MARKETING ANALYTICS: KNOW WHAT AND WHO YOU NEED. Enclosed: Product Feature comparisons of the Top Marketing Analytics Vendors

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1 MARKETING ANALYTICS: KNOW WHAT AND WHO YOU NEED Enclosed: Product Feature comparisons of the Top Marketing Analytics Vendors Authors: Abhijit Gangoli, Ankush Gupta & Surajit Nath

2 CONTENTS Marketing Analytics: Justified Hype Why Are Marketers Still Unhappy? The Right Solution Exists (and may look like this) Individual Marketing Analytics Vendor Capabilities Product Feature comparisons (Ready Reckoner) About MTA All Rights Reserved. MarTech Advisor.

3 MARKETING ANALYTICS: JUSTIFIED HYPE Marke ng analy cs is changing the way marke ng is done, and how. The CMOSurvey reports marketers will spend more on marke ng analy cs, which currently account for 6.4% of marke ng budgets. This is expected to increase 8% to.7% in three years. One of the longstanding marke ng issues CMOs faced was the jus fica on of marke ng RoI. While everyone concurs that conduc ng business without marke ng is trying to catch someone s a en on the dark, the persis ng issue has been the uncertainty around the quantum of effort, the direc on and methods used and their efficiency. The fact that most digital marke ng organiza ons are preparing to move forward by adop ng new technologies, confirms that there is a clear need for being technically equipped more than ever. Marketers should and most of them may already have reached a certain phase in the technology up-grada on curve in their efforts on building up their own marke ng stacks. With increasing digi za on of many areas in the marke ng process, a good fall-out has been the availability of marke ng related data, enabling companies to measure and calibrate effort Vis a Vis performance. Admi edly, these are new complicated tools but given the pressure on costs and margins, cause enough to celebrate. 05 All Rights Reserved. MarTech Advisor.

4 It s no wonder then that there are umpteen companies entering this market, sensing the need for companies to collate and analyze the billions of marke ng bytes, which are queuing up to be read. There is suddenly this new natural resource available to companies, almost like a new gene c mapping DIY if you please, which can unlock so many of its secrets while providing specific direc on to recognize new customer segments, improve customer service and reten on, fine-tune marke ng channels and maximize value. These are not just benefits, but significant compe ve advantages that marke ng analy cs can provide. In an era where marke ng is expected to step up and make measurable contribu ons towards strategy, sales and growth, analy cs is bound to become an essen al component of the marke ng func on. So what is it that s driving the popularity of marke ng analy cs so much so that it is expected to rise to.7% of marke ng budgets by 08? The fuel for the expected growth in marke ng analy cs is coming mainly from higher technology adop on in the sales and marke ng process, including online marke ng, social media marke ng, advanced SEO deployment and many more digi zed marke ng processes which generate data for analysis and ac on. It s no longer why Marke ng Analy cs but how Analy cs can help let the marketer facilitate the aggressive growth ambi ons of the organiza ons. Some sta s cs gathered from various research reports, also points to marke ng analy cs being the next big thing l According a Martech Advisor survey, the global marke ng analy cs market is expected to grow from $.0 billion in 04 to $.0 billion by 09, at a Compound Annual Growth Rate (CAGR) of.84%. l Web Strategies Inc reports that Digital marke ng, (one of the biggest enablers for advanced marke ng analy cs), spend is forecasted to increase to 5% of total budgets by 06. l Gartner reports 8% of marketers have reduced their adver sing budget to fund more digital marke ng. 84% of top performing companies are using or plan to start using marke ng automa on by All Rights Reserved. MarTech Advisor.

5 WHY ARE MARKETERS STILL UNHAPPY? Much has been said about the edge marketers get out of Analy cs. So why do we see Marke ng Analy cs s ll in the back seat within the best of the organiza ons? Why are marketers s ll grappling with the challenges of effec vely leveraging the analy cs tools? With increasing investments in Marke ng Analy cs, the subsequent focus and pressure is of course in ensuring that it delivers on its promises. Increasing sophis ca on means that basic dashboards and reports are taken for granted the expecta ons from new age Marke ng Analy cs solu ons are more real me, dynamic, and integrated. Despite Marke ng Analy cs promising so much, and increasing investments being made on the same, the results have not been commensurate with the hype. While the reasons could be many, one of the key reasons has been the issue of selec on of incorrect product suites. Many surveys of CMOs on this issue revealed that the chief culprits have been, Despite the obviousness of using analy cs, companies are unable to unlock the full benefits of available solu ons, primarily because they do not know yet completely what is working for them and what is not. A key reason has also been the inability to op mize the resources spent on analyzing marke ng effort. There are admi edly too many tools out there, but it needs some due diligence to figure out which of them is the right fit. The first step towards that is the need to analyze what are the specific needs of your given business, and filter products accordingly. Every analy cs product comes with its own set of features, some more important than the others. But the significance of these features will be important only if the marketer knows which feature is really important specific to the unique demands of his business. While this paper does not a empt to comment on the systemic organiza onal issues, the technology aspect is extremely relevant and will be addressed in this paper. Lack of quality data Lack of integra on/compa bility of the product with other relevant enterprise solu ons n-compa bility with exis ng systems and processes Lack of features which are most relevant to the eco-system of the business The scarcity of data-savvy marke ng talent ini a ve for Marke ng Analy cs on an Organiza onal Level Budget constraints Other systemic issues 5 05 All Rights Reserved. MarTech Advisor.

