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Enterprise Web Analytics Platforms 2015

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Marketing Land's latest publication of the "Enterprise Web Analytics Platforms 2015: A Marketer's Guide" examines the market for web analytics platforms and the considerations involved in implemention. The 37-page report reviews the growing market for web analytics platforms, plus the latest trends, opportunities and challenges.

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Enterprise Web Analytics Platforms 2015

  1. 1. A Marketing Land Research Report M A R K E T I N T E L L I G E N C E R E P O R T : Enterprise Web Analytics Platforms 2015: A Marketer’s Guide
  2. 2. Don’t just reach your customers. Know them. We can help you bring together all of your data and content into a single place, so you can deliver the ideal experience to every customer, every time. Adobe Marketing Cloud
  3. 3. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 1 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Table of Contents Scope and methodology.........................................................................................................2 Enterprise web analytics market overview.............................................................................3 Table 1: Technology that is critical/very important to the customer journey.................... 3 Vendors integrate acquisitions, expand cloud capabilities..................................................4 Table 2: Selected web analytics point solutions................................................................ 5 Enterprise web analytics market trends.................................................................................6 Trend #1: Increased focus on user experience drives cross-device data integration...........6 Table 3: How effective is your mobile marketing integration?.......................................... 7 Trend #2: Vendors redesign user interfaces to help simplify Big Data.................................7 Trend #3: Training programs, turnkey solutions emerge to fill gap in analytics skills...........8 Enterprise web analytics platform capabilities......................................................................8 Individual-level data collection and storage.........................................................................9 Role-based or customizable dashboards.............................................................................9 A/B and multivariate testing.................................................................................................9 Multichannel attribution and/or funnels...............................................................................9 Table 4: Selected enterprise web analytics platform capabilities..................................... 7 Tag management................................................................................................................10 Integrated social media/mobile metrics.............................................................................10 Open or flexible APIs/cloud-based storage.......................................................................10 Choosing an enterprise web analytics platform...................................................................11 The benefits of using web analytics platforms...................................................................11 Enterprise web analytics pricing.........................................................................................12 Recommended steps to making an informed purchase.....................................................12 Step One: Do you need an enterprise web analytics platform?........................................12 Step Two: Identify and contact appropriate vendors.........................................................13 Step Three: Scheduling the demo......................................................................................14 Step Four: Check references, negotiate a contract............................................................14 Conclusion..............................................................................................................................15 Vendor profiles......................................................................................................................16 Adobe Analytics.................................................................................................................16 AT Internet..........................................................................................................................19 comScore Digital Analytix® Enterprise..............................................................................22 Google Analytics Premium.................................................................................................26 IBM Digital Analytics..........................................................................................................29 Webtrekk............................................................................................................................32 Webtrends..........................................................................................................................34 Resources...............................................................................................................................37
  4. 4. MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 2 Email: whitepapers@digitalmarketingdepot.com Scope and methodology This report examines the current market for enterprise web analytics platforms and the considerations involved in implementing this technology. This report answers the following questions: • What trends are driving the adoption of enterprise web analytics platforms? • Who are the leading players in enterprise web analytics? • What capabilities do enterprise web analytics platforms provide? • Does my company really need an enterprise web analytics platform? • How much do web analytics platforms cost? Defining enterprise web analytics is a moving target, as terms such as “digital analytics,” “customer analytics,” and “marketing analytics” are all being used to describe the multichannel integration and analytical capabilities that enterprises seek from web analytics tools. These channels include – but are not limited to – websites, social media, pay-per-click (PPC) media, search engine optimization (SEO), email, point of sale (POS), and mobile. For the purposes of this report, the term “enterprise web analytics” defines software that primarily manages website data collection, analysis, and optimization; and provides a sophisticated level of attribution, testing, and reporting. These capabilities may be offered across devices and additional marketing channels as mentioned above. If you are considering investing in an enterprise web analytics platform, this report will help you decide whether or not you need to. The report has been completely updated since its July 2014 publication to include the latest industry statistics, developing market trends, and new product updates. This report is not a recommendation of any web 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 web analytics, or because their entire revenue comes from enterprise web 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. Agencies that provide analytics as part of their overall services are also beyond the scope of this report. Third Door Media conducted numerous in-depth interviews with leading vendors and industry experts. Interviews took place in May and June 2015. These, in addition to third- party research, form the basis for this report. June 2015 Editorial Advisors: Michael Rappa, Ph.D, Goodnight Director and Distinguished University Professor, Institute for Advanced Analytics, NCSU; Digital Analytics Association Board Annie Cushing, Author “Annielytics” blog Research/Writers: Brian Kelly, Principal, Candlewood Creative Karen Burka, Senior Research Consultant, Third Door Media Editor: Claire Schoen, VP, Marketing Services, Third Door Media
  5. 5. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 3 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Enterprise web analytics market overview Data has become the lynchpin in the decision-making process for virtually every marketing organization today. From CRM systems to call centers, websites and social networks to third- party data from ad networks and audience measurement services, the sheer number of data sources and systems now contributing to marketing is growing at lightning speed. The types of data being collected have also increased – from structured names and addresses gathered through registration forms to clicks on unstructured tweets, images, and videos. The result is that enterprise marketers and analysts are collecting, storing, analyzing, and acting upon an unprecedented volume of customer and prospect data. They may be involved with or in charge of social media marketing, search engine optimization (SEO), testing, targeting, optimizing display advertising, and tracking mobile devices and app usage. The importance of understanding the contributions and relationships of multiple channels to website traffic and conversions, as well as the overall online and offline customer experience, has risen significantly. The job function of ‘marketing technologist’ has emerged, reflecting the increasing overlap of skills required to be successful in digital marketing. In an effort to blend the creative art of marketing with the science of technology, digital analysts, statisticians or data scientists often now reside in the marketing department versus the IT department. For these marketing practitioners, web analytics have become a critical tool to manage the conversion of data into actionable insights. More than half of marketers surveyed say that marketing analytics are absolutely critical or very important to their company’s efforts to create a cohesive customer journey, according to the 2015 State of Marketing report (see Table 1). Table 1: Technology that is critical/very important to the customer journey 40% 41% 42% 44% 51% 54% 54% 57% Social listening or publishing tools Collaboration tools Predictive intelligence Marketing automation Content management CRM tools Marketing analytics Mobile apps Source: 2015 State of Marketing published by Salesforce.com Yet the ability to glean insights from the massive amounts of data being collected is still difficult for many organizations. One of the most pressing business challenges cited by U.S. marketers is their ability to use existing data to drive more relevant messages, the 2015 State of Marketing found. The job function of ‘marketing technologist’ has emerged, reflecting the increasing overlap of skills required to be successful in digital marketing.
