ActionIQ vs. Webtrends Analytics

ActionIQ is ideal for a medium and large-sized organization that already has a lot of data stored across existing data warehouses and data lake solutions and is looking for a CDP with refined data models that can extract the key insights, analyse them and create detailed customer profiles for real-time targeting.

Scenarios 1. If you want to use web server log files as input to your web analytics, then Webtrends will provides a good product, with great ease of implementation. Don't even think about being cheap on hardware, and make sure Webtrends runs on real servers, not in a VM environment. 2. If you want to use Data Tagging, similar to Google Analytics or Site Catalyst, Webtrends has a powerful product, just be prepared to pay. 3. If you are new to Web Analytics, but it is the strategic direction, start with Webtrends on Premises. Questions to Ask 1. What are you trying to accomplish? 2. Can you place a dollar value on the benefit that you expect/need from Webtrends? 3.Can you live with Webtrends running SaaS?

• Data ingestion, cleansing and unification
• Data activation for paid media campaigns
• Data extraction from data warehouses and data lakes

• Webtrends Analytics makes complex situations understandable to a non-technical audience. The vast capabilities and ways to slice data is both a great tool, but can also cause a user/users many hours of frustration.
• Visual data display is clean, to the point, and not overly convoluted with unneeded variables and standard (defualt) settings. Everything the end user sees is customizeable.
• Exports of raw data collections was easy and accurate. Once the parameters of data collection are finally set up and working, its easy to get what you want from the UI and is delievered in a variety of options.

• Campaign delivery features especially multichannel orchestration
• More hosting options including offsite
• Better user access and identity management controls

• Webtrends is not great at providing statistical data for analysis. You need to enable Log File Delivery or create an analysis export to perform this. This could theoretically be done with Streams.
• Webtrends has difficulty identifying multi-visit users due to the inherent fragility of cookie-based tracking.
• Webtrends Analytics does not provide Pathing capabilities for segments, only for the aggregate. However, this can be worked around with Scenario functionality selectively fired by a tag management system.
• Segmentation by high-cardinality parameters tends to cause issues with table limits. Even after scrubbing and scrutinizing data, we commonly see up of 10K rows per dimension. Due to this, we use Webtrends Analytics to roll up data into larger segments and export all of our log data into our database for heavy duty number crunching.

The obstacles to renewing are 1) finding people to manage it who know it well and 2) frustration because of the lack of on-the-fly analysis. Usually, renewal prices are reasonable and the cost of switching to something else when you have a somewhat complicated setup far outweigh the renewal costs, especially if your implementation is sound and your reports are humming along. A lot of renewal decisions are going to hinge on the new product that will start to roll out this month.

If I could give it a 0, I would. Not having an intuitive user interface made it impossible to convince non-analytic business users to use the tool on their own. Even as a seasoned analyst, frequent calls were needed to get what should be simple tasks done. Account managers don't understand the tool either, and have to refer you to technical support

It is much better than average. Down time usually occurs because of a need to refresh the server on our end.

The v9 admin interface and v10 reporting interface work as well as expected, but have a tendency to be pokey, especially for bulky reports and whenever you're connected to wifi. I much prefer using the REST API for all reporting for this reason, which simply dumps out the data and doesn't bother with the user interface.

The Webtrends Support Engineers are expert at what they do, and we get to speak to someone on the support team quickly. They provide great solutions when available, and when there is no solution, which