6 THE RIGHT SOLUTION EXISTS... AND MAY LOOK LIKE THIS Given that technology as well as business is constantly evolving, it s improbable that any product can provide the perfect solu on. That said, every business has a fundamental right to seek the right solu on which is aligned with its organiza onal goals, strategic objec ves of the CMO s office and best fits with the scale of the overall business, marke ng channel mix and target customer segments. So, which is the right solu on? There are many products in the market, but going through each of them can be a bit of a hassle given that most of them carry all the features. So how does, one decide which feature is important and which product will give this feature? To simplify life for you, we have listed product features which are most relevant in today s business environment and which can be a star ng guide for you to cross check your specific organiza on needs. While each business is unique and comes with its own set of requirements, there are six must-haves which we feel are cri cal features that most marketers typically rely on. Predic ve Analy cs: Features that enable you to think and plan ahead for predicted scenarios will be cri cal to any business. Given the ever-changing nature of business and economy, lessons from the past have li le value if they cannot contribute to ac onable decision making going forward. Therefore tools which encompass a variety of sta s cal techniques from modeling, machine learning, and data mining that analyze current and historical facts to make predic ons about future, or otherwise unknown, events are typically must-haves. According to TDWI Research, the top five reasons why companies want to use predic ve analy cs are to predict trends, understand customers, improve business performance, drive strategic decision-making, and predict behavior. These are areas which any business, irrespec ve of the domain it operates in or its level of direct engagement 6 05 All Rights Reserved. MarTech Advisor.

7 with customers, would be interested in. Which customer segments are expected to grow the fastest? Which product to offer to which customer segment are cri cal ques ons that predic ve analy cs can help answer. Cross-channel Overview/Inter-channel analy cs: The tradi onal marke ng view was to get into the game, all guns blazing, firing from all known decently triedand-tested marke ng channels. To correlate performance of specific channels against respec ve effort remained inconclusive, resul ng in hundreds to millions of dollars funneled into inefficient channels. Businesses which are using mul ple marke ng channels will gain definite compe ve advantage by op mizing spend, by separa ng the channels that are working from the one that are not. They stand to gain greater mileage by leveraging complementary channels. Therefore, tools enabling marke ng channel analysis will be a cri cal compe ve differen ator in a mul -channel environment. Advanced Customer Behavior Analysis: Much has been said about customer analy cs. Even so, the power of customer data cannot be understated. Thousands of companies are improving customer reten on levels and increasing topline and profitability through the use of powerful customer intelligence tools. Customer behavior analysis is cri cal to the design of aligned marke ng campaigns which can maximize channel revenue from cross-sell and upsell opportuni es. Tools which provide insight and intelligence on customer segments, buying behavior, compe ve strengths, voice of customer, price elas city, brand percep on, brand value and many such other customer insights, can take decisions which can posi vely impact revenue and margins. Web analy cs: Businesses are increasingly moving online. Conver ng web traffic to sales, is cri cal for digitally savvy businesses, as well as for tradi onal businesses moving online. Web analy cs pla orms provide key customer data on customer origina on, new customer segments, buying behavior, social media efficacy, social media campaign efficacy and most importantly, data around compe tor performance. Understanding compe tor strategies and analyzing traffic can provide many new insights to a business. Web analy cs is a definite must have for all digital and BB businesses. Integra on of Online and Offline Data: As any CMO will tell you, one of the reasons for the ambiguity around the MROI (Marke ng Return on Investment), is that the data required to calculate the investment and return is spread across mul ple departments. Given that data is collected and managed in different silos, the digital divide between online and offline data is growing. Any tool which promises to deliver on the key marke ng KPIs must necessarily be able to look at data holis cally, to make sense of the larger picture. Mobile Device support: Businesses are moving online, while the business of managing businesses is definitely moving mobile. Given this trend, any marketer should be able to make decisions based on data available, quite literally, at his finger ps. So all the above features, bundled into high performance mobile apps is a must All Rights Reserved. MarTech Advisor.