  6. 6. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 4 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Many of the systems now feeding the marketing organization operate in silos and are insufficiently integrated. Altimeter Group research reports that 56% of companies surveyed find it difficult for disparate groups within the organization to work together to create a consistent customer experience or journey that “stitches together seamlessly.” Web analytics platform vendors are attempting to seize this market opportunity by promoting the open architecture of their platforms to provide multichannel data capabilities. APIs are widely used with most web analytics platforms, due to the simplicity of implementation and the high level of flexibility provided. Several enterprise web 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. 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 provides more opportunities for marketers to build out a platform that suits their individual needs, and indicates a significant change in strategy for the vendors. Vendors integrate acquisitions, expand cloud capabilities The enterprise web analytics platform market is a mature industry, led by several large vendors that effectively dominate the field. After a three-year flurry of acquisition activity, vendors spent much of 2015 continuing to integrate their purchases and repositioning their products as broad-based web analytics offerings. For example, IBM acquisitions Coremetrics, Unica, Tealeaf, and Silverpop were rebranded again in 2015 as separately priced products in the company’s Customer Engagement Solutions group -- which had been previously branded as the IBM ExperienceOne product portfolio. Adobe Analytics includes prior acquisition Omniture SiteCatalyst and is part of the Adobe Marketing Cloud, which has expanded through a mix of organic and external growth from five to eight separately priced solutions. Several vendors made additional acquisitions in 2014 and 2015 to bolster their cloud capabilities and advertiser features. In May 2015, comScore purchased Proximic, a developer of digital advertising analytics. IBM bought Blue Box in June 2015 to expand its private cloud offerings. In August 2014, comScore acquired anti-ad fraud software tool MdotLabs. Traffic from bots and click farms has become a serious concern for digital advertisers, as it creates fraudulent clicks and increases ad costs. To that end, Google also purchased anti-fraud software developer Spider.io in February 2014. Google went on to buy attribution tool Adometry in May 2014 to aid its anti-fraud efforts and improve its attribution capabilities. With an established and well-financed set of enterprise web analytics vendors controlling the market, the barriers to entry are high. Point solutions have seized upon this as an opportunity to provide best-of-breed tools that work in conjunction with these enterprise solutions. These companies include eBay Enterprise (which includes the former GSI Commerce/ClearSaleing), Convertro (acquired by AOL in May 2014), and Visual IQ for attribution; Optimizely, Maxymizer, and SiteSpect for testing; Tableau, Chartio, and Cyfe for dashboarding; and Signal, Ensighten, and TagCommander for tag management (see Table 2). Selected web analytics acquisitions, 2014-2015 Date Vendor Acquired 6/15 IBM Blue Box 5/15 comScore Proximic 8/14 comScore MdotLabs 5/14 Google Adometry 2/14 Google Spider.io Source: Third Door Media
  7. 7. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 5 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Source: Third Door Media Table 2: Selected web analytics point solutions Attribution Real-time analytics Tag management Voice of customer Testing (A/B and multivariate) Clickstream analysis Benchmarking Dashboards Function/Feature Bizible C3 Metrics Ebay Enterprise Convertro (AOL Platforms) Visual IQ Absolutdata Chartbeat Clicky GoSquared Luckyorange Woopra Datalicious Ensighten Hub’Scan Impact Radius Qubit Signal TagCommander Tealium iPerceptions Concept Feedback Customerville Foresee Loop11.com OpinionLab UserTesting.com AB Tasty Convert Maxymiser Monetate Optimizely SiteSpect Wingify/VWO Bing Webmaster Tools Google Search Console (formerly Google Webmaster Tools) Piwik Site Meter StatCounter Alexa Compete Doubleclick Ad Planner Google Trends SimilarWeb Chartio Cyfe Ducksboard Geckoboard Klipfolio Tableau Vendor bizible.com c3metrics.com ebayenterprise.com convertro.com visualiq.com absolutdata.com http://chartbeat.com Clicky.com gosquared.com/ luckyorange.com woopra.com datalicious.com/supertag/supertag-full-service- tag-management/ ensighten.com hub-scan.com impactradius.com/tag-management qubit.com signal.co tagcommander.com tealium.com iperceptions.com conceptfeedback.com customerville.com foresee.com/ loop11.com opinionlab.com usertesting.com https://en.abtasty.com/ convert.com maxymiser.com monetate.com optimizely.com sitespect.com wingify.com bing.com/toolbox/webmaster g.co/SearchConsole piwik.org sitemeter.com statcounter.com alexa.com compete.com google.com/adplanner/ google.com/trends/ similarweb.com http://chartio.com cyfe.com http://ducksboard.com geckoboard.com klipfolio.com tableau.com URL
  8. 8. User-Centric Analytics. Marketing Automation. RTA. 2 Develop a BI Team 3 Build an internal DMP (Data Management Platform) 4 Personalise All User Experiences Want to try Webtrekk for yourself? www.webtrekk.com/demo DIGITAL INTELLIGENCE & CUSTOMER EXPERIENCE 1 Collect Your User-Centric Data Visualise (and Act on) Your Success 5
  9. 9. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 6 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Enterprise web analytics market trends Several significant trends are driving growth in the enterprise web analytics market, including: 1. Increased focus on user experience drives cross-device data integration. 2. Vendors redesign user interfaces to help simplify Big Data. 3. Training programs, turnkey solutions emerge to fill gap in marketing analytics skills. The following sections discuss these trends in more detail. Trend #1: Increased focus on user experience drives cross-device data integration The customer journey now comprises multiple devices. Whereas marketers were focused on integrating channels in 2014, today, the focus is on integrating cross-device data. Marketers must understand how to allocate their budgets, where to provide rich content, and how much impact each device has on conversion. For example, mobile became the dominant device for interacting with digital media in 2014, with smartphones and tablets representing 60% of U.S. digital media usage, according to comScore. The time U.S. consumers spend on digital media continues to grow at a double- digit rate; mobile apps, in particular, account for more than half of all time spent on digital media. These market dynamics have made the ability to integrate and analyze data across devices – including mobile, tablet, and desktop – a requirement for enterprise marketers. Nearly 70% of marketers already track mobile app analytics, according to Salesforce’s 2015 State of Marketing report. Altimeter Group similarly found that 71% of marketing executives say updating their corporate website and ecommerce programs for mobile is very important. Although many organizations are satisfied with their efforts to marry cross-device data, more than one third say their efforts to integrate mobile marketing are only “somewhat effective,” according to Salesforce’s 2015 State of Marketing report (see Table 3). Some of the challenges include the accuracy of segmentation by device, and the quality of the mobile user experience. Experts agree that creating mobile content entails more than just transferring website content to a smaller screen. For example, web analytics vendors report significant differences in conversion rates by device as well as by different operating systems on the same device. Although many organizations are satisfied with their efforts to marry cross-device data, more than one third say their efforts to integrate mobile marketing are only “somewhat effective...”
