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

:

Enterprise Digital Analytics
Platforms 2014:
A Marketer’s Guide

A Digital Marketing Depot Research Report

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

Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide

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

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

Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide

Scope and Methodology
This report examines the current market for enterprise digital analytics platforms and the
considerations involved in implementing this technology. This report answers the following
questions:
• What trends are driving the adoption of enterprise digital analytics platforms?
• Who are the leading players in enterprise digital analytics?
• What capabilities do enterprise digital analytics platforms provide?
• Does my company really need an enterprise digital analytics platform?
• How much do digital analytics platforms cost?
Defining enterprise digital analytics is a moving target, as terms such as “web analytics,”
“customer analytics,” and “marketing analytics” are all being used to describe the
multichannel integration and analytical capabilities that enterprises seek from digital analytics
tools. These channels include – but are not limited to – websites, social media, pay-perclick (PPC) media, search engine optimization (SEO), email, point of sale (POS), and mobile.
Regardless of the moniker, more and more enterprises are seeking to combine customer data
from a growing array of digital touch points.
For the purposes of this report, the term “enterprise digital analytics software” defines
software that manages website, social media, and mobile data collection, analysis, and
optimization; and provides a sophisticated level of attribution, testing, and reporting.
If you are considering an enterprise digital analytics platform, this report will help you decide
whether or not you need to. The report has been completely updated since its August 2013
publication to include the latest industry statistics, developing market trends, and new product
updates. This report is not a recommendation of any digital analytics company, and is not
meant to be an endorsement of any particular product, service, or vendor.
The vendors profiled were selected based on their roles as industry leaders in enterprise digital
analytics, or because their entire revenue comes from enterprise digital analytics technology
and services. Our focus is on vendors that provide an on-demand package of multichannel
capabilities including digital media metrics, dashboards, and reporting. Enterprise analytics
systems that are offered by vendors such as Quantivo, SPSS, and SAS are beyond the scope of
this report. Similarly, social media analytics tools that focus only on social media metrics are not
the focus of this report. Agencies that provide analytics as part of their overall service are also
beyond the scope of this report.
Our purpose is to look at digital analytics platforms for large enterprise companies, with a
particular eye toward how they are integrating multichannel marketing tactics and strategies.
Third Door Media conducted numerous in-depth interviews with leading vendors and industry
experts. Interviews took place in June 2014. These, in addition to third-party research, form the
basis for this report.
July 2014
Advisory Editor: Jim Sterne, Founding President and Chairman, Digital Analytics Association,
and President, Target Marketing (www.targeting.com)
Research/Writer: Brian Kelly, Principal, Candlewood Creative (www.candlewoodcreative.com)
Editors: Karen Burka, Senior Research Consultant; Claire Schoen, Third Door Media

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Inc. Social media. display advertising optimization. Smartphone engagement has grown from 131 billion total minutes in 2010 to 442 billion minutes by the end of December 2013. The sources of Big Data are coming from every corner of the enterprise. from human resources to accounting to ecommerce. Mobile analytics are no longer ‘nice-to-have. according to comScore’s Media Metrix Multi-Platform report (see Table 1). and mobile device and app tracking. The term “Big Data” describes the proliferation of customer data available to populate numerous enterprise systems – including customer relationship management (CRM). Marketing organizations are creating their own digital warehouses. digital analytics practitioners are looking at far more data than ever before. Table 1: Mobile usage exceeds desktop usage (in billions of minutes) (in billions of minutes) Tablet 124 11 Smartphone 442 131 Desktop 0 100 200 2013 2010 401 300 400 429 500 Source: comScore Media Metrix Multi-Platform Tag management and omnichannel marketing – two emerging trends in 2013 – are now critical for success in digital marketing and data management.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Enterprise digital analytics market overview Enterprise digital marketers are collecting.’ they are now seen as a required feature of digital analytics platforms. are charged with assessing far more than website data. video. particularly those who work in large enterprises. in particular. metrics. As such. while smartphone usage exceeds desktop usage. Mobile now accounts for 57% of internet usage. are charged with assessing far more than website data. storing. has increased significantly. and mobile continue their explosive growth. and acting upon an unprecedented volume of customer data. as well as the overall online and offline customer experience. search engine optimization (SEO). particularly those who work in large enterprises. testing. and business intelligence (BI). as data is now perceived as business intelligence. Digital analytics practitioners. © 2014 Third Door Media. Digital analytics practitioners. analyzing.com 3 Email: whitepapers@digitalmarketingdepot.com . have reached critical mass. targeting. 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. Some industry experts see the responsibility for Big Data collection and analysis shifting from the CTO to the CMO. and measurement. They may be involved with or in charge of social media marketing. Mobile usage. • http://digitalmarketingdepot. The importance of understanding the contributions and relationships of these channels to website traffic and conversions.

for example. while more than half – 54% – say understanding where and when customers use different digital devices is their key digital marketing focus.) and have worked at providing flexible data warehouses to bring it all together.” Through APIs and professional services.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Enterprise marketers’ chief goal in integrating and analyzing these diverse data sources is to ensure brand message consistency across channels. as well as newly integrated acquisitions IBM Xtify Mobile Marketing and IBM Silverpop Marketing Automation. • http://digitalmarketingdepot. Virtually all of the vendors profiled in this report offer flexible APIs for third-party data collection and integration. The Q2 2014 Forrester Wave: Web Analytics found that enterprise digital analytics platform vendors “have become best in class at collecting data from an ever-diversifying number of digital touch points (social.com . digital analytics platform vendors are facilitating data distribution within the enterprise. The product is now part of the IBM Digital Analytics Suite. and IBM Demandtec Merchandizing and Pricing.com 4 Digital analytics platform vendors have responded to these market shifts by significantly expanding their multichannel capabilities to collect. the primary focus in 2013 and the first half of 2014 was to integrate their previous acquisitions and reposition their products as broad-based digital analytics offerings. and analyze data from the growing number of marketing touch points in conversion pathways. Inc. Understanding the mobile consumer has also become an important strategic goal for 62% of marketers. led by six large vendors that effectively dominate the field. Table 2: Key areas of focus for digital marketers Ensuring consistency of messaging across all channels Understanding how mobile users research/buy products 54% Understanding where and when customers use different devices 62% 73% 50% Using online data to optimize of�line experience 46% Using of�line data to optimize online experience 42% Harnessing Big Data for more effective marketing Source: Quarterly Digital Intelligence Briefing: 2014 Digital Trends Vendors respond with increased multichannel capabilities Digital analytics platform vendors have responded to these market shifts by significantly expanding their multichannel capabilities to collect. which sits within the IBM ExperienceOne Group. and customizable reporting for multiple traffic sources. IBM Tealeaf Customer Experience Analytics. In 2013. The ExperienceOne product portfolio also includes IBM Unica Campaign and Interact. Mature market creates high barriers to entry The enterprise digital analytics platform market is a mature industry. © 2014 Third Door Media. IBM rebranded Coremetrics as IBM Digital Analytics. integrate. etc. rich media. integrate. Email: whitepapers@digitalmarketingdepot. a process industry experts refer to as the “democratization” of data. For these vendors. according to the Quarterly Digital Intelligence Briefing: 2014 Digital Trends report published by eConsultancy and Adobe (see Table 2). and analyze data from the growing number of marketing touch points in conversion pathways. mobile.

© 2014 Third Door Media. providing standalone or add-on testing. 2013 NA NA Tealeaf June 2012 NA Marketing automation Cloud-based mobile messaging Customer experience management Source: Third Door Media With an established and well-financed set of enterprise digital analytics vendors crowding the market. display advertising. Point solutions have seized upon one of the few market opportunities. APIs are widely used with most digital analytics platforms. Several enterprise digital analytics vendors themselves have taken a modular approach to the market. Maxymizer. These companies include eBay Enterprise (formerly ClearSaleing). Optimizely. tag management. and social media management Google Adometry Wildfire May 2014 July 2012 NA $250M Attribution Social media management IBM SilverPop Xtify May 2014 Oct. 2012 NA $400M Tag management PPC. and SiteTagger for tag management (see Table 4). Table 3: Selected digital analytics mergers and acquisitions. while Adobe purchased tag management solution Satellite in July 2013 to create built-in tag management functionality. and SiteSpect for testing.com .com 5 Email: whitepapers@digitalmarketingdepot. Google bought attribution tool Adometry in May 2014. and attribution tools that can be used together with other enterprise platforms. the barriers to entry are high. Convertro. Ensighten. there were a few other notable market acquisitions (see Table 3). to work seamlessly with these tools. 2012-2014 Acquirer Acquired Date Price Notes Adobe Systems Satellite Efficient Frontier July 2013 Jan. With an established and well-financed set of enterprise digital analytics vendors crowding the market. due to the simplicity of implementation and the high level of flexibility provided.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Along with IBM’s May 2014 acquisition of Silverpop and its October 2013 purchase of Xtify. and VisualIQ for attribution. • http://digitalmarketingdepot. and BrightTag. the barriers The majority of enterprise platform vendors promote the open architecture of their platforms to entry are high. Inc. providing best-of-breed tools that work in conjunction with these enterprise solutions.

