts in consumer behavior.

A few enterprise digital analytics vendors include benchmarking with their tool pricing; others offer benchmarking as an add-on tool or not at all. AT Internet and Adobe publish publicly available benchmarking data on their websites that track events (i.e., Black Friday online sales), vertical markets, and digital technology use.

Tag management

Tag management has become an important function due to the proliferation of site optimization partners, ad networks, ad servers, affiliate networks, and other third-party tools serving tags on any given page. Engaging with a tag management solution can decrease page load times, reduce IT issues and involvement, and significantly speed up tag deployment.

Some digital analytics platforms offer built-in tag management capabilities, allowing marketers to bypass IT by automatically generating and deploying tags from the analytics system itself. You should consider the sophistication of the tool, vendor lock-in, and IT requirements, when deciding between a native and a third-party tag management tool.

Testing is an important feature of digital analytics platforms to improve the customer experience, better allocate campaign resources, and increase ROI.




Integrated social metrics

Social media has become a staple of digital marketing plans and budgets. The proliferation of social media networks has led several digital analytics platform vendors to create standalone social media management tools that integrate with their core digital analytics products. Vendors that include social metrics in their standard pricing focus on Facebook, Twitter, and YouTube. Add-ons such as IBM’s Digital Analytics for Social Media module combine social media measurement with ROI analysis, displaying quantitative metrics for about 40 social networks.

Many enterprise digital analytics platform vendors also provide sentiment analysis within their social media management capabilities.

Integrated mobile metrics

The majority of enterprise digital analytics vendors profiled in this report include in their pricing mobile measurement capabilities to help customers track and optimize their mobile investments. This is an essential feature, as vendors report that 25% or more of the digital traffic measured is generated from smartphones and tablets. Standard mobile metrics include device type, carrier, OS, screen resolution, and geolocation for mobile digital activity. Vendors are also seeking to compete with app-specific measurement tools by providing software developer kits (SDKs) for Android, Windows Phone, Blackberry, and iOS.

Vendors differ in the kinds and level of mobile metrics they track. For example, Adobe tracks and analyzes data for mobile-optimized websites, native mobile applications, and video on leading media sites and segments across all carriers and device types, while Google’s Mobile App Analytics covers mobile app metrics such as installations, crashes, events, user behavior, engagement, goals, and revenue.

More advanced metrics focus on offline traffic monitoring and user engagement (screen views per session, session duration and downloads). Several vendors, including Webtrends, offer mobile tracking and analytics as an add-on, but provide more sophisticated capabilities such as mobile marketing campaign optimization.

Choosing an enterprise digital analytics platformThe benefits of using digital analytics platforms

Digital analytics are the foundation of successful digital marketing plans, providing enterprises with the ability to track, measure, and act upon the results of their digital campaigns. There are numerous benefits to using an enterprise digital analytics platform, including the following:

•Developing actionable insights across the enterprise. Today’s digital analytic platforms deliver analytical capabilities that are not only available to technical staff and analysts but also meet the needs of the business community, making comprehensive insights available to all teams in an organization so they can take action across their various marketing channels.

The proliferation of social media networks has led several digital analytics platform vendors to create standalone social media management tools that integrate with their core digital analytics products.




•Harnessing powerful, real-time analytics. Some digital analytics platforms can deliver up-to-the-minute insight into customer, social media user, and website visitor behavior trends so marketers can take immediate action and make necessary adjustments, fixes, and enhancements to ongoing campaigns.

•A better understanding of user demographics. Digital analytics platforms can show you where users come from geographically, and where they come from online to find your site (e.g., a social network, search engine or email). You can track the devices, browsers, and operating systems they use. All of this data can be used to refine site content, site design, and marketing efforts that cross sell or upsell to targeted consumer segments.

• Improved tracking of on-site user behavior. Digital analytics can monitor the paths users take within your sites, as well as which traffic patterns are most likely to result in conversions. You can correlate navigation patterns to traffic sources and appropriate marketing resources to the highest-performing sites or channels.

•Greater ability to monitor site performance and usability. Digital analytics will show you how long pages take to load, and whether some pages, traffic sources, regions, or devices are slower than others. You can use this information to improve page load times and identify pain points through testing to optimize specific features and increase ROI.

• Increased measurability and marketing effectiveness. Digital analytics can track sales, leads, or other conversion metrics, and analyze them against time, user behavior, and marketing campaigns. It can measure how email, search advertising, display advertising, affiliate networks, and social media campaigns, affect conversions. Campaigns can be discontinued or refined based on more accurate data.

Enterprise digital analytics pricing

Enterprise digital analytics platforms are a significant investment, with typical customers spending tens of thousands of dollars each month. Pricing varies according to monthly server call volume, which can add up quickly for enterprises with multiple sites and multimedia data downloads such as videos (see Table 8). As part of larger overall trend in digital marketing platforms, several vendors are moving from a SaaS (software-as-a-service) model to a cloud-based platform, and becoming more open to integrating with third-party applications. Every vendor also has a different set of included and add-on tools. For example, some vendors include testing or attribution tools, while others do not.

Many customers adopting enterprise digital analytics also require considerable training and integration with existing technology systems. Few enterprise vendors position their tools as self-serve, leading to additional and ongoing premium services costs to successfully run them. The potential gains in efficiency and productivity should be measured against these costs.

Enterprise digital analytics platforms are a significant investment, with typical customers spending tens of thousands of dollars each month.




Recommended steps to making an informed purchase

Understanding your current marketing processes, knowing how to measure success, and being able to identify where you are looking for improvements are all critical pieces of the enterprise digital analytics decision-making process. The following section outlines four steps to help your organization begin that process and choose the digital analytics platform that is the right fit for your business needs and goals.

Step One: Do you need an enterprise digital analytics platform?

Deciding whether or not your company needs an enterprise-level digital analytics platform calls for the same evaluative steps involved in any software adoption, including a comprehensive self-assessment of your organization’s business needs, staff capabilities, management support, and financial resources. Use the following questions as a guideline to determine the answers.