  10. 10. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 7 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Table 3: How effective is your mobile marketing integration? 1% 6% 32% 61% 0% 10% 20% 30% 40% 50% 60% 70% Very effective/effective Somewhat effective Not very effective/not at all effective Don't know Source: 2015 State of Marketing published by Salesforce.com In response, web analytics vendors have expanded their cross-device data integration and analytical capabilities. Several vendors report that segmentation by device has become one of the most popular features used on their platforms. Other vendors have launched integrated software developer kits (SDKs) to provide lifecycle, location, retention, and app-centric metrics across devices. In January 2015, comScore announced a multiplatform version of its Video Metrix® audience measurement service, to provide integrated and de-duplicated desktop, smartphone, tablet, and over-the-top (OTT) video audience data for digital publishers and advertisers. Trend #2: Vendors redesign user interfaces to help simplify Big Data Big Data – the proliferation of customer data available to populate numerous enterprise systems – has brought with it both opportunities and challenges. Armed with an unprecedented volume of customer data, marketers have the opportunity to craft relevant, highly targeted offers to individual customers wherever they are on their preferred devices. However, with so much data flooding the enterprise, marketers are now challenged to find customer insights within the mounds of information. As the types and volume of customer data have become more complex, so have web analytics user interfaces. The result is an increasing marketer demand to make Big Data more actionable through simpler, role-based dashboard tools. Topping marketers’ list of dashboard “wants” and “needs” are report flexibility and customization – particularly by user role. Both marketing end users and “power users” within the marketing organization need to organize data from a wide range of sources, but the data they each need to parse, analyze or model can differ. Marketers and vendors agree that web analytics dashboards need more options for novice uses, as well as more advanced options for power users. Several enterprise web analytics platform vendors launched new iterations of their user interfaces in 2015 that feature more customization options by vertical industry and user role. Vendors are working more closely with customers to design role-based workflows that provide curated, custom user experiences. Industry experts also cite several point solutions – such as Tableau, Cyfe, and Ducksboard – that offer strong dashboard tools with many options to simplify data. With so much data flooding the enterprise, marketers are now challenged to find customer insights within the mounds of information.
  11. 11. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 8 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Many marketers currently lack the analytical skills necessary to manage the intensive data work necessary for their organization’s success. Trend #3: Training programs, turnkey solutions emerge to fill gap in analytics skills The pressure is growing on today’s enterprise marketers, as responsibility for investing in the right software to more effectively manage customer data continues to shift to the marketing organization. In an effort to blend the creative art of marketing with the science of technology, digital analysts, statisticians or data scientists now reside in the marketing department versus the IT department. The job function of ‘marketing technologist’ has emerged, reflecting the increasing overlap of skills required to be successful in digital marketing. But many marketers currently lack the analytical skills necessary to manage the intensive data work necessary for their organization’s success. According to Sirius Decisions research, 85% of marketers don’t believe they are using marketing technology to its full potential. Education, training, and more turnkey web analytics platforms are several of the solutions available to marketing organizations attempting to transform their staff skillsets. Digital agency SapientNitro now offers a Chief Marketing Technology Officer University program designed to train marketers in overlapping disciplines. The Institute for Advanced Analytics at North Carolina State University, which created one of the first Master of Science in Analytics (MSA) degree programs in 2007, opened new facilities in 2015 to accommodate enrollment growth. There are now more than 80 such graduate programs in the U.S. alone. Even so, the demand for analytical talent in the U.S. could be 50-60% greater than its projected supply by 2018, according to the McKinsey Global Institute. As a result, managed services may also become a growth area for web analytics vendors, as marketers face talent shortages and a lack of resources to train and hire marketing technologists and data analysts. Enterprise web analytics platform capabilities Virtually all enterprise web analytics platforms available today offer a core set of capabilities that focus on: • Individual-level website data collection and storage; • Multichannel attribution and/or funnels; • 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: • Built-in tag management; • Flexible APIs and/or cloud access; • Testing (A/B and multivariate); and • Role-based or customizable dashboards. 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 web analytics and marketing investments. The following section discusses some of the current features and the key considerations involved in choosing an enterprise web analytics platform (see Table 4).
  12. 12. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 9 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Individual-level data collection and storage Virtually all of the enterprise web analytics vendors profiled in this report provide browser- based, individual-level data, rather than representative sample data. Some vendors provide customers with API access to raw data for more customized or extensive third-party integration or data manipulation. Data storage limits among vendors vary from 13 months to unlimited. Vendors with data storage limits offer longer storage time periods for additional fees. Role-based or customizable dashboards As the types and volume of customer data have become more complex, so have web analytics dashboards. The result is an increasing marketer demand to make Big Data more actionable through simpler, role-based dashboard tools. Several enterprise web analytics platform vendors launched new iterations of their user interfaces and dashboards in 2015 that feature more customization options by vertical industry and user role. Industry experts also cite several point solutions – such as Tableau, Cyfe, and Ducksboard – that offer strong dashboard tools with many options to simplify data. A/B and multivariate testing Testing is an important feature of web analytics platforms to improve the customer experience, better allocate campaign resources, and increase ROI. A/B tests are the most common and easiest type of landing-page test to conduct. They consist of creating alternative pages for a specific page or URL, and showing each of them to a certain percentage of visitors. Multivariate tests, on the other hand, experiment with elements within specific pages (i.e., a picture, text or button) and provide different alternatives of each element. The resulting combinations are derived from the number of elements multiplied by the number of element variations, hence the label, “multivariate.” The enterprise vendors profiled in this report use several approaches to provide testing tools. Several include A/B and multivariate testing in their base price, while others offer the capability as an add-on or partner with point solutions to increase customer flexibility. Multichannel attribution and/or funnels 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, including funnels, help marketers understand these paths by channel and over time by using statistical models to assign appropriate and accurate weights to each consumer interaction. Multichannel funnels also track where in the conversion path – top, middle or bottom – the customer interaction is taking place. The goal of each of these tools is to optimize budget and resource allocation. Testing is an important feature of web analytics platforms to improve the customer experience, better allocate campaign resources, and increase ROI.
  13. 13. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 10 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide 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 web analytics platforms offer built-in tag management capabilities, allowing marketers to bypass IT by automatically generating and deploying tags from the analytics system itself. When deciding between a native and third-party tag management tool, consider the sophistication of the tool, vendor lock-in, and IT requirements. Integrated social media/mobile metrics The proliferation of social media networks has led several web 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. The majority of vendors profiled in this report include mobile measurement capabilities in their pricing to help customers track and optimize mobile investments. Standard mobile metrics include device type, carrier, operating system (OS), screen resolution, and geolocation for mobile digital activity. Vendors are also seeking to compete with app-specific measurement tools by providing SDKs for Android, Windows Phone, Blackberry, and iOS. Open or flexible APIs/cloud-based storage A platform’s Application Programming Interface (API) is a source code-based specification that allows other software systems to communicate with it. Open APIs provide more seamless integration with customers’ existing CRM, marketing automation, and email platforms, and Table 4: Selected enterprise web analytics platform capabilities *Indicates an add-on feature or tool. Source: Third Door Media comScore Digital Analytix Webtrends Webtrekk IBM Digital Analytics Suite Adobe Analytics Google Analytics Premium AT Internet 4 4 4 4 4 4 4484 4 4 8 4 4 4 4 4 4*4 4 4* 44 4 4 4 44*4*4 4 4 4 44*4*4 4 4 4 4 4 4444 4 4 4 4444 4 4 Vendor Open APIs A/B and/or multivariate testing Individual-level data collection Customizable (role-based) dashboards Multichannel attribution and/ or funnels Integrated social/mobile metrics Built-in tag management Cloud-based
  14. 14. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 11 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide are important to large enterprises with Big Data and custom reporting needs. Several web analytics platforms are now cloud-based, simplifying data storage and providing more plug-in connections with third-party apps and software. Each of these data import and export options have their advantages, as marketers try to eliminate data silos within the enterprise and create a more holistic approach to their digital marketing initiatives. Choosing an enterprise web analytics platform The benefits of using web analytics platforms Web 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 web analytics platform, including the following: • Develop actionable insights across the enterprise. Today’s web analytic platforms deliver analytical capabilities that are not only available to technical staff and analysts but also meet the needs of business users, making comprehensive insights available to all teams in an organization so they can take action across their various marketing channels. • Harness powerful, real-time analytics. Some web 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. Web analytics platforms can identify where users come from geographically, and where they come from online to find your site (e.g., a social network, search engine or email). Marketers 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. Web analytics can monitor the paths users take within your sites, as well as which traffic patterns are most likely to result in conversions. Marketers 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. Web analytics will show you how long pages take to load, and whether some pages, traffic sources, regions, or devices are slower than others. Marketers 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. Web 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. Web 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.