optimizely.sitetagger.gosquared.c3metrics.brighttag.com www.alexa.com www.foresee.bing.ensighten.org www.com www.ebayenterprise.com www.sitespect.google.chartbeat.com www.com/ www.com http://www.google.maxymiser.google.loop11.com .statcounter.com http://anametrix.com www.com/adplanner/ www.absolutdata.usertesting.google.html iPerceptions Concept Feedback Foresee Loop11.com Testing (A/B and multivariate) AdWords Campaign Experiments Maxymiser Optimizely SiteSpect Wingify www.tagman.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Table 4: Selected digital analytics point solutions Function/Feature Vendor URL Attribution C3 Metrics Ebay Enterprise (Formerly ClearSaleing) Convertro Visual IQ www.com www.wingify.visualiq.com http://www.com/ads/innovations/ace.co.com Benchmarking Alexa Compete Doubleclick Ad Planner Google Trends http://www. • http://digitalmarketingdepot.com www.com www. Inc.com www.iperceptions.com www.com Voice of customer www.convertro.com Source: Third Door Media © 2014 Third Door Media.com/toolbox/webmaster www.tealium.com Tag management BrightTag Ensighten SiteTagger TagMan TealiumiQ www.com www.com www.com www.piwik.com 6 Email: whitepapers@digitalmarketingdepot.woopra.com/trends/ Clickstream analysis Bing Webmaster Tools Google Webmaster Tools Piwik Site Meter StatCounter www.com/webmasters/tools/ www.compete.uk www.com www.opinionlab.com Real-time analytics Absolutdata Anametrix Chartbeat GoSquared Woopra http://www.com www.com OpinionLab UserTesting.com/ www.conceptfeedback.sitemeter.com www.

Trend #1: Data integration requirements expand to include internal. multichannel. • http://digitalmarketingdepot. ecommerce. next best action 65% 50% Contact optimization Response modeling 40% Attribution modeling Customer lifetime value modeling 33% Attrition and churn 48% The APIs offered by digital analytics platforms are designed to eliminate organizational silos and connect legacy systems and diverse data sources. video. Inc. 3. 2. measure. and optimize Big Data from the growing number of digital and offline channels that can include email.com 7 Email: whitepapers@digitalmarketingdepot. organic and/or paid search. including: 1. and broadcast. Only 35% of leading enterprise marketers surveyed by IBM believe their inbound/outbound and offline/online marketing programs are fully integrated. Increasing emphasis on discovery and collaboration throughout the enterprise. including segmentation. © 2014 Third Door Media. and external sources. multichannel. according to IBM’s State of Marketing 2013 report (see Table 5). 39% Source: IBM’s The State of Marketing 2013 The APIs offered by digital analytics platforms are designed to eliminate organizational silos and connect legacy systems and diverse data sources. cross sell. Table 5: How do you use analytics to understand customers and drive marketing activities? Segmentation 54% Upsell. The following sections discuss these trends in more detail. Marketer demand for integrated data to be actionable. social networks. direct mail. The goal for leading marketers is to harness and integrate Big Data in digital analytics platforms to better understand customers and drive new. The challenge is that omnichannel marketing has created more silos for many enterprises. Enterprise marketers are increasingly demanding a single interface to track. affiliates. and external sources. display advertising. Data integration requirements expand to include internal.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 Digital Analytics Platforms 2014: A Marketer’s Guide Digital analytics market trends Several significant trends are driving growth in the enterprise digital analytics platforms market. mobile. more efficient marketing activities. upselling and cross selling. and contact optimization.

as well as industry specific benchmarking.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide The recommended solution is for enterprise marketers to: 1) appoint a cross-functional marketer to map and prioritize marketing channels to integrate. Adobe has packaged its expanded digital analytics offering within its Marketing Cloud. and the organization’s culture needs to evolve so people use the technology to take action in line with the strategy. For example. data aggregation. This has prompted vendors to focus on making advanced analytics more readily available to business users. as a result of the increasing demand for data that can be shared among a wide range of end users. which is basically a broader digital marketing ecosystem. Google announced in May 2014 a beta launch of a new Google Analytics feature called “Enhanced E-commerce” which updates the platform’s focus from measuring transaction details to providing more details and analysis about the customer’s purchase path. and 3) establish a common database or repository for all customer interactions. This includes tracking product detail views. have become a critical marketing tool. and as the analytics tools become more sophisticated. and distribution and performance © 2014 Third Door Media. published in October 2013. and vendors have been working hard to make those insights more accessible across the enterprise. reflecting the increasing overlap of skills required to be successful in digital marketing. 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). data mining. Whether that means communicating results with upper level management. 2) work with your digital analytics platform vendor to integrate new or emerging channels. Analytic strategies need to enable an organization’s most important marketing objectives. Digital marketers need to be able to share the data – and insights from the data – throughout the organization. Inc. Dashboards and interfaces have become more user friendly and more customizable. ‘add to cart’ actions. internal campaign clicks. Predictive analytics. The job function of ‘marketing technologist’ has emerged. Many digital analytics platform vendors have responded by improving the business relevance of their standard reports to provide strategic and industry specific analysis. IBM also found that marketers expect predictive and prescriptive analytics (data that offer a suggested course of action) to provide 50% of the business value derived from all business analytics projects.com 10 Email: whitepapers@digitalmarketingdepot. Digital analytics offer critical insight into how marketing initiatives are performing. AT Internet has focused on improving data collection. which provide marketers with the ability to develop specific marketing actions based on customer preferences and purchases. the checkout process. have become a critical marketing tool. as well as macroeconomic factors such as regulations and market forces. according to IBM’s Analytics: A Blueprint for Value. the success of internal merchandising tools. Trend #3: Emphasis on discovery and collaboration throughout the enterprise. is likely to continue as marketers become more data savvy. that role is now migrating to the marketing department. marketers must be able to share data in a way that can be easily understood. Trend #2: Marketer demand for integrated data to be actionable. or with affiliates in the field. This emphasis on predictive and prescriptive analytics. Predictive analytics. • http://digitalmarketingdepot. For example. and customer purchase. the technology in place needs to support the analytics strategy.com . More than half – or 60% – of enterprises already have predictive analytics capabilities. which provide marketers with the ability to develop specific marketing actions based on customer preferences and purchases. Whereas the digital analyst might once have resided in the IT department. as well as macroeconomic factors such as regulations and market forces.

and becoming more open to integrating with third-party applications. e-commerce. and customer experience platforms Webtrends Data democratized via APIs and realtime data streams Source: Third Door Media initiatives. positions digital analytics within a broader analytics category that underlies marketing. This provide more opportunities for marketers to build out a platform that suits their individual needs best. Inc. often requiring additional investment. • Real-time analytics. The platforms begin to differentiate by offering more advanced capabilities. Webtrends has sought to enhance the value of web analytics by democratizing data and insights via APIs and real-time data streams. comScore has democratized data through the ability to request and include any Digital Analytix report item directly into Microsoft Office applications. while Google constantly adds functionality through acquisition activities. • Integrated mobile and social metrics. and • Standard and customized reporting. and customer experience platforms. several vendors are moving from a SaaS (software-as-a-service) model to a cloud-based platform. • Digital multichannel attribution. e-commerce. and indicates a significant change in strategy for the vendors.com 11 Email: whitepapers@digitalmarketingdepot. • http://digitalmarketingdepot. like Adobe. IBM. several vendors are moving from a SaaS (software-asa-service) model to a cloud-based platform. and distribution Adobe Analytics Available within Adobe Marketing Cloud ecosystem Greater business user access to advanced analytics IBM Analytics product underlies marketing. Enterprise digital analytics platform capabilities As part of a larger overall trend in digital marketing platforms. As part of a larger overall trend in digital marketing platforms. that include but are not limited to: © 2014 Third Door Media. Virtually all enterprise digital analytics platforms available today offer a core set of capabilities that focus on: • Individual-level website data collection and storage. and becoming more open to integrating with third-party applications. mining.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 Digital Analytics Platforms 2014: A Marketer’s Guide Table 6: Digital analytics vendors target business end users comScore Direct report data access through MS Of�ice apps Google Analytics functionality enhanced through acquisitions AT Internet Improved data aggregation.

