A long, long time ago (maybe 10 years) the data analytics industry was fairly easy to define and track. Back in that pre-historic era SAS was considered the gold standard of analytics companies with a comprehensive range of solutions addressing the demands of many industries. Given the relative paucity of data, analytics tended to focus on those industries that generated usable data. Companies that were part of the analytics universe back then would have included:
Added by Gregory Thompson on August 8, 2017 at 12:30pm — No Comments
Let’s start with the bottom line - there is no excuse for virtually any company today, regardless of size or manpower (and within reason), not to be making data analyics a part of their normal business routines. Traditional objections such as cost, resources and expertise no longer cut the mustard. As many observers have noted, a company’s internally generated data is a key asset that needs to be leveraged in the same way as any other corporate asset if the…Continue
Added by Gregory Thompson on July 30, 2017 at 4:30pm — No Comments
In a prior post I outlined some thoughts on the outlook for the data analytics sector and referenced a database I prepared of analytics companies. At the time the list comprised about 400 names categorized into a number of sectors and segments.
I’ve continued to update the list since that time and it now comprises about 800 companies.…Continue
There has been a lot of activity recently around revenue attribution - marketers want to develop a better understanding of their customer acquisition funnel and be able to measure progress against it. Most of this attention has been focused on the B2C space. However, less work has been done measuring the performance of B2B marketing activities.
Certainly the marketing automation segment is very vibrant with a large number of vendors (both big and small) providing solutions that…Continue
Added by Gregory Thompson on May 23, 2016 at 4:33pm — No Comments
Marketing measurement has long been an arcane field - companies interested in understanding how their marketing programs impacted revenue (or brand value) would hire expensive consultants who labored long and hard to deliver complex models at great cost to help their clients set high level marketing strategies and advertising budgets.
This worked well until the internet came along and changed the game - new digital channels and online marketing techniques were embraced by…Continue
Added by Gregory Thompson on May 19, 2016 at 11:00am — No Comments
IBM is again at a crossroads as its stock price languishes and market analysts question if it is on the right path. The Company has doubled down on predictive analytics as a core element of its transformation strategy – however, the decline in its low growth legacy businesses is outpacing the growth in its new business initiatives. Consequently, overall revenue has declined in each of the past fourteen quarters and earnings have continued to disappoint, resulting…Continue
"Half the money I spend on advertising is wasted; the trouble is I don't know which half."
John Wanamaker, a department store merchant and marketing pioneer in the late 19th and early 20th century (as well as Postmaster General from 1889 to 1893), is reputed to have made this statement and advertisers have been wrestling with the question ever since.
Enter the science of marketing measurement. In the early days the questions revolved around the…Continue
Added by Gregory Thompson on October 23, 2015 at 1:00pm — No Comments
There has been enough buzz about Big Data over the past year or two to create a very big data file. It seems that if you do not have a strategy around big data, mining ecommerce and social media sites for new insights into your customers, using new data management software tools like Hadoop, you are at a serious disadvantage to your competitors who are all jumping on the big data bandwagon.
And - there is merit to this line of thought for some companies. The increase in the…Continue
It wasn’t so long ago that the universe of data analytics companies was much easier to describe. In the year 2000 there were some clearly defined categories of companies that were all engaged in some part of the data and analytics world, although data analytics was not really recognized as a discrete sector at the time. Companies typically fit into a specific industry category, such as software (Oracle, Siebel, Epiphany), consulting (Accenture, Bain), data (credit bureaus, IMS, IRI); or a…Continue
Added by Gregory Thompson on September 21, 2015 at 7:35am — No Comments
I set out a structure for the data analytics industry in a previous post. This framework attempted to define a framework by which companies can be categorized and evaluated. The framework defined a group of four sectors with a number of segments within each of those sectors. On the one hand there is a group of global leaders that provide a comprehensive suite of analytics software and services to all-comers as well as a group of companies that have deep expertise and offerings focused on…Continue