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Market Intelligence Report - Digital Analytics

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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

A Digital Marketing Depot Research Report

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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 Contents
Scope and Methodology............................................................................................................ 2
Enterprise digital analytics market overview............................................................................ 3
Table 1: Mobile usage exceeds desktop usage................................................................ 3
Table 2: Key areas of focus for digital marketers............................................................... 4
Mature market creates high barriers to entry........................................................................... 4
Table 3: Selected digital analytics mergers and acquisitions, 2012-2014......................... 5
Table 4: Selected digital analytics point solutions............................................................. 6
Digital analytics market trends.................................................................................................. 7
Trend #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.......................................... 8
Trend #3: Emphasis on discovery and collaboration throughout the enterprise..................... 8
Table 6: Digital analytics vendors target business end users.......................................... 11
Enterprise digital analytics platform capabilities................................................................... 11
Table 7: Selected enterprise digital analytics platform capabilities................................ 12
Choosing an enterprise digital analytics platform................................................................. 14
The benefits of using digital analytics platforms.................................................................... 14
Enterprise digital analytics pricing.......................................................................................... 15
Table 8: Average annual pricing for selected enterprise digital analytics platforms...... 16
Recommended steps to making an informed purchase........................................................ 16
Step One: Do you need an enterprise digital analytics platform?......................................... 16
Step Two: Identify and contact appropriate vendors............................................................. 18
Step Three: Scheduling the demo.......................................................................................... 18
Step Four: Check references, negotiate a contract................................................................ 19
Conclusion.................................................................................................................................. 20
Vendor Profiles ......................................................................................................................... 21
Adobe Analytics...................................................................................................................... 21
AT Internet.............................................................................................................................. 24
comScore Digital Analytix® Enterprise ................................................................................. 27
Google Analytics Premium..................................................................................................... 31
IBM Digital Analytics .............................................................................................................. 34
Webtrends.............................................................................................................................. 37
Resources .................................................................................................................................. 40

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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

Scope and Methodology
This 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-perclick (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 2014
Advisory 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

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Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide

Enterprise digital analytics market
overview
Enterprise 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.
Table 1: Mobile usage exceeds desktop usage (in billions of minutes)
(in billions of minutes)

Tablet

124

11

Smartphone

442

131

Desktop
0

100

200

2013

2010

401

300

400

429
500

Source: comScore Media Metrix Multi-Platform

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 numerous
enterprise 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.

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

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.
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Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide

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.
Table 2: Key areas of focus for digital marketers

Ensuring consistency of messaging across all
channels

Understanding how mobile users research/buy
products

54%

Understanding where and when customers use
different devices

62%

73%

50%

Using online data to optimize of�line experience

46%

Using of�line data to optimize online experience

42%

Harnessing Big Data for more effective marketing

Source: Quarterly Digital Intelligence Briefing: 2014 Digital Trends

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.

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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.

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Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide

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

Acquired

Date

Price

Notes

Adobe
Systems

Satellite
Efficient Frontier

July 2013
Jan. 2012

NA
$400M

Tag management
PPC, display advertising, and
social media management

Google

Adometry
Wildfire

May 2014
July 2012

NA
$250M

Attribution
Social media management

IBM

SilverPop
Xtify

May 2014
Oct. 2013

NA
NA

Tealeaf

June 2012

NA

Marketing automation
Cloud-based mobile
messaging
Customer experience
management

Source: Third Door Media

With an established
and well-financed set
of enterprise digital
analytics vendors
crowding the
market, the barriers
The majority of enterprise platform vendors promote the open architecture of their platforms to entry are high.
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).

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.

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Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide

Table 4: Selected digital analytics point solutions
Function/Feature

Vendor

URL

Attribution

C3 Metrics
Ebay Enterprise (Formerly
ClearSaleing)
Convertro
Visual IQ

www.c3metrics.com
http://www.ebayenterprise.com

Benchmarking

Alexa
Compete
Doubleclick Ad Planner
Google Trends

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

Clickstream analysis

Bing Webmaster Tools
Google Webmaster Tools
Piwik
Site Meter
StatCounter

www.bing.com/toolbox/webmaster
www.google.com/webmasters/tools/
www.piwik.org
www.sitemeter.com
www.statcounter.com

Real-time analytics

Absolutdata
Anametrix
Chartbeat
GoSquared
Woopra

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

Tag management

BrightTag
Ensighten
SiteTagger
TagMan
TealiumiQ

www.brighttag.com
www.ensighten.com
www.sitetagger.co.uk
www.tagman.com
www.tealium.com

Testing (A/B and
multivariate)

AdWords Campaign
Experiments
Maxymiser
Optimizely
SiteSpect
Wingify

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

iPerceptions
Concept Feedback
Foresee
Loop11.com
OpinionLab
UserTesting.com

www.iperceptions.com
www.conceptfeedback.com
http://www.foresee.com/
www.loop11.com
www.opinionlab.com
www.usertesting.com

Voice of customer

www.convertro.com
www.visualiq.com

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

Source: Third Door Media

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Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide

Digital analytics market trends
Several 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).
Table 5: How do you use analytics to understand customers and drive marketing activities?