com . mobile. Data storage limits among enterprise vendors vary from 13 months to unlimited. including Adobe and comScore. rather than representative sample data. To qualify as real time. individual-level data. The following section discusses some of the current features and the key considerations involved in choosing an enterprise digital analytics platform (see Table 7). Every enterprise is unique and at a different level of maturity in its website. Table 7: Selected enterprise digital analytics platform capabilities Individual-level data collection Real time analytics Built-in A/B & multivariate testing Digital multichannel attribution Benchmarking Adobe Analytics 4 4 4* 4 4 4 4 4 AT Internet 4 4 4 4 4* 4 4 4 comScore Digital Analytix 4 4 8 4 4* 4 4 8 Google Analytics Premium 4 4 4 4 4 4 4 4 IBM Digital Analytics Suite 4 4 4* 4 4 4* 4 4 Webtrends 4 4 4* 4* 8 4* 4* 8 Vendor Integrated Integrated social mobile metrics metrics Built-in tag management *Indicates an add-on feature or tool. in turn. Source: Third Door Media Individual-level data collection and storage Virtually all of the enterprise digital analytics vendors profiled in this report provide browserbased. 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. and • Benchmarking or competitive intelligence. • http://digitalmarketingdepot. Real-time analytics can also alert enterprises to the need for immediate changes or potential fixes across channels. This. © 2014 Third Door Media. provide customers with API access to raw data for more customized or extensive third-party integration or data manipulation. social. Inc. Vendors with data storage limits offer longer storage time periods for additional fees.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide • Tag management. Some vendors.com 12 Email: whitepapers@digitalmarketingdepot. and multichannel marketing efforts. • Testing (A/B and multivariate). driving quicker and better-informed decision making regarding the impact and effectiveness of marketing efforts. data analysis and reporting must be enabled within one minute of the data entering the system. realtime analytics provide data about customer behavior at any given moment. • Marketing automation. Real-time analytics Real-time analytics provide marketers with the ability to use all available enterprise data and resources at any given time. When focusing on CRM. can strengthen customer relationships and increase the value of engagements.

hence the label. text or button) and provide different alternatives of each element. social and mobile activity. and IT requirements. email. such as Adobe Analytics. better allocate campaign resources. Tag management Tag management has become an important function due to the proliferation of site optimization partners.com . Multivariate tests.” Testing is an important feature of digital analytics platforms to improve the customer experience. A/B tests are the most common and easiest type of landing-page test to conduct. Benchmarking Benchmarking enables marketers to compare their performance on key metrics against aggregated performance data from other companies in their vertical industry. • http://digitalmarketingdepot. Multichannel attribution Conversion paths in the omnichannel world are nearly infinite.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide A/B and multivariate testing Testing is an important feature of digital analytics platforms to improve the customer experience. and digital campaign effectiveness. and significantly speed up tag deployment. search. affiliates. ad networks. allowing marketers to bypass IT by automatically generating and deploying tags from the analytics system itself. experiment with elements within specific pages (i.com 13 Email: whitepapers@digitalmarketingdepot.. AT Internet and Google Analytics Premium include A/B and multivariate testing in their increase ROI. These metrics may include clickthrough rates.. AT Internet and Adobe publish publicly available benchmarking data on their websites that track events (i.e. Inc. display advertising. others offer benchmarking as an add-on tool or not at all. ad servers. You should consider the sophistication of the tool. and increase ROI. The goal is to optimize budget and resource allocation. and The enterprise vendors profiled in this report use several approaches to provide testing tools. affiliate networks. 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. vertical markets. and other third-party tools serving tags on any given page. and showing each of them to a certain percentage of visitors. Black Friday online sales). comScore Digital Analytix partners with standalone testing tools such as Optimizely and SiteSpect to offer customers more flexibility. with each conversion the result of some combination of direct navigation. and any other channel in which the marketer engages. Engaging with a tag management solution can decrease page load times.e. better allocate campaign resources. time on site. and IBM Digital Analytics Suite offer the capability as an add-on. reduce IT issues and involvement. on the other hand. when deciding between a native and a third-party tag management tool. base price. a picture. 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. They consist of creating alternative pages for a specific page or URL. Webtrends. The resulting combinations are derived from the number of elements multiplied by the number of element variations. and digital technology use. © 2014 Third Door Media. vendor lock-in. Some digital analytics platforms offer built-in tag management capabilities. “multivariate. average order value. Others.

For example. and YouTube. carrier. events. screen resolution. engagement. and revenue. Inc. including the following: • Developing actionable insights across the enterprise. and iOS. but provide more sophisticated capabilities such as mobile marketing campaign optimization. © 2014 Third Door Media. Add-ons such as IBM’s Digital Analytics for Social Media module combine social media measurement with ROI analysis. Many enterprise digital analytics platform vendors also provide sentiment analysis within their social media management capabilities. measure. providing enterprises with the ability to track. and act upon the results of their digital campaigns. as vendors report that 25% or more of the digital traffic measured is generated from smartphones and tablets. while Google’s Mobile App Analytics covers mobile app metrics such as installations.com 14 Email: whitepapers@digitalmarketingdepot. Vendors that include social metrics in their standard pricing focus on Facebook. Windows Phone. Twitter. Vendors differ in the kinds and level of mobile metrics they track. More advanced metrics focus on offline traffic monitoring and user engagement (screen views per session. This is an essential feature. session duration and downloads). 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.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Integrated social metrics Social media has become a staple of digital marketing plans and budgets. offer mobile tracking and analytics as an add-on. and geolocation for mobile digital activity. • http://digitalmarketingdepot. Adobe tracks and analyzes data for mobile-optimized websites. Vendors are also seeking to compete with app-specific measurement tools by providing software developer kits (SDKs) for Android. OS. crashes. 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. Choosing an enterprise digital analytics platform The benefits of using digital analytics platforms Digital analytics are the foundation of successful digital marketing plans. Several vendors.com . There are numerous benefits to using an enterprise digital analytics platform. user behavior. Standard mobile metrics include device type. and video on leading media sites and segments across all carriers and device types. Integrated mobile metrics The majority of enterprise digital analytics vendors profiled in this report include in their pricing mobile measurement capabilities to help customers track and optimize their mobile investments. making comprehensive insights available to all teams in an organization so they can take action across their various marketing channels. displaying quantitative metrics for about 40 social networks. Today’s digital analytic platforms deliver analytical capabilities that are not only available to technical staff and analysts but also meet the needs of the business community. including Webtrends. native mobile applications. goals. Blackberry.

Digital analytics platforms can show you where users come from geographically. and analyze them against time.. and operating systems they use. • Greater ability to monitor site performance and usability.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide • Harnessing powerful. • Increased measurability and marketing effectiveness. Few enterprise vendors position their tools as self-serve. search engine or email). and whether some pages. with typical customers spending tens of thousands of dollars each month. while others do not. For example. traffic sources. Inc. The potential gains in efficiency and productivity should be measured against these costs. search advertising. fixes.g. or devices are slower than others. and marketing campaigns. leads. It can measure how email. site design. browsers. • Improved tracking of on-site user behavior. or other conversion metrics. and becoming more open to integrating with third-party applications. user behavior. You can track the devices. Digital analytics can track sales. Pricing varies according to monthly server call volume. display advertising. Campaigns can be discontinued or refined based on more accurate data. and enhancements to ongoing campaigns. a social network. You can correlate navigation patterns to traffic sources and appropriate marketing resources to the highest-performing sites or channels. and marketing efforts that cross sell or upsell to targeted consumer segments.com 15 Enterprise digital analytics platforms are a significant investment.com . and website visitor behavior trends so marketers can take immediate action and make necessary adjustments. • A better understanding of user demographics. Many customers adopting enterprise digital analytics also require considerable training and integration with existing technology systems. Enterprise digital analytics pricing Enterprise digital analytics platforms are a significant investment. as well as which traffic patterns are most likely to result in conversions. social media user. You can use this information to improve page load times and identify pain points through testing to optimize specific features and increase ROI. Some digital analytics platforms can deliver up-to-the-minute insight into customer. affiliate networks. with typical customers spending tens of thousands of dollars each month. Digital analytics will show you how long pages take to load. some vendors include testing or attribution tools. and social media campaigns. Email: whitepapers@digitalmarketingdepot. As part of larger overall trend in digital marketing platforms. Every vendor also has a different set of included and add-on tools. real-time analytics. and where they come from online to find your site (e. affect conversions. which can add up quickly for enterprises with multiple sites and multimedia data downloads such as videos (see Table 8). leading to additional and ongoing premium services costs to successfully run them. regions. several vendors are moving from a SaaS (software-as-a-service) model to a cloudbased platform. • http://digitalmarketingdepot. All of this data can be used to refine site content. © 2014 Third Door Media. Digital analytics can monitor the paths users take within your sites.