8 INDIVIDUAL MARKETING ANALYTICS VENDOR CAPABILITIES: Having priori zed the analy cs requirements, the next step is to figure out which vendors can sa sfy the requirements avoiding and/or maintaining a minimal mix of mul vendor environment. MarTech Advisor requested informa on from a set of Marke ng Analy cs vendors, and a good number of providers responded to our extensive survey. Each vendor was not only asked which analy cs feature they supported, but also asked to force rank which features they supported the best. The results are summarized in the appendix. Take a look at the priori zed analy cs features and see which vendors should be on your short list because their priori es match your own. You may also consider working with mul ple small vendors who Marketing Channels Analytics Companies Landing Page CTA Social Media Paid Search provide point solu ons, because they concentrate on key features that are important to your marke ng Analy cs plans. The table was compiled based on the research Survey conducted across a list of top Marke ng Analy cs Companies. The vendors were asked to self-select which of the top features their products best represents. The ra ngs below in the grid were selfreported by the surveyed vendors who were asked to rank, in order, the top three features their products best represents ( to ), as well as to indicate which other features their solu on addresses with a. If a vendor does not cater a feature set, it is designated with a. Revenue Analytics Full-Funnel Analytics Advance Analytics Offline Online & Channel(direct Influential By Real Time Website Offline Audience By Mobile Predictive mail, radio, Pages & Marketing Web Traffic Customer Clustering Company Applications Marketing billboard ads, Sources Channels Analytics Data television) gshift Rival IQ Fractal Trakio Keen IO Beckon Snoobi HubSpot Prudsys AG TapAnalytics Evergage Navegg MarketShare Pathful Webtrekk Bizible Decibel Insight MarketingQed 8 05 All Rights Reserved. MarTech Advisor.

9 Company Main Features Additional Features nexistent Features gshift Rival IQ Fractal Trakio Keen IO Beckon Landing Page Analytics, Website Traffic Analytics Social Media Analytics, Influential Pages & Sources Analytics, Revenue Analytics By Marketing Channels CTA Analytics Social Media Analytics, Influential Pages & Sources Analytics, Real time web analytics Paid search Analytics Offline Channel (direct mail, radio, billboard ads, television), Online & Offline Customer Data, Audience Clustering, Revenue Analytics by marketing channels Social Media, Paid Search, Predictive Marketing Predictive Marketing Online & Offline Customer Data Mobile Applications Landing Page, , CTA, Social Media, Website Traffic, Influential Pages & Sources, Online & Offline Customer Data, Audience Clustering, Revenue Analytics by company and by marketing channels, Mobile Applications, Real Time Web Analytics Paid Search CTA, Online & Offline Customer Data, Revenue Analytics by marketing channels, Real Time Web Analytics , Social Media, Paid Search, Offline Channel (direct mail, radio, billboard ads, television), Website Traffic, Influential Pages & Sources, Audience Clustering, Revenue Analytics by company, Mobile Applications, Predictive Marketing , Paid Search, Online & Offline Customer Data, Audience Clustering, Mobile Applications, Predictive Marketing , CTA, Website Traffic Revenue Analytics by company, Real Time Web Analytics Landing Page Snoobi Website Traffic Landing Page, Paid Search CTA Social Media, Influential Pages & Sources, Audience Clustering, Predictive Marketing, Real Time Web Analytics Offline marketing channels analytics, Revenue Analysis by company, Real-Time Web Analytics Offline marketing channels analytics, , CTA, Offline Channel (direct mail, radio, billboard ads, television), Website Traffic, Online & Offline Customer Data, Audience Clustering, Revenue Analytics by company and by marketing channels, Mobile Applications, Predictive Marketing Landing Page, Influential Pages & Sources, Revenue Analytics by company, Mobile Applications, Real Time Web Analytics Landing Page, , CTA, Social Media, Paid Search, Offline Channel (direct mail, radio, billboard ads, television), Website Traffic, Influential Pages & Sources, Audience Clustering, Revenue Analytics by marketing channels Offline Channel (direct mail, radio, billboard ads, television), Predictive Marketing , Offline Channel (direct mail, radio, billboard ads, television), Online & Offline Customer Data, Revenue Analytics by company and by marketing channels, Mobile Applications Product Feature comparisons of the Top Marketing Analytics Vendors Ready Reckoner st Top Feature(s) nd Top Feature(s) rd Top Feature(s) Additional Feature(s) n-existent Feature(s) 05 All Rights Reserved. MarTech Advisor. 9