  15. 15. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 12 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Enterprise web analytics pricing Enterprise web 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. 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 web 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. 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 web analytics decision-making process. The following section outlines four steps to help your organization begin that process and choose the web analytics platform that is the right fit for your business needs and goals. Step One: Do you need an enterprise web analytics platform? Deciding whether or not your company needs an enterprise-level web 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. 1. Am I qualified to evaluate web analytics platforms? If not, who on your team is? 2. Who will use the platform? Staffing is key to the effectiveness of any web 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 managed services – 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 web analytics platform vendors provide browser-based, individual-level data, and some provide sampled data that is representative of the whole. To maintain data accuracy, platforms should feature filtering, auditing, and data sanity checks, which enable you to accept only transaction data within certain defined ranges to minimize bad data. Lastly, not all platforms provide access to back-end, raw data. If data ownership is a concern for your organization, only consider platforms that provide it. 5. What are all of the other systems we are currently using that should be integrated with web 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 web analytics platform and find out if they offer seamless reporting and/or execution capabilities with outside vendors. 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 web analytics decision- making process.
  16. 16. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 13 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide 6. Will the platform integrate with our internal data? With an increasing focus on Big Data and Business Intelligence (BI), enterprises are increasingly looking to integrate data from applications such as CRM and ERM systems. All of the web 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? Do you know the specific holes in your current reporting that will be filled by additional functionality? And, more importantly, you want to be sure that the extra information will drive better decisions and ultimately more revenue and profit for your business. 8. What is the total cost of ownership? Enterprise web 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 you want to measure and what decisions will you be making based on web analytics data that will affect both the digital site itself and marketing activity? You should set in advance your businesses’ goals for the platform 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. 10. Are we culturally able to take advantage of an enterprise web 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 web analytics software makes sense for your business, spend time researching individual vendors and their capabilities. Make a list of all the web analytics capabilities you currently have, those that you would like to have, and those that you can’t live without. This last category is critical, and will help you avoid making a costly mistake. Take your list of capabilities and then do some research. The “Resources” section at the back of this report includes a list of blogs, reports, and industry research that will help. (Many of the vendors profiled in this report also provide white papers and interactive tools that can help.) Once you’ve done the necessary research, narrow your list down to those vendors that meet your criteria. Submit your list of the web 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 web 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 web analytics efforts. Include details about timelines and the existing marketing technology you have deployed. With an increasing focus on Big Data and Business Intelligence (BI), enterprises are increasingly looking to integrate data from applications such as CRM and ERM systems.
  17. 17. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 14 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide 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? • 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 web 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 web analytics platform? • Why did you select this platform over others? • How many other analytics platforms has your organization implemented before this one?
  18. 18. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 15 Email: whitepapers@digitalmarketingdepot.com MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide • 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? • Why would you recommend this platform? • Can you connect me with other users who may not be as happy as you? Conclusion Enterprise marketers and analysts are collecting, storing, analyzing, and acting upon an unprecedented volume of customer and prospect data. From CRM systems to call centers, websites and social networks to third-party data from ad networks and audience measurement services, the sheer number of data sources and systems now contributing to marketing is growing at lightning speed. The importance of understanding the contributions and relationships of these channels to website traffic and conversions, and overall customer experience, has increased significantly. Web analytics have become a critical tool for marketing practitioners to manage the conversion of data into actionable insights. Enterprise web analytics platforms track and measure website traffic, as well as provide expanded multichannel capabilities to collect, integrate, and analyze data from the growing number of marketing touchpoints. Deciding whether or not your company needs an enterprise-level web 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. Choosing the right web 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
  19. 19. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 16 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Target customer • Enterprises in the retail, financial services, technology, government, travel, media, and entertainment industries. Key customers Conde Nast CSC Dell Sprint Starwood Hotels and Resorts Worldwide Time Warner Cable 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 was founded in December 1982. Approximately 11,000 employees in more than 40 offices worldwide. Global provider of digital content and marketing technology solutions designed to help customers create, manage, measure, and monetize content across media channels. • Adobe Analytics is one of eight separately priced solutions in the Adobe Marketing Cloud. The seven other Adobe Marketing Cloud solutions are: Adobe Media Optimizer, Adobe Social, Adobe Target, Adobe Experience Manager, Adobe Audience Manager, Adobe Primetime, and Adobe Campaign. All Marketing Cloud clients have free access to any of the Adobe Core Services (Tag Manager, Shared Audiences, Shared Assets, Collaborative Chart Notes, Mobile App Measurement SDK, third-party integrations, and User Permissions Security). Product overview • Provides customer intelligence for brands and organizations, facilitating self-service data discovery for users of all skill levels. • The underlying analytics engine for the Adobe Marketing Cloud. Provides automated, run-time-actionable direction to connected customer- touching technologies allowing customers to instantaneously optimize customer interactions in any digital medium. • Available in the following versions: Adobe Analytics; Adobe Analytics – Mobile Apps; Adobe Analytics Premium – Attribution; Adobe Analytics Premium – Predictive Intelligence; Adobe Analytics Premium – Customer 360; and Adobe Analytics Premium – Complete. Adobe Analytics 345 Park Avenue  San Jose, CA 95110-2704 (T) 408-536-6000 http://www.adobe.com/ solutions/digital-analytics.html
  20. 20. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 17 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Product Details • Includes roles-based data access, workflows, and workspaces. • Data is collected and analyzed at the customer level; clients can access their back-end data through the tool’s API or raw data feeds. • Data is stored for 36 months. Customers can store data beyond that timeframe for a fee. • Data activation and segmentation can also occur on the cloud level, meaning that customers can share audiences and segments between Adobe Marketing Cloud solutions. Attribution • Algorithmic attribution uses advanced statistics and machine learning to objectively determine the fractional impact of each marketing touchpoint along a customer’s journey towards conversion. • Rules-based, customizable models include first click, last click, even allocation, starter-player-closer (SPC), adjacency, latency, and pathing. Online and offline channels included, as well as predictive capabilities. 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. 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 across all carriers and device types. • Separately priced solution, Adobe Social, provides social monitoring and sentiment capabilities across multiple properties including Facebook, Twitter, and Google+. Tag management • Dynamic tag management available across all eight Marketing Cloud solutions. Testing • Available through Adobe Target, a standalone Adobe 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. Actions can be performed on Adobe Analytics 345 Park Avenue  San Jose, CA 95110-2704 (T) 408-536-6000 http://www.adobe.com/ solutions/digital-analytics.html
