2012 Global Online Analytics Enabling Technology Award

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1 2011 South African Data Centre Green Excellence Award in Technology Innovation Cybernest Global Online Analytics Enabling Technology Award 2011 Frost & Sullivan 1 We Accelerate Growth

2 Enabling Technology Award Online Analytics Global, 2012 Frost & Sullivan s Global Research Platform Frost & Sullivan is in its 50th year of business with a global research organization of 1,800 analysts and consultants who monitor more than 300 industries and 250,000 companies. The company s research philosophy originates with the CEO s 360-Degree Perspective, which serves as the foundation of its TEAM Research methodology. This unique approach enables us to determine how best-in-class companies worldwide manage growth, innovation and leadership. Based on the findings of this Best Practices research, Frost & Sullivan is proud to present the 2012 Global Enabling Technology Award in Online Analytics to Maxymiser. Significance of the Enabling Technology Award Key Industry Challenges Online analytics is a rapidly growing market discipline. As more companies view the Web as a primary channel to reaching customers, partners, suppliers, and wider global markets, the need to understand performance of Web enabled content is increasing. These days, when consumers increasingly go to their mobile devices, social networking pages, and other Internet connected devices, companies wishing to reach their consumers as conveniently as possible, find themselves intimidated by the Web-based landscape that has developed. As companies attempt to quantify Web performance across devices, networks, and platforms, they increasingly seek out tools that can provide real performance numbers. These can include: Total numbers of visitors Types of devices used to access information How visitors found the site or content How visitors on various devices, and from various target market segments, take action How effective site design, or content within the site, is at driving desired outcomes Baselining and comparing performance to determine needed changes to a site or content Today, many companies are working with budget constraints; they cannot just throw everything on a web site and hope for the best. Actual measurement and numbers can 2012 Frost & Sullivan 1 We Accelerate Growth

3 prove effectiveness and clarify the journey that visitors make from first contact to transactions. Measurements are based on a starting point and an objective. Yet, measurements can only be truly evaluated if they are compared, hypothesis tested, and gauged against a baseline. In the world of Online Analytics, this type of testing is done repeatedly to generate better performance, even if only in incremental measurements. In the online world, there are two primary kinds of performance testing: A/B testing and multivariate testing. As the names may suggest, A/B testing involves measuring performance improvements on live web properties with one element different; be it a piece of content, the layout, the color of the Checkout button or some other thing, and multivariate testing involves many simultaneous variations on a page design and content. Companies that depend on their web sites for business often therefore deploy multiple web sites simultaneously to assess and improve overall performance and outcome. A key part of this equation is the quality and reliability of the testing protocol. Not all tests are created alike, not all results indicate the right things, and not all testing programs are user friendly and intuitive. Particularly so, as testing and analytics altogether have moved from being IT based processes to marketing processes, where marketing users can design, develop, and deploy digital marketing Web sites, test changes, and implement them in real time, intuitive user interfaces are essential. Testing is the underappreciated yet absolutely critical tool that makes analytics and optimization work, and we view vendors that focus on testing and optimization as essential to the value chain, yet rarely given the recognition that they deserve. The vendors that provide the leading testing solutions are both larger analytics and digital marketing vendors as well as independent vendors that focus exclusively on testing capabilities. Those vendors that focus exclusively on testing are further challenged by needing to develop programs that can work with any number of third party analytics and reporting tools while retaining their unique value proposition. Yet though the market is full of options and there are many options for analytics vendors, it is the testing program that defines taking existing data, building programs that lift performance, and ultimately, page optimization. Key Benchmarking Criteria for the Enabling Technology Award For the Enabling Technology Award, the following criteria were used to benchmark Maxymiser s performance against key competitors: Enables Creation of New Products Enhances Current Products Enables New Applications Potential for Market Acceptance 2012 Frost & Sullivan 2 We Accelerate Growth

4 Decision Support Matrix and Measurement Criteria To support its evaluation of best practices across multiple business performance categories, Frost & Sullivan employs a customized Decision Support Matrix (DSM). The DSM is an analytical tool that compares companies performance relative to each other with an integration of quantitative and qualitative metrics. The DSM features criteria unique to each Award category and ranks importance by assigning weights to each criterion. The relative weighting reflects current market conditions and illustrates the associated importance of each criterion according to Frost & Sullivan. Fundamentally, each DSM is distinct for each market and Award category. The DSM allows our research and consulting teams to objectively analyze each company's performance on each criterion relative to its top competitors and assign performance ratings on that basis. The DSM follows a 10-point scale that allows for nuances in performance evaluation; ratings guidelines are shown in Chart 1. Chart 1: Performance-Based Ratings for Decision Support Matrix This exercise encompasses all criteria, leading to a weighted average ranking of each company. Researchers can then easily identify the company with the highest ranking. As a final step, the research team confirms the veracity of the model by ensuring that small changes to the ratings for a specific criterion do not lead to a significant change in the overall relative rankings of the companies. Chart 2: Frost & Sullivan s 10-Step Process for Identifying Award Recipients 2012 Frost & Sullivan 3 We Accelerate Growth

