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2013 Adobe Systems Incorporated. Adobe, the Adobe logo, and the Adobe Marketing Cloud logo are registered trademarks of Adobe Systems Incorporated in the United States and/or other countries.
M A R K E T I N T E L L I G E N C E R E P O R T:
Table of Contents
Scope and Methodology............................................................................................................ 2
Enterprise digital analytics market overview............................................................................ 3
Table 1: Mobile usage exceeds desktop usage................................................................ 3
Table 2: Key areas of focus for digital marketers............................................................... 4
Mature market creates high barriers to entry........................................................................... 4
Table 3: Selected digital analytics mergers and acquisitions, 2012-2014......................... 5
Table 4: Selected digital analytics point solutions............................................................. 6
Digital analytics market trends.................................................................................................. 7
Trend #1: Data integration requirements expand to include internal, multichannel, and
external sources........................................................................................................................ 7
Table 5: How do you use analytics to understand customers and drive marketing
activities.............................................................................................................................. 7
Trend #2: Marketer demand for integrated data to be actionable.......................................... 8
Trend #3: Emphasis on discovery and collaboration throughout the enterprise..................... 8
Table 6: Digital analytics vendors target business end users.......................................... 11
Enterprise digital analytics platform capabilities................................................................... 11
Table 7: Selected enterprise digital analytics platform capabilities................................ 12
Choosing an enterprise digital analytics platform................................................................. 14
The benefits of using digital analytics platforms.................................................................... 14
Enterprise digital analytics pricing.......................................................................................... 15
Table 8: Average annual pricing for selected enterprise digital analytics platforms...... 16
Recommended steps to making an informed purchase........................................................ 16
Step One: Do you need an enterprise digital analytics platform?......................................... 16
Step Two: Identify and contact appropriate vendors............................................................. 18
Step Three: Scheduling the demo.......................................................................................... 18
Step Four: Check references, negotiate a contract................................................................ 19
Conclusion.................................................................................................................................. 20
Vendor Profiles ......................................................................................................................... 21
Adobe Analytics...................................................................................................................... 21
AT Internet.............................................................................................................................. 24
comScore Digital Analytix Enterprise ................................................................................. 27
Google Analytics Premium..................................................................................................... 31
IBM Digital Analytics .............................................................................................................. 34
Webtrends.............................................................................................................................. 37
Resources .................................................................................................................................. 40
Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Tablet
124
11
Smartphone
442
131
Desktop
0
100
200
2013
2010
401
300
400
429
500
Tag management and omnichannel marketing two emerging trends in 2013 are now
critical for success in digital marketing and data management. Digital analytics practitioners,
particularly those who work in large enterprises, are charged with assessing far more
than website data. They may be involved with or in charge of social media marketing,
search engine optimization (SEO), testing, targeting, display advertising optimization, and
mobile device and app tracking. The importance of understanding the contributions and
relationships of these channels to website traffic and conversions, as well as the overall
online and offline customer experience, has increased significantly.
As such, digital analytics practitioners are looking at far more data than ever before. The
term Big Data describes the proliferation of customer data available to populate numerous
enterprise systems including customer relationship management (CRM), and business
intelligence (BI). The sources of Big Data are coming from every corner of the enterprise,
from human resources to accounting to ecommerce.
Digital analytics
practitioners,
particularly those
who work in large
enterprises, are
charged with
assessing far more
than website data.
Some industry experts see the responsibility for Big Data collection and analysis shifting from
the CTO to the CMO. Marketing organizations are creating their own digital warehouses, as
data is now perceived as business intelligence. The CMO function is becoming more closely
aligned with the CTO as the art of marketing and the science of technology work together to
develop and execute effective marketing strategies.
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Email: whitepapers@digitalmarketingdepot.com
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 marketers chief goal in integrating and analyzing these diverse data sources is
to ensure brand message consistency across channels, according to the Quarterly Digital
Intelligence Briefing: 2014 Digital Trends report published by eConsultancy and Adobe
(see Table 2). Understanding the mobile consumer has also become an important strategic
goal for 62% of marketers, while more than half 54% say understanding where and when
customers use different digital devices is their key digital marketing focus.
Table 2: Key areas of focus for digital marketers
54%
62%
73%
50%
46%
42%
Digital analytics
platform vendors
have responded to
these market shifts
by significantly
expanding their
multichannel
capabilities to
collect, integrate,
and analyze
data from the
growing number
of marketing touch
points in conversion
pathways.
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M A R K E T I N T E L L I G E N C E R E P O R T:
Along with IBMs May 2014 acquisition of Silverpop and its October 2013 purchase of Xtify,
there were a few other notable market acquisitions (see Table 3). Google bought attribution
tool Adometry in May 2014, while Adobe purchased tag management solution Satellite in
July 2013 to create built-in tag management functionality.
Table 3: Selected digital analytics mergers and acquisitions, 2012-2014
Acquirer
Acquired
Date
Price
Notes
Adobe
Systems
Satellite
Efficient Frontier
July 2013
Jan. 2012
NA
$400M
Tag management
PPC, display advertising, and
social media management
Adometry
Wildfire
May 2014
July 2012
NA
$250M
Attribution
Social media management
IBM
SilverPop
Xtify
May 2014
Oct. 2013
NA
NA
Tealeaf
June 2012
NA
Marketing automation
Cloud-based mobile
messaging
Customer experience
management
With an established
and well-financed set
of enterprise digital
analytics vendors
crowding the
market, the barriers
The majority of enterprise platform vendors promote the open architecture of their platforms to entry are high.
