User Experience Analytics Hot: IBM Acquires Coremetrics
I wrote back in 2007 about the ongoing acquisition of standalone analytic vendors, making it difficult for companies to find analytics tools to compliment their existing applications. The flip side, of course, is that enterprise applications are getting smarter, with increasingly sophisticated analytics included in application reporting modules.
The single hottest area of analytics today, from a customer service perspective, are customer experience analytics, that analyze how customers or employees move through websites and desktop applications to understand things like:
- Usability. Confusing flows or screens that users struggle to accomplish, adding time and cost to employee activities, and impacting customer self-service and online shopping success.
- Sales potential. Understanding how customers navigate websites help marketers determine where to place ads and upsell/cross-sell messages to maximize potential.
- Personalization. Analyzing how different segments of customers or demographics use applications or websites help companies create accurate personalization for specific users.
The world seems to have separated between web click stream analytics specialists, and vendors focusing on desktop application analytics. Today, the leader in web click stream analytics, Coremetrics, was acquired by IBM, to become part of the IBM WebSphere business. I’ve written about Coremetrics before (see Coremetrics improves the Customer Experience by differentiating Visit vs. Visitor), and I even did a webcast recently with TSIA member Paige Newcombe from Coremetrics, highlighting the great story behind their STAR Award Finalist win last year. You can view an OnDemand version of that webcast here: Metrics that Wow! How Coremetrics Became the Customer Service Model of Success
WebSphere is already the market leader for eCommerce and customer portal platforms, and having Coremetrics as part of WebSphere will give marketers unprecedented insight into customer behavior.
I think this announcement will also bring more visibility to the desktop application analysis platforms as well. We have a couple of TSIA partners who are experts in this area. Enkata, who participated in our Spring TSW event, specializes in desktop analytics for customer service, helping employees increase velocity and productivity, as well as root cause analysis to increase FCR and eliminate repeat calls with the customer. Another TSIA partner, Aternity, also offers technology to improve the customer and user experience, and we will explore this in a webcast next week on 6/24 at 11am PT: Actionable Customer Experience Metrics: Measure Consumption & Encourage Adoption with Frontline Performance Intelligence
Congratulations to Joe Davis, Paige Newcombe, and all the gang at Coremetrics. If you have any questions or comments, please let me know. And as always, thanks for reading!