Comments on: Integrating web analytics with marketing (not IT) is the future http://www.Advanced-Web-Metrics.com/blog/2010/06/21/integrating-web-analytics-with-marketing-not-it-is-the-future/ Official blog for the book Advanced Web Metrics with Google Analytics by Brian Clifton Wed, 08 Feb 2012 21:31:18 +0000 hourly 1 http://wordpress.org/?v= By: Ziv Baram http://www.Advanced-Web-Metrics.com/blog/2010/06/21/integrating-web-analytics-with-marketing-not-it-is-the-future/comment-page-1/#comment-36859 Ziv Baram Mon, 10 Jan 2011 19:52:10 +0000 http://www.Advanced-Web-Metrics.com/blog/?p=1508#comment-36859 Hi Brian This could prove to be a very smart move by IBM if they manage to consolidate the various companies they acquire into a robust marketing platform. IBM, Informatica and several other big data companies are in a race to enable businesses to create a "Single view of the customer". That is to be able to track your custoemr across all applications and touch points. Web analytics is only one of the "customer tracking" / marketing analytics tools in use. Unica fits into this puzzel as it tracks individual users and not just sessions or pages as GA is doing. in addition it is 1 suite together with campaign management and real time campign management. If IBM will succeed in integrating Unica, Coremetrics, SPSS, its customer data integration tools and other applications into one suite, they will have avery powerfull solution. Currently businesses that want to acheive this level of integration have to invest a lot in doing it themselves. The profiliration of web measurement and improvement tolls in recent years (analytics, taregting, behavioral,VoC, testing...), makes it more and more difficult. Each tool generates its own unique user /visitor ID and transactional data, and you are left out with alot of data and a big headache how to combine all this data in a way that lets you see a full viewof your customer. Regards Ziv Hi Brian
This could prove to be a very smart move by IBM if they manage to consolidate the various companies they acquire into a robust marketing platform.
IBM, Informatica and several other big data companies are in a race to enable businesses to create a “Single view of the customer”. That is to be able to track your custoemr across all applications and touch points. Web analytics is only one of the “customer tracking” / marketing analytics tools in use. Unica fits into this puzzel as it tracks individual users and not just sessions or pages as GA is doing. in addition it is 1 suite together with campaign management and real time campign management. If IBM will succeed in integrating Unica, Coremetrics, SPSS, its customer data integration tools and other applications into one suite, they will have avery powerfull solution. Currently businesses that want to acheive this level of integration have to invest a lot in doing it themselves.
The profiliration of web measurement and improvement tolls in recent years (analytics, taregting, behavioral,VoC, testing…), makes it more and more difficult. Each tool generates its own unique user /visitor ID and transactional data, and you are left out with alot of data and a big headache how to combine all this data in a way that lets you see a full viewof your customer.
Regards
Ziv

]]> By: Brian Clifton http://www.Advanced-Web-Metrics.com/blog/2010/06/21/integrating-web-analytics-with-marketing-not-it-is-the-future/comment-page-1/#comment-22294 Brian Clifton Tue, 17 Aug 2010 09:55:50 +0000 http://www.Advanced-Web-Metrics.com/blog/?p=1508#comment-22294 An interesting update to this story is IBM's recent acquisition announcement (Friday 13th August!) of Unica* - another web metrics and business intelligence tool - http://bit.ly/cpj90k Unica is very much about providing an integrated marketing platform for marketers i.e. combining on and offline tracking. So perhaps there is a revolution in thought happening at IBM... *Unica acquired Sane Solution's NetTracker web analytics tool in 2006. An interesting update to this story is IBM’s recent acquisition announcement (Friday 13th August!) of Unica* – another web metrics and business intelligence tool – http://bit.ly/cpj90k

Unica is very much about providing an integrated marketing platform for marketers i.e. combining on and offline tracking. So perhaps there is a revolution in thought happening at IBM…

*Unica acquired Sane Solution’s NetTracker web analytics tool in 2006.