Table 8: Average annual pricing for selected enterprise digital analytics platforms

Adobe Analytics

Webtrends

comScore Digital Analytix

IBM Digital Analytics Suite

AT Internet (Analyzer III)

Google Analytics Premium

Product

$50,000 to $500,000

$150,000

$50,000 to $500,000

$100,000 and up, based on vertical market

$45,000

$150,000 for up to 1 billion hits/month, with additional pricing tiers available for higher volume

Average annualenterprise pricing

Discover, Data Workbench, Insight, Genesis, ReportBuilder, DataWarehouse, and SiteCatalyst. (Available in two versions: Standard and Premium. Premium includes more advanced multichannel and predictive analytics).

Modular platform with individually priced tools

Attribution, Multi-Platform, Mobile Application Analytics, Office Link, Stream Sense, Live Segmentation, E-Commerce, Audience, and Report Builder

Web and Mobile Analytics, Real-time KPIs, Reporting, Customer Experience Analytics, Self-Service Data Warehouse, Marketing Automation, and Digital Analytics Benchmark

ClickZone, ScrollView, Tag Management, Data Manager, Data Exploration, Data Query, Rich Media, Report/Export Builder, and Testing

Attribution, Automated Marketing, Content Experiments, Customer Journey, Data Mining and Robust Ad Integrations, Mobile App Analytics, Universal Analytics, Tag Management, and Reporting

Included tools




1. Am I qualified to evaluate digital analytics platforms? If not, who on our team is?

2. Who will use the platform? Staffing is key to the effectiveness of any digital analytics platform. Without the proper skilled human resources in place, the platform can end up becoming an expensive reservoir of untapped data with unfulfilled potential to increase revenue and improve user experiences.

3. How much training will we need? Different platform vendors provide different levels of customer service – from self-serve to full-serve – and strategic consulting services. It’s important to have an idea of where you fall on the spectrum before interviewing potential partners. Training is essential. If the organization chooses not to hire internal staff, then serious consideration should be made to use add-on or third-party consulting services.

4. What level of data and data access do we need? Some digital analytics platform vendors provide browser-based, individual-level data, and some provide sampled data that is representative of the whole. To maintain data accuracy, platforms should feature filtering, auditing, and data sanity checks, which enable you to accept only transaction data within certain defined ranges to minimize bad data. Lastly, not all platforms provide access to back-end, raw data. If data ownership is a concern for your organization, only consider platforms that provide it.

5. What are all of the other systems we are currently using that should be integrated with digital analytics? Many marketers work with different partners for email, ecommerce, social media, tag management, search, video, and display advertising. Investigate which partners can integrate with the digital analytics vendor and find out if they offer seamless reporting and/or execution capabilities with outside vendors.

6. Will the platform integrate with our internal data? With an increasing focus on Big Data and business intelligence, enterprises are increasingly looking to integrate data from applications such as CRM and ERM systems. All of the digital analytics vendors profiled in this report offer an API, but data is stored in different forms, making this an important consideration for some marketers.

7. What are our reporting needs? What information do salespeople, customer support teams, and IT departments require from the site to improve decision making? You want to know the specific holes in your current reporting that will be filled by additional functionality, and more importantly, you want to be sure that that extra information will drive better decisions and ultimately more revenue and profit for your business.

8. What is the total cost of ownership? Enterprise digital analytics platforms use on-demand pricing, meaning customers pay a monthly subscription price that will vary by traffic and volume. Across the board, marketers pay for server call volume, which can add up quickly for multiple sites and multimedia data downloads such as videos. Close examination of feature requirements will also be necessary, as modular pricing models mean vendors vary in their inclusion of some features as standard or add-on.

9. How will we define success? What KPIs do we want to measure and what decisions will we be making based on digital analytics data that will affect both the digital site itself and marketing activity? You should set in advance your businesses’ goals for the digital analytics platforms to be able to benchmark success later on. Without them, justifying the expense of the platform or digital marketing programs to C-suite executives will be difficult.

To maintain data accuracy, platforms should feature filtering, auditing, and data sanity checks, which enable you to accept only transaction data within certain defined ranges to minimize bad data.




10. Are we culturally able to take advantage of an enterprise digital analytics platform? A successful implementation requires commitment from all levels of the organization. Without senior executive buy-in, the funding may dry up before results are achieved. Without commitment from mid-level managers, resources will not be properly allocated to see the project through. Without the dedication of those doing the actual work, success is not possible. You must be ready, willing, and able to embrace a data-driven culture for any value to come from such an effort.

Step Two: Identify and contact appropriate vendors

Once you have determined that enterprise digital analytics software makes sense for your business, spend time researching individual vendors and their capabilities. Make a list of all the digital analytics capabilities you currently have, those that you would like to have, and those that you can’t live without. This last category is critical, and will help you avoid making a costly mistake.

Take your list of capabilities and then do some research. The “Resources” section at the back of this report includes a list of blogs, reports, and industry research that will help. (Many of the vendors profiled in this report also provide white papers and interactive tools that can help.)

Once you’ve done the necessary research, narrow your list down to those vendors that meet your criteria. Submit your list of the digital analytics capabilities you’ve identified, and set a timeframe for them to reply. Whether or not you choose to do this in a formal RFI/RFP process is an individual preference, however be sure to give the same list of capabilities to each vendor to facilitate comparison. The most effective RFPs only request relevant information and provide ample information about your brand and its digital analytics needs. It should reflect high-level strategic goals and KPIs. For example, mention your company’s most important KPIs and how you will evaluate the success of your digital analytics efforts. Include details about timelines and the existing digital technology you have deployed.

When written properly, an RFP will facilitate the sales process and ensure that everyone involved on both sides come to a shared understanding of the purpose, requirements, scope, and structure of the intended purchase. From the RFP responses, you should be able to narrow your list down to three or four platforms that you’ll want to demo.

Step Three: Scheduling the demo

Set up demos with your short list of vendors within a relatively short timeframe after receiving the RFP responses, to help make relevant comparisons. Make sure that all potential internal users are on the demo call, and pay attention to the following:

• How easy is the platform to use?• Does the vendor seem to understand our business and our marketing needs?• Are they showing us our “must-have” features?

Other questions to ask each vendor include:

• What specific tools or capabilities are included in the base price?• How would I locate all the data associated with a specific visitor?• How do I get raw data out of the system for inclusion in other systems?• How do I get raw data into the system from other systems?• How can I use the tool to update a near real-time content management system?• How can I integrate mobile and tablet data?