With an established and well-financed set of enterprise digital analytics vendors crowding
the market, the barriers to entry are high. Point solutions have seized upon one of the few
market opportunities, providing best-of-breed tools that work in conjunction with these
enterprise solutions. These companies include eBay Enterprise (formerly ClearSaleing),
Convertro, and VisualIQ for attribution; Optimizely, Maxymizer, and SiteSpect for testing;
and BrightTag, Ensighten, and SiteTagger for tag management (see Table 4).
to work seamlessly with these tools. APIs are widely used with most digital analytics
platforms, due to the simplicity of implementation and the high level of flexibility provided.
Several enterprise digital analytics vendors themselves have taken a modular approach to
the market, providing standalone or add-on testing, tag management, and attribution tools
that can be used together with other enterprise platforms.
Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor
URL
Attribution
C3 Metrics
Ebay Enterprise (Formerly
ClearSaleing)
Convertro
Visual IQ
www.c3metrics.com
http://www.ebayenterprise.com
Benchmarking
Alexa
Compete
Doubleclick Ad Planner
Google Trends
http://www.alexa.com
www.compete.com
www.google.com/adplanner/
www.google.com/trends/
Clickstream analysis
www.bing.com/toolbox/webmaster
www.google.com/webmasters/tools/
www.piwik.org
www.sitemeter.com
www.statcounter.com
Real-time analytics
Absolutdata
Anametrix
Chartbeat
GoSquared
Woopra
http://www.absolutdata.com
http://anametrix.com/
www.chartbeat.com
www.gosquared.com
www.woopra.com
Tag management
BrightTag
Ensighten
SiteTagger
TagMan
TealiumiQ
www.brighttag.com
www.ensighten.com
www.sitetagger.co.uk
www.tagman.com
www.tealium.com
AdWords Campaign
Experiments
Maxymiser
Optimizely
SiteSpect
Wingify
www.google.com/ads/innovations/ace.html
iPerceptions
Concept Feedback
Foresee
Loop11.com
OpinionLab
UserTesting.com
www.iperceptions.com
www.conceptfeedback.com
http://www.foresee.com/
www.loop11.com
www.opinionlab.com
www.usertesting.com
Voice of customer
www.convertro.com
www.visualiq.com
www.maxymiser.com
www.optimizely.com
www.sitespect.com
www.wingify.com
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M A R K E T I N T E L L I G E N C E R E P O R T:
Segmentation
54%
65%
50%
Contact optimization
Response modeling
40%
Attribution modeling
33%
48%
39%
The APIs offered by digital analytics platforms are designed to eliminate organizational silos
and connect legacy systems and diverse data sources. The challenge is that omnichannel
marketing has created more silos for many enterprises. Only 35% of leading enterprise
marketers surveyed by IBM believe their inbound/outbound and offline/online marketing
programs are fully integrated.
Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Predictive analytics,
which provide
marketers with
the ability to
develop specific
marketing actions
based on customer
preferences and
purchases, as well
as macroeconomic
factors such as
regulations and
market forces, have
become a critical
marketing tool.
Digital analytics offer critical insight into how marketing initiatives are performing, and vendors
have been working hard to make those insights more accessible across the enterprise.
Analytic strategies need to enable an organizations most important marketing objectives;
the technology in place needs to support the analytics strategy; and the organizations
culture needs to evolve so people use the technology to take action in line with the strategy.
Whereas the digital analyst might once have resided in the IT department, that role is
now migrating to the marketing department. The job function of marketing technologist
has emerged, reflecting the increasing overlap of skills required to be successful in digital
marketing.
Digital marketers need to be able to share the data and insights from the data
throughout the organization. Whether that means communicating results with upper level
management, or with affiliates in the field, marketers must be able to share data in a way
that can be easily understood.
This has prompted vendors to focus on making advanced analytics more readily available
to business users. Dashboards and interfaces have become more user friendly and more
customizable, as a result of the increasing demand for data that can be shared among a wide
range of end users.
The majority of vendors in this report continue to tweak and improve their standard reports
and some provide strategic and industry specific analysis as a service (see Table 6). For
example, Adobe has packaged its expanded digital analytics offering within its Marketing
Cloud, which is basically a broader digital marketing ecosystem. AT Internet has focused on
improving data collection, data aggregation, data mining, and distribution and performance
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M A R K E T I N T E L L I G E N C E R E P O R T:
comScore
Direct report data
access through MS
Ofice apps
Google
Analytics
functionality
enhanced through
acquisitions
AT Internet
Improved data
aggregation, mining,
and distribution
Adobe Analytics
Available within
Adobe Marketing
Cloud ecosystem
Greater
business
user access
to advanced
analytics
IBM
Analytics product
underlies marketing,
e-commerce, and
customer experience
platforms
Webtrends
Data democratized
via APIs and realtime data streams
initiatives. IBM, like Adobe, positions digital analytics within a broader analytics category
that underlies marketing, e-commerce, and customer experience platforms. Webtrends has
sought to enhance the value of web analytics by democratizing data and insights via APIs
and real-time data streams, while Google constantly adds functionality through acquisition
activities. comScore has democratized data through the ability to request and include any
Digital Analytix report item directly into Microsoft Office applications.
As part of a larger overall trend in digital marketing platforms, several vendors are moving
from a SaaS (software-as-a-service) model to a cloud-based platform, and becoming more
open to integrating with third-party applications. This provide more opportunities for
marketers to build out a platform that suits their individual needs best, and indicates a
significant change in strategy for the vendors.
As part of a larger
overall trend in
digital marketing
platforms, several
vendors are
moving from a
SaaS (software-asa-service) model
to a cloud-based
platform, and
becoming more
open to integrating
with third-party
applications.
Virtually all enterprise digital analytics platforms available today offer a core set of
capabilities that focus on:
Individual-level website data collection and storage;
Real-time analytics;
Digital multichannel attribution;
Integrated mobile and social metrics; and
Standard and customized reporting.
