AGILONE VB INSIGHT S MARKETING CLOUDS REPORT

Transcription

1 AGILONE VB INSIGHT S MARKETING CLOUDS REPORT SPRING 2015

2 CONTENTS AgilOne Overview Market Positioning Penetration Solution Scope Pricing Usage & Integration Scope Of Solution Usability Internal Integration Innovation Price PAGE

3 AGILONE OVERVIEW AgilOne is an up-and-coming new player in the marketing cloud wars. AGILONE Company Employees Revenue less than $25 million Feature scope 8/10 Product Price Range $3,000-60,000 Top benefit Optimizing the customer journey Departments used by Marketing, customer service, product development, merchandising Market Target clients B2B, B2C, B2B2C Target client size 1 Medium-sized business Target client size 2 Large business

4 Not only does it have a significant solution in terms of scope, hitting on about 80 percent of the features we surveyed on, it s built on a single integrated foundation -- not a series of acquired-andintegrated companies -- so data and segments within the application are available immediately throughout the entire system. In addition, AgilOne has a very significant emphasis on automation, with sophisticated predictive analytics, automate data cleansing, adaptive or self-learning modeling capabilities, and fuzzy matching. All of that, of course, helps busy marketers focus on achieving their goals, not on doing the busy-work of integration, data-doctoring, manually testing, and manually optimizing. the company built three solutions sets into a single marketing solution The solution that AgilOne has built does not have its roots in a marketing automation system, or CRM, or legacy IT. Instead, AgilOne started with a data platform. Over time, the company built three solutions sets -- customer profile cleaning, predictive analytics, and omnichannel -- into a single marketing solution. We were the brains behind marketers, CEO and founder Omer Artun told VentureBeat. As a data gathering, analytical, audience segmentation, and prediction platform, he said, we didn t do execution, but required integration with third-party tools for that. No longer.

5 Now, Artun believes, AgilOne can compete with the big boys of marketing clouds, such as Adobe and Salesforce. In fact, in Artun s opinion, even better, since the company s heritage in predictive analytics makes it not just a marketing cloud, but a predictive marketing cloud. Artun said that AgilOne has a data management advantage against those established and larger marketing clouds, in that none of them have remotely what we have. The company has taken a page out of Marketo s book as well, by offering pre-built campaigns such as at-risk customer campaigns, personalized recommendation campaigns, and more. One strong focus: LTV. Most systems are unable to bring in transactions, Artun told VB. Which channels are bringing in the most money? Can you calculate lifetime value? Otherwise, you may make the wrong decisions about where to allocate resources. That s an important advantage, as it simplifies the marketer s life by bringing together important efficacy data at the level that matters most: sales and cold hard cash.

6 MARKET POSITIONING AgilOne focuses on the mid-sized market: companies with between 100 and 500 employees. Secondarily, it also provides solutions for small business and to larger companies. Those target markets make sense given its size, with under 200 employees and under $25 million in annual revenue. Some optimistically, AgilOne says it offers solutions for both the B2B and the B2C and the B2B2C markets. That s challenging, and something the much larger Adobe does not choose to do. In its favor, AgilOne does have a very significant solution set. But this is still a considerable challenge. The key benefit AgilOne focuses on providing is optimizing the customer journey. PENETRATION AgilOne is a young company and it is not extremely well-penetrated yet, with somewhere between customers. That said, the company has significant name clients, such as The Body Shop, Roots, Bosch, and Shazam. As you d expect with a limited stable of clients, our data partners don t pick up a lot of installs. HGdata finds them on only 6 websites;

7 Datanyze doesn t have a category that exactly matches AgilOne, and the Mintigo data we saw did not mention the company either. That s not a reason to not do business with the AgilOne; it s just one factor to take into account. SOLUTION SCOPE For such a young solution, AgilOne has a stunning array of features. The company ranks ahead of majors such as HP and Salesforce, while just trailing Oracle. AgilOne has functionality in most key areas, especially: analytics campaign management data collection and management integrations mobile real-world capabilities such as point-of-sale support, direct mail, and beacons targeting web content management, commerce, and optimization That said, the company focuses on mid-market businesses for a reason.

8 Having a feature checked off does not necessarily mean that it executed at the same scale as other, larger competitors. That s not a problem, necessarily: at the midmarket having a simpler, leaner solution can be a significant advantage, since implementation and usage can be significantly easier and faster. But it does mean that executives who are searching for comprehensive product offerings in all areas of marketing clouds should take note. In addition, it is not strong on , though the company told VB that it connects easily to marketing systems such as MailChimp. AgilOne does have two specific weak points: adtech integration social AgilOne says that adtech integration is one of the areas of focus for the coming year s development. In fact, it looks like adtech integration will be the key area of development for the company, so that is something you d like to see in a solution, but perhaps don t need immediately, AgilOne is worthy of consideration. Here is the complete data on AgilOne s solution. AGILONE Advertising Advertising campaign optimization Advertising creation Advertising management Ad purchasing Scores 0%

9 AGILONE (CONTINUED) Analytics Campaigns Content Attribution Behavior tracking Conversion tracking analytics Lead scoring LTV calculation Mobile analytics Predictive marketing/intelligence ROI of ad/mkting spend Social analytics Web analytics Scores 100% Customer journey tracking Location-specific marketing Multi-channel campaign mngmt SEO management Split/MV testing Scores 100% Content marketing Digital asset management Multi-channel content creation Multi-channel content deployment Scores 50%