Once you have determined that enterprise digital analytics software makes sense for your business, spend time researching individual vendors and their capabilities.




• What’s the complete set of attribution models I can choose from?• What limitations are there? (i.e., amount of data, speed of updates, types of segmentation,

number of variables, etc.)• What makes this platform technically unique from all the others?• How does the company handle requests for product modifications?• How difficult is integration and dis-integration?• Does your system support my specific business objectives (branding, revenue, margin,

profit, etc.)? Do you have other clients in my vertical?• Are there third-party, certified partner consultants?• How in-depth is your online training/knowledgebase?• What new features are you considering? What’s the long-term roadmap and launch dates?• Are there additional fees (consulting, add-on features, API, quotas)?• Who pays if your system/team makes an error?• Who will be the day-to-day contact?• What is the minimum contract length? Is there a short-term contract or an ‘out’ clause if

things don’t work out?

Step Four: Check references, negotiate a contract

Before deciding on a particular vendor, take the time to speak with several customer references, preferably individuals in a business similar to yours. The enterprise digital analytics vendor should be able to supply you with several references if you cannot identify ones yourself. Use this opportunity to ask any additional questions, and to find out more about any questions that weren’t answered during the demo. Make sure that the person you’ve been referred to is someone who is a primary user of the platform. Consider also asking these basic questions:

• Why did you move to an enterprise digital analytics platform?• Why did you select this platform over others?• How many other analytics platforms has your organization implemented before this one?• Has this platform lived up to your expectations?• How long did the system take to implement?• Who was involved in the implementation?• Are you also using additional tools for attribution, social media management, or tag

management?• Were there any surprises that you wish you’d known about beforehand?• Where have you seen the most success? The biggest challenges?• How are you measuring your own success?• What is the most useful, actionable (favorite) report the platform generates?• How easy was the set-up process and how long? Did the vendor help?• How responsive is customer service?• Has there been any down time?• What do you wish they did differently?• Would you recommend this platform?• Can you connect me with other users who may not be as happy as you?• Is there an online discussion forum around this toolset?

Before deciding on a particular vendor, take the time to speak with several customer references, preferably individuals in a business similar to yours.




ConclusionDigital analytics play a crucial role in nearly every enterprise’s digital marketing strategy, not only for tracking and measuring website traffic, but for tracking and measuring other digital and traditional channels, as well. With the explosive growth of social media, video, and the proliferation of mobile devices, the importance of understanding the contributions and relationships of these channels to website traffic and conversions, and overall customer experience, has increased significantly.

Marketers are also trying to understand the impact of those digital interactions on consumer behavior in brick-and-mortar locations. The digital marketing world is moving away from a session-based view of the consumer to a user-centric one. This requires tracking the consumer journey from impression to conversion, both online and offline.

Digital analytics vendors have responded by significantly expanding their multichannel capabilities to collect, integrate, and analyze data from the growing number of marketing touch points. Virtually all of the vendors profiled in this report offer flexible APIs for third-party data collection and integration, and customizable reporting for multiple traffic sources. Choosing the right digital analytics platform vendor for your organization’s needs is a critical decision. You should begin with a clear understanding of your organization’s marketing requirements and a strategic roadmap to adequately evaluate the features, functionality, pricing, and support offered by each vendor. n


Vendor Profiles



Adobe Analytics345 Park Avenue San Jose, CA 95110-2704 (T) 408-536-6000www.adobe.com/solutions/digital-analytics.html

Target customer

• Enterprises in the retail, financial services, government, travel, media, and entertainment industries.

Key customers

Caesars Entertainment Comcast/NBC Universal Lenovo Rakuten SAP Scottrade

Key executives

Shantanu Narayen, President and CEO Brad Rencher, SVP and GM, Digital Marketing Bill Ingram, VP, Adobe Analytics and Adobe Social

Company overview

• Adobe Systems founded in December 1982. • The Adobe Marketing Cloud comprises six solutions:

Adobe Analytics (includes: SiteCatalyst, Insight, Genesis, ReportBuilder, and DataWarehouse). Adobe Social. Adobe Target (includes: Test &Target, Recommendations, Search & Promote). Adobe Experience Manager (includes: CQ and Scene7 capabilities). Adobe Media Optimizer (includes: Adlens and SearchCenter+ capabilities). Adobe Campaign.

• More than 40 worldwide offices in North America, Europe, Asia, South America, the Middle East, and Africa.

Product overview

• Combines previous Adobe tools Discover, Insight, Genesis, ReportBuilder, DataWarehouse, and SiteCatalyst into a single solution.

• Available in two versions: Standard and Premium, which includes more advanced multichannel and predictive analytics.

• Includes roles-based data access and workflows. • Data collected and analyzed at the individual level;

customers can access their back-end data through the tool’s API or scheduled raw data feeds.

• Data is stored for 36 months. Customers can store data beyond that timeframe for a fee.

• Data segmentation can also occur on the cloud level, meaning that customers can share audiences and segments between Adobe Marketing Cloud products.

Product details

Attribution

• Standard models include first click, last click, even allocation, starter-player-closer (SPC), adjacency, latency, and pathing.

Online and offline channels included. • Premium version provides fully customized models that

incorporate predictive and statistical capabilities.

Social media/mobile integration

• Tracks and analyzes data from owned social properties, including Facebook apps and fan pages, communities, and paid campaigns.

• Tracks and analyzes data for mobile-optimized websites, native mobile applications, and video on leading media sites and segments across all carriers and device types.

www.adobe.com/solutions/digital-analytics.html




Vendor Profiles



Product Details

• Separately priced solution, Adobe Social, provides social monitoring and sentiment capabilities for Facebook, Twitter, and Google+.

Benchmarking/competitive intelligence

• Snapshot benchmarking data identifies browser types and plug-ins across verticals.

• Custom benchmarking data such as bounce rates, conversion, and average order values across industries are available through Adobe Digital Index.

• Publicly available Adobe Digital Index reports published monthly.

Provides benchmarks for events (i.e., Black Friday online sales), vertical markets, and digital technologies.

Tag management

• Dynamic tag management available across all six Marketing Cloud solutions.

Testing

• Available through Adobe Target, a standalone Marketing Cloud solution.

A/B and multivariate testing available, as well as on-site recommendation engine.