5 Best Practice Award Analysis for Maxymiser The Decision Support Matrix, shown in Chart 3, illustrates the relative importance of each criterion for the Enabling Technology Award and the ratings for each company under evaluation. To remain unbiased while also protecting the interests of the other organizations reviewed, we have chosen to refer to the other key players as Competitor 1 and Competitor 2. Chart 3: Decision Support Matrix for Enabling Technology Award Measurement of 1 10 (1 = lowest; 10 = highest) Enables Creation of New Products Enhances Current Products Enables New Applications Potential for Market Acceptance Weighted Rating Relative Weight (%) 25% 25% 25% 25% 100% Maxymiser Competitor Competitor Criterion 1: Enables Creation of New Products The effectiveness of the Online Analytics Industry is dependent on all of the intricate parts working together. As analytics has moved from being an IT product to a marketing program, the user interfaces, the reporting tools, and the data presentation tools have been adapted to the sensibilities of marketing people. Included in this is the ability to set up intuitive tests, clearly establishing starting points and displaying and contrasting clear differences in performance, while showing the immediate effect of design changes in clear and clean charts and graphs. Maxymiser s testing programs, and the Testing industry s improvements in presentation, have helped lead to an overall shift in analytics becoming a more visual program, and a shift in the user community to be less technology-savvy and more marketing oriented. This has in turn, moved the entire Online Analytics discipline into becoming more visual and comparative. Maxymiser s multivariate, user interface and A/B testing protocols have changed the culture of analytics, the expectations of the marketplace, and how users and site owners anticipate integrating testing to optimize their Web properties Frost & Sullivan 4 We Accelerate Growth

6 Though Maxymiser competes with the big five Online Analytics companies, the other vendors are not focused on testing, on improving testing performance, on increasing market understanding of the value of testing, or on demonstrating how testing more than any other element within analytics and optimization empowers informed decisions. Testing can directly affect optimization and personalization efforts, and it helps drive the edge of innovation within the market. In the Decision Support Matrix above (see chart 3), competitor one has an internal testing tool, but it is buried within a larger product set and it is not configured for standalone testing, bluring some of the inherent value of the testing tool. The second competitor similarly offers an integrated testing tool, but its functionality does not match Maxymser s. Unlike the competition, Maxymser employs testing to drive innovation, to integrate with third party analytics reporting and data tools, and they showcase their testing programs with an ultimate goal of empowering marketers to provide a better online customer experience. Criterion 2: Enhances Current Products Without testing, analytics does not generate improvements in performance. Analytics without testing is just data; attempts at optimization are based on gut feelings, subjective evaluations, and unqualified shots in the dark. Testing gives analytics professionals the ability to test hypotheses, measure results, and re-experiment as needed to validate results and hypotheses. Testing is the key skill that analytics professionals must possess, that defines expertise in the optimization marketplace, and it can clearly demonstrate the value of analytics through data and measureable performance improvements. The flexibility of the Maxymiser MaxTEST multivariate and A/B testing solution allows users to merge advanced testing with existing online analytics programs. Maxymiser s solutions are commonly used in conjunction with data generating analytics tools from third parties, primarily due to the quality of comparative data Maxymiser can produce, and the focused quality of Maxymiser s solution. Within the market, it is not unusual for buyers to use multiple best-of-breed tools at once, deploying products to enable them to get the very best data for their needs, and leading them to make the best decisions they can. Maxymiser s testing solution helps companies better understand their conversion performance and enable them to move on to the strategic benefits testing can facilitate, including improved personalization (segmentation, behavioral targeting and product recommendations), as well as mobile and social optimization, and predictive analytics models. Due to Maxymiser s specialization in testing and its interpretation tools, it provides greater variability and a deeper, more thorough testing result landscape. And with more information, a user is more capable to make detailed and informed decisions. Those data and decisions help drive market innovation and the development of new products Frost & Sullivan 5 We Accelerate Growth

