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IBM Digital Analytics: Overall product suite, digital ecosystem and marketing priorities should guide your choice
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Updated February 04, 2015

IBM Digital Analytics: Overall product suite, digital ecosystem and marketing priorities should guide your choice

Score 6 out of 101
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Overall Satisfaction with IBM Digital Analytics

Our clients have traditionally selected IBM Digital Analytics over competitive platforms when they need a robust, enterprise system which can be 1) readily integrated with and provide cost benefits due to chosen CMS (typically IBM WebShere), 2) require reliable, robust data security and data ownership due to heavy regulatory concerns or 3) provide a uniform deployment allowing for the ability to opt into industry/vertical benchmarks.
  • Uniform deployments provide for the ability to opt-in to relatively robust benchmarks.
  • Technical support teams allow both clients and agencies access to technical subject matter experts to ensure best-in-class implementations.
  • Cost structure is often quite favorable, if a company has chosen other products within the IBM family.
  • Current and long term integrations with IBM products (including Unica, Tealeaf, etc.) show promise and will continually increase the value of IBM Digital Analytics
  • Uniformity of deployment comes at a price, namely flexibility.
  • IBM Digital Analytics is a better choice who are focused exclusively on e-commerce, heavily regulated industries, or simply interested in precision marketing and CRM. For those companies which prioritize style, form, and flexibility over precision (aka Art over Science), other solutions may be more effective.
  • Competitors are integrating their systems more rapidly than IBM, which is still very siloed.
  • It can be difficult to find professionals with technical expertise to implement and support IBM Digital Analytics. The user base from which to draw is significantly smaller.
  • IBM technical training can be quite elusive to secure, unless you are already committed to the product and have a service contract in place, unlike competitors where technical training is readily available with registration open to all.
  • Overall, the positive impact has typically been on improving the reliability of data driven decisions to improve path to conversion.
IBM Digital Analytics is typically a choice driven by CMS and pricing decisions. In terms of stand alone considerations:

Adobe Analytics typically wins on flexibility (aka ability to customize the system to your particular business)
Google Analytics typically wins on technical user base (aka ability to easily hire teams with the expertise to support the product)
IBM typically wins on uniformity/standardization of deployment and industry benchmarking (aka proven, standard deployment process leading to less error prone implementation)
It is best suited for clients/companies which are in 1) highly regulated industries, 2) industries with a high user base of IBM Digital Analytics allowing for opt-in to benchmarks, or 3) where other IBM products have been selected which can be used to secure pricing advantages for selecting IBM Digital Analytics.

Using IBM Digital Analytics

I do not currently govern an existing implementation. However, once selected, I would suggest that changing platforms is an EXTREMELY costly proposition in terms of time, cost, and disruption of business analytics.