• Segments defined within Adobe Analytics can be automatically fed to Adobe Target for testing or targeting content or campaigns.

Reporting

• Standard drag-and-drop dashboard features drill-down reportlets or full-report snapshots that can be customized and segmented in real time and applied historically.

• Unified segment builder enables users to drag-and-drop dimensions, events, and other segments (segment stacking). Enterprise-grade segment management enables administrators to create, edit, delete, tag, share, and approve segments.






Vendor Profiles



Product DetailsActions can be performed on multiple segments at once.

• Adobe Live Stream, a real-time event firehose, provides granular data to power programs such as in-session retargeting and real-time monitoring and alerting of any events of interest.

• Standard reporting suite includes 80 dimensions and 57 metrics.

175 custom dimensions and 120 custom metrics are also available.

• Table Builder tool provides unlimited dimensional breakdowns and analysis.

• Dedicated app analytics interface for mobile teams, iBeacon analytics, mobile app acquisition analysis and an integrated SDK that provides lifecycle metrics, app-centric metrics, location metrics, and retention and cohort reporting with five minute set-up.

• Includes Clickmap heat-mapping tool and visual path and funnel analyses.

• Surfaces anomalies in dimensions and metrics.

• Reports can be shared in PDF, Excel, Word, and HTML formats, and printed in 300 dpi (magazine quality).

Reports can be displayed in publishing widgets to enable data access without Adobe Analytics log in.

• Reports available in iOS and Android apps.

Third-party systems integration

• Pre-built data connectors available for more than 500 Exchange technology partners, including ad serving, email, video, search, and marketing automation systems.

• Online and offline data integration, including broadcast, call centers, web TV, mobile, and gaming consoles through web services API, REST, CSV files, and an Excel plug-in.

Pricing and service

• Pricing based on server call volume. Volume discounts available.

• Enterprise pricing typically ranges from $50,000 to $500,000 annually.

• Dedicated account managers and 24/7 phone support included.

Social portal called “The Exchange” allows users to share advice. Online knowledgebase includes user manuals and white papers. Adobe TV provides hundreds of on-demand training modules.

• Digital Marketing University is an add-on training and certification program.

• Adobe Global Consulting Services available for custom integrations and advanced product configurations.






Vendor Profiles



AT Internet8 Impasse Rudolf Diesel33700 Mérignac France(T) 33-1-56-54-1430www.atinternet.com

Target customer

• Enterprise-level and mid-market businesses in the financial services, government, retail, and media industries.

Key customers

Accor Deutsche TelekomEuropcar LagardèreLe Monde Schibsted

Key executives

Alain Llorens, Founder and ChairmanMathieu Llorens, CEOSébastien Carriot, CTOCyril Mazeau, CFO

Company overview

• Founded in 1995.• 3,500 customers; 350,000 sites monitored.• Raised $8 million in a June 2013 venture round of funding from IXO Capital and

Omnes Capital to fuel international growth.• Additional offices in Munich, Hamburg, London, Madrid, Singapore, Moscow, and

Sao Paulo.

Product overview

• Analyzer III is a modular platform that offers real-time customizable analysis of navigation, traffic sources, behavior, goals, technology, and geo-location.

Includes tools such as ClickZone for measuring zones clicked; ScrollView for measuring zones displayed; Data Exploration for data queries, segmentation, and custom metrics; and Rich Media for measuring website audio, video, animation, and podcasts.

• Add-on modules available:SalesTracker. Offers a list of orders for ecommerce and and travel customers.ChannelOptimizer. A conversion attribution system.Observer. Optimizes site performance by evaluating and examining the accessibility and availability of web pages in real-time.BuzzWatcher. Measures brand, product or competitor activity on social networks, video sharing platforms, blogs, information sites, etc.TV Tracking. Measures the impact of TV spots on digital traffic based on live automatic spot detection.Audience Analytics: Enriches analyses with predictive

demographic data.• All data collected at the individual level (not sampled).

First- and third-party cookies included.• Provides choice of language, calendar format, currency,

and default parameters (site and time period).

Product details

Attribution

•ChannelOptimizer offers a combination of up to 15 marketing touch points over a 120-day period.

• Standard first-click, last-click, and equal-weight models available.

Users can customize filters by selecting size or depth of the touch-point sequence, as well as nature and position of the channel or touch point.

• Out-of-the-box integration with multi-touch analytics platform Mazeberry Express to provide more advanced measurement of the impact and profitability of multiple marketing interactions.

www.atinternet.com

www.atinternet.com


Vendor Profiles



Product Details


•BuzzWatcher monitors brand, product, and competitor activity on social networks, video sharing platforms, blogs, and information sites.

Sentiment analysis engine utilizes influence scores of supports, sites, or authors.Productivity and collaboration tools manage and store media coverage on a daily basis (custom labels, annotations, bookmarks, blacklist system, batch processing, etc).Segmentation on the fly allows users to combine search filters to focus analysis on a more accurate data selection.

• Real-time mobile and application metrics include manufacturer and model, mobile screen resolution, and offline traffic monitoring.

App libraries include iOS, Windows Phone, and Blackberry.


• Publishes public survey data based on general web usage and behavior gathered by the company’s survey team and available on the AT Internet website.

•AT Benchmark is an add-on, customizable service that collects data from more than 100,000 sites in a range of vertical markets.

Standard benchmarking package called AT Barometer uses predefined analyses.Also offered as a subscription service to continually monitor competitive performance and


www.atinternet.com

www.atinternet.com


Vendor Profiles



Product Detailsevolution of the customer’s site compared to its market.

Tag management

• “Soft tagging” solution allows marketing teams to efficiently manage tags without IT intervention.

Users create processing rules through a UI called Data Manager.

• AT Internet tag is compatible with third-party tag management solutions.

Changes applied to the AT Internet tag are made on the third-party tool’s interface without having to change the page’s source code.

Testing

• Included multivariate testing feature measures the tests sent by third-party testing solutions.

• Integrates with A/B testing solution Kameleoon.

WYSIWYG editor allows users to create variants and alternatives from their sites.Test statistics and results available through Analyzer III.

Reporting

• Unlimited number of custom dashboards and chart representations available

• Integrated “What You Want” (WuW) interface available to add specific icons and analyses to dashboards.

