Comscore Ad Metrix vs. Coremetrics / IBM Digital Analytics (discontinued)

Ad Metrix is well suited for teams that are directly tied to sales teams as well as teams that use DMP and other platforms to help target and retarget specific users for ads or site visits/views.

It may not be as useful if the organization is not targeting specific users or isn't interested in their consumption habits and what competitors are focusing on.

Incentivized

IBM analytics has continued to improve upon the days of being the original core metrics. After using the updated version for quite some time, it has been great at providing the needed analytics to measure ROI and goal performance for our quarterly KPI's. It has resulted in a great increase in web engagements although we are a midsize company, smaller outfits may not need such an expensive option.

Incentivized

• Site Analytics data - ComScore puts all of the stats you need in an easy to read dashboard. I don't need to search around like I do in Google Analytics to find out who is visiting my client's site, where they are browsing, how long they are engaging with the content. It's also really easy to integrate conversion data alongside website analytics. The webpage heat maps are also an awesome way to look at where people are engaging with the client's webpages.
• Infographics, charts - I love how easy it is to pull a client ready chart that I can insert into a presentation for the client to show various stats pertaining to their campaigns (e.g. most visited pages, most viewed videos, MoM stats on orders/revenue/average order value.
• Report Builder - Makes it simple to pull reports on site analytics that I can easily add filters to. I can get all the data I need in one report. I do a lot of presentation building for the clients on a monthly basis. This makes it more efficient for me to pull out sharable insights.

Incentivized

• IBM CXA comprises an acquisition called Tealeaf. This tool has deep heritage and this is evident in its present-day capabilities.
• The Universal Behaviour Exchange or UBX puts the concept of personalisation at the forefront. The ability to combine physical (analog) and digital transactions to create the complete picture of a customer journey, is a stand out benefit.
• The solution does not have to involve the purchase of software. IBM CXA can be sold as a service bundled with analytics as a service. This not only lowers the cost of ownership, it gets around one of the principal issues. Strong staff with design and analytical capability to drive the solution and deliver tangible benefits.
• The seamless integration of Watson AI services to help with the heavy lifiting. Watson reinforces the analytical focus this solution has and can learn to recognise situations specific to a company.

Incentivized

• Deeper measurement in mobile, social and SVOD/OTT
• Major networks are not included (e.g. Turn DMP)
• Reach/frequency tool only allows for input of demo guarantee targeting

Incentivized

• The user interface is in Flash, which can be very frustrating and slow at times. Apparently, this is to be transitioned in a future release.
• Can only segment the last 93 days of data. Any historical segmentation beyond the 93 days must be run in Explore (which is credit based, and has its own limitations with the number of credits per month, based on the initial contract with IBM).
• Reports can only display 93 days of data at a given time for custom date ranges. There are pre-programmed date ranges setup with IBM during implementation (last week, last month, last quarter etc.), but are not flexible enough to answer more specific questions.
• Certain reports cannot have segments applied, making answering some simple questions a bit more tricky. For example, I can create a segment around mobile devices and apply it to the marketing channels report, but I can't create a marketing channel segment and apply it to the mobile reports.
• Built in API calls allows for nice report design and automation.

IBM Digital Analytics is a great solution for our clients and I believe they offer the best solution for the retail space. We have access to IBM support via email or live chat and they can answer many of the reporting questions that come up. IBM is receptive to our feedback of the product so I am confident they will continue making improvements

Very easy to implement and use.

Never had any issues

As reports are templated, the system is pretty quick. Sometimes you have to wait a bit for a report to render. Or you might have to re-load the page. But there is no real issue here and the system is on par with other similar systems.

The staff is available pretty quickly for questions, but are not really around in-person to meet with me and my team. They are able to solve my problems online and do work sessions as needed via skype.

Incentivized

Overall, the level of support is very good and I would say it is a strong asset of the solution. However, you can sometimes feel that there is a difference of level among the support team.

Online training is really great. One of the best assets that they have. Lots of great videos, pop quizzes at the end of each module. Fantastic. Other tools have similar features, but not as good.

See previous comment: reading and understanding the encyclopedic implementation guide is a must.

They're both fairly similar in relaying data for us on our viewers. We've used comScore longer and are able to compare specific data to one another as well as competitor sites

Incentivized

Much of the work we did in IBM Digital Analytics could have been answered through Google Analytics, a much simpler, agile and FREE solution set. Not mention, given the vast number of Google Analytics USERS, free and actionable support is simply a click away ... this compared to IBM Digital Analytics fractured and often absent support service.

This solution can support large amount of data and transaction. The way that user management features are built, it shows it is meant for large organizations.

• I have not used the tool long enough to determine myself, but my understanding is the team has been able to drive growth and sales significantly through the use of the tool.

Incentivized

• We spend too much time trying to work around bugs on the new UI.
• We spend too much time trying to figure out how to make certain segments work because support and the knowledge center are lackluster.
• Our sales rep is very unresponsive and leaves us searching for a lot of answers on our own, including what other products we may benefit from that IBM offers.

Incentivized