  21. 21. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 18 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Product Details multiple segments at once. Unlimited breakdowns, time-based, and event-based segmentation. • Audience clustering provides statistically valid segmentation and audience identification. • Customer attributes capability enables users to ingest data from a CRM system or any other source of online or offline enterprise data as an added analysis dimension. Customer attributes can be shared across the Marketing Cloud (such as for testing and personalization purposes). • 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. • Approximately 1,400 standard, custom and system variables available for data collection. • Freeform Analysis enables anyone to create custom analysis projects out of component parts (dimensions, segments, date ranges, metrics) in real time. • Dedicated app analytics interface for mobile teams, iBeacon analytics, mobile app acquisition analysis, in-app messaging and an integrated software developer kit (SDK) provides lifecycle metrics, app-centric metrics, location metrics, and retention and cohort reporting with five minute set-up. • Report builder capability enables marketers to perform specialized analyses and easily create customized reports in Microsoft Excel. As an Excel plug-in, it imports real-time analytics data from Adobe Analytics. • Includes Clickmap heat-mapping tool and visual path and funnel analyses. • Surfaces data anomalies and the statistically relevant contributing factors. • 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 and dashboards to enable data access without Adobe Analytics log in. • Mobile reporting is available in dedicated iOS and Android apps. Third-party systems integration • Pre-built data connectors available for more than 500 Exchange technology partners, including ad serving, email, video, search, and marketing automation systems. • Online and offline data integration, including broadcast, call centers, video, mobile and through web services API, REST, CSV files, and an Excel plug-in. Pricing and service • Pricing based on server call volume. Volume discounts available. • Enterprise pricing typically ranges from $50,000 to $500,000 annually. • Dedicated account managers and 24/7 phone support included. Social portal called “The Exchange” allows users to share advice. Online knowledgebase includes user manuals and white papers. Adobe TV provides hundreds of on-demand training modules. • Digital Marketing University is an add- on training and certification program. • Adobe Global Consulting Services available for custom integrations and advanced product configurations. Adobe Analytics 345 Park Avenue  San Jose, CA 95110-2704 (T) 408-536-6000 http://www.adobe.com/ solutions/digital-analytics.html
  22. 22. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 19 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Target customer • Enterprise-level and mid-market businesses in the financial services, government, retail, and media industries. Key customers (U.S.) Accor Mercure Sofitel Key customers (Europe) Deutsche Telekom Europcar Le Monde Key executives Alain Llorens, Founder and Chairman Mathieu Llorens, CEO Sébastien Carriot, CTO Jean-Baptiste ROUX, VP, Sales Company overview • Founded in 1995. • 225 employees. • 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, Singapore, Moscow, and Sao Paulo. Product overview • Analyzer is a modular platform that offers real-time customizable analysis of navigation, traffic sources, behavior, goals, technology, and geo-location. Includes Dashboard, Data Query, and Report Apps, as well as 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. • The following add-on modules are also available: SalesTracker: Offers a list of orders for ecommerce and travel customers. ChannelOptimizer: A conversion attribution modeling system. Observer: Optimizes site performance by evaluating and examining the accessibility and availability of web pages in real time. TV Tracking: Measures the impact of television spots on digital traffic based on live automatic spot detection. Audience Analytics: Enriches analyses with predictive demographic data. • All data collected at the individual level (not sampled). First- and third-party cookies included. • Provides choice of language, calendar format, currency, and default parameters (site and time period). AT Internet 8 Impasse Rudolf Diesel 33700 Mérignac France (T) 33-1-56-54-1430 www.atinternet.com
  23. 23. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 20 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Product Details Attribution • ChannelOptimizer offers a combination of up to 15 marketing touchpoints 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 touchpoint sequence, as well as nature and position of the channel or touchpoint. • 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. 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 evolution of the customer’s site compared to its market. Tag management • Data Manager is the platform’s interface for managing data collection and processing rules in an agile way. • Included tools allow users to: Develop and enhance analyses without any technical intervention; Use analyses to meet specific needs; and Create new analysis parameters. • SmartTag is a new version of the AT Internet tag and software developer kit (SDK). Provides high-level code quality (redesigned, readable, with technical documentation). More flexibility (i.e., modular, better offline management) to allow users to modify the tag if needed. Better tag performance (i.e., size- optimized, carries and loads only necessary code). Testing • Included multivariate testing feature measures the tests sent by third-party testing solutions. • Integrates with A/B testing solutions Kameleoon, Optimizely, AB Tasty, and Maximizer. Reporting • Report App provides customizable business-oriented reports for business users. • Dashboard App dedicated to business users. Users can build tailored reports and share with other teams. Packaged reports also available for vertical markets. • Data Query generator dedicated to data analysts and power users to facilitate report creation and API exports. Drag-and-drop interface; users can export resulting data sets as Excel files or through the REST API directly in the interface. Third-party systems integration • API for integration with ESPs, ad servers, CRMs, SEO, and PPC platforms, and content management systems. AT Internet 8 Impasse Rudolf Diesel 33700 Mérignac France (T) 33-1-56-54-1430 www.atinternet.com
  24. 24. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 21 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Product Details Pricing and service • Pricing based on traffic (server call volume). Subscription fees start at $700/ month. Implementation fee starts at $900/ day. • Top enterprise customers spend an average of $45,000 annually. • Includes all standard reports and analysis, segmentation, Data Query, custom metrics, Data Manager, Dashboard App, and Report App. • Phone support during business hours, and 24/7 online knowledgebase included. • Add-on training, certification, and strategic consulting services available.AT Internet 8 Impasse Rudolf Diesel 33700 Mérignac France (T) 33-1-56-54-1430 www.atinternet.com