Segmentation

54%

Upsell, cross sell, next best action

65%

50%

Contact optimization
Response modeling

40%

Attribution modeling

Customer lifetime value modeling

33%

Attrition and churn

48%

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

39%

Source: IBM’s The State of Marketing 2013

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.

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Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide

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.

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.

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
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Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide

Table 6: Digital analytics vendors target business end users

comScore
Direct report data
access through MS
Of�ice apps

Google
Analytics
functionality
enhanced through
acquisitions

AT Internet
Improved data
aggregation, mining,
and distribution

Adobe Analytics
Available within
Adobe Marketing
Cloud ecosystem

Greater
business
user access
to advanced
analytics

IBM
Analytics product
underlies marketing,
e-commerce, and
customer experience
platforms

Webtrends
Data democratized
via APIs and realtime data streams

Source: Third Door Media

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
capabilities

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

Virtually 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:
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Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide

• 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).
Table 7: Selected enterprise digital analytics platform capabilities
Individual-level
data collection

Real time
analytics

Built-in A/B &
multivariate
testing

Digital
multichannel
attribution

Benchmarking

Adobe Analytics

4

4

4*

4

4

4

4

4

AT Internet

4

4

4

4

4*

4

4

4

comScore Digital
Analytix

4

4

8

4

4*

4

4

8

Google Analytics
Premium

4

4

4

4

4

4

4

4

IBM Digital Analytics
Suite

4

4

4*

4

4

4*

4

4

Webtrends

4

4

4*

4*

8

4*

4*

8

Vendor

Integrated
Integrated social
mobile metrics
metrics

Built-in tag
management

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

Individual-level data collection and storage
Virtually all of the enterprise digital analytics vendors profiled in this report provide browserbased, 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, realtime 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.

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Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide

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.”

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

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Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide

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.

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 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 platform
The 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.

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• 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 cloudbased 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.

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

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

Average annual
enterprise pricing

Adobe Analytics

$50,000 to $500,000

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

AT Internet (Analyzer III)

$45,000

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

comScore Digital
Analytix

$50,000 to $500,000

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

Google Analytics
Premium

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

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

IBM Digital Analytics
Suite

$100,000 and up, based on
vertical market

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

Webtrends

$150,000

Modular platform with individually priced
tools

Included tools

Source: Third Door Media

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.

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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 backend, 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.

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.

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.

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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.

Once you have
determined that
enterprise digital
analytics software
makes sense for
Take your list of capabilities and then do some research. The “Resources” section at the
your business, spend
back of this report includes a list of blogs, reports, and industry research that will help. (Many time researching
of the vendors profiled in this report also provide white papers and interactive tools that can
individual vendors
help.)
and their capabilities.
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?
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• 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?

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

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Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide

Conclusion
Digital 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 thirdparty 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

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Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide

Vendor Profiles
Target customer
• Enterprises in the retail, financial services, government, travel, media, and
entertainment industries.

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

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.

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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.
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Vendor Profiles

Product Details

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

• 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.

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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.

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Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide

Vendor Profiles

Product Details

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

Actions 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.

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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 addon training and certification program.
• Adobe Global Consulting Services
available for custom integrations and
advanced product configurations.

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Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide

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

Key customers
AT Internet
8 Impasse Rudolf Diesel
33700 Mérignac France
(T) 33-1-56-54-1430
www.atinternet.com

Accor
Europcar
Le Monde

Deutsche Telekom
Lagardère
Schibsted

Key executives
Alain Llorens, Founder and Chairman
Mathieu Llorens, CEO
Sébastien Carriot, CTO
Cyril 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

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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.

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Vendor Profiles

Product Details

AT Internet
8 Impasse Rudolf Diesel
33700 Mérignac France
(T) 33-1-56-54-1430
www.atinternet.com

Social media/mobile integration
• 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.
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App libraries include iOS, Windows
Phone, and Blackberry.

Benchmarking/competitive
intelligence
• 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

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Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide

Vendor Profiles

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

Tag management

AT Internet
8 Impasse Rudolf Diesel
33700 Mérignac France
(T) 33-1-56-54-1430
www.atinternet.com

• “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 thirdparty 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.
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26

• 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.

Third-party systems integration
• 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.