Dashboarding application added in 2014 to simplify graphic creation and data compilation.

• Customizable traffic sources and groups of multichannel campaigns.

• Report/Export Builder display panel generates and schedules the reports/exports of all analyses.

Daily, weekly and monthly reports/exports are available in multiple formats including Excel, Word, CSV, XML, and PDF.

• Advanced analytics provide data modeling in a dedicated, intuitive interface with the possibility of multiple crosses (metrics, dimensions, and segments).

• Custom metric-creation tool integrates segments in addition to the standard metrics available.


• 2014 update of RESTful API to improve data processing and analysis through consolidation, greater volume handling, scalability, and format standardization.

Includes Criteo for retargeting/ad serving, Emailvision and CheetahMail for email marketing, 1000mercis and Score MD for CRM, Searchmetrics for SEO, and Tag Commander for tag management.

•Data Query, a data requestor tool, provides marketing users with a simplified data extraction interface. Users configure data export tables and retrieve REST URL directly in the interface.

Pricing and service

• Pricing based on traffic (server call volume).

Subscription fees start at $700/month.Implementation fee starts at $900/day.

• Enterprise customers spend an average of $45,000 annually.

• Includes all standard reports and analysis, segmentation, Data Query, custom metrics, and the Data Manager soft-tagging interface.

• Phone support during business hours, and 24/7 online knowledgebase included.

• Add-on training, certification, and strategic consulting services available.


www.atinternet.com

www.atinternet.com


Vendor Profiles



comScore Digital Analytix® Enterprise11950 Democracy Drive, Suite 600Reston, VA 20190(T) 866-276-6972www.comscore.com

Target customer

• Enterprise-level businesses in publishing, entertainment, telecommunications, financial services, and ecommerce.

Key customers

BBC BloombergMicrosoft VerizonVevo Virgin Media

Key executives

Serge Matta CEOCameron Meierhoefer, COOManish Bhatia Chief Revenue OfficerChristiana L. Lin, EVP, General Counsel, and Chief Privacy Officer

Company overview

Founded in 1999, publicly traded (SCOR) since 2007.• Provides digital media measurement and analytics, delivering insights on web,

mobile, and TV consumer behavior.• Digital analytics solution acquired from European firm Nedstat in 2010 and

relaunched as comScore Digital Analytix in March 2011.• Acquired ad verification and optimization company AdXpose in August 2011.• Captures over 1.5 trillion digital interactions monthly, which comScore estimates as

almost 40% of monthly global internet traffic• Three product suites:

Digital Enterprise Analytics. Includes digital media, web, and mobile analytics solutions.Audience Analytics. Includes syndicated solutions such as Media Metrix and Video Metrix.Advertising Analytics. Includes ad effectiveness suite.

• Operates in 32 locations in 23 countries.

Product overview

• Offers granular access to raw data.• Integrated with audience measurement/consumer panel

demographic and behavioral data.• Data can be extracted by the customer with no time limit

on storage.• Modules include:

Multi-Platform. Identifies unique browsers/visitors and seamlessly integrates any type of structured online or offline data from web analytics and content management systems to POS records and internet-connected gaming consoles.Analysis can be customized to specific needs, enabling a comparison of multi-platform users against existing single platform benchmarks.Stream Sense. Provides real-time analytics on

browser behavior during video or audio streams, whether on demand, progressive download, or live, and regardless of where the streams are hosted. Also includes click behavior during advertising messages.validated Media Essentials. [vME] provides details on ad viewability and demography for use in inventory management, which also align with validated Campaign Essentials campaign reporting [vCE].

Product details

Attribution

• Campaign Attribution feature offers 10 attribution models including first click, last click, equally shared attribution, as well as linearly increasing or decreasing over time.

www.comscore.com

www.comscore.com


Vendor Profiles



Product Details• Users can select and compare different

attribution models side by side.• Browser Engagement model

automatically assigns attribution weight through analysis of level of interest and interaction of the browser.

• Flexibility to set the scope of the attribution at the browser, visit, or event level.


• Integrates social media metrics such as Facebook, Twitter, and YouTube metrics.

•Mobile Application Analytics provides a view of interactions and conversion including detailed information about usage by device and type.

Integrated for side-by-side analysis with traditional web data.Tracks all mobile device types and screen sizes.Optimizes the mobile user experience based on actual consumer data.

Conversion is displayed per mobile brand (device) to allow for application optimization and segmenting.SDKs available for Android, Blackberry, and iOS applications; as well as RIM, Windows Phone, Roku, and XBOX.


• The following products are included in the Audience and Advertising Analytics products.

validated Campaign Essentials™ (vCE). An integrated solution for campaign delivery validation and in-flight optimization.Provides an unduplicated account of impressions delivered across a variety of dimensions.Reports on total and validated impressions and person-centric R/F and GRPs, while eliminating non-viewed impressions for a


www.comscore.com

www.comscore.com


Vendor Profiles



Product Detailsmore accurate picture of campaign delivery.Brand Survey Lift™ (BSL™). A survey-based branding effectiveness solution that measures the total branding impact of digital campaigns as well as lift attribution by publisher, placement and creative.Media Metrix®. Reports on more than 250,000 entities worldwide with audience measurement in 44 countries and six regions. Allows customers to compare online with other media using traditional metrics such as reach, frequency, and GRPs.Ad Metrix®. Provides competitive intelligence for tracking display advertising, reporting on key person-based metrics and uncovering unique contextual insights.Mobile Metrix®. Brings comScore’s Unified Digital Measurement to smartphone devices by combining on-device metering with census-level data.Video Metrix®. Provides transparent, end-to-end video measurement.

• Custom studies available for Digital Analytics customers.

Tag management

• Partners with third-party tag management solutions including Ensighten, Tealium, and TagMan.

• Digital Analytix tag allows for an unlimited number of custom labels to further maximize data collection and analysis.

• Unified Digital Measurement (UDM) methodology allows for web measurement and audience measurement through the use of a single tag.

• Different types of tag configurations

available to match client needs.• New tag versions leverage backward

compatibility for ease of updates.

Testing

• Partners with third-party A/B and multivariate testing solutions including Optimizely, SiteSpect, Maxymiser, SDL Tridion, and Visual Website Optimizer.