  25. 25. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 22 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Target customer • Enterprises and agencies with clients in the CPG, education, financial services, media, retail, technology, telecom, and travel industries. Key customers BBC Bloomberg Kellogg Microsoft Vivo Virgin Media Key executives Serge Matta, President and CEO Cameron Meierhoefer, COO Christiana L. Lin, Esq, EVP, General Counsel, and Chief Privacy Officer Michael Brown, CTO Company overview • Founded in 1999. • 2,500-plus clients. • More than 1,200 employees at 30 locations in 20 countries. • Provides digital analytics and audience measurement services to help businesses measure and understand how people interact with content and advertising across television and digital devices. Product overview • Enterprise platform upon which various analytics solutions can be applied: General Analytics: comScore Web Analytics, comScore Mobile Application Analytics, comScore Mobile Analytics, and comScore Multi-Platform Analytics. Video Analytics: Provides real-time advanced analytics delivering detailed insights regarding player performance, video consumption, and ad placement. Media Data Hub: Integrates first-party data such as web analytics, content management systems (CMS), and POS records with comScore audience measurement/consumer panel demographic and behavioral data to provide a single, comprehensive view of insights across disparate data sets. Ad Optimization: A comprehensive measurement solution for media sellers that evaluates ad inventory across a site or network of sites for strategic pricing and packaging based on ad viewability and demography. In-Game Analytics: Enables game developers to build features into their most successful games and use data to drive decisions that enhance user engagement, increase game usage frequency, and ultimately increase game revenue. IoT Analytics: Delivers a variety of metrics captured from enabled “smart devices” such as home thermostats and vehicle media systems. Multi-Touch Attribution: Provides expansive insights about how effective ad spend drives conversion across multiple touchpoints. Beacon Analytics: Allows retailers to capture ‘in-store’ activity to conduct path and omnichannel retail analysis as well as measure effectiveness of mobile-based event promotions. comScore Digital Analytix® Enterprise 11950 Democracy Drive, Suite 600 Reston, VA 20190 (T) 866-276-6972 www.comscore.com
  26. 26. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 23 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Product Details • Offers two product categories as add- ons to the digital analytics platform. Audience Measurement Products: Provide independent, third-party measurement of the size, behavior, and characteristics of Internet users across various media types (video, mobile apps, websites) and multiple devices (including TVs, PCs, smartphones, and tablets). • Built around the Media Me- trix® product, available in 44 markets globally (known in some markets as MMX). • Other audience measurement products include Video Me- trix™, Mobile Metrix™, Plan Metrix™, and Ad Metrix™. Advertising Products and Services: Combine proprietary information gathered from the comScore Census Network to deliver digital media analytics, including the measurement of online advertising effectiveness, customized for specific industries. • Includes the AdEffx™ suite and Media Planner 2.0™, which provide solutions for developing, executing, and evaluating online advertising campaigns across multiple platforms, including televi- sion, web, and mobile. • These products are typically delivered on a monthly, quar- terly or ad hoc basis. Attribution • Campaign Attribution feature offers 10 attribution models that can be compared side by side, including first click, last click, equally shared attribution, as well as time-based linear. • 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. 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 validat- ed impressions and person- centric R/F and GRPs, while eliminating non-viewed im- pressions for a 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 contextual insights. Mobile Metrix®: Brings comScore’s Unified Digital Measurement (UDM) to smartphone devices by combining on-device metering with census-level data. Video Metrix®: Provides transparent, end-to-end video comScore Digital Analytix® Enterprise 11950 Democracy Drive, Suite 600 Reston, VA 20190 (T) 866-276-6972 www.comscore.com
  27. 27. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 24 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Product Details measurement. • Custom studies available for Digital Analytics customers. Social media/mobile integration • Integrates social media metrics from Facebook, Twitter, and YouTube. • Mobile app analytics provide a view of interactions and conversion including detailed information about usage by device and type. Integrated for side-by-side analysis with traditional web data. Tracks all mobile device types and screen sizes. Optimizes the mobile user experience based on actual consumer data. Conversion is displayed per mobile brand (device) to allow for app optimization and segmenting. Software developer kits (SDKs) available for Android, Blackberry, and iOS applications; as well as RIM, Windows Phone, Roku, and XBOX. Tag management • Partners with third-party tag management solutions including Ensighten, Tealium, and TagCommander. • Digital Analytix tag allows for an unlimited number of custom labels to further maximize data collection and analysis.   • UDM methodology allows for web measurement and audience measurement through the use of a single tag. • Different types of tag configurations available to match client needs. • New tag versions leverage backward compatibility for ease of updates. Testing • Partners with third-party A/B and multivariate testing solutions including Optimizely, SiteSpect, Maxymiser, SDL Tridion, and Visual Website Optimizer. Reporting • Includes over 300 out-of-the-box reports. • Enterprise UI for users and graphical focus UI for the general business insights consumer.  • Report Builder module cross tabs any set of variables and customizes existing reports to integrate data from web, mobile, social, audience research, and video. • Video Analytics powered by Digital Analytix provides granular reporting and also measures click behavior during ads as well as other stream-based metrics. • Live Segmentation tool offers filtering capabilities to identify segments. • Create unlimited data dimensions on the fly via a drag-and-drop interface based on AND/OR logic. • Data can be extracted with no time limit on storage. • Persona-driven dashboards provide data visualization for key metrics based on job function and industry, and can be customized to match internal KPIs. • Direct View, a heat map visualization of clicks overlaid on the actual web page, provides performance metrics. Third-party systems integration • Numerous APIs available for data integration with third-party systems and tools: OneCall API integrates Digital Analytix results directly with other tools and applications. Data Merge allows for integration of back-office data with Digital Analytix measurement data regardless of size. Event Ingest APIs offer the ability to insert, update, and delete event comScore Digital Analytix® Enterprise 11950 Democracy Drive, Suite 600 Reston, VA 20190 (T) 866-276-6972 www.comscore.com
  28. 28. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 25 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Product Details data that originates from sources that are external to the normal event data measured by Digital Analytix. Meta-data 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. Live Batch Ingest API for clients who want to ingest new real-time data in near real time. Live data access API extracts data in raw, unaggregated format. OData API is a RESTful API built through ODATA protocol that allows third-party tools like Tableau and Microsoft Power BI to ‘consume’ the OData feed and connect to Digital Analytix data. Microsoft OfficeLink allows users to insert and refresh Digital Analytix data from within Microsoft applications such as Excel, Word, and PowerPoint without having to launch the platform. Pricing and service • Standard pricing based on server call volume. Volume discounts available. • “Virtual Sites” provide cost efficiencies by allowing customers to measure once and store the data into multiple groups for analysis (versus sending a separate measurement to each group). • Includes business hour phone support, as well as an online user guide within the user interface. • Add-on support services include 24/7 phone support, training through comScore Academy, and strategic consulting services. comScore Digital Analytix® Enterprise 11950 Democracy Drive, Suite 600 Reston, VA 20190 (T) 866-276-6972 www.comscore.com
  29. 29. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 26 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Target customer • Enterprise-level marketers looking to gain a deep understanding of customer experience. Key customers General Mills GoPro HP Kate Spade Starbucks Twitter Key executives (Google Analytics Premium) Paul Muret, VP, Google Analytics Babak Pahlavan, Director of Product Management, Google Analytics Jody Shapiro, Head of Product Management, Google Analytics Premium Casey Carey, Director of Product Marketing, Google Analytics 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 developed for enterprise-level organizations, launched in September 2011. • Acquired Adometry, a marketing analytics attribution solution in May 2014. Product overview • Data collection and analysis tools across a broad range of user activities. • Turnkey native integrations with Google’s full suite of advertising technology products including AdWords, DoubleClick, Google Display Network, AdExchange, AdMob, and Play Store. • Turnkey native integration with BigQuery, part of Google’s Cloud Platform for big data analysis. • Integrates with data from CRM and offline sources to give a complete view of customer behavior. • Provides a single, customizable view of customer touchpoints across platforms and devices. Google Analytics Premium 1600 Amphitheatre Parkway Mountain View, CA 94043 (T) 650-253-0000 www.google.com/analytics