Customer Journey. Stream Sense. DataWarehouse. AT Internet (Analyzer III) $45. Tag Management. and Report Builder Google Analytics Premium $150. Self-Service Data Warehouse. Data Manager. knowing how to measure success.000 to $500. and financial resources. Marketing Automation. Data Workbench. Premium includes more advanced multichannel and predictive analytics). Reporting. Automated Marketing. and Reporting IBM Digital Analytics Suite $100. Audience. The following section outlines four steps to help your organization begin that process and choose the digital analytics platform that is the right fit for your business needs and goals. Data Exploration. (Available in two versions: Standard and Premium. staff capabilities. © 2014 Third Door Media. and being able to identify where you are looking for improvements are all critical pieces of the enterprise digital analytics decision-making process. Tag Management. Office Link. management support.000 Attribution. Step One: Do you need an enterprise digital analytics platform? Deciding whether or not your company needs an enterprise-level digital analytics platform calls for the same evaluative steps involved in any software adoption. Customer Experience Analytics. • http://digitalmarketingdepot. Live Segmentation. and SiteCatalyst. including a comprehensive self-assessment of your organization’s business needs. Use the following questions as a guideline to determine the answers. Content Experiments.000 to $500.000 and up.000 for up to 1 billion hits/month.000 Modular platform with individually priced tools Included tools Source: Third Door Media Recommended steps to making an informed purchase Understanding your current marketing processes. Insight. and Testing comScore Digital Analytix $50.000 Discover. ReportBuilder. Mobile App Analytics. ScrollView. E-Commerce. Inc. with additional pricing tiers available for higher volume Attribution.com . Data Mining and Robust Ad Integrations. Real-time KPIs.000 ClickZone. Data Query. Report/Export Builder. based on vertical market Web and Mobile Analytics.com 16 Email: whitepapers@digitalmarketingdepot.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Table 8: Average annual pricing for selected enterprise digital analytics platforms Product Average annual enterprise pricing Adobe Analytics $50. Universal Analytics. Multi-Platform. and Digital Analytics Benchmark Webtrends $150. Rich Media. Mobile Application Analytics. Genesis.

search. Without them. but data is stored in different forms. platforms should feature filtering. 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. which enable you to accept only transaction data within certain defined ranges to minimize bad data. Without the proper skilled human resources in place. If data ownership is a concern for your organization. Will the platform integrate with our internal data? With an increasing focus on Big Data and business intelligence. raw data. justifying the expense of the platform or digital marketing programs to C-suite executives will be difficult.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide 1. making this an important consideration for some marketers. platforms should feature filtering. 5. who on our team is? 2. and data sanity checks. What level of data and data access do we need? Some digital analytics platform vendors provide browser-based. Inc. 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. It’s important to have an idea of where you fall on the spectrum before interviewing potential partners. the platform can end up becoming an expensive reservoir of untapped data with unfulfilled potential to increase revenue and improve user experiences. and data sanity checks. and display advertising. Training is essential. which can add up quickly for multiple sites and multimedia data downloads such as videos. individual-level data. meaning customers pay a monthly subscription price that will vary by traffic and volume. which enable you to accept only transaction data within certain defined ranges to minimize bad data. 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. social media. 7. only consider platforms that provide it. Who will use the platform? Staffing is key to the effectiveness of any digital analytics platform. Close examination of feature requirements will also be necessary. 4. video. 9. What are our reporting needs? What information do salespeople. you want to be sure that that extra information will drive better decisions and ultimately more revenue and profit for your business. If the organization chooses not to hire internal staff. as modular pricing models mean vendors vary in their inclusion of some features as standard or add-on. Lastly. auditing. To maintain data accuracy. 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. © 2014 Third Door Media. 6. auditing. 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. marketers pay for server call volume. customer support teams. 8. What is the total cost of ownership? Enterprise digital analytics platforms use on-demand pricing.com 17 Email: whitepapers@digitalmarketingdepot. not all platforms provide access to backend. then serious consideration should be made to use add-on or third-party consulting services. • http://digitalmarketingdepot. and some provide sampled data that is representative of the whole. ecommerce. 3. tag management.com . To maintain data accuracy. and more importantly. Across the board. 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. Am I qualified to evaluate digital analytics platforms? If not.

When written properly. and industry research that will help. Are we culturally able to take advantage of an enterprise digital analytics platform? A successful implementation requires commitment from all levels of the organization.) and their capabilities. Whether or not you choose to do this in a formal RFI/RFP process is an individual preference. and those that you can’t live without. willing. reports. Inc. the funding may dry up before results are achieved. • http://digitalmarketingdepot. success is not possible. narrow your list down to those vendors that meet your criteria.com . requirements. Step Three: Scheduling the demo Set up demos with your short list of vendors within a relatively short timeframe after receiving the RFP responses. Submit your list of the digital analytics capabilities you’ve identified. Once you’ve done the necessary research. Make a list of all the digital analytics capabilities you currently have. This last category is critical. spend time researching individual vendors and their capabilities. Step Two: Identify and contact appropriate vendors Once you have determined that enterprise digital analytics software makes sense for your business. The “Resources” section at the your business. For example. Without senior executive buy-in. Without commitment from mid-level managers. mention your company’s most important KPIs and how you will evaluate the success of your digital analytics efforts. (Many time researching of the vendors profiled in this report also provide white papers and interactive tools that can individual vendors help. and structure of the intended purchase. The most effective RFPs only request relevant information and provide ample information about your brand and its digital analytics needs. Make sure that all potential internal users are on the demo call. and will help you avoid making a costly mistake. Once you have determined that enterprise digital analytics software makes sense for Take your list of capabilities and then do some research. you should be able to narrow your list down to three or four platforms that you’ll want to demo. an RFP will facilitate the sales process and ensure that everyone involved on both sides come to a shared understanding of the purpose. Without the dedication of those doing the actual work. 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? © 2014 Third Door Media. From the RFP responses. resources will not be properly allocated to see the project through.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide 10. You must be ready. those that you would like to have. scope. Include details about timelines and the existing digital technology you have deployed. however be sure to give the same list of capabilities to each vendor to facilitate comparison. spend back of this report includes a list of blogs. to help make relevant comparisons. It should reflect high-level strategic goals and KPIs. and set a timeframe for them to reply. and able to embrace a data-driven culture for any value to come from such an effort.com 18 Email: whitepapers@digitalmarketingdepot.

speed of updates.) • 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. 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. Make sure that the person you’ve been referred to is someone who is a primary user of the platform.com 19 Before deciding on a particular vendor. etc. revenue. margin.com . The enterprise digital analytics vendor should be able to supply you with several references if you cannot identify ones yourself.. preferably individuals in a business similar to yours. types of segmentation. negotiate a contract Before deciding on a particular vendor. and to find out more about any questions that weren’t answered during the demo. Inc. • http://digitalmarketingdepot. actionable (favorite) report the platform generates? • How easy was the set-up process and how long? Did the vendor help? • How responsive is customer service? • Has there been any down time? • What do you wish they did differently? • Would you recommend this platform? • Can you connect me with other users who may not be as happy as you? • Is there an online discussion forum around this toolset? © 2014 Third Door Media. take the time to speak with several customer references. Use this opportunity to ask any additional questions. add-on features. 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.)? Do you have other clients in my vertical? • Are there third-party. number of variables. social media management. take the time to speak with several customer references. amount of data. Email: whitepapers@digitalmarketingdepot. API. preferably individuals in a business similar to yours. profit. etc.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide • What’s the complete set of attribution models I can choose from? • What limitations are there? (i. 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.e. Consider also asking these basic questions: • Why did you move to an enterprise digital analytics platform? • Why did you select this platform over others? • How many other analytics platforms has your organization implemented before this one? • Has this platform lived up to your expectations? • How long did the system take to implement? • Who was involved in the implementation? • Are you also using additional tools for attribution.

and the proliferation of mobile devices. This requires tracking the consumer journey from impression to conversion.com 20 Email: whitepapers@digitalmarketingdepot. but for tracking and measuring other digital and traditional channels. and overall customer experience.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Conclusion Digital analytics play a crucial role in nearly every enterprise’s digital marketing strategy. You should begin with a clear understanding of your organization’s marketing requirements and a strategic roadmap to adequately evaluate the features.com . Marketers are also trying to understand the impact of those digital interactions on consumer behavior in brick-and-mortar locations. pricing. and support offered by each vendor. Inc. Digital analytics vendors have responded by significantly expanding their multichannel capabilities to collect. video. The digital marketing world is moving away from a session-based view of the consumer to a user-centric one. both online and offline. and analyze data from the growing number of marketing touch points. integrate. • http://digitalmarketingdepot. Virtually all of the vendors profiled in this report offer flexible APIs for thirdparty data collection and integration. With the explosive growth of social media. the importance of understanding the contributions and relationships of these channels to website traffic and conversions. and customizable reporting for multiple traffic sources. n © 2014 Third Door Media. has increased significantly. as well. Choosing the right digital analytics platform vendor for your organization’s needs is a critical decision. functionality. not only for tracking and measuring website traffic.

