Item: Coremetrics / IBM Digital Analytics (discontinued)
Rating: 8
Author: Verified User

Use Cases and Deployment Scope

We use IBM DA as our main Digital Analytics solution for our clients. We implement the solution on the CMS platform and we have built an ecosystem that allows us to act on all data collected by IBM DA (via Exact Target for example). Once the implementation is over, we permanently audit the tagging and provide recommendations for our clients.
In terms of business consultancy, we use IBM DA to produce regular dashboards and deep dive analysis for our E-commerce clients.

Pros and Cons

Marketing attribution models - capable to deliver an holistic view of the marketing channels performance
Multisite capabilities : allows to have a Cie view as well as individual site's view
Unique customer view and Live Profile: we are able to go to the visitor level and therefore use the behavioural data for marketing actions
Reliability of the data: we have full confidence in the data collected and the rules are clear for us
Support: available support 24h/7.

Limit in Explore Credits that are too costly
Segmentation on the fly (like GA) in DA - segmentation in IBM DA are poor and too restricted
Benchmark module that is a real strengh but under exploited
DDX : not performant enough - better to use 3rd party solution such as Tealium
R&D : no major next feature or project over the past year

Return on Investment

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

Alternatives Considered

Google Analytics,Adobe Business Catalyst,Adobe Analytics

Compared to Adobe: I think Adobe Analytics and IBM DA are very close in terms of functionalities. IBM makes the difference when it comes to the marketing attribution model. Also, the pre-integrated solutions such as LIVEmail or IBM Recommendations are very easy to use and allow strong ROI.
Compared to Google: the main asset of IBM compared to GA is the fact that you can go down to the visitor level in Analytics and run much more precise analysis. Also, in Google the data calculation and attribution models can be unclear and therefore difficult to trust.

Likelihood to Recommend

I think the solution is appropriate for all types of businesses, even though it is better suited for Retail.

Users and Roles

All departments oriented Digital marketing and e-commerce.

Likelihood to Renew

- Level of support and training provided
- Flexibility of the tracking solution via the tags attribute that allows us to answer to each of our client's objectives

Support Rating

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.

Coremetrics / IBM Digital Analytics (discontinued) Customer Support Pros and Cons

Pros	Cons
Quick Resolution Knowledgeable team Kept well informed Immediate help available Support understands my problem	Poor followup

Bug Resolution

Yes - At one point, there were multiple bugs that needed immediate attention and I have to say that the support team went above and beyong in terms of support. They put a dedicated person to our account who provided weekly updates and advised on the timeline for resolution.

Reliable, Marketing oriented & efficient Digital Analytics Solution

Software Version

Modules Used

Overall Satisfaction with IBM Digital Analytics