  30. 30. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 27 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Product Details Attribution • 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 view of traffic patterns and conversion paths. • Crosschannel attribution across all media touchpoints available through separate Adometry offering. Benchmarking/competitive intelligence • Benchmarking feature compares 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 that identify areas of strength, as well as areas for growth, based on anonymized data from others in customer industries. 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. • Mobile App Analytics (included with product) covers mobile app metrics such as installations, crashes, events, user behavior, engagement, goals, and revenue. Ecommerce reporting tracks customer purchases, with the ability to trace transactions to specific keywords and understand shopper behaviors. • Install Attribution for iOS and Android to attribute app installs from campaigns run in other apps. • Audience features for Apps include reporting on demographics and interests, as well as mobile app remarketing support. • Cross-device behavior (apps + web) available in a single reporting view. • Multi-app roll-up reporting available. • Integrates with Google Tag Manager for Mobile Apps to facilitate managing and updating mobile apps. • Increased support for App Platforms with Unity plug-in and Cocos integration. • Analytics Academy, Mobile App Analytics Fundamentals Course, and Implementation Guide available as education materials. Tag management • Google Tag Manager comes with Google Analytics Premium and integrates with Google tools such as Doubleclick, AdWords, Adometry, and Google Trusted Stores. • Also supports and provides templates for third-party analytics tools including AdRoll, Marin, comScore, LinkedIn, Clicktale, Neustar, Distillery, Turn, MediaPlex, and VisualDNA. Testing • A/B and multivariate testing available through included Content Experiments tool. Traffic directed to better performing content on-the-fly to optimize results. Configurable programmatically via Content Experiments API to maximize efficiency and ROI while testing. Available for use with mobile apps. Google Analytics Premium 1600 Amphitheatre Parkway Mountain View, CA 94043 (T) 650-253-0000 www.google.com/analytics
  31. 31. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 28 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Product Details Reporting • Data collected at the individual session and individual hit levels, as well as at the UserID level. 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 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. • Report on multiple sites or apps in aggregate by creating roll-up properties (no double-tagging). • Analyze the purchase funnel and improve conversion rates with special reports for ecommerce sites. • Android and iOS apps and HTML 5 website available for data access. • Reports can be delivered by email in CSV, TSV, Excel, and PDF formats, or exported through an API. 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 • Multi-tiered pricing; all tiers include: Dedicated account manager, training and implementation support, and 24/7 tech support. Data collection service level agreement (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. Google Analytics Premium 1600 Amphitheatre Parkway Mountain View, CA 94043 (T) 650-253-0000 www.google.com/analytics
  32. 32. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 29 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Target customer • Mid-market and enterprise-level marketers in the retail, financial, telecommunications, content, travel/hospitality, and media industries. Key customers Boden First Tennessee Bank ING Virgin Atlantic Airways Ltd. wehkamp.nl Key executives Kevin Bishop, VP, Customer Engagement Solutions Ken Bisconti, IBM Customer Analytics Business Leader, Customer Engagement Solu- tions, IBM Commerce Company overview • IBM is a global computer technology and consulting corporation with nearly 425,000 employees. • IBM has made several digital marketing technology acquisitions since 2010, including: Coremetrics and Unica (2010); Tealeaf and Demandtec (2012); and Silverpop (2014). • In 2013, Coremetrics was rebranded as IBM Digital Analytics and made part of IBM Customer Engagement Solutions, an integrated portfolio of cloud-based and on- premise marketing, sales, and service offerings. • The IBM Customer Engagement Solutions 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 merchandising and pricing. Product overview • A module-based platform integrating IBM Digital Analytics with digital marketing management tools to provide analytics as well as digital campaign management capabilities. • Add-on modules include: Impression Attribution: Tracks impressions for off-site display ads, widgets, microsites, and syndicated video for view-through marketing attribution analysis. Lifecycle: Delivers visibility into how site visitors and customers behave over time and across channels in order to gauge the impact of marketing events over time on the buyer lifecycle, and segment accordingly. Digital Recommendations: Provides an advanced product and content recommendation engine for dynamically delivering targeted, personalized content across multiple channels based on historical data, wisdom-of-the-crowds algorithmic matching, and business rules. IBM Digital Analytics 1 New Orchard Road Armonk, NY 10504 (T) 866-493-2673 http://www-03.ibm.com/soft- ware/products/us/en/digital- analytics/ IBM and IBM logo are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide.
  33. 33. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 30 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Product Details LIVEmail and 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 the customer’s email vendor. IBM Tealeaf: 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 session detail data (e.g., granular visitor clickstream data) storage default is thirteen months. Processed reports are retained for over two years and top line metrics for the life of the client’s Digital Analytics service contract. • Customers can extend their default data retention time period for a fee. Attribution • Includes 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. 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. 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. • Consulting services are available to recommend solutions in categories where customers fall below peer-level benchmarks. Social media/mobile integration • 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 IBM and IBM logo are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. IBM Digital Analytics 1 New Orchard Road Armonk, NY 10504 (T) 866-493-2673 http://www-03.ibm.com/soft- ware/products/us/en/digital- analytics/
  34. 34. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 31 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Product Details cookies, Flash, and videos. Tag management • IBM’s Digital Data Exchange solution offers a “gold tag” tag management service that supports certified third- party integration with over 100 different partners for simplified implementation and maintenance of javascript site tags. • Includes a Digital Analytics tag-level data syndication API to distribute data collected by Digital Analytics to third- party tools. 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 rather than a sample. • Using a single sign-on, customers can view reports, create segments based on marketing performance 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, Windows, and other devices. • Provides drill-down lifecycle reporting to analyze marketing programs, content, devices, and products for each macro and micro conversion milestone. 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, self- service data warehouse feeds, and benchmarking. • All accounts have 24/7 access to live phone, chat, and email customer support. Add-on on-demand and virtual training available. Includes a library of case studies, presentations, webinars, and videos. • All customers have access to best practices consultants to advise them on analytics, report interpretation, and more. • Premium support levels vary by need, from onboarding and dedicated business support to full marketing execution services. IBM and IBM logo are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. IBM Digital Analytics 1 New Orchard Road Armonk, NY 10504 (T) 866-493-2673 http://www-03.ibm.com/soft- ware/products/us/en/digital- analytics/