]]> By: Brian Clifton http://www.Advanced-Web-Metrics.com/blog/2010/06/21/integrating-web-analytics-with-marketing-not-it-is-the-future/comment-page-1/#comment-22046 Brian Clifton Thu, 12 Aug 2010 08:51:16 +0000 http://www.Advanced-Web-Metrics.com/blog/?p=1508#comment-22046 That of course makes sense, though as I mention in the post, IBM sold their web analytics tool/business (Surfaid) to Coremetrics. So its an odd "about face". Nothing about IBM today make me feel they are any different form the IBM of 2005/6... That said, Sandy makes an excellent point on this... That of course makes sense, though as I mention in the post, IBM sold their web analytics tool/business (Surfaid) to Coremetrics. So its an odd “about face”. Nothing about IBM today make me feel they are any different form the IBM of 2005/6…

That said, Sandy makes an excellent point on this…

]]> By: Healthcare OutSourcing http://www.Advanced-Web-Metrics.com/blog/2010/06/21/integrating-web-analytics-with-marketing-not-it-is-the-future/comment-page-1/#comment-22005 Healthcare OutSourcing Wed, 11 Aug 2010 16:06:09 +0000 http://www.Advanced-Web-Metrics.com/blog/?p=1508#comment-22005 The issue about IBM being successful or not is not about the improper integration as being pointed out in this email but the inclusion of web analytics in the business domain and moreover web analytics in the path to profitability for any business. This is what made IBM take Coremetrics. What do the others say? The issue about IBM being successful or not is not about the improper integration as being pointed out in this email but the inclusion of web analytics in the business domain and moreover web analytics in the path to profitability for any business. This is what made IBM take Coremetrics. What do the others say?

]]> By: Sandy Lewis http://www.Advanced-Web-Metrics.com/blog/2010/06/21/integrating-web-analytics-with-marketing-not-it-is-the-future/comment-page-1/#comment-21639 Sandy Lewis Mon, 26 Jul 2010 14:53:04 +0000 http://www.Advanced-Web-Metrics.com/blog/?p=1508#comment-21639 Really good blog, Brian. Great to see so many post on here about this topic. Being a previous employee, I'm obviously biased:0) A few years back Coremetrics had to change their sales strategy - it became less about the tool and more about what else the company could offer in return. Extra 'applications' for your data, partnering with other online and offline software, better value for money services. This is the strength of the tool and the company. Coremetrics and IBM have for a long time had a great relationship, with IBM using Coremetrics as their in-house web analytics tool for Websphere Commerce. With IBM now deciding that Coremetrics has come of age, I can see this integration (already in place) aiding their growth with little development from IBM's side to grow out the business. They already have an integrated product. For me, the picture's much larger than just what web analytics tool should we use and whether integration with IT or Marketing would work. My clients are now considering the bigger integration questions. Which ESP, CRM, CMS and/or database can be integrated with that analytics tool? No longer is online a different channel, it's being considered by the whole business. That's true leverage of web analytics. With the Connect partnership strategy that Coremetrics has in place, ability to extract, leverage and import data sets from a multitude of providers all the way from CMS to ESP has never been simpler. This is where Coremetrics will be able to lead IBM in the integration of web analytics into business, online and offline. They just need to market it right... Really good blog, Brian. Great to see so many post on here about this topic. Being a previous employee, I’m obviously biased:0)

A few years back Coremetrics had to change their sales strategy – it became less about the tool and more about what else the company could offer in return. Extra ‘applications’ for your data, partnering with other online and offline software, better value for money services. This is the strength of the tool and the company.

Coremetrics and IBM have for a long time had a great relationship, with IBM using Coremetrics as their in-house web analytics tool for Websphere Commerce. With IBM now deciding that Coremetrics has come of age, I can see this integration (already in place) aiding their growth with little development from IBM’s side to grow out the business. They already have an integrated product.

For me, the picture’s much larger than just what web analytics tool should we use and whether integration with IT or Marketing would work.

My clients are now considering the bigger integration questions. Which ESP, CRM, CMS and/or database can be integrated with that analytics tool? No longer is online a different channel, it’s being considered by the whole business. That’s true leverage of web analytics.

With the Connect partnership strategy that Coremetrics has in place, ability to extract, leverage and import data sets from a multitude of providers all the way from CMS to ESP has never been simpler. This is where Coremetrics will be able to lead IBM in the integration of web analytics into business, online and offline.

They just need to market it right…

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