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

Vendor Profiles
Target customer
comScore Digital Analytix®
Enterprise
11950 Democracy Drive,
Suite 600
Reston, VA 20190
(T) 866-276-6972
www.comscore.com

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

Key customers
BBC
Microsoft
Vevo

Bloomberg
Verizon
Virgin Media

Key executives
Serge Matta CEO
Cameron Meierhoefer, COO
Manish Bhatia Chief Revenue Officer
Christiana 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 internetconnected 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
© 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com

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.
27

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

Vendor Profiles

Product Details
comScore Digital Analytix®
Enterprise
11950 Democracy Drive,
Suite 600
Reston, VA 20190
(T) 866-276-6972
www.comscore.com

• 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.

Social media/mobile integration
• 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.

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28

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.

Benchmarking/competitive
intelligence
• 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

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

Vendor Profiles

Product Details
comScore Digital Analytix®
Enterprise
11950 Democracy Drive,
Suite 600
Reston, VA 20190
(T) 866-276-6972
www.comscore.com

more 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 censuslevel 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

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29

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-anddrop 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.

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

Vendor Profiles

Product Details
Third-party systems integration
comScore Digital Analytix®
Enterprise
11950 Democracy Drive,
Suite 600
Reston, VA 20190
(T) 866-276-6972
www.comscore.com

• 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.

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30

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.

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

Vendor Profiles
Target customer
• Enterprise-level marketers with complex data analysis requirements.
Google Analytics Premium
1600 Amphitheatre Parkway
Mountain View, CA 94043
(T) 650-253-0000
www.google.com/analytics

Key customers
Airbnb
GILT
GoPro
Intuit
TransUnion
Travelocity

Key executives (Google Analytics Premium)
Paul Muret, Vice President of Google Analytics
Babak Pahlavan, Director of Product Management, Google Analytics
Jody Shapiro, Head of Product Management, Google Analytics Premium
Suzanne 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.

© 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com

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 media/mobile integration
• 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

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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

Vendor Profiles

Product Details
Google Analytics Premium
1600 Amphitheatre Parkway
Mountain View, CA 94043
(T) 650-253-0000
www.google.com/analytics

metrics 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.

Benchmarking/competitive
intelligence
• 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

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32

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

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

Vendor Profiles

Product Details
Google Analytics Premium
1600 Amphitheatre Parkway
Mountain View, CA 94043
(T) 650-253-0000
www.google.com/analytics

optimize 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

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33

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

Third-party systems integration
• 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.

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

Vendor Profiles
Target customer
• Mid-market and enterprise-level marketers in the retail, financial, telecommunications,
content, travel/hospitality, and media industries.
IBM Digital Analytics Suite
1 New Orchard Rd
Armonk, NY 10504
(T) 866-493-2673
www-03.ibm.com/software/
products/us/en/digital-analytics/

Key customers
Burt’s Bees
Cathay Pacific
PETCO
Virgin Atlantic Airways
Wehkamp.nl

Key executives
Kevin Bishop, VP, IBM ExperienceOne Group
Chris 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

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.

• 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,
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34

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

Vendor Profiles

Product Details

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

Product details

Social media/mobile integration

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.

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35

• 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.

Benchmarking/competitive
intelligence
• 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.
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

Vendor Profiles

Product Details

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

Finance 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.
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36

Third-party systems integration
• 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, selfservice 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.

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

Vendor Profiles
Target customer
Webtrends
555 SW Oak Street,
Suite 300
Portland, OR 97204
(T) 877-932-8736
www.webtrends.com

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

Key customers
BMW
KLM Royal Dutch Airlines
Kimberly Clark
Microsoft
Mindjet
The Telegraph

Key executives
Joe Davis, CEO
Kathy Stromberg, VP of Marketing
Jeff Seacrist, VP of Product Management
Greg 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 visitorlevel, 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.
© 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com

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.
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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

Vendor Profiles

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

Benchmarking/competitive
intelligence
Not available.

Tag management
• Compatible with leading third-party tag
management solutions.

Testing
• Available through Optimize and
includes the following tools/
capabilities:
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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. URLbased optimization that enables
content optimization within email,
social, and ad campaigns.
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

Vendor Profiles

Product Details
Reporting
Webtrends
555 SW Oak Street,
Suite 300
Portland, OR 97204
(T) 877-932-8736
www.webtrends.com

• 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.

Third-party systems integration
• 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

© 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com

39

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.

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

Resources
Blogs
“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.com
www.screenwerk.com
www.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-trends
The Forrester Wave™: Web Analytics, Q2 2014 by James McCormick, May 13, 2014. www.forrester.com
The State of Marketing 2013, published by IBM.
http://www-01.ibm.com/software/marketing-solutions/campaigns/surveys/2013-marketers-survey.html
Mobile 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/

© 2014 Third Door Media, Inc. • http://digitalmarketingdepot.com

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Email: [email protected]

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