10 top digital intelligence platforms
In its latest Wave report, “Digital Intelligence Platforms, Q2 2017,” Forrester Research evaluated 10 top platform intelligence offerings and the usefulness of each for customers. According to author James McCormick, the research firm looked at 15 criteria in the areas of digital analytics technologies, digital data management technologies and digital engagement optimization technologies. Following are the results.
Adobe consolidates a broad set of capabilities around core platform services
“Adobe continues to have strength and depth in digital intelligence, primarily for optimizing customer experiences and engagement, all within the framework of its marketing cloud platform in a marketing and eCommerce context,” Forrester writes. “Looking forward, the vendor aims to continue to entice and extend its customer base through partnerships with Microsoft Azure (to strengthen its appeal to enterprise sales teams) and Adobe Sensei (to focus its AI efforts on scaling customer experiences).”
Cxense’s technology delivers actionable audience data management and analysis
“The vendor’s platform ingests interaction data, builds users profiles, and allocates customers to segments in sub-second time,” Forrester writes. “Its purpose is for targeting ads and content within digital channels such as email, web, and apps. The strength of Cxense’s solution is its ability to marry offline data with digital interaction data to help marketers track and segment customers and measure marketing activities.”
Evergage offers an integrated platform of DI capabilities
“Evergage’s strengths in customer profile management, analytics, and optimization help customers personalize experiences across digital touchpoints,” Forrester writes. “Its analytics and reporting features provide good support for tracking customer web and mobile engagement and for managing optimization efforts (testing and targeting). Marketing and eCommerce teams are the predominate buyers, yet the vendor is keen to appeal to other enterprise functions. Doing so requires Evergage to broaden its DI capabilities.”
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Google consolidates capabilities to support ad and search marketing
“2016 saw the launch of Google’s Analytics 360 Suite, which integrated, built on, and extended the company’s analytics, attribution, tag management, and online testing capabilities,” Forrester writes. “The suite is compelling for optimizing ad and search marketing, given its native integrations with Google's AdWords and DoubleClick. For more advanced data management, native integrations exist between the suite and Google BigQuery.”
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IBM embeds analytics within its customer engagement platform
“Data and analytics capabilities sit within a services layer supporting optimization within marketing, commerce, and supply chain functional verticals, and they are also available as a standalone offering,” Forrester writes. “IBM has strength and technical depth as well as breadth in analytics capabilities. However, these are dispersed across digital analytics, journey analytics, and behavior analytics modules. Going forward, IBM will also continue to embed Watson cognitive (AI) functions with those of the customer engagement platform.”
Localytics provides advanced analytics for mobile optimization
“The vendor’s mobile predictions module, combined with its mobile engagement platform, allows businesses to optimize mobile apps and messaging and measure the impact of targeting and mobile marketing campaigns,” Forrester writes. “While it has clear strengths in mobile intelligence, Localytics must broaden its data, analytics, and optimization capabilities for the other digital channel types in order to be more attractive to DI budgets.”
Mixpanel’s platform combines insights, predictive analytics, and experimentation
“The solution is driven by a customer-centric data model, and it is designed for scalability and speedy data processing for user journey and customer experience analytics and optimization,” Forrester writes. “Although the solution is touchpoint-agnostic, its strengths will appeal to mobile-first businesses. It also has cross-functional relevance for product managers and marketers. The road map shows that Mixpanel is doubling down on support for enterprise buyers, greater investment in reporting, and functionality for non-mobile touchpoints.”
Optimizely extends and consolidates DI optimization approaches
“The launch of the Optimizely X platform expands the vendor’s capabilities beyond website testing to include personalization and recommendations across email, apps, and connected devices,” Forrester writes. “The platform provides an integrated UX that business users across the enterprise will find empowering. Notable road map features include continuous optimization automation, enterprise program management, and compliance and privacy.”
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SAS pivots digital intelligence around its customer analytics module
“At the heart of its DI offering lies a customer analytics module — SAS Customer Intelligence 360,” Forrester writes. “SAS rounds off its DI capabilities by the addition of separate bolt-on-modules for real-time decisioning, text analysis, data mining, data visualization, and IoT analytics. The offering will appeal to SAS’s tradition analytics customers; however, the company must package the DI solution to appeal to buyers who don’t want to integrate multiple applications from one vendor.”
Webtrekk’s DI suite optimizes marketing efforts
“The suite is made up of different modules, including those for DMP, web analytics, app analytics, and marketing automation,” Forrester writes. “This combination allows customers to bring together offline and online data to track and analyze customer interactions, target ads and content, and measure the performance of marketing campaigns in websites, apps, and social platforms. On top of that, the suite allows customers to have full ownership and control of their data. Looking ahead, expect Webtrekk to continue work on enhancing the user interface.”