The platforms begin to differentiate by offering more advanced capabilities, often requiring
additional investment, that include but are not limited to:
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M A R K E T I N T E L L I G E N C E R E P O R T:
Tag management;
Testing (A/B and multivariate);
Marketing automation; and
Benchmarking or competitive intelligence.
Every enterprise is unique and at a different level of maturity in its website, social, mobile,
and multichannel marketing efforts. It is important to carefully weigh your current analytics
needs against future goals in a quest to maximize return on digital analytics and marketing
investments. The following section discusses some of the current features and the key
considerations involved in choosing an enterprise digital analytics platform (see Table 7).
Table 7: Selected enterprise digital analytics platform capabilities
Individual-level
data collection
Real time
analytics
Digital
multichannel
attribution
Benchmarking
Adobe Analytics
4*
AT Internet
4*
comScore Digital
Analytix
4*
Google Analytics
Premium
4*
4*
Webtrends
4*
4*
4*
4*
Vendor
Integrated
Integrated social
mobile metrics
metrics
Built-in tag
management
Real-time analytics
Real-time analytics provide marketers with the ability to use all available enterprise data
and resources at any given time. To qualify as real time, data analysis and reporting must be
enabled within one minute of the data entering the system. When focusing on CRM, realtime analytics provide data about customer behavior at any given moment, driving quicker
and better-informed decision making regarding the impact and effectiveness of marketing
efforts. Real-time analytics can also alert enterprises to the need for immediate changes
or potential fixes across channels. This, in turn, can strengthen customer relationships and
increase the value of engagements.
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M A R K E T I N T E L L I G E N C E R E P O R T:
Testing is an
important feature
of digital analytics
platforms to improve
the customer
experience, better
allocate campaign
resources, and
The enterprise vendors profiled in this report use several approaches to provide testing
tools. AT Internet and Google Analytics Premium include A/B and multivariate testing in their increase ROI.
base price. Others, such as Adobe Analytics, Webtrends, and IBM Digital Analytics Suite
offer the capability as an add-on. comScore Digital Analytix partners with standalone testing
tools such as Optimizely and SiteSpect to offer customers more flexibility.
Multichannel attribution
Conversion paths in the omnichannel world are nearly infinite, with each conversion the
result of some combination of direct navigation, search, display advertising, affiliates, social
and mobile activity, email, and any other channel in which the marketer engages. Attribution
tools help marketers understand these paths by channel and over time by using statistical
models to assign appropriate and accurate weights to each consumer interaction. The goal
is to optimize budget and resource allocation.
Benchmarking
Benchmarking enables marketers to compare their performance on key metrics against
aggregated performance data from other companies in their vertical industry. These metrics
may include clickthrough rates, time on site, average order value, and digital campaign
effectiveness.
Benchmarking is particularly useful in understanding the effects of market conditions as well
as shifts in consumer behavior.
A few enterprise digital analytics vendors include benchmarking with their tool pricing;
others offer benchmarking as an add-on tool or not at all. AT Internet and Adobe publish
publicly available benchmarking data on their websites that track events (i.e., Black Friday
online sales), vertical markets, and digital technology use.
Tag management
Tag management has become an important function due to the proliferation of site
optimization partners, ad networks, ad servers, affiliate networks, and other third-party
tools serving tags on any given page. Engaging with a tag management solution can
decrease page load times, reduce IT issues and involvement, and significantly speed up tag
deployment.
Some digital analytics platforms offer built-in tag management capabilities, allowing
marketers to bypass IT by automatically generating and deploying tags from the analytics
system itself. You should consider the sophistication of the tool, vendor lock-in, and IT
requirements, when deciding between a native and a third-party tag management tool.
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M A R K E T I N T E L L I G E N C E R E P O R T:
The proliferation
of social media
networks has led
several digital
analytics platform
vendors to create
standalone social
media management
tools that integrate
with their core digital
analytics products.
Vendors differ in the kinds and level of mobile metrics they track. For example, Adobe tracks
and analyzes data for mobile-optimized websites, native mobile applications, and video on
leading media sites and segments across all carriers and device types, while Googles Mobile
App Analytics covers mobile app metrics such as installations, crashes, events, user behavior,
engagement, goals, and revenue.
More advanced metrics focus on offline traffic monitoring and user engagement (screen
views per session, session duration and downloads). Several vendors, including Webtrends,
offer mobile tracking and analytics as an add-on, but provide more sophisticated capabilities
such as mobile marketing campaign optimization.
Choosing an enterprise
digital analytics platform
The benefits of using digital analytics platforms
Digital analytics are the foundation of successful digital marketing plans, providing
enterprises with the ability to track, measure, and act upon the results of their digital
campaigns. There are numerous benefits to using an enterprise digital analytics platform,
including the following:
Developing actionable insights across the enterprise. Todays digital analytic platforms
deliver analytical capabilities that are not only available to technical staff and analysts but
also meet the needs of the business community, making comprehensive insights available
to all teams in an organization so they can take action across their various marketing
channels.
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M A R K E T I N T E L L I G E N C E R E P O R T:
Harnessing powerful, real-time analytics. Some digital analytics platforms can deliver
up-to-the-minute insight into customer, social media user, and website visitor behavior
trends so marketers can take immediate action and make necessary adjustments, fixes, and
enhancements to ongoing campaigns.
A better understanding of user demographics. Digital analytics platforms can show you
where users come from geographically, and where they come from online to find your site
(e.g., a social network, search engine or email). You can track the devices, browsers, and
operating systems they use. All of this data can be used to refine site content, site design,
and marketing efforts that cross sell or upsell to targeted consumer segments.