  35. 35. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 32 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Target customer • CMOs, marketers, and analysts in industries such as ecommerce, publishing/media, travel, financial services, and more. Key customers Expedia ING Nike Red Bull Tommy Hilfiger Zalando Key executives Christian Sauer, CEO and Co-founder Norman Wahnschaff, CTO and Co-founder Ralf Haberich, Chief Commercial Officer Dr. Björn Momsen, CFO Company overview • Founded in Berlin in 2004. • Clients located in 39 countries worldwide. • Manages 58 billion server calls per month. • Additional offices in China, Italy, Spain, the Netherlands, and the U.S. • EU and German privacy standards; ISO and TUV-certified. Product overview • The Webtrekk Digital Intelligence Suite is a single sign-on platform that hinges on its Analytics solution, which provides data to all other applications. Its solutions include: Analytics: Features app and mobile tracking, TV tracking, heat maps, and integration with Webtrekk’s other solutions. User Relationship Management (URM): Enables customers to collect and store data in relation to individual users. • Tracks users across devices and utilizes predictions such as customer lifetime value, next basket value, conversion probability, churn rates and more. Marketing Automation: Lets marketers act on their data by integrating with Webtrekk Analytics and URM. Enables customized, targeted communication across channels such as on-site layers, emails, personalized pages, recommendation widgets, and more. Real-Time Advertising: Utilizes information from URM to retarget visitors and users that are more likely to convert. Webtrekk Robert-Koch-Platz 4 10115 Berlin, Germany (T) 49 (0)30 755 4150 www.webtrekk.com
  36. 36. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 33 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Product Details Attribution • Customer Journey solution, which is part of the Suite, determines the advertising channels that did (and did not) drive traffic to websites and apps. Determine the ROI of campaigns based on different attribution models. Benchmarking/competitive intelligence • Publishes in-depth quarterly statistics on web and device usage. The data draws upon analytics from all Webtrekk clients in Germany. Social media/mobile integration • Offers app analytics and a software developer kit (SDK) for iOS, Android, and Windows. Users can combine mobile behavior with traditional web behavior to create cross-device profiles of individual users. • Differentiates between types of social media traffic, e.g., organic versus shared, as well as tracks patterns and returns on social media campaigns. Tag management • Tag Integration, another solution in the Suite, is an interface that enables different components of a website to interact with one another. Leaves source code untouched by utilizing drag and drop, and allows marketers to make changes without having to dive into code. Testing • A/B and multivariate testing solutions allow clients to examine two or more variations of elements on a website to see which one drives the most traffic and profit. Reporting • Dashboard options include full screen layout, flexible grid, dynamic sizing of elements, and dynamic pivot tables. Full text editor, pictures, tables and links allow for supplements or additional information to be included in a dashboard or report. • Data table visualization options include heat maps, bars, and traffic lights. Users can put multiple metrics in a single chart to compare trends and developments side-by-side, and export reports and analyses in either Excel or CSV formats. Third-party systems integration • Flexible API integrates with CRMs, ad servers, PPC platforms, content management systems, and ESPs. Pricing and service • Pricing is based on quantity of server calls (volume discounts available). • Optional consulting services available in multiple languages and through local partners. • Phone and email support during business hours included. • Webtrekk User Group meetings and online Knowledge Center included. Webtrekk Robert-Koch-Platz 4 10115 Berlin, Germany (T) 49 (0)30 755 4150 www.webtrekk.com
  37. 37. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 34 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Target customer • Mid-market and large enterprise companies in travel, financial services, healthcare, technology, retail, consumer packaged goods (CPG), media, and government. Key customers BMW Kimberly Clark KLM Royal Dutch Airlines Microsoft Pentagon Federal Credit Union The Telegraph Key executives Joe Davis, CEO Nick Sharp, VP and General Manager, EMEA APAC Abed Farhan, SVP, NA Sales and WW Business Development Kathy Stromberg, VP, Marketing Company overview • Founded in 1993. • Used by approximately 2,000 global brands. • Additional offices in Seattle, London, Melbourne, and Uppsala, Sweden; sales offices in 14 more countries. Product overview • Modular platform designed to provide multichannel data collection, analysis and reporting, segmentation, campaign optimization, data delivery, search and social marketing, testing, precision targeting, and remarketing. • Individually priced tools include: Analytics™: Provides unlimited data collection and configurable dashboards, measurement, reporting and exploration features across channels. • Explore™: An ad-hoc data app included with Analytics that offers unlim- ited drill down. Optimize™: Offers intuitive A/B and multivariate testing and online targeting to deliver personalized content and experiences. Segments™: Delivers sophisticated user segmentation for insight discovery and data-driven marketing campaigns. Analytics for Microsoft SharePoint: Tool designed specifically for SharePoint to measure user behavior and deliver precision analytics across SharePoint’s advanced features and functions. Streams™: Delivers a feed of each user session as it happens while instantly enriching the data with contextual information including the user’s location, device, browser, and more. Action Center™: Enables the integration of in-session and historical customer- level data into action systems for immediate remarketing, including email, display ad networks, SMS messaging, CRM, mobile marketing, search engine marketing, and marketing automation. Webtrends 555 SW Oak Street, Suite 300 Portland, OR 97204 (T) 877-932-8736 www.webtrends.com
  38. 38. © 2015 Third Door Media, Inc. • http://digitalmarketingdepot.com 35 Email: whitepapers@digitalmarketingdepot.com Vendor Profiles MARKET INTELLIGENCE REPORT: Enterprise Web Analytics Platforms 2015: A Marketer’s Guide Product Details Attribution • Multichannel measurement for any digital channel. Includes social networks Facebook, Twitter, YouTube, Bitly, and more. Includes mobile operating systems Android, iOS, Windows Phone, and BlackBerry. Tag-based event, activity or behavior collection across domains, devices, and channels Unique visitor identification with activity-level visitor count deduplication. Benchmarking/competitive intelligence • Measures adoption for new and returning users, including specific locations, divisions, and users Ability to enact targeted adoption and sustained engagement strategies. • Provides content activity metrics, including how users access, share, comment on, and use specific content. Ascertains duration, activity, and trends. Enables workflow management, surfaces content, and archives favored or inactive assets. • Reports on user search patterns, effective and ineffective terminology, and efficiencies in retrieving desired assets.  Identifies user navigation preferences and paths to desired content. • SharePoint Internet, Extranet, and Intranet to capture and deliver metrics specific to any type of deployment. On-premise and on-demand SharePoint Analytics. Social media/mobile integration • Social measurement for Facebook apps, Facebook pages, Twitter, and YouTube. Combined with all digital channels and Webtrends tagged data. • Hootsuite reporting. • Ad-hoc data exploration with unlimited dimensions, and dynamic, on-the-fly segmentation. • Data export as PDF, Word, Excel, and CSV formatted reports and summaries. Scheduled export delivery via SFTP, email or HTTPS REST. • Customizable mobile-specific dashboards display key metrics, trends, demographics, geo maps, word clouds, and more. • 190 out-of-box mobile reports; unlimited custom metrics and reports. Roll-up reports across domains. iTunes downloads and revenue and Google Play installs and sales integrated into dashboards and reports. Tag management • Compatible with leading third-party tag management solutions. • Collects tag-based event, activity or behavior across domains, devices, and channels. Tag Builder creates custom tracking tags with an intuitive UI. Unique visitor identification with activity-level visitor count deduplication. Mobile SDKs and data collection APIs. Hosted tag options available. Testing • Intuitive interface designed for marketers. Edits any element on the page with a single click. Webtrends 555 SW Oak Street, Suite 300 Portland, OR 97204 (T) 877-932-8736 www.webtrends.com

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