Customers can store data beyond that timeframe for a fee. and SiteCatalyst into a single solution.adobe. financial services. • Tracks and analyzes data for mobile-optimized websites. travel. • More than 40 worldwide offices in North America. Insight. • Data collected and analyzed at the individual level. ReportBuilder. Genesis. • Available in two versions: Standard and Premium. Adobe Media Optimizer (includes: Adlens and SearchCenter+ capabilities). • http://digitalmarketingdepot. last click. and entertainment industries. Adobe Experience Manager (includes: CQ and Scene7 capabilities). media. SVP and GM. VP. Adobe Campaign. • Premium version provides fully customized models that incorporate predictive and statistical capabilities. government. Key customers Adobe Analytics 345 Park Avenue San Jose. • Data segmentation can also occur on the cloud level. Online and offline channels included. • Data is stored for 36 months.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Vendor Profiles Target customer • Enterprises in the retail. native mobile applications. customers can access their back-end data through the tool’s API or scheduled raw data feeds. • The Adobe Marketing Cloud comprises six solutions: Adobe Analytics (includes: SiteCatalyst. Social media/mobile integration • Tracks and analyzes data from owned social properties. adjacency. and video on leading media sites and segments across all carriers and device types. CA 95110-2704 (T) 408-536-6000 www. even allocation. President and CEO Brad Rencher. including Facebook apps and fan pages. Genesis. 21 Email: whitepapers@digitalmarketingdepot. South America. Product overview • Combines previous Adobe tools Discover. Search & Promote). the Middle East. Digital Marketing Bill Ingram. and DataWarehouse). Recommendations. which includes more advanced multichannel and predictive analytics. Asia. meaning that customers can share audiences and segments between Adobe Marketing Cloud products. latency. Insight.com/solutions/ digital-analytics. and Africa. starter-player-closer (SPC). and pathing.html Caesars Entertainment Comcast/NBC Universal Lenovo Rakuten SAP Scottrade Key executives Shantanu Narayen. • Includes roles-based data access and workflows. communities. Adobe Analytics and Adobe Social Company overview • Adobe Systems founded in December 1982. Inc. © 2014 Third Door Media. Adobe Target (includes: Test &Target. ReportBuilder.com . Adobe Social.com Product details Attribution • Standard models include first click. Europe. and paid campaigns. DataWarehouse.

M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Vendor Profiles Product Details Adobe Analytics 345 Park Avenue San Jose. Adobe Social. and other segments (segment stacking). Twitter.. and Google+. provides social monitoring and sentiment capabilities for Facebook. and approve segments.adobe.com 22 Testing • Available through Adobe Target. CA 95110-2704 (T) 408-536-6000 www. 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. Email: whitepapers@digitalmarketingdepot.com/solutions/ digital-analytics. Tag management • Dynamic tag management available across all six Marketing Cloud solutions. conversion. Black Friday online sales). vertical markets. • Custom benchmarking data such as bounce rates.e. as well as on-site recommendation engine. tag. • Segments defined within Adobe Analytics can be automatically fed to Adobe Target for testing or targeting content or campaigns. events. • Publicly available Adobe Digital Index reports published monthly. Inc.html • Separately priced solution. share. Benchmarking/competitive intelligence • Snapshot benchmarking data identifies browser types and plug-ins across verticals. edit. Enterprise-grade segment management enables administrators to create. Provides benchmarks for events (i. © 2014 Third Door Media. • http://digitalmarketingdepot. a standalone Marketing Cloud solution. delete. and average order values across industries are available through Adobe Digital Index. A/B and multivariate testing available. and digital technologies.com . • Unified segment builder enables users to drag-and-drop dimensions.

• Adobe Live Stream. CA 95110-2704 (T) 408-536-6000 www.com .com/solutions/ digital-analytics. mobile.com 23 Third-party systems integration • Pre-built data connectors available for more than 500 Exchange technology partners. • Digital Marketing University is an addon training and certification program. CSV files. • Standard reporting suite includes 80 dimensions and 57 metrics. and retention and cohort reporting with five minute set-up. and gaming consoles through web services API.adobe. Online knowledgebase includes user manuals and white papers. • Dedicated app analytics interface for mobile teams.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Vendor Profiles Product Details Adobe Analytics 345 Park Avenue San Jose. • Reports available in iOS and Android apps. iBeacon analytics.000 annually. • Surfaces anomalies in dimensions and metrics. • Adobe Global Consulting Services available for custom integrations and advanced product configurations. location metrics. • Dedicated account managers and 24/7 phone support included. web TV. and printed in 300 dpi (magazine quality). Pricing and service • Pricing based on server call volume. and HTML formats. Adobe TV provides hundreds of on-demand training modules.000 to $500. Word. © 2014 Third Door Media. including ad serving. video. a real-time event firehose. • Includes Clickmap heat-mapping tool and visual path and funnel analyses. email. REST. • http://digitalmarketingdepot. Email: whitepapers@digitalmarketingdepot. Inc.html Actions can be performed on multiple segments at once. 175 custom dimensions and 120 custom metrics are also available. and marketing automation systems. Social portal called “The Exchange” allows users to share advice. including broadcast. provides granular data to power programs such as in-session retargeting and real-time monitoring and alerting of any events of interest. search. • Enterprise pricing typically ranges from $50. app-centric metrics. • Reports can be shared in PDF. • Online and offline data integration. Volume discounts available. and an Excel plug-in. mobile app acquisition analysis and an integrated SDK that provides lifecycle metrics. Reports can be displayed in publishing widgets to enable data access without Adobe Analytics log in. Excel. call centers. • Table Builder tool provides unlimited dimensional breakdowns and analysis.

technology.com demographic data. information sites. Measures brand. Product details Attribution • ChannelOptimizer offers a combination of up to 15 marketing touch points over a 120-day period.com . BuzzWatcher. • 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.500 customers. • Raised $8 million in a June 2013 venture round of funding from IXO Capital and Omnes Capital to fuel international growth. • Standard first-click. London. 350. Measures the impact of TV spots on digital traffic based on live automatic spot detection. Offers a list of orders for ecommerce and and travel customers. • http://digitalmarketingdepot.atinternet. ChannelOptimizer. First. • Provides choice of language. TV Tracking. Optimizes site performance by evaluating and examining the accessibility and availability of web pages in real-time. • Add-on modules available: SalesTracker. ScrollView for measuring zones displayed. as well as nature and position of the channel or touch point. Singapore. traffic sources.and third-party cookies included. Audience Analytics: Enriches analyses with predictive © 2014 Third Door Media. Observer. A conversion attribution system. Founder and Chairman Mathieu Llorens. and Sao Paulo. Hamburg. and equal-weight models available. video sharing platforms. video. Inc. and podcasts. and default parameters (site and time period). product or competitor activity on social networks. Madrid. CTO Cyril Mazeau. etc. • Additional offices in Munich. goals. Product overview • Analyzer III is a modular platform that offers real-time customizable analysis of navigation. retail.com Accor Europcar Le Monde Deutsche Telekom Lagardère Schibsted Key executives Alain Llorens. blogs. segmentation. currency. CEO Sébastien Carriot.000 sites monitored. behavior. • 3. Includes tools such as ClickZone for measuring zones clicked. and custom metrics. and media industries. Data Exploration for data queries. Moscow. government. calendar format. animation. Users can customize filters by selecting size or depth of the touch-point sequence.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Vendor Profiles Target customer • Enterprise-level and mid-market businesses in the financial services. CFO Company overview • Founded in 1995. and Rich Media for measuring website audio. 24 Email: whitepapers@digitalmarketingdepot. • All data collected at the individual level (not sampled). last-click. and geo-location. Key customers AT Internet 8 Impasse Rudolf Diesel 33700 Mérignac France (T) 33-1-56-54-1430 www.

blogs. product. and information sites. and offline traffic monitoring. © 2014 Third Door Media. Segmentation on the fly allows users to combine search filters to focus analysis on a more accurate data selection. customizable service that collects data from more than 100. sites.com . Standard benchmarking package called AT Barometer uses predefined analyses.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Vendor Profiles Product Details AT Internet 8 Impasse Rudolf Diesel 33700 Mérignac France (T) 33-1-56-54-1430 www.atinternet. • http://digitalmarketingdepot. blacklist system. and Blackberry. etc). mobile screen resolution. video sharing platforms. Sentiment analysis engine utilizes influence scores of supports. annotations. • Real-time mobile and application metrics include manufacturer and model. Also offered as a subscription service to continually monitor competitive performance and Email: whitepapers@digitalmarketingdepot. • AT Benchmark is an add-on. or authors. Inc. and competitor activity on social networks. Windows Phone. bookmarks.com Social media/mobile integration • BuzzWatcher monitors brand. Productivity and collaboration tools manage and store media coverage on a daily basis (custom labels.000 sites in a range of vertical markets.com 25 App libraries include iOS. 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. batch processing.