Improved tracking of on-site user behavior. Digital analytics can monitor the paths
users take within your sites, as well as which traffic patterns are most likely to result in
conversions. You can correlate navigation patterns to traffic sources and appropriate
marketing resources to the highest-performing sites or channels.
Greater ability to monitor site performance and usability. Digital analytics will show you
how long pages take to load, and whether some pages, traffic sources, regions, or devices
are slower than others. You can use this information to improve page load times and
identify pain points through testing to optimize specific features and increase ROI.
Increased measurability and marketing effectiveness. Digital analytics can track sales,
leads, or other conversion metrics, and analyze them against time, user behavior, and
marketing campaigns. It can measure how email, search advertising, display advertising,
affiliate networks, and social media campaigns, affect conversions. Campaigns can be
discontinued or refined based on more accurate data.
15
Enterprise digital
analytics platforms
are a significant
investment, with
typical customers
spending tens of
thousands of dollars
each month.
Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Table 8: Average annual pricing for selected enterprise digital analytics platforms
Product
Average annual
enterprise pricing
Adobe Analytics
$50,000 to $500,000
$45,000
comScore Digital
Analytix
$50,000 to $500,000
Google Analytics
Premium
Webtrends
$150,000
Included tools
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M A R K E T I N T E L L I G E N C E R E P O R T:
1. Am I qualified to evaluate digital analytics platforms? If not, who on our team is?
2. Who will use the platform? Staffing is key to the effectiveness of any digital analytics
platform. Without the proper skilled human resources in place, the platform can end up
becoming an expensive reservoir of untapped data with unfulfilled potential to increase
revenue and improve user experiences.
3. How much training will we need? Different platform vendors provide different levels
of customer service from self-serve to full-serve and strategic consulting services. Its
important to have an idea of where you fall on the spectrum before interviewing potential
partners. Training is essential. If the organization chooses not to hire internal staff, then
serious consideration should be made to use add-on or third-party consulting services.
4. What level of data and data access do we need? Some digital analytics platform vendors
provide browser-based, individual-level data, and some provide sampled data that is
representative of the whole. To maintain data accuracy, platforms should feature filtering,
auditing, and data sanity checks, which enable you to accept only transaction data within
certain defined ranges to minimize bad data. Lastly, not all platforms provide access to backend, raw data. If data ownership is a concern for your organization, only consider platforms
that provide it.
5. What are all of the other systems we are currently using that should be integrated with
digital analytics? Many marketers work with different partners for email, ecommerce, social
media, tag management, search, video, and display advertising. Investigate which partners
can integrate with the digital analytics vendor and find out if they offer seamless reporting
and/or execution capabilities with outside vendors.
To maintain data
accuracy, platforms
should feature
filtering, auditing,
and data sanity
checks, which enable
you to accept only
transaction data
within certain
defined ranges to
minimize bad data.
6. Will the platform integrate with our internal data? With an increasing focus on Big
Data and business intelligence, enterprises are increasingly looking to integrate data from
applications such as CRM and ERM systems. All of the digital analytics vendors profiled
in this report offer an API, but data is stored in different forms, making this an important
consideration for some marketers.
7. What are our reporting needs? What information do salespeople, customer support
teams, and IT departments require from the site to improve decision making? You want to
know the specific holes in your current reporting that will be filled by additional functionality,
and more importantly, you want to be sure that that extra information will drive better
decisions and ultimately more revenue and profit for your business.
8. What is the total cost of ownership? Enterprise digital analytics platforms use on-demand
pricing, meaning customers pay a monthly subscription price that will vary by traffic and
volume. Across the board, marketers pay for server call volume, which can add up quickly for
multiple sites and multimedia data downloads such as videos. Close examination of feature
requirements will also be necessary, as modular pricing models mean vendors vary in their
inclusion of some features as standard or add-on.
9. How will we define success? What KPIs do we want to measure and what decisions will
we be making based on digital analytics data that will affect both the digital site itself and
marketing activity? You should set in advance your businesses goals for the digital analytics
platforms to be able to benchmark success later on. Without them, justifying the expense of
the platform or digital marketing programs to C-suite executives will be difficult.
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M A R K E T I N T E L L I G E N C E R E P O R T:
10. Are we culturally able to take advantage of an enterprise digital analytics platform? A
successful implementation requires commitment from all levels of the organization. Without
senior executive buy-in, the funding may dry up before results are achieved. Without
commitment from mid-level managers, resources will not be properly allocated to see the
project through. Without the dedication of those doing the actual work, success is not
possible. You must be ready, willing, and able to embrace a data-driven culture for any value
to come from such an effort.
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M A R K E T I N T E L L I G E N C E R E P O R T:
19
Before deciding on
a particular vendor,
take the time to
speak with several
customer references,
preferably individuals
in a business similar
to yours.
Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Conclusion
Digital analytics play a crucial role in nearly every enterprises digital marketing strategy,
not only for tracking and measuring website traffic, but for tracking and measuring other
digital and traditional channels, as well. With the explosive growth of social media, video,
and the proliferation of mobile devices, the importance of understanding the contributions
and relationships of these channels to website traffic and conversions, and overall customer
experience, has increased significantly.
Marketers are also trying to understand the impact of those digital interactions on consumer
behavior in brick-and-mortar locations. The digital marketing world is moving away from
a session-based view of the consumer to a user-centric one. This requires tracking the
consumer journey from impression to conversion, both online and offline.
Digital analytics vendors have responded by significantly expanding their multichannel
capabilities to collect, integrate, and analyze data from the growing number of marketing
touch points. Virtually all of the vendors profiled in this report offer flexible APIs for thirdparty data collection and integration, and customizable reporting for multiple traffic sources.