10 AGILONE (CONTINUED) Data collection & management Customer feedback Data acquisition - owned Data integration - 3rd-party Data mgmt platform Tag management Unified customer profile Scores 100% campaign optimization marketing automation Optimal-time delivery Rich media creation Scores 25% Integrations App marketplace Custom integration capability Internal integration Open API Pre-built integrations Scores 80%

11 AGILONE (CONTINUED) Mobile Real world Social Geo-targeting In-app messaging In-app rewards/incentives Integration w/ unified cust. profile Mobile app optimization Mobile commerce Mobile marketing automation Mobile web SDK for mobile SMS marketing Scores 70% Beacon support Geofencing support Multiple bus. location support POS integration Snail mail Scores 80% Social community mgmt Social influencer mgmt Social media listening Social media publishing Scores 0%

12 AGILONE (CONTINUED) Targeting Web Audience segmentation/targeting Customer journey mapping Customer profile mgmt Geolocation targeting Landing pages Retargeting Scores 100% E-commerce Online catalog integration Online catalog management Shopping cart optimization Web app creation and mgmt Web content mgmt Website creation and mgmt Website optimization Website personalization Website testing/optimization Scores 90%

13 PRICING AgilOne has a fairly mid-market friendly pricing strategy, although its base configuration, at $3,000/month for an average customers, is $1,000 higher than Adobe. That $3,000 trends up to a starting price of $12,000/month in its highest configuration. Pricing scales with the number of active customers in your database and the larger AgilOne clients may pay upwards of $60,000 per month. USAGE & INTEGRATION Given the low number of AgilOne clients, we didn t get sufficient information from active users of the product to be able to comment on usage and integration from a user standpoint. However, the company estimates most customers should be up and running in about 4 to 8 weeks, which is reasonable. Commonly connected applications and functionalities include: advertising technologies CRM/SFA applications e-commerce and m-commerce platforms marketing systems

14 Some categories in which AgilOne faired particularly well include: 1. Scope of solution 2. Usability 3. Internal integration 4. Innovation 5. Price SCOPE OF SOLUTION Adobe has the most complete marketing cloud solution on the market. Oracle and SAP are not far behind, followed closely by a surprise: AgilOne, which has a massive solution for so young a company.

15 MARKETING CLOUDS BY SCOPE OF SOLUTION ADOBE ORACLE SAP AGILONE SITECORE SALESFORCE MARKETO SDL IBM SALITHRU TERADATA HUBSPOT REDPOINT HP NEUSTAR SAS V12 USABILITY The best solution is wasted if your employees can t easily use it. Here the purpose-built single platforms shine: HubSpot, AgilOne, Sailthru, and V12. It s true that these should be easier to use: they re a single product built from the ground up. But that s not a guarantee of ease-of-use.

16 This score is based on an average from actual users. Where we have limited data on some of the smaller platforms, we added an analyst estimate based on vendor conversations, demos, and experience. MARKETING CLOUDS BY USABILITY ADOBE SALESFORCE MARKETO ORACLE HUBSPOT SITECORE SDL AGILONE SALITHRU SAP REDPOINT HP IBM V12 NEUSTAR TERADATA SAS

17 INTERNAL INTEGRATION The biggest stone the small built-from-scratch marketing clouds throw at the big aggregated clouds is that they are conglomerations of incompatible systems a tossed salad of multiple ingredients that lacks a uniform interface and a common data infrastructure. So it s no big surprise that the Sitecores, SDLs, and AgilOnes of the marketing cloud space lead this category. MARKETING CLOUDS BY INTERNAL INTEGRATION ADOBE SALESFORCE MARKETO ORACLE HUBSPOT SITECORE SDL AGILONE SALITHRU SAP REDPOINT HP IBM V12 NEUSTAR TERADATA SAS

18 INNOVATION Which marketing clouds are pushing the frontiers of what marketing is, and what it could be, and offering the most innovative solution to organizations? That s the question we attempted to solve here. Salesforce, with strong execution on a compelling vision, leads here. Marketo, with its laser focus on the needs of the marketer, and its excellent recipes for getting marketing campaigns up and running quickly, is also a leader, as is Adobe. AgilOne, a newer younger vendor, also demonstrates strong innovation. This score is based on analyst opinion, but does includes reference to the scope of the solution, vendor interviews, and other data.

19 MARKETING CLOUDS BY INNOVATION ADOBE SALESFORCE MARKETO ORACLE HUBSPOT SITECORE SDL AGILONE SALITHRU SAP REDPOINT HP IBM V12 NEUSTAR TERADATA SAS

20 PRICE Adobe once again leads this category with a massive price range from $2,000 to $50,000, allowing entry level companies to dip their toes in the marketing cloud water, but providing plenty of headroom for major enterprise clients. SDL, AgilOne, and Repoint all score 8, while Hubspot and Sitecore hit 7.5. Salesforce would have done better here, but the company did not disclose pricing, so it received a base score of 5, which we raised to 5.5 based on some prior knowledge of the company s pricing parameters. This score is based on two factors: the breadth of each vendor s price range, and the applicability of that range to the vendor s targeted business segments.

21 MARKETING CLOUDS BY PRICE ADOBE SALESFORCE MARKETO ORACLE HUBSPOT SITECORE SDL AGILONE SALITHRU SAP REDPOINT HP IBM V12 NEUSTAR TERADATA SAS WANT TO LEARN MORE? PURCHASE THE COMPLETE VENTUREBEAT REPORT HERE!