• Phone support during business hours. Subscription fees start at $700/ month. Email: whitepapers@digitalmarketingdepot. Pricing and service • Pricing based on traffic (server call volume). intuitive interface with the possibility of multiple crosses (metrics. and Tag Commander for tag management. • AT Internet tag is compatible with thirdparty tag management solutions. and PDF. Tag management AT Internet 8 Impasse Rudolf Diesel 33700 Mérignac France (T) 33-1-56-54-1430 www. • Enterprise customers spend an average of $45. 1000mercis and Score MD for CRM. XML. Third-party systems integration • 2014 update of RESTful API to improve data processing and analysis through consolidation. • Add-on training. WYSIWYG editor allows users to create variants and alternatives from their sites. weekly and monthly reports/ exports are available in multiple formats including Excel. 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. a data requestor tool. provides marketing users with a simplified data extraction interface. • Report/Export Builder display panel generates and schedules the reports/ exports of all analyses. scalability.com • “Soft tagging” solution allows marketing teams to efficiently manage tags without IT intervention. Includes Criteo for retargeting/ ad serving. Users configure data export tables and retrieve REST URL directly in the interface. Test statistics and results available through Analyzer III. dimensions. • Includes all standard reports and analysis. and format standardization. • Custom metric-creation tool integrates segments in addition to the standard metrics available. and the Data Manager soft-tagging interface. Data Query. • Integrates with A/B testing solution Kameleoon. Word. Emailvision and CheetahMail for email marketing. Implementation fee starts at $900/ day. Users create processing rules through a UI called Data Manager. © 2014 Third Door Media. certification. segmentation. greater volume handling.com 26 • Advanced analytics provide data modeling in a dedicated. Testing • Included multivariate testing feature measures the tests sent by third-party testing solutions. • http://digitalmarketingdepot. • Customizable traffic sources and groups of multichannel campaigns. Dashboarding application added in 2014 to simplify graphic creation and data compilation.000 annually. and segments). CSV. custom metrics. Changes applied to the AT Internet tag are made on the third-party tool’s interface without having to change the page’s source code. Searchmetrics for SEO.atinternet.com . • Data Query. and strategic consulting services available.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Vendor Profiles Product Details evolution of the customer’s site compared to its market. Inc. and 24/7 online knowledgebase included. Daily.

• Captures over 1. Lin. • Acquired ad verification and optimization company AdXpose in August 2011. last click. General Counsel.com • Enterprise-level businesses in publishing. enabling a comparison of multi-platform users against existing single platform benchmarks. whether on demand. [vME] provides details on ad viewability and demography for use in inventory management.comscore. web. COO Manish Bhatia Chief Revenue Officer Christiana L.com browser behavior during video or audio streams.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Vendor Profiles Target customer comScore Digital Analytix® Enterprise 11950 Democracy Drive. VA 20190 (T) 866-276-6972 www. Product details Attribution • Campaign Attribution feature offers 10 attribution models including first click. Includes ad effectiveness suite. entertainment. Audience Analytics. • Integrated with audience measurement/consumer panel demographic and behavioral data. progressive download. Analysis can be customized to specific needs. Key customers BBC Microsoft Vevo Bloomberg Verizon Virgin Media Key executives Serge Matta CEO Cameron Meierhoefer. and Chief Privacy Officer Company overview Founded in 1999. which comScore estimates as almost 40% of monthly global internet traffic • Three product suites: Digital Enterprise Analytics. telecommunications. 27 Email: whitepapers@digitalmarketingdepot. Suite 600 Reston. and TV consumer behavior. • Modules include: Multi-Platform. • Data can be extracted by the customer with no time limit on storage. and ecommerce. which also align with validated Campaign Essentials campaign reporting [vCE]. Stream Sense. Provides real-time analytics on © 2014 Third Door Media. delivering insights on web. Inc.5 trillion digital interactions monthly. mobile. • http://digitalmarketingdepot. or live. • Provides digital media measurement and analytics. EVP. Also includes click behavior during advertising messages. • Digital analytics solution acquired from European firm Nedstat in 2010 and relaunched as comScore Digital Analytix in March 2011. publicly traded (SCOR) since 2007. and mobile analytics solutions. Includes digital media. and regardless of where the streams are hosted. equally shared attribution. 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. as well as linearly increasing or decreasing over time. Product overview • Offers granular access to raw data. Advertising Analytics.com . Includes syndicated solutions such as Media Metrix and Video Metrix. financial services. • Operates in 32 locations in 23 countries. validated Media Essentials.

com 28 Conversion is displayed per mobile brand (device) to allow for application optimization and segmenting.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Vendor Profiles Product Details comScore Digital Analytix® Enterprise 11950 Democracy Drive. Tracks all mobile device types and screen sizes. or event level. Windows Phone. • http://digitalmarketingdepot. © 2014 Third Door Media.com • Users can select and compare different attribution models side by side. and XBOX. Provides an unduplicated account of impressions delivered across a variety of dimensions. SDKs available for Android. Blackberry. Optimizes the mobile user experience based on actual consumer data. and iOS applications. as well as RIM. VA 20190 (T) 866-276-6972 www. Twitter. • Browser Engagement model automatically assigns attribution weight through analysis of level of interest and interaction of the browser. Suite 600 Reston. visit. Integrated for side-by-side analysis with traditional web data. validated Campaign Essentials™ (vCE). Benchmarking/competitive intelligence • The following products are included in the Audience and Advertising Analytics products. Social media/mobile integration • Integrates social media metrics such as Facebook.comscore. Roku. while eliminating non-viewed impressions for a Email: whitepapers@digitalmarketingdepot. Inc. • Flexibility to set the scope of the attribution at the browser. Reports on total and validated impressions and person-centric R/F and GRPs. • Mobile Application Analytics provides a view of interactions and conversion including detailed information about usage by device and type. and YouTube metrics.com . An integrated solution for campaign delivery validation and in-flight optimization.

Reporting • Includes over 300 out-of-the-box reports. A survey-based branding effectiveness solution that measures the total branding impact of digital campaigns as well as lift attribution by publisher. Video analytics via the Stream Sense module provides granular reporting and also measures click behavior during ads as well as other stream-based metrics. customers can request information and include it in an Excel spreadsheet. mobile. • Report Builder module cross tabs any set of variables. reporting on key person-based metrics and uncovering unique contextual insights. • Live Segmentation offers filtering capabilities to identify segments. • Digital Analytix tag allows for an unlimited number of custom labels to further maximize data collection and analysis. and customizes existing reports to integrate data from web. SDL Tridion. • http://digitalmarketingdepot. Without launching Digital Analytix. audience research. end-to-end video measurement. Testing • Partners with third-party A/B and multivariate testing solutions including Optimizely. Allows customers to compare online with other media using traditional metrics such as reach. • Custom studies available for Digital Analytics customers. Media Metrix®. placement and creative. • Office Link™. PowerPoint presentation or Word document and instantly refresh data at any time. and video. • Enterprise UI for users and graphical Focus UI for the general business insights consumer.com . Suite 600 Reston. Tag management • Partners with third-party tag management solutions including Ensighten. and Visual Website Optimizer.000 entities worldwide with audience measurement in 44 countries and six regions.com 29 available to match client needs.com more accurate picture of campaign delivery. SiteSpect. social.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Vendor Profiles Product Details comScore Digital Analytix® Enterprise 11950 Democracy Drive. frequency. Provides transparent. Mobile Metrix®. Inc. Ad Metrix®. Brings comScore’s Unified Digital Measurement to smartphone devices by combining on-device metering with censuslevel data. • New tag versions leverage backward compatibility for ease of updates. Dashboards can be customized to match internal KPIs. A click map visualization of a website that provides performance metrics. • Different types of tag configurations © 2014 Third Door Media. • Persona-driven dashboards provide data visualization for key metrics based on job function and industry. VA 20190 (T) 866-276-6972 www. Tealium. Reports on more than 250. and GRPs. • Unified Digital Measurement (UDM) methodology allows for web measurement and audience measurement through the use of a single tag. Provides competitive intelligence for tracking display advertising. • Customers can create unlimited data dimensions on the fly via a drag-anddrop interface based on AND/OR logic. Email: whitepapers@digitalmarketingdepot. Brand Survey Lift™ (BSL™). and TagMan.comscore. • Direct View. Maxymiser. Video Metrix®.

• Add-on support services include 24/7 phone support. • Includes business hour phone support. Volume discounts available. and delete event data that originates from sources that are external to the normal event data measured by Digital Analytix.com 30 Pricing and service • Standard pricing based on server call volume. Allows customers to enhance web analytics with any type of external information such as customer data from CRM systems. • “Virtual Sites” pricing increases cost effectiveness by allowing customers to measure data once. Inc. Data Merge. training through comScore Academy. inventory information or supplementary marketing campaign data. • http://digitalmarketingdepot. and strategic consulting services.com • Numerous APIs available for data integration with third-party systems and tools: OneCall API.comscore. Integrates Digital Analytix results directly with other tools and applications. Email: whitepapers@digitalmarketingdepot. Event Ingest APIs. Metadata Integration. Allows for integration of back-office data with Digital Analytix measurement data regardless of size. and then create multiple data marts or data sets for use by different departments within the organization.com . VA 20190 (T) 866-276-6972 www. © 2014 Third Door Media.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Vendor Profiles Product Details Third-party systems integration comScore Digital Analytix® Enterprise 11950 Democracy Drive. Offer the ability to insert. update. Suite 600 Reston. as well as an online user guide available within the user interface.