Choosing the right digital analytics platform vendor for your organizations needs is a critical
decision. You should begin with a clear understanding of your organizations marketing
requirements and a strategic roadmap to adequately evaluate the features, functionality,
pricing, and support offered by each vendor. n
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M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor Profiles
Target customer
Enterprises in the retail, financial services, government, travel, media, and
entertainment industries.
Key customers
Adobe Analytics
345 Park Avenue San Jose, CA
95110-2704 (T) 408-536-6000
www.adobe.com/solutions/
digital-analytics.html
Caesars Entertainment
Comcast/NBC Universal
Lenovo
Rakuten
SAP
Scottrade
Key executives
Shantanu Narayen, President and CEO
Brad Rencher, SVP and GM, Digital Marketing
Bill Ingram, VP, Adobe Analytics and Adobe Social
Company overview
Adobe Systems founded in December 1982.
The Adobe Marketing Cloud comprises six solutions:
Adobe Analytics (includes: SiteCatalyst, Insight, Genesis, ReportBuilder, and
DataWarehouse).
Adobe Social.
Adobe Target (includes: Test &Target, Recommendations, Search & Promote).
Adobe Experience Manager (includes: CQ and Scene7 capabilities).
Adobe Media Optimizer (includes: Adlens and SearchCenter+ capabilities).
Adobe Campaign.
More than 40 worldwide offices in North America, Europe, Asia, South America, the
Middle East, and Africa.
Product overview
Combines previous Adobe tools Discover, Insight,
Genesis, ReportBuilder, DataWarehouse, and SiteCatalyst
into a single solution.
Available in two versions: Standard and Premium, which
includes more advanced multichannel and predictive
analytics.
Includes roles-based data access and workflows.
Data collected and analyzed at the individual level;
customers can access their back-end data through the
tools API or scheduled raw data feeds.
Data is stored for 36 months.
Customers can store data beyond that timeframe for
a fee.
Data segmentation can also occur on the cloud level,
meaning that customers can share audiences and
segments between Adobe Marketing Cloud products.
Product details
Attribution
Standard models include first click, last click, even
allocation, starter-player-closer (SPC), adjacency, latency,
and pathing.
Online and offline channels included.
Premium version provides fully customized models that
incorporate predictive and statistical capabilities.
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M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor Profiles
Product Details
Adobe Analytics
345 Park Avenue San Jose, CA
95110-2704 (T) 408-536-6000
www.adobe.com/solutions/
digital-analytics.html
Benchmarking/competitive
intelligence
Snapshot benchmarking data identifies
browser types and plug-ins across
verticals.
Custom benchmarking data such as
bounce rates, conversion, and average
order values across industries are
available through Adobe Digital Index.
Publicly available Adobe Digital Index
reports published monthly.
Provides benchmarks for events
(i.e., Black Friday online sales),
vertical markets, and digital
technologies.
Tag management
Dynamic tag management available
across all six Marketing Cloud solutions.
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Testing
Available through Adobe Target, a
standalone Marketing Cloud solution.
A/B and multivariate testing
available, as well as on-site
recommendation engine.
Segments defined within Adobe
Analytics can be automatically fed to
Adobe Target for testing or targeting
content or campaigns.
Reporting
Standard drag-and-drop dashboard
features drill-down reportlets or
full-report snapshots that can be
customized and segmented in real time
and applied historically.
Unified segment builder enables
users to drag-and-drop dimensions,
events, and other segments (segment
stacking). Enterprise-grade segment
management enables administrators
to create, edit, delete, tag, share, and
approve segments.
Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor Profiles
Product Details
Adobe Analytics
345 Park Avenue San Jose, CA
95110-2704 (T) 408-536-6000
www.adobe.com/solutions/
digital-analytics.html
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Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor Profiles
Target customer
Enterprise-level and mid-market businesses in the financial services, government,
retail, and media industries.
Key customers
AT Internet
8 Impasse Rudolf Diesel
33700 Mrignac France
(T) 33-1-56-54-1430
www.atinternet.com
Accor
Europcar
Le Monde
Deutsche Telekom
Lagardre
Schibsted
Key executives
Alain Llorens, Founder and Chairman
Mathieu Llorens, CEO
Sbastien Carriot, CTO
Cyril Mazeau, CFO
Company overview
Founded in 1995.
3,500 customers; 350,000 sites monitored.
Raised $8 million in a June 2013 venture round of funding from IXO Capital and
Omnes Capital to fuel international growth.
Additional offices in Munich, Hamburg, London, Madrid, Singapore, Moscow, and
Sao Paulo.
Product overview
Analyzer III is a modular platform that offers real-time
customizable analysis of navigation, traffic sources,
behavior, goals, technology, and geo-location.
Includes tools such as ClickZone for measuring zones
clicked; ScrollView for measuring zones displayed;
Data Exploration for data queries, segmentation,
and custom metrics; and Rich Media for measuring
website audio, video, animation, and podcasts.
Add-on modules available:
SalesTracker. Offers a list of orders for ecommerce
and and travel customers.
ChannelOptimizer. A conversion attribution system.
Observer. Optimizes site performance by evaluating
and examining the accessibility and availability of
web pages in real-time.
BuzzWatcher. Measures brand, product or
competitor activity on social networks, video sharing
platforms, blogs, information sites, etc.
TV Tracking. Measures the impact of TV spots on
digital traffic based on live automatic spot detection.
Audience Analytics: Enriches analyses with predictive
demographic data.
All data collected at the individual level (not sampled).
First- and third-party cookies included.
Provides choice of language, calendar format, currency,
and default parameters (site and time period).
Product details
Attribution
ChannelOptimizer offers a combination of up to 15
marketing touch points over a 120-day period.
Standard first-click, last-click, and equal-weight models
available.
