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IBM acquired Coremetrics in 2010, and has since re-branded the platform to the IBM Digital Marketing Optimization Solution. This cloud-based solution includes IBM Digital Analytics, the core analytical product, as well as several add-on modules, including Benchmark, Product Recommendations, Lifecycle, Multisite, and more. IBM has integrated the Digital Marketing Optimization platform with other solutions, like WebSphere Commerce and Portal for ecommerce, IBM Campaign and Interact (acquired from Unica in 2010) for cross-channel campaign management, IBM Tealeaf (acquired in 2012) for customer experience management, and much more. IBM continues to integrate the Digital Marketing Optimization platform into many other solutions as well, from business intelligence tools, to social media analytics, and more.
IBM Digital Marketing Optimization primarily competes with other enterprise-level digital analytics solutions like Adobe Omniture, Google Analytics, WebTrends, and more.
- Heavy amount of time for training and setting up
- Increased optimizations of the conversion funnel
- Costlier than other similar web analytical solutions
- 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.
- It's been our main analytics tool so it has a positive impact by default.
- Certainly gave us a an accurate, last click view of channels contributing to lead conversion
- Overall, the positive impact has typically been on improving the reliability of data driven decisions to improve path to conversion.
- Increase conversion - onsite search analysis, promotional analysis etc allowed to prioritise the investments and the on-going efforts for our clients
- Better ROI - using the solution is allowing us to educate the client into measuring ROI on every action undertaken on the site
- Better decision : we do no longer take decisions without looking at the data first
- This product helped our client with market-mix optimization
- This product helped our client focus their content acquisition spend based on authors' popularity
- Gives clients insight into performance across marketing channels
- Provides single source of "truth" between client and agency
- Better understanding of traffic overall.
- Improved our traffic tracking from all sources.
- Traffic benchmarking and/or ranking from all different marketing initiatives.
- Digital Analytics is essential for reporting across web performance and marketing activities.
- Although ROI is difficult to calculate for a web analytics tool, it has helped us drive business decisions that lead to increased ROI for marketing performance as well as a higher conversion rate on the website leading to higher revenue.
- In particular, the Digital Recommendations solution has proved positive and has consistently returned positive ROIs for the majority of our clients, on average adding a lift of 5-10% in Sales.
- DA has increased customer service
- As more companies become data driven it has definitely helped us to gain more clients.
- DA has allowed us to provide insights and recommendations around our clients businesses that we wouldn't be able to provide otherwise.
- Increased employee efficiency by utilizing API calls for reporting
- Lifetime value metrics have helped identify a client's strongest customers and the ability to market to those individuals more likely to convert, for a stronger ROI
- Identify geographic and technological (mobile etc.) opportunities to expand the client's business
- Using IBM Digital Analytics has allowed us to optimize marketing spend for our clients and provide us the insight to reduce the spend on vendors that are not performing well or not bringing in qualified traffic.
- Using IBM Digital Analytics data to power on-site product recommendations has increased the percentage of total sales from recommendation zones to around 10% compared to around 1% with manually merchandised zones.
- Using IBM's TruePath Funnels to analyze the checkout process for various clients has allowed us to see where visitors are dropping out of the checkout process and make improvements to increase conversion rate.
- IBM Digital Analytics helps with understanding the key strengths and weakness of websites. For instance it helps with understanding if some visitors belonging to a given category are experiencing problems in their journey.
- The interesting aspect of IBM Digital Analytics is that the more you use it the more you need it and the more you want to know about the visitors. Most of our clients that are on a free solution end up on IBM Digital Analytics because they realize that the tool does not completely answer all the questions they have.
- The conversion rate of some of our client's websites really went up because we were able to identify the problems that customers had on their websites.
- At previous jobs, improved product conversion
- Allowed us to effectively measure site performance and activity over time
- Increased effectiveness of site merchandisers
- We have significantly improved our ROI from PPC by analysing data at keyword level. In addition, by allowing our PPC agency to access this data it's improved our we have worked together too
- Site bounce rate has been improved by us analysing in detail the pages and traffic sources which were driving up the bounce rate. Changes were visible within days
- Onsite search now converts at 13% since we have been using the D.A data to drive this area (previously this was 9%). Weekly action is undertaken to enhance on site search and alert triggers are set to ensure we aren’t missing key words
- Having just completed a re-platform for the West Marine site and changing from Adobe to IBM for analytics, there are no significant business changes to link to our choice of an analytics package. That said, I would never be inclined to attribute the ROI to the analytics package itself. IBM and Adobe both have excellent enterprise-class analytics packages. Any decisions should be attributed to the analyses or managers, not to their tools. I don't credit Excel or Access with any ROI either.
- Better website retention, overall.
- Improved SEO.
- Hard to pinpoint how reporting pays for itself...i see this more as a service instead of a ROI ad channel
- Recommendation has same us with automatic processes driven by data, but you lose the savings by needing a FT person to manage all the levers.
- Increase of satisfaction if implemented with qualitative tools (such as Foresee or iPerceptions)
- Revenue tracking
- Count of server calls goes really high if using ecommerce
- Close monitoring of the different marketing online initiatives. Making sure money is well spent.
- We sought to analyze visitor/traffic/content data in order to A) tailor the user experience to increase engagement and B) obtain the data points against which to sell media/sponsorship.