Reporting

• Includes over 300 out-of-the-box reports.

• Enterprise UI for users and graphical Focus UI for the general business insights consumer.

•Report Builder module cross tabs any set of variables, and customizes existing reports to integrate data from web, mobile, social, audience research, and video.

Video analytics via the Stream Sense module provides granular reporting and also measures click behavior during ads as well as other stream-based metrics.

•Live Segmentation offers filtering capabilities to identify segments.

• Customers can create unlimited data dimensions on the fly via a drag-and-drop interface based on AND/OR logic.

• Persona-driven dashboards provide data visualization for key metrics based on job function and industry.

Dashboards can be customized to match internal KPIs.

•Direct View. A click map visualization of a website that provides performance metrics.

•Office Link™. Without launching Digital Analytix, customers can request information and include it in an Excel spreadsheet, PowerPoint presentation or Word document and instantly refresh data at any time.


www.comscore.com

www.comscore.com


Vendor Profiles



Product DetailsThird-party systems integration

• Numerous APIs available for data integration with third-party systems and tools:

OneCall API. Integrates Digital Analytix results directly with other tools and applications.Data Merge. Allows for integration of back-office data with Digital Analytix measurement data regardless of size.Event Ingest APIs. Offer the ability to insert, update, and delete event data that originates from sources that are external to the normal event data measured by Digital Analytix.Metadata Integration. Allows customers to enhance web analytics with any type of external information such as customer data from CRM systems, inventory information or supplementary marketing campaign data.

Pricing and service

• Standard pricing based on server call volume.

Volume discounts available.• “Virtual Sites” pricing increases cost

effectiveness by allowing customers to measure data once, and then create multiple data marts or data sets for use by different departments within the organization.

• Includes business hour phone support, as well as an online user guide available within the user interface.

• Add-on support services include 24/7 phone support, training through comScore Academy, and strategic consulting services.


www.comscore.com

www.comscore.com


Vendor Profiles



Google Analytics Premium1600 Amphitheatre ParkwayMountain View, CA 94043(T) 650-253-0000www.google.com/analytics

Target customer

• Enterprise-level marketers with complex data analysis requirements.

Key customers

AirbnbGILTGoProIntuitTransUnionTravelocity

Key executives (Google Analytics Premium)

Paul Muret, Vice President of Google AnalyticsBabak Pahlavan, Director of Product Management, Google AnalyticsJody Shapiro, Head of Product Management, Google Analytics PremiumSuzanne Mumford, Head of Marketing, Google Analytics Premium

Company overview

• Google founded in 1998; a public company since 2004.• Acquired Urchin Software in 2005, and launched Google Analytics as a free product

later that year.• Google Analytics Premium, a paid product targeting enterprise-level organizations,

launched in September 2011.

Product overview

• Customers receive data collection and analysis tools across a broad range of user activities that’s immediately actionable.

• Integrates with Google’s full suite of advertising technology products including AdWords and Doubleclick.

• Integrates with data from CRM and offline sources to give a complete view of customer behavior.

• Universal Analytics provide a single, customizable view of customer touch points by tracking visitor behavior across platforms and devices.

• Includes web, mobile, social, CRM, and point of sale (POS).

• Data collected at the individual session and individual hit levels, as well as at the UserID level for those who have upgraded to Universal Analytics.

Product Details

Attribution

• Google acquired Adometry, an attribution solution, in May 2014.

• Includes data-driven attribution modeling as well as rules-based and custom models.

• Offers side-by-side comparisons of multiple models.• Flow visualization displays traffic patterns through the

site or toward a goal in an interactive format for a more nuanced view of traffic patterns and conversion paths.


• Social sources, conversions, and sharing metrics available.

Social plug-in reports track on-site engagement for networks such as Google+ and Facebook.

• Standard mobile metrics include device type, carrier, OS, screen resolution, and geolocation.

• Included Mobile App Analytics covers mobile app

www.google.com/analytics



Vendor Profiles



Product Detailsmetrics such as installations, crashes, events, user behavior, engagement, goals, and revenue.

Ecommerce reporting allows for tracking what customers buy and how they do it, with the ability to trace transactions to specific keywords and understand shopper behaviors.

• Cross-device behavior (apps + web) is available in a single reporting view.

• Integrates with Google Tag Manager for Mobile Apps to facilitate managing and updating mobile apps.


• Launched in July 2014, allows users to compare site data -- such as sessions, percentage of new visitors, or bounce rate -- to data from over 1,600 industry categories and seven company sizes.

Data is integrated into heat maps which allow users to quickly identify

areas of strength, as well as areas for growth, based on anonymized data from others in their industry.

•Customer Journey tool benchmarks transactional data from 36,000 Google Analytics customers.

Profiles segmented by seven countries/currencies.

Tag management

• Google Tag Manager is built into Google Analytics Premium and integrates with Google tools such as Doubleclick as well as third-party analytics tools, many with built-in templates.

Testing

• A/B and multivariate testing available through included Content Experiments tool.

Traffic directed to better performing content on-the-fly to





Vendor Profiles



Product Detailsoptimize results.Configurable programmatically via Content Experiments API to maximize efficiency and ROI while testing.Available for use with mobile apps.

Reporting

• Processes up to one billion hits/month (higher volume available for an additional fee).

• Data guaranteed to be no more than four hours old.

• Exports of up to three million rows of unsampled data.

• Users can create custom reports to be run on historical data, using almost any permutation of the 350-plus dimensions and metrics provided.

Reports can compare up to seven trends in a single view.

• Drag-and-drop reporting dashboard and custom report builder.

Custom reports can include up to 50 custom variables.

• Real-time tracking displays up-to-the minute activity by traffic source, region, content pages, and new/returning visitors.

• Provides daily, weekly, and monthly automated alerts and reports based on any dimension or metric.

• Reports can be delivered by email in CSV, TSV, Excel, and PDF formats, or exported through an API.

• Android and iOS apps and HTML 5 website available for data access

• Reports on multiple sites or apps in aggregate by creating rollup properties (no double-tagging).


• Advertising integration with AdWords, AdMob, Doubleclick, and the Google Display Network.

Complete view of the Google Play acquisition funnel.

• BigQuery integration available to upload data to private clouds.

• Google Cloud Storage integration for downloading raw data.

