comScore Digital Analytix (discontinued)

Digital Analytix is used across numerous departments within our organization. It was implemented initially as a replacement for Google Analytics across a number of marketing websites, and also installed fresh on some mobile apps. It is used both as a regular reporting platform as well as for deep-dive, user-level analysis.

This tool is most useful to users to whom visitor-level data is important, and for organizations that want to be able to do real-time deep-dive analysis on their digital properties. I also see exceptional value for users that may want to bring in additional data sets. In addition, comScore provides outstanding customer support. On the opposite side, for big-traffic, not-logged-in content sites like a newspaper site or something similar, I could see Digital Analytix being a bit more of an awkward fit.

I recommend Digital Analytix over its competitors because it was built with the future in mind. The company is moving toward the total measurement of video content on all platforms including linear TV. This is exciting as it more accurately reflects how people are viewing content, particularly the younger generation. Their tech teams are always one step ahead with monitoring additional technologies. This greatly helps serve a generation that is everywhere. Both the product and those developing it are flexible to customer needs. I have enjoyed working with Digital Analytix.

They will build things to a clients needs. They offer great customer support. They work with you on your goals.

I consult in implementing and taking advantage of Digital Analytix for my customers from basic website tracking to application tracking. This includes both planning, documenting and creating code for tracking.

If you are looking for a tool that provides great potential for customization, impressive ability to connect data to different sources, impressive streaming measurement and a flexible way to see data, then Digital Analytix might be for you. You basically need an in house analyst and good planning (consulting) to get the most out of the tool.

DAx has the features, very advanced features (mentioned later) that a power user needs, and is highly customizable, but doesn't require software or hardware ownership. For those capabilities that are not currently there, the customer reporting team often finds a workable solution that we can present to our client. For the more basic users and executives, the dashboard often meets their needs; else the report tab can help with quick access to metrics that have already been built by analysts. Lastly, the level of complex analysis in the tool still impresses. You can analyze web events at the event level, visit level and visitor level. You can apply filters at the report level (for all three - event, visit and visitor) or metric level (again for all three levels). On top of that, they have a concept of scope and rules which, combined with the 3 levels, can really allow a power analyst to ask just about any question and get an answer.

Key questions to ask include:

Do we need video tracking? If so, StreamSense is one of the best tools for tracking video.
Do we have a team of analysts capable of learning on the fly? This is important because DAx is quite different from other tools.
How many server calls do we estimate we will have per year? DAx contracts are based on yearly server calls, going over this number incurs harsh overage costs.

DAx doesn't cost a lot up front. However, they make up for it with "consulting" fees. It's still a bargain compared to Adobe SiteCatalyst.