Users can customize filters by selecting size or depth
of the touch-point sequence, as well as nature and
position of the channel or touch point.
Out-of-the-box integration with multi-touch analytics
platform Mazeberry Express to provide more advanced
measurement of the impact and profitability of multiple
marketing interactions.
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Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor Profiles
Product Details
AT Internet
8 Impasse Rudolf Diesel
33700 Mrignac France
(T) 33-1-56-54-1430
www.atinternet.com
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Benchmarking/competitive
intelligence
Publishes public survey data based
on general web usage and behavior
gathered by the companys 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
Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor Profiles
Product Details
evolution of the customers site
compared to its market.
Tag management
AT Internet
8 Impasse Rudolf Diesel
33700 Mrignac France
(T) 33-1-56-54-1430
www.atinternet.com
Testing
Included multivariate testing feature
measures the tests sent by third-party
testing solutions.
Integrates with A/B testing solution
Kameleoon.
WYSIWYG editor allows users to
create variants and alternatives
from their sites.
Test statistics and results available
through Analyzer III.
Reporting
Unlimited number of custom
dashboards and chart representations
available
Integrated What You Want (WuW)
interface available to add specific icons
and analyses to dashboards.
Dashboarding application added
in 2014 to simplify graphic creation
and data compilation.
Customizable traffic sources and
groups of multichannel campaigns.
Report/Export Builder display panel
generates and schedules the reports/
exports of all analyses.
Daily, weekly and monthly reports/
exports are available in multiple
formats including Excel, Word, CSV,
XML, and PDF.
2014 Third Door Media, Inc. http://digitalmarketingdepot.com
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Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor Profiles
Target customer
comScore Digital Analytix
Enterprise
11950 Democracy Drive,
Suite 600
Reston, VA 20190
(T) 866-276-6972
www.comscore.com
Key customers
BBC
Microsoft
Vevo
Bloomberg
Verizon
Virgin Media
Key executives
Serge Matta CEO
Cameron Meierhoefer, COO
Manish Bhatia Chief Revenue Officer
Christiana L. Lin, EVP, General Counsel, and Chief Privacy Officer
Company overview
Founded in 1999, publicly traded (SCOR) since 2007.
Provides digital media measurement and analytics, delivering insights on web,
mobile, and TV consumer behavior.
Digital analytics solution acquired from European firm Nedstat in 2010 and
relaunched as comScore Digital Analytix in March 2011.
Acquired ad verification and optimization company AdXpose in August 2011.
Captures over 1.5 trillion digital interactions monthly, which comScore estimates as
almost 40% of monthly global internet traffic
Three product suites:
Digital Enterprise Analytics. Includes digital media, web, and mobile analytics
solutions.
Audience Analytics. Includes syndicated solutions such as Media Metrix and
Video Metrix.
Advertising Analytics. Includes ad effectiveness suite.
Operates in 32 locations in 23 countries.
Product overview
Offers granular access to raw data.
Integrated with audience measurement/consumer panel
demographic and behavioral data.
Data can be extracted by the customer with no time limit
on storage.
Modules include:
Multi-Platform. Identifies unique browsers/visitors
and seamlessly integrates any type of structured
online or offline data from web analytics and content
management systems to POS records and internetconnected gaming consoles.
Analysis can be customized to specific needs,
enabling a comparison of multi-platform users
against existing single platform benchmarks.
Stream Sense. Provides real-time analytics on
2014 Third Door Media, Inc. http://digitalmarketingdepot.com
Product details
Attribution
Campaign Attribution feature offers 10 attribution
models including first click, last click, equally shared
attribution, as well as linearly increasing or decreasing
over time.
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Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor Profiles
Product Details
comScore Digital Analytix
Enterprise
11950 Democracy Drive,
Suite 600
Reston, VA 20190
(T) 866-276-6972
www.comscore.com
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Benchmarking/competitive
intelligence
The following products are included in
the Audience and Advertising Analytics
products.
validated Campaign Essentials
(vCE). An integrated solution for
campaign delivery validation and
in-flight optimization.
Provides an unduplicated account
of impressions delivered across a
variety of dimensions.
Reports on total and validated
impressions and person-centric
R/F and GRPs, while eliminating
non-viewed impressions for a
Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor Profiles
Product Details
comScore Digital Analytix
Enterprise
11950 Democracy Drive,
Suite 600
Reston, VA 20190
(T) 866-276-6972
www.comscore.com
Tag management
Partners with third-party tag
management solutions including
Ensighten, Tealium, and TagMan.
Digital Analytix tag allows for an
unlimited number of custom labels to
further maximize data collection and
analysis.
Unified Digital Measurement
(UDM) methodology allows for
web measurement and audience
measurement through the use of a
single tag.
Different types of tag configurations
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Testing
Partners with third-party A/B and
multivariate testing solutions including
Optimizely, SiteSpect, Maxymiser, SDL
Tridion, and Visual Website Optimizer.
Reporting
Includes over 300 out-of-the-box
reports.
Enterprise UI for users and graphical
Focus UI for the general business
insights consumer.
Report Builder module cross tabs
any set of variables, and customizes
existing reports to integrate data from
web, mobile, social, audience research,
and video.
Video analytics via the Stream
Sense module provides granular
reporting and also measures click
behavior during ads as well as
other stream-based metrics.
Live Segmentation offers filtering
capabilities to identify segments.
Customers can create unlimited data
dimensions on the fly via a drag-anddrop interface based on AND/OR logic.
Persona-driven dashboards provide
data visualization for key metrics based
on job function and industry.
Dashboards can be customized to
match internal KPIs.
Direct View. A click map visualization of
a website that provides performance
metrics.