• Open API for additional third-party integration with email marketing or CRM systems, for example.

Pricing and service

• Priced at $150,000/year for up to one billion hits/month, with additional pricing tiers available for higher volume sites.

• Dedicated account manager, on-site training and implementation support, and 24/7 tech support included.

Data collection SLA of 99.9% each month.SLA also covers Google Tag Manager and Mobile App Analytics support.

• Sold direct or through Google network of certified partners for businesses needing additional support with implementation or training.





Vendor Profiles



Target customer

• Mid-market and enterprise-level marketers in the retail, financial, telecommunications, content, travel/hospitality, and media industries.

Key customers

Burt’s BeesCathay PacificPETCOVirgin Atlantic AirwaysWehkamp.nl

Key executives

Kevin Bishop, VP, IBM ExperienceOne GroupChris Wong, Strategy and Product Management, IBM ExperienceOne Group

Company overview

• A global computer technology and consulting corporation with nearly 425,000 employees.

• IBM acquired Coremetrics web analytics and Unica in 2010.• Other marketing technology acquisitions include Silverpop in May 2014; and

Tealeaf, a customer experience management firm, and Demandtec, a retail pricing optimization firm, in 2012.

• In 2013, Coremetrics was rebranded as IBM Digital Analytics and made part of the IBM Digital Analytics Suite that sits within the IBM ExperienceOne Group.

• The ExperienceOne product portfolio includes IBM Digital Analytics, IBM Campaign and Interact, IBM Tealeaf customer experience analytics, IBM Xtify mobile marketing, IBM Silverpop marketing automation and IBM Demandtec merchandizing and pricing.

• IBM ExperienceOne has over 5,000 customers.

Product overview

• A module-based platform integrating IBM Digital Analytics with digital marketing management tools to provide analytics as well as digital campaign management capabilities.

Add-on modules include:Impression Attribution. Tracks impressions for display ads, widgets, microsites, and syndicated video for view-through analysis.Lifecycle. Offers visibility into how users behave through time and across channels in order to gauge the impact of marketing events over time on the buyer lifecycle, and segment accordingly.Digital Recommendations. Provides an advanced product and content recommendation engine for dynamically delivering targeted, personalized content across multiple channels based on historical data, wisdom-of-the-crowds algorithmic matching,

and business rules.LIVEmail & AdTarget. AdTarget leverages granular visitor activities captured by IBM Digital Analytics to enable delivery of highly relevant display ads and increase visitor reacquisition rates. LIVEmail provides a closed-loop email marketing system that links online profiles of visitor and customer activity with your email vendor.IBM Tealeaf Integration. Provides integration of quantitative data from IBM Digital Analytics with qualitative and behavioral data from IBM Tealeaf to perform advanced customer experience analysis and quantify conversion struggles.

• Data stored in the cloud; customers can access back-end data through a self-service data feed.

• The standard data storage default is thirteen months.Customers can extend their default data retention time period for a fee.

IBM Digital Analytics Suite1 New Orchard Rd Armonk, NY 10504 (T) 866-493-2673 www-03.ibm.com/software/products/us/en/digital-analytics/

http://www-03.ibm.com/software/products/en/digital-analytics/




Vendor Profiles



Product Details

Product details

Attribution

• Provides intuitive visualizations, including a channel stream report, top visitors’ report and a channel Venn diagram, at no additional cost.

Custom attribution models can be compared side by side in multiple windows with self-service configuration.

• Customers can view how users – independently, in segments, or as a whole – are behaving across multiple devices, displaying the reverse channel path across devices over time.

• Can break down top visitors and/or buyers for insight into cross-channel or device pathing to understand how repeat buyers’ behavior differs from others.

• Display ad view-through attribution is available through add-on module Impression Attribution.

• Detailed customer journey insight is available through the add-on module Lifecycle, which automatically segments customer groups into customizable milestones.


• Add-on Digital Analytics for Social Media module combines social media measurement with ROI analysis.

Displays quantitative metrics for about 40 social networks, including Facebook and Twitter.Tracks the number of clicks, fans, followers, and converters.Includes brand monitoring tools.

• Out-of-the-box mobile metrics include device type, OS, screen size, use of cookies, Flash, and videos.


• Included Digital Analytics Benchmark module provides aggregated and anonymous competitive data by industry and sub-vertical.

Retail industry metrics include the aggregated number of browsing, shopping cart and order sessions; page and product views; and mobile and social media percentage of site traffic and sales.






Vendor Profiles



Product DetailsFinance industry metrics include number of visitors, time on site, and conversion rates.Includes mobile usage, allowing customers to analyze their own metrics against broader mobile trends.

• Includes consulting services to recommend solutions in categories where customers fall below peer-level benchmarks.

Tag management

• Built-in Digital Data Exchange tag management solution offers a “gold tag” API that connects to third-party tools for simplified implementation and maintenance of javascript tags.

Testing

• A/B testing available through product and content recommendation add-on.

Provides creative, segmentation, and suppression parameters.Tests can be delivered directly through the tool; no third-party ESP relationship necessary.

Reporting

• 370 standard reports that feature vertical “starter kits” for the finance, retail, content, and media industries.

• Reports work from the full customer data set; the product does not use or provide sample data.

• Using a single sign-on, customers can view reports, create segments based on Unica’s email data, and execute campaigns in the appropriate channel.

• Top-line metrics are accessible via mobile devices through an iOS app or a mobile website for Android, Blackberry, and Windows devices.

• Provides drill-down lifecycle reporting to analyze marketing programs, content, devices and products for each macro and micro conversion milestone.


• Data from email, ad network providers, and BI systems can be integrated through the Digital Analytics API.

• Seamless integration with IBM Tealeaf, IBM Campaign & Interact, and IBM WebSphere Commerce and Portal products, and includes corresponding out-of-the-box reports.

• Clients employing a social listening tool such as Radian6 can download data through an API or use Digital Data Feed for Data Warehouse integration.

Pricing and service

• Pricing based on monthly website traffic (server calls) across multiple sites.

• Enterprise pricing starts at $2,500/month; volume discounts are available.

• Average annual enterprise pricing begins at $100,000 and rises based on vertical market.

• Includes mobile and web analytics and reporting, real-time KPIs, self-service data warehouse feeds, and benchmarking. All accounts have 24/7 access to live phone, chat, and email customer support.