10 Company Main Features Additional Features nexistent Features HubSpot Prudsys AG TapAnalytics Evergage Navegg MarketSare Pathful Social Media, Website Traffic, Revenue Analytics by marketing channels, Mobile Applications , Influential Pages & Sources, Revenue Analytics by company Landing Page Landing Page, , Offline Channel (direct mail, radio, billboard ads, television), Online & Offline Customer Data, Revenue Analytics by company and by marketing channels, Predictive Marketing, Real Time Web Analytics Social Media Landing Page, , CTA, Social Media, Paid Search, Offline Channel (direct mail, radio, billboard ads, television), Website Traffic, Revenue Analytics by marketing channel Online & Offline Customer Data, Revenue Analytics by company Influential Pages & Sources, Real Time Web Analytics CTA, Website Traffic, Revenue Analytics by marketing channel, Real Time Web Analytics Landing Page, Influential Pages & Sources, Revenue Analytics by company, Predictive Marketing Paid Search, Audience Clustering, Mobile Applications Paid Search, Audience Clustering, Revenue Analytics by marketing channel, Predictive Marketing CTA, Website Traffic, Revenue Analytics by company Landing Page Landing Page, , Social Media, Paid Search, Offline Channel (direct mail, radio, billboard ads, television), Online & Offline Customer Data, Revenue Analytics by company and by marketing channels, Mobile Applications, Predictive Marketing, Real Time Web Analytics CTA, Influential Pages & Sources, Revenue Analytics by company, Predictive Marketing , Audience Clustering, Revenue Analytics by marketing channels, Mobile Applications Landing Page, Website Traffic, Real Time Web Analytics CTA Paid Search, Audience Clustering, Mobile Applications Audience Clustering, Predictive Marketing Social Media CTA, Website Traffic, Influential Pages & Sources, Audience Clustering Social Media, Paid Search Paid Search, Offline Channel (direct mail, radio, billboard ads, television), Online & Offline Customer Data, Audience Clustering, Predictive Marketing, Real Time Web Analytics CTA, Website Traffic, Influential Pages & Sources Mobile Applications , Social Media, Offline Channel (direct mail, radio, billboard ads, television), Online & Offline Customer Data , Offline Channel (direct mail, radio, billboard ads, television), Influential Pages & Sources, Online & Offline Customer Data, Mobile Applications, Real Time Web Analytics Offline Channel (direct mail, radio, billboard ads, television), Online & Offline Customer Data Product Feature comparisons of the Top Marketing Analytics Vendors Ready Reckoner st Top Feature(s) nd Top Feature(s) rd Top Feature(s) Additional Feature(s) n-existent Feature(s) 05 All Rights Reserved. MarTech Advisor. 0

11 Company Main Features Additional Features nexistent Features Webtrekk Bizible Decibel Insight MarketingQed Landing Page, Audience Clustering, Revenue Analytics by marketing channels, Predictive Marketing Offline Channel (direct mail, radio, billboard ads, television), Website Traffic, Revenue Analytics by company, Mobile Applications CTA, Influential Pages & Sources, Real Time Web Analytics Paid Search, Website Traffic, Influential Pages & Sources, Online & Offline Customer Data, Revenue Analytics by company and by marketing channels, Predictive Marketing Social Media Landing Page, , Offline Channel (direct mail, radio, billboard ads, television) Landing Page, CTA, Website Traffic Influential Pages & Sources Offline Channel (direct mail, radio, billboard ads, television), Online & Offline Customer Data, Revenue Analytics by marketing channels, Predictive Marketing Paid Search, Revenue Analytics by company , Social Media, Paid Search, Online & Offline Customer Data CTA, Real Time Web Analytics Paid Search, Audience Clustering CTA, Social Media Audience Clustering, Audience Clustering , Social Media, Offline Channel (direct mail, radio, billboard ads, television), Online & Offline Customer Data, Revenue Analytics by company and by marketing channels, Mobile Applications, Predictive Marketing, Real Time Web Analytics Landing Page, Website Traffic, Influential Pages & Sources, Audience Clustering, Mobile Applications, Real Time Web Analytics Product Feature comparisons of the Top Marketing Analytics Vendors Ready Reckoner st Top Feature(s) nd Top Feature(s) rd Top Feature(s) Additional Feature(s) n-existent Feature(s) 05 All Rights Reserved. MarTech Advisor.

12 ABOUT MARTECH ADVISOR MarTech Advisor is a subsidiary of QEDbaton, a 400-person award winning demand genera on agency that has represented over 00 technology brands worldwide. QEDbaton develops and delivers 0,000 leads a month and supports brands ranging from start-ups to industry giants. MarTech Advisor s extraordinary reach of 50,000 sales & marke ng professionals coupled with QEDbaton s decade and a half long exper se in demand genera on & content syndica on ensures that you will get the leads you need, with zero defects and on me, always. or call us today to put together a powerful campaign that will create the brand visibility and targeted lead genera on you need to make your marke ng eﬀorts a success. EDITORIAL CONTACT SALES CONTACT Ankush Gupta Managing Editor MarTech Advisor ankush.gupta@martechadvisor.com (45) Shayne Barre o Director Client Success MarTech Advisor shayne.barre o@martechadvisor.com (408) All Rights Reserved. MarTech Advisor.