Office Link. Without launching
Digital Analytix, customers can request
information and include it in an Excel
spreadsheet, PowerPoint presentation
or Word document and instantly refresh
data at any time.
Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor Profiles
Product Details
Third-party systems integration
comScore Digital Analytix
Enterprise
11950 Democracy Drive,
Suite 600
Reston, VA 20190
(T) 866-276-6972
www.comscore.com
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Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor Profiles
Target customer
Enterprise-level marketers with complex data analysis requirements.
Google Analytics Premium
1600 Amphitheatre Parkway
Mountain View, CA 94043
(T) 650-253-0000
www.google.com/analytics
Key customers
Airbnb
GILT
GoPro
Intuit
TransUnion
Travelocity
Company overview
Google founded in 1998; a public company since 2004.
Acquired Urchin Software in 2005, and launched Google Analytics as a free product
later that year.
Google Analytics Premium, a paid product targeting enterprise-level organizations,
launched in September 2011.
Product overview
Customers receive data collection and analysis tools
across a broad range of user activities thats immediately
actionable.
Integrates with Googles full suite of advertising
technology products including AdWords and
Doubleclick.
Integrates with data from CRM and offline sources to
give a complete view of customer behavior.
Universal Analytics provide a single, customizable view of
customer touch points by tracking visitor behavior across
platforms and devices.
Includes web, mobile, social, CRM, and point of sale
(POS).
Data collected at the individual session and individual hit
levels, as well as at the UserID level for those who have
upgraded to Universal Analytics.
Product Details
Attribution
Google acquired Adometry, an attribution solution, in
May 2014.
Includes data-driven attribution modeling as well as
rules-based and custom models.
Offers side-by-side comparisons of multiple models.
Flow visualization displays traffic patterns through the
site or toward a goal in an interactive format for a more
nuanced view of traffic patterns and conversion paths.
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Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor Profiles
Product Details
Google Analytics Premium
1600 Amphitheatre Parkway
Mountain View, CA 94043
(T) 650-253-0000
www.google.com/analytics
Benchmarking/competitive
intelligence
Launched in July 2014, allows users to
compare site data -- such as sessions,
percentage of new visitors, or bounce
rate -- to data from over 1,600 industry
categories and seven company sizes.
Data is integrated into heat maps
which allow users to quickly identify
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Tag management
Google Tag Manager is built into
Google Analytics Premium and
integrates with Google tools such
as Doubleclick as well as third-party
analytics tools, many with built-in
templates.
Testing
A/B and multivariate testing available
through included Content Experiments
tool.
Traffic directed to better
performing content on-the-fly to
Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor Profiles
Product Details
Google Analytics Premium
1600 Amphitheatre Parkway
Mountain View, CA 94043
(T) 650-253-0000
www.google.com/analytics
optimize results.
Configurable programmatically
via Content Experiments API to
maximize efficiency and ROI while
testing.
Available for use with mobile apps.
Reporting
Processes up to one billion hits/
month (higher volume available for an
additional fee).
Data guaranteed to be no more than
four hours old.
Exports of up to three million rows of
unsampled data.
Users can create custom reports to be
run on historical data, using almost
any permutation of the 350-plus
dimensions and metrics provided.
Reports can compare up to seven
trends in a single view.
Drag-and-drop reporting dashboard
and custom report builder.
Custom reports can include up to
50 custom variables.
Real-time tracking displays up-to-the
minute activity by traffic source, region,
content pages, and new/returning
visitors.
Provides daily, weekly, and monthly
automated alerts and reports based on
any dimension or metric.
Reports can be delivered by email in
CSV, TSV, Excel, and PDF formats, or
exported through an API.
Android and iOS apps and HTML 5
website available for data access
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Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor Profiles
Target customer
Mid-market and enterprise-level marketers in the retail, financial, telecommunications,
content, travel/hospitality, and media industries.
IBM Digital Analytics Suite
1 New Orchard Rd
Armonk, NY 10504
(T) 866-493-2673
www-03.ibm.com/software/
products/us/en/digital-analytics/
Key customers
Burts Bees
Cathay Pacific
PETCO
Virgin Atlantic Airways
Wehkamp.nl
Key executives
Kevin Bishop, VP, IBM ExperienceOne Group
Chris Wong, Strategy and Product Management, IBM ExperienceOne Group
Company overview
A global computer technology and consulting corporation with nearly 425,000
employees.
IBM acquired Coremetrics web analytics and Unica in 2010.
Other marketing technology acquisitions include Silverpop in May 2014; and
Tealeaf, a customer experience management firm, and Demandtec, a retail pricing
optimization firm, in 2012.
In 2013, Coremetrics was rebranded as IBM Digital Analytics and made part of the
IBM Digital Analytics Suite that sits within the IBM ExperienceOne Group.
The ExperienceOne product portfolio includes IBM Digital Analytics, IBM Campaign
and Interact, IBM Tealeaf customer experience analytics, IBM Xtify mobile marketing,
IBM Silverpop marketing automation and IBM Demandtec merchandizing and
pricing.
IBM ExperienceOne has over 5,000 customers.
Product overview
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M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor Profiles
Product Details
Product details
Attribution
Provides intuitive visualizations,
including a channel stream report, top
visitors report and a channel Venn
diagram, at no additional cost.
Custom attribution models can
be compared side by side in
multiple windows with self-service
configuration.
Customers can view how users
independently, in segments, or as a
whole are behaving across multiple
devices, displaying the reverse channel
path across devices over time.
Can break down top visitors and/or
buyers for insight into cross-channel
or device pathing to understand how
repeat buyers behavior differs from
others.
Display ad view-through attribution
is available through add-on module
Impression Attribution.
Detailed customer journey insight is
available through the add-on module
Lifecycle, which automatically segments
customer groups into customizable
milestones.