7 Criterion 3: Enables New Applications Measuring, making changes, and measuring again allows users to understand the dynamics of a Web site, a multichannel marketing campaign, and align online efforts to a company s overall marketing strategy. Due to the quality of data digital analysis can provide, marketers are beginning to expect the same level of accuracy and volume of data in other marketing disciplines. Remarkably, as the entire marketing industry embraces quantitative metrics to evaluate performance across mediums, the testing methodology familiar to digital marketers is being reapplied to a wider digital and non-digital marketplace. For example, marketers familiar with technology advancements in the Television Delivery market, where increasingly interactive set top boxes allow for bidirectional communications with the multichannel video programming distributor (MVPD) are seeking out similar kinds of analytics and testing applications for the Interactive Television market. If testing of content preferences, display, access, and viewing preferences can be integrated into distribution models, MVPDs and their advertisers can better target and personalize their services, much as Web analytics vendors and customers are doing today. The inherent value in testing and the insight it delivers for deeper targeting and personalization make it a must have in the emerging Interactive Television market. Because Maxymiser focuses on testing and personalization, and the value it can provide in terms of conversion rates, revenue and predictive analytics models, it has the ability to realign its key features for any possible new deployment. Unlike its competitors, Maxymiser s testing, optimization, and personalization capabilities are fully modular, able to be reconfigured, and applicable to new product and peripheral market demands as they come. Criterion 4: Potential for Market Acceptance Maxymiser s testing and personalization solutions are centered on the customer. Its solutions are not typical analytics solutions, gathering basic visitor data, like bounce rates, impression time, and other typical analytics fare. Its testing and personalization products can be integrated with customer relationship management (CRM), content management system (CMS), and productivity tools., Its market penetration is increasing every year, it has doubled revenue in each of the last two years and reports high growth in the Retail, Travel & Hospitality, Finance, Media, Gaming, Telecom Web Sites markets. Furthermore, though its behavioral targeting, segmentation, and recommendation programs have been developed only in the last three years, the vast majority of its current enterprise clients have also embraced their advanced personalization and targeting products. Such numbers reflect a hunger within the larger marketplace for dependable, consistent, and intuitive data reporting, simplified correlation of action with results, and tools that enable consistent optimization. Maxymiser is now the second largest testing and optimization vendor in the market, yet, its solutions are favored by several Fortune Frost & Sullivan 6 We Accelerate Growth

8 companies in target market verticals. Though Frost & Sullivan sees the Online Analytics market growing at a steady and rapid pace, growth in the Testing market supersedes that of the larger Analytics market. This is because customers understand that it is testing that demonstrates improvement, which can quantify lift, validate hypotheses, and it can lead to real optimized results. The market is ready for tools that complement and improve analytics, market strategies, and the overall online marketing performance. Conclusion Maxymiser is at the cutting edge of the fastest growing element within the Online Analytics and Optimization market. Testing removes guesswork, it validates performance improvements, and it is essential in defining objectives, measuring growth and lift, and optimizing customer experiences. Testing directly influences and leads into the more advanced features within the Online Analytics marketplace, including using visitor data and understanding preferences, performance, and segments to target and personalize online content. It is an incredibly dynamic and competitive world out there for digital marketers, and the application of testing and undeniable truth in numbers empowers critical online marketing decisions and strategies that are driving ecommerce and value across the online ecosystem today. Based on Frost & Sullivan s independent analysis of the Global Online Analytics market, Maxymiser is recognized with the 2012 Enabling Technology Award. The CEO 360-Degree Perspective TM - Visionary Platform for Growth Strategies The CEO 360-Degree Perspective model provides a clear illustration of the complex business universe in which CEOs and their management teams live today. It represents the foundation of Frost & Sullivan's global research organization and provides the basis on which companies can gain a visionary and strategic understanding of the market. The CEO 360-Degree Perspective is also a must-have requirement for the identification and analysis of best-practice performance by industry leaders. The CEO 360-Degree Perspective model enables our clients to gain a comprehensive, action-oriented understanding of market evolution and its implications for their companies growth strategies. As illustrated in Chart 4 below, the following six-step process outlines how our researchers and consultants embed the CEO 360-Degree Perspective into their analyses and recommendations Frost & Sullivan 7 We Accelerate Growth

9 Chart 4: CEO's 360-Degree Perspective Model Critical Importance of TEAM Research Frost & Sullivan s TEAM Research methodology represents the analytical rigor of our research process. It offers a 360-degree view of industry challenges, trends, and issues by integrating all seven of Frost & Sullivan's research methodologies. Our experience has shown over the years that companies too often make important growth decisions based on a narrow understanding of their environment, leading to errors of both omission and commission. Frost & Sullivan contends that successful growth strategies are founded on a thorough understanding of market, technical, economic, financial, customer, best practices, and demographic analyses. In that vein, the letters T, E, A and M reflect our core technical, economic, applied (financial and best practices) and market analyses. The integration of these research disciplines into the TEAM Research methodology provides an evaluation platform for benchmarking industry players and for creating high-potential growth strategies for our clients Frost & Sullivan 8 We Accelerate Growth

10 Chart 5: Benchmarking Performance with TEAM Research About Frost & Sullivan Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth and achieve best-in-class positions in growth, innovation and leadership. The company's Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined research and best-practice models to drive the generation, evaluation and implementation of powerful growth strategies. Frost & Sullivan leverages 50 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from more than 40 offices on six continents. To join our Growth Partnership, please visit Frost & Sullivan 9 We Accelerate Growth

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