Add-on on-demand and virtual training available.Includes a library of case studies, presentations, webinars, and videos. All customers have access to best practices consultants to advise them on analytics, report interpretation, and more.

• Premium support levels vary by need, from on-boarding and dedicated business support, to full marketing execution services.






Vendor Profiles



Target customer

• Mid-market and large enterprise companies in retail, travel, financial services, consumer packaged goods (CPG), media, technology, healthcare, and government.

Key customers

BMWKLM Royal Dutch AirlinesKimberly ClarkMicrosoftMindjetThe Telegraph

Key executives

Joe Davis, CEOKathy Stromberg, VP of MarketingJeff Seacrist, VP of Product ManagementGreg Washburn, VP of Engineering

Company overview

• Founded in 1993.• Approximately 2,000 global brands.• Additional offices in Seattle, London, Melbourne and Sweden; sales offices in 14

more countries.

Product overview

• Modular platform designed to provide multichannel data collection, analysis, and reporting; campaign optimization; testing; precision targeting; and remarketing.

• Individually priced tools include:Analytics.™ Provides a comprehensive view of visitor data across digital channels by presenting tagged data alongside untagged or third-party data.Action Center.™ Core technology that enables integration with third-party marketing systems such as Salesforce, Silverpop, and Responsys.Optimize.™ Delivers content targeting and multivariate and A/B testing.Streams.™ Uses push technology to deliver visitor-level, in-session intelligence to marketing end users and to other marketing applications.Segments.™ Collects visitor-level data for advanced segmentation and targeting.Explore.™ Provides unlimited access to multichannel customer data through an application for ad-hoc data exploration.

• Default data storage time limit is two years, which customers can extend for a fee.

Product details

Attribution

• Offered as an add-on professional services capability.• Full-session scoring based on customized business rules.

Scoring models based on visitor session behavior and content views.

Social/mobile integration

• Add-on Social Spaces can be licensed for Facebook, Twitter, and YouTube.

•Social Measurement Solutions combine analytics technology and services consulting for an additional fee.

•Mobile Analytics, an add-on module, tracks sessions, screen views, screen views per session, downloads, and session duration.

Standard report set includes nearly 30 reports across users, content, vents/campaigns, and technology.Offers open API data collection, comprehensive mWEB and APP capabilities, and Apple App Store data.Integrates with Optimize to enable customers to optimize mobile marketing campaigns and conversion activity.

Webtrends555 SW Oak Street, Suite 300Portland, OR 97204 (T) 877-932-8736www.webtrends.com

http://webtrends.com/



Vendor Profiles



Product Details


Not available.

Tag management

• Compatible with leading third-party tag management solutions.

Testing

• Available through Optimize and includes the following tools/capabilities:

Segment Discovery. Uses historical and behavioral data to identify high-value customers, and predict and define the best way to target them.Engagement Optimization. Tests and targets content and offers based on ecommerce non-conversion metrics such as increasing average order value (AOV) or time spent on site.Campaign Optimization. URL-based optimization that enables content optimization within email, social, and ad campaigns.





Vendor Profiles



Product DetailsReporting

• Custom as well as out-of-the-box site metrics available in Analytics module.

•Analytics data can be exported via REST API, CSV or as Excel, Word, and PDF documents.

Data exports are a self-service function in Analytics; the REST API allows data to be directly integrated into Excel or other BI tools.

•Streams™ pushes visitor-level, real-time intelligence designed around “events” such as shopping cart activity, traffic sources, content, campaigns, website hygiene, and mobile apps to marketing end users.

Uses an API to allow different apps to customize, filter, and consume data.


•Action Center provides seamless integration of in-session data (with Streams) and historical customer-level data into third-party action systems including email marketing systems ExactTarget, Responsys, and Silverpop.

•Universal connector is a new release that works with any solution that can

import data via files.• All data can be imported through a

data collection API, software developer kits (SDKs), and tagging.

Pricing and service

•Analytics pricing based on server call volume

•Streams pricing based upon bundles of events.

Includes a managed services component.

• Customized pricing for Optimize.• Average annual enterprise pricing of

$150,000.• Add-on implementation services,

as well as staff augmentation retainers for strategic consulting and campaign design, administration, technical consulting, consultation on optimization, search analysis and SEO, app creation, and social marketing optimization.

Also offers a fee-based, dedicated Digital Marketing Optimization team that consults with customers on a range of digital marketing optimization services.







ResourcesBlogs

“eMetrics Summit: Big Data for Marketing,” by Jim Sterne, President, Target Marketing. http://blog.emetrics.org/“John Lovett’s Blog at Web Analytics Demystified,” by John Lovett, Senior Partner, Web Analytics Demystified. http://john.webanalyticsdemystified.com/“Occam’s Razor,” by Avinash Kaushik, Digital Marketing Evangelist, Google. http://www.kaushik.net/avinash/

Websites

www.marketingland.comwww.screenwerk.comwww.digitalanalyticsassociation.org

Reports

Quarterly Digital Intelligence Briefing: 2014 Digital Trends; Digital Marketing and Eecommerce Trends and Predictions 2014, Econsultancy.com Ltd in association with Adobe. https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2014-digital-trendsThe Forrester Wave™: Web Analytics, Q2 2014 by James McCormick, May 13, 2014. www.forrester.comThe State of Marketing 2013, published by IBM. http://www-01.ibm.com/software/marketing-solutions/campaigns/surveys/2013-marketers-survey.htmlMobile and the Path to Purchase; US Digital Future in Focus., Gian Fulgoni, Co-Founder & Chairman comScore, Inc.. www.comscore.com

Articles

“Tag management software as marketing middleware”,” by Scott Brinker, http://chiefmartec.com/2014/06/tag-management-software-marketing-middleware/

http://blog.emetrics.org/

http://john.webanalyticsdemystified.com/

http://www.kaushik.net/avinash/

www.marketingland.com

www.digitalanalyticsassociation.org

https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2014-digital-trends

www.forrester.com

http://www-01.ibm.com/software/marketing-solutions/campaigns/surveys/2013-marketers-survey.html

www.comscore.com

http://chiefmartec.com/2014/06/tag-management-software-marketing-middleware/

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