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Benchmarking/competitive
intelligence
Included Digital Analytics Benchmark
module provides aggregated and
anonymous competitive data by
industry and sub-vertical.
Retail industry metrics include
the aggregated number of
browsing, shopping cart and order
sessions; page and product views;
and mobile and social media
percentage of site traffic and sales.
Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor Profiles
Product Details
Tag management
Built-in Digital Data Exchange tag
management solution offers a gold
tag API that connects to third-party
tools for simplified implementation and
maintenance of javascript tags.
Testing
A/B testing available through product
and content recommendation add-on.
Provides creative, segmentation,
and suppression parameters.
Tests can be delivered directly
through the tool; no third-party ESP
relationship necessary.
Reporting
370 standard reports that feature
vertical starter kits for the finance,
retail, content, and media industries.
Reports work from the full customer
data set; the product does not use or
provide sample data.
Using a single sign-on, customers can
view reports, create segments based
on Unicas email data, and execute
campaigns in the appropriate channel.
Top-line metrics are accessible via
mobile devices through an iOS app
or a mobile website for Android,
Blackberry, and Windows devices.
Provides drill-down lifecycle reporting
to analyze marketing programs,
content, devices and products for each
macro and micro conversion milestone.
2014 Third Door Media, Inc. http://digitalmarketingdepot.com
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Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor Profiles
Target customer
Webtrends
555 SW Oak Street,
Suite 300
Portland, OR 97204
(T) 877-932-8736
www.webtrends.com
Key customers
BMW
KLM Royal Dutch Airlines
Kimberly Clark
Microsoft
Mindjet
The Telegraph
Key executives
Joe Davis, CEO
Kathy Stromberg, VP of Marketing
Jeff Seacrist, VP of Product Management
Greg Washburn, VP of Engineering
Company overview
Founded in 1993.
Approximately 2,000 global brands.
Additional offices in Seattle, London, Melbourne and Sweden; sales offices in 14
more countries.
Product overview
Modular platform designed to provide multichannel
data collection, analysis, and reporting; campaign
optimization; testing; precision targeting; and
remarketing.
Individually priced tools include:
Analytics. Provides a comprehensive view of visitor
data across digital channels by presenting tagged
data alongside untagged or third-party data.
Action Center. Core technology that enables
integration with third-party marketing systems such
as Salesforce, Silverpop, and Responsys.
Optimize. Delivers content targeting and
multivariate and A/B testing.
Streams. Uses push technology to deliver visitorlevel, in-session intelligence to marketing end users
and to other marketing applications.
Segments. Collects visitor-level data for advanced
segmentation and targeting.
Explore. Provides unlimited access to multichannel
customer data through an application for ad-hoc
data exploration.
Default data storage time limit is two years, which
customers can extend for a fee.
2014 Third Door Media, Inc. http://digitalmarketingdepot.com
Product details
Attribution
Offered as an add-on professional services capability.
Full-session scoring based on customized business rules.
Scoring models based on visitor session behavior
and content views.
Social/mobile integration
Add-on Social Spaces can be licensed for Facebook,
Twitter, and YouTube.
Social Measurement Solutions combine analytics
technology and services consulting for an additional fee.
Mobile Analytics, an add-on module, tracks sessions,
screen views, screen views per session, downloads, and
session duration.
Standard report set includes nearly 30 reports across
users, content, vents/campaigns, and technology.
Offers open API data collection, comprehensive mWEB
and APP capabilities, and Apple App Store data.
Integrates with Optimize to enable customers
to optimize mobile marketing campaigns and
conversion activity.
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Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor Profiles
Product Details
Webtrends
555 SW Oak Street,
Suite 300
Portland, OR 97204
(T) 877-932-8736
www.webtrends.com
Benchmarking/competitive
intelligence
Not available.
Tag management
Compatible with leading third-party tag
management solutions.
Testing
Available through Optimize and
includes the following tools/
capabilities:
2014 Third Door Media, Inc. http://digitalmarketingdepot.com
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M A R K E T I N T E L L I G E N C E R E P O R T:
Vendor Profiles
Product Details
Reporting
Webtrends
555 SW Oak Street,
Suite 300
Portland, OR 97204
(T) 877-932-8736
www.webtrends.com
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Email: whitepapers@digitalmarketingdepot.com
M A R K E T I N T E L L I G E N C E R E P O R T:
Resources
Blogs
eMetrics Summit: Big Data for Marketing, by Jim Sterne, President, Target Marketing. http://blog.emetrics.org/
John Lovetts Blog at Web Analytics Demystified, by John Lovett, Senior Partner, Web Analytics Demystified.
http://john.webanalyticsdemystified.com/
Occams Razor, by Avinash Kaushik, Digital Marketing Evangelist, Google. http://www.kaushik.net/avinash/
Websites
www.marketingland.com
www.screenwerk.com
www.digitalanalyticsassociation.org
Reports
Quarterly Digital Intelligence Briefing: 2014 Digital Trends; Digital Marketing and Eecommerce Trends and Predictions
2014, Econsultancy.com Ltd in association with Adobe.
https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-2014-digital-trends
The Forrester Wave: Web Analytics, Q2 2014 by James McCormick, May 13, 2014. www.forrester.com
The State of Marketing 2013, published by IBM.
http://www-01.ibm.com/software/marketing-solutions/campaigns/surveys/2013-marketers-survey.html
Mobile and the Path to Purchase; US Digital Future in Focus., Gian Fulgoni, Co-Founder & Chairman comScore, Inc..
www.comscore.com
Articles
Tag management software as marketing middleware, by Scott Brinker,
http://chiefmartec.com/2014/06/tag-management-software-marketing-middleware/
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