Global systems integrators (GSIs) and other Cloud solution providers are positioning now to serve the Analytics-as-a-Service market. Many have made significant investments in attacking this nascent market for Cloud Analytics. Saugatuck Technology has been interested in developing an understanding of this emerging market and the role monetization will play. We approached four leading vendors of monetization solutions — Aria, MetraTech, SafeNet and Zuora – and requested an interview on the monetization strategies likely to emerge in the market for Analytics-as-a-Service solutions. The monetization vendors made these executives available for our interviews:

One question we asked these monetization experts to address was about “Collaborative and Collective Analytics.” The aggregation of customer data across the multi-tenant data stores of Cloud solutions provides an opportunity for monetization that Aria’s O’Brien and Zuora’s Saha remarked on. Salesforce.com has for years encouraged customer to customer data sharing of a collaborative nature, as SafeNet’s Weiss pointed out, but Cloud solution providers are starting to monetize customer data in aggregation, according to Saha. O‘Brien commented on platform vendors being able not only to aggregate, but to slice data across the market for industry, size or geography.

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