Dr. Janendra Kumar Routray, IIIT, Bhubaneswar, Odisha, India.

CHOOSING YOUR
ANALYTICS TOOL
Tuesday, Decemb
er 29, 2020
 Choosing Your Analytics Tools-
2

 Bluekai or Similar data management platform(DMP)-

A DMP is a way for companies to organize first,
second and third party data that they can use to create
strategies and tactics to reach core audience more
effectively. Bluekai from Oracle is a DMP .
 Social Media Listening vendors (Crimson Hexagon) –
Crimson’s platform integrates with other content
distribution platforms, offers sophisticated machine
learning techniques to understand conversational
trends, and has a robust capture of social media data.

Dr. Janendra Kumar Routray, IIIT, Bhubaneswar, Odisha, India. Tuesday, December 29, 2020
 Choosing Your Analytics Tools-
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 Sprinkler or Spredfast- Analyse Social media content

distribution data.

 Google or Adobe Analytics- Both offer users the ability to

thoroughly understand how a consumer interacts with an
owned property.

 Eloqua- With respect to email marketing platforms it

provides rich data and the ability to segment a company’s
audience, but it also integrates well with Bluekai and other
DMP solutions.
Dr. Janendra Kumar Routray, IIIT, Bhubaneswar, Odisha, India. Tuesday, December 29, 2020
 Choosing Your Analytics Tools-
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 Data Visualisation Software (Domo & Tableau) - This

is a book on digital analytics, so it’s a critical
component of the marketing technology stack. Domo is
a cloud-based visualisation platform that allows users to
connect multiple data endpoints together in a seamless
way. Domo is excellent for marketers who need a clean
platform to understand marketing performance, whereas
Tableau is better for analysts because it offers it’s users
the ability to more easily manipulate data. Microsoft’s
Power BI has a lot to offer in this area as well.

Dr. Janendra Kumar Routray, IIIT, Bhubaneswar, Odisha, India. Tuesday, December 29, 2020
 Choosing Your Analytics Tools-
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 Tealium- This platform offers many solutions to its

customers, but its primary benefits are in tag management
and audience analysis. If you are managing a complex
website with many different types of events that need to
be tagged, having something like Tealium is essential to
managing that process which is cost effective.
 Adobe Experience Manager- AEM is critical to
managing the deployment of content optimisation on
websites and communities. If the organisation has a web
footprint, AEM is an essential tool to consider.

Dr. Janendra Kumar Routray, IIIT, Bhubaneswar, Odisha, India. Tuesday, December 29, 2020