Head of Marketing. • Included Mobile App Analytics covers mobile app 31 Email: whitepapers@digitalmarketingdepot. CA 94043 (T) 650-253-0000 www.com/analytics Key customers Airbnb GILT GoPro Intuit TransUnion Travelocity Key executives (Google Analytics Premium) Paul Muret. • Universal Analytics provide a single. Product overview • Customers receive data collection and analysis tools across a broad range of user activities that’s immediately actionable. in May 2014. Google Analytics Premium Company overview • Google founded in 1998. • Integrates with data from CRM and offline sources to give a complete view of customer behavior. a paid product targeting enterprise-level organizations. screen resolution. • Integrates with Google’s full suite of advertising technology products including AdWords and Doubleclick. OS. • Includes web.com . Head of Product Management. Inc.google.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Vendor Profiles Target customer • Enterprise-level marketers with complex data analysis requirements. • Offers side-by-side comparisons of multiple models. Google Analytics Premium 1600 Amphitheatre Parkway Mountain View. social. • Acquired Urchin Software in 2005. • http://digitalmarketingdepot. a public company since 2004. carrier. © 2014 Third Door Media. Google Analytics Jody Shapiro. and launched Google Analytics as a free product later that year. and sharing metrics available. mobile.com Product Details Attribution • Google acquired Adometry. as well as at the UserID level for those who have upgraded to Universal Analytics. conversions. and point of sale (POS). • Standard mobile metrics include device type. Vice President of Google Analytics Babak Pahlavan. Social media/mobile integration • Social sources. CRM. • Google Analytics Premium. • Data collected at the individual session and individual hit levels. an attribution solution. Google Analytics Premium Suzanne Mumford. launched in September 2011. customizable view of customer touch points by tracking visitor behavior across platforms and devices. • 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. • Includes data-driven attribution modeling as well as rules-based and custom models. Director of Product Management. and geolocation. Social plug-in reports track on-site engagement for networks such as Google+ and Facebook.

com/analytics metrics such as installations. • http://digitalmarketingdepot. Traffic directed to better performing content on-the-fly to Email: whitepapers@digitalmarketingdepot. percentage of new visitors. Data is integrated into heat maps which allow users to quickly identify © 2014 Third Door Media.to data from over 1. Benchmarking/competitive intelligence • Launched in July 2014. 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. Ecommerce reporting allows for tracking what customers buy and how they do it. • Customer Journey tool benchmarks transactional data from 36. or bounce rate -. engagement.com . user behavior. events.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Vendor Profiles Product Details Google Analytics Premium 1600 Amphitheatre Parkway Mountain View. CA 94043 (T) 650-253-0000 www. • Integrates with Google Tag Manager for Mobile Apps to facilitate managing and updating mobile apps. as well as areas for growth. goals. Inc.com 32 areas of strength. allows users to compare site data -. Profiles segmented by seven countries/currencies.such as sessions.google. many with built-in templates. based on anonymized data from others in their industry. with the ability to trace transactions to specific keywords and understand shopper behaviors. • Cross-device behavior (apps + web) is available in a single reporting view.000 Google Analytics customers. Testing • A/B and multivariate testing available through included Content Experiments tool. crashes. and revenue.600 industry categories and seven company sizes.

Custom reports can include up to 50 custom variables.google. • Dedicated account manager. • Sold direct or through Google network of certified partners for businesses needing additional support with implementation or training. or exported through an API. Excel. and 24/7 tech support included. • Reports can be delivered by email in CSV. for example. • Google Cloud Storage integration for downloading raw data. AdMob. using almost any permutation of the 350-plus dimensions and metrics provided. Pricing and service • Priced at $150. Reporting • Processes up to one billion hits/ month (higher volume available for an additional fee).com/analytics optimize results. region.000/year for up to one billion hits/month. with additional pricing tiers available for higher volume sites. Doubleclick. • Android and iOS apps and HTML 5 website available for data access © 2014 Third Door Media. • Drag-and-drop reporting dashboard and custom report builder. CA 94043 (T) 650-253-0000 www. • Real-time tracking displays up-to-the minute activity by traffic source. • Data guaranteed to be no more than four hours old. and PDF formats. TSV. • Exports of up to three million rows of unsampled data.9% each month. Available for use with mobile apps. Email: whitepapers@digitalmarketingdepot. Complete view of the Google Play acquisition funnel. Configurable programmatically via Content Experiments API to maximize efficiency and ROI while testing. • http://digitalmarketingdepot. • Users can create custom reports to be run on historical data. Data collection SLA of 99.com 33 • Reports on multiple sites or apps in aggregate by creating rollup properties (no double-tagging). • BigQuery integration available to upload data to private clouds. Inc. Third-party systems integration • Advertising integration with AdWords. weekly. • Open API for additional third-party integration with email marketing or CRM systems. content pages. • Provides daily. SLA also covers Google Tag Manager and Mobile App Analytics support. and the Google Display Network. and new/returning visitors.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 Digital Analytics Platforms 2014: A Marketer’s Guide Vendor Profiles Product Details Google Analytics Premium 1600 Amphitheatre Parkway Mountain View. and monthly automated alerts and reports based on any dimension or metric. Reports can compare up to seven trends in a single view. on-site training and implementation support.

000 employees. IBM Digital Analytics Suite 1 New Orchard Rd Armonk.com . IBM ExperienceOne Group Chris Wong. IBM ExperienceOne Group Company overview • A global computer technology and consulting corporation with nearly 425. Lifecycle. IBM Xtify mobile marketing. Add-on modules include: Impression Attribution. • IBM acquired Coremetrics web analytics and Unica in 2010. • Other marketing technology acquisitions include Silverpop in May 2014. widgets. financial. Inc. Customers can extend their default data retention time period for a fee. customers can access back-end data through a self-service data feed. and media industries. • The ExperienceOne product portfolio includes IBM Digital Analytics. VP. 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. • The standard data storage default is thirteen months. and Demandtec. and Tealeaf.com/software/ products/us/en/digital-analytics/ Key customers Burt’s Bees Cathay Pacific PETCO Virgin Atlantic Airways Wehkamp.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Vendor Profiles Target customer • Mid-market and enterprise-level marketers in the retail. IBM Tealeaf Integration. LIVEmail provides a closed-loop email marketing system that links online profiles of visitor and customer activity with your email vendor. wisdom-of-the-crowds algorithmic matching.com 34 Email: whitepapers@digitalmarketingdepot. content. • http://digitalmarketingdepot. • A module-based platform integrating IBM Digital Analytics with digital marketing management tools to provide analytics as well as digital campaign management capabilities. IBM Tealeaf customer experience analytics. IBM Silverpop marketing automation and IBM Demandtec merchandizing and pricing. microsites. Tracks impressions for display ads. Strategy and Product Management.nl Key executives Kevin Bishop. © 2014 Third Door Media. AdTarget leverages granular visitor activities captured by IBM Digital Analytics to enable delivery of highly relevant display ads and increase visitor reacquisition rates. Coremetrics was rebranded as IBM Digital Analytics and made part of the IBM Digital Analytics Suite that sits within the IBM ExperienceOne Group. LIVEmail & AdTarget. Product overview and business rules. Digital Recommendations. in 2012. Provides an advanced product and content recommendation engine for dynamically delivering targeted. IBM Campaign and Interact.ibm. • Data stored in the cloud. personalized content across multiple channels based on historical data. NY 10504 (T) 866-493-2673 www-03. and segment accordingly. Offers visibility into how users behave through time and across channels in order to gauge the impact of marketing events over time on the buyer lifecycle. • In 2013. a customer experience management firm. a retail pricing optimization firm. telecommunications. • IBM ExperienceOne has over 5. travel/hospitality.000 customers. and syndicated video for view-through analysis.

NY 10504 (T) 866-493-2673 www-03. at no additional cost.com . top visitors’ report and a channel Venn diagram. and mobile and social media percentage of site traffic and sales. displaying the reverse channel path across devices over time. or as a whole – are behaving across multiple devices. use of cookies. • Detailed customer journey insight is available through the add-on module Lifecycle. Benchmarking/competitive intelligence • Included Digital Analytics Benchmark module provides aggregated and anonymous competitive data by industry and sub-vertical. Tracks the number of clicks. shopping cart and order sessions. OS. including Facebook and Twitter. page and product views.ibm. which automatically segments customer groups into customizable milestones.com/software/ products/us/en/digital-analytics/ Product details Social media/mobile integration Attribution • Provides intuitive visualizations.com 35 • Add-on Digital Analytics for Social Media module combines social media measurement with ROI analysis. • 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. fans. and videos. • Display ad view-through attribution is available through add-on module Impression Attribution. screen size.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Vendor Profiles Product Details IBM Digital Analytics Suite 1 New Orchard Rd Armonk. © 2014 Third Door Media. Includes brand monitoring tools. followers. and converters. Inc. Custom attribution models can be compared side by side in multiple windows with self-service configuration. in segments. • Customers can view how users – independently. • http://digitalmarketingdepot. Displays quantitative metrics for about 40 social networks. Retail industry metrics include the aggregated number of browsing. • Out-of-the-box mobile metrics include device type. including a channel stream report. Flash. Email: whitepapers@digitalmarketingdepot.

and suppression parameters. Tests can be delivered directly through the tool. • Seamless integration with IBM Tealeaf. devices and products for each macro and micro conversion milestone. no third-party ESP relationship necessary. • Reports work from the full customer data set. to full marketing execution services. • Enterprise pricing starts at $2. • Includes mobile and web analytics and reporting.com . Pricing and service • Pricing based on monthly website traffic (server calls) across multiple sites. Inc.500/ month. Testing • A/B testing available through product and content recommendation add-on. All accounts have 24/7 access to live phone. Includes a library of case studies. content. presentations. Blackberry. and IBM WebSphere Commerce and Portal products. • Top-line metrics are accessible via mobile devices through an iOS app or a mobile website for Android. and media industries. and conversion rates. time on site. • http://digitalmarketingdepot. and more.ibm. and Windows devices. • Includes consulting services to recommend solutions in categories where customers fall below peer-level benchmarks. and videos. Add-on on-demand and virtual training available.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Vendor Profiles Product Details IBM Digital Analytics Suite 1 New Orchard Rd Armonk. IBM Campaign & Interact. content. webinars. retail.com/software/ products/us/en/digital-analytics/ Finance industry metrics include number of visitors. • Using a single sign-on. Email: whitepapers@digitalmarketingdepot. volume discounts are available. © 2014 Third Door Media. and BI systems can be integrated through the Digital Analytics API. and email customer support. the product does not use or provide sample data. segmentation. • Premium support levels vary by need. Provides creative. 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. from on-boarding and dedicated business support. • Average annual enterprise pricing begins at $100. customers can view reports.com 36 Third-party systems integration • Data from email. allowing customers to analyze their own metrics against broader mobile trends. • Clients employing a social listening tool such as Radian6 can download data through an API or use Digital Data Feed for Data Warehouse integration.000 and rises based on vertical market. NY 10504 (T) 866-493-2673 www-03. chat. Reporting • 370 standard reports that feature vertical “starter kits” for the finance. and execute campaigns in the appropriate channel. create segments based on Unica’s email data. and benchmarking. • Provides drill-down lifecycle reporting to analyze marketing programs. selfservice data warehouse feeds. All customers have access to best practices consultants to advise them on analytics. report interpretation. real-time KPIs. ad network providers. Includes mobile usage. and includes corresponding out-of-the-box reports.

an add-on module. • Mobile Analytics. Scoring models based on visitor session behavior and content views. Action Center. campaign optimization. in-session intelligence to marketing end users and to other marketing applications. Streams. screen views. which customers can extend for a fee. and YouTube. Explore. Product overview • Modular platform designed to provide multichannel data collection. • Additional offices in Seattle. travel. • Social Measurement Solutions combine analytics technology and services consulting for an additional fee.™ Provides unlimited access to multichannel customer data through an application for ad-hoc data exploration. London. Optimize. Inc. • Individually priced tools include: Analytics. vents/campaigns. testing. content. sales offices in 14 more countries. and session duration.com . Integrates with Optimize to enable customers to optimize mobile marketing campaigns and conversion activity. analysis. downloads.com • Mid-market and large enterprise companies in retail. and technology. and reporting. technology. VP of Product Management Greg Washburn. tracks sessions. and Responsys. • Default data storage time limit is two years. precision targeting.com Product details Attribution • Offered as an add-on professional services capability.000 global brands. Silverpop. VP of Marketing Jeff Seacrist. • Approximately 2. and remarketing.™ Provides a comprehensive view of visitor data across digital channels by presenting tagged data alongside untagged or third-party data. Segments. Suite 300 Portland.™ Uses push technology to deliver visitorlevel. media. 37 Email: whitepapers@digitalmarketingdepot.™ Delivers content targeting and multivariate and A/B testing. screen views per session. comprehensive mWEB and APP capabilities. Twitter.™ Core technology that enables integration with third-party marketing systems such as Salesforce.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Vendor Profiles Target customer Webtrends 555 SW Oak Street. Offers open API data collection. • Full-session scoring based on customized business rules. VP of Engineering Company overview • Founded in 1993. healthcare. consumer packaged goods (CPG).™ Collects visitor-level data for advanced segmentation and targeting. CEO Kathy Stromberg. Standard report set includes nearly 30 reports across users. and Apple App Store data.webtrends. Key customers BMW KLM Royal Dutch Airlines Kimberly Clark Microsoft Mindjet The Telegraph Key executives Joe Davis. © 2014 Third Door Media. financial services. and government. Social/mobile integration • Add-on Social Spaces can be licensed for Facebook. OR 97204 (T) 877-932-8736 www. • http://digitalmarketingdepot. Melbourne and Sweden.

Email: whitepapers@digitalmarketingdepot. social. OR 97204 (T) 877-932-8736 www.com . Tag management • Compatible with leading third-party tag management solutions. Testing • Available through Optimize and includes the following tools/ capabilities: © 2014 Third Door Media. Campaign Optimization.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Vendor Profiles Product Details Webtrends 555 SW Oak Street.webtrends. Engagement Optimization. and predict and define the best way to target them. and ad campaigns. Uses historical and behavioral data to identify high-value customers. • http://digitalmarketingdepot. Suite 300 Portland. URLbased optimization that enables content optimization within email.com 38 Segment Discovery.com Benchmarking/competitive intelligence Not available. Tests and targets content and offers based on ecommerce non-conversion metrics such as increasing average order value (AOV) or time spent on site. Inc.

com • Custom as well as out-of-the-box site metrics available in Analytics module. and PDF documents. content. and social marketing optimization. • Universal connector is a new release that works with any solution that can © 2014 Third Door Media. and Silverpop. Also offers a fee-based. Pricing and service • Analytics pricing based on server call volume • Streams pricing based upon bundles of events. Responsys.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Vendor Profiles Product Details Reporting Webtrends 555 SW Oak Street.com . administration. • All data can be imported through a data collection API. Uses an API to allow different apps to customize. Third-party systems integration • Action Center provides seamless integration of in-session data (with Streams) and historical customer-level data into third-party action systems including email marketing systems ExactTarget. traffic sources. Includes a managed services component. filter. as well as staff augmentation retainers for strategic consulting and campaign design. Inc. • Add-on implementation services. search analysis and SEO.webtrends.000. and consume data. • Streams™ pushes visitor-level. • http://digitalmarketingdepot. CSV or as Excel. OR 97204 (T) 877-932-8736 www. • Analytics data can be exported via REST API. and mobile apps to marketing end users. website hygiene. the REST API allows data to be directly integrated into Excel or other BI tools. software developer kits (SDKs). Email: whitepapers@digitalmarketingdepot. • Customized pricing for Optimize.com 39 import data via files. campaigns. Word. real-time intelligence designed around “events” such as shopping cart activity. and tagging. Suite 300 Portland. Data exports are a self-service function in Analytics. app creation. technical consulting. dedicated Digital Marketing Optimization team that consults with customers on a range of digital marketing optimization services. consultation on optimization. • Average annual enterprise pricing of $150.

Co-Founder & Chairman comScore.screenwerk. 2014.” by Avinash Kaushik. http://www-01. Gian Fulgoni.forrester.com www.digitalanalyticsassociation.” by Scott Brinker. Inc. May 13. Digital Marketing and Eecommerce Trends and Predictions 2014.com/software/marketing-solutions/campaigns/surveys/2013-marketers-survey. Web Analytics Demystified. http://blog..comscore. President. Google.com The State of Marketing 2013.com 40 Email: whitepapers@digitalmarketingdepot. http://www.net/avinash/ Websites www. • http://digitalmarketingdepot.” by Jim Sterne.com Ltd in association with Adobe.marketingland. Q2 2014 by James McCormick. Inc.com/reports/quarterly-digital-intelligence-briefing-2014-digital-trends The Forrester Wave™: Web Analytics.webanalyticsdemystified. www.” by John Lovett.M A R K E T I N T E L L I G E N C E R E P O R T: Enterprise Digital Analytics Platforms 2014: A Marketer’s Guide Resources Blogs “eMetrics Summit: Big Data for Marketing. US Digital Future in Focus.kaushik.html Mobile and the Path to Purchase. Senior Partner. http://john. Target Marketing.org Reports Quarterly Digital Intelligence Briefing: 2014 Digital Trends.com/2014/06/tag-management-software-marketing-middleware/ © 2014 Third Door Media.. published by IBM.com . www.ibm.com www. http://chiefmartec. https://econsultancy.emetrics.com Articles “Tag management software as marketing middleware”. Digital Marketing Evangelist.org/ “John Lovett’s Blog at Web Analytics Demystified. Econsultancy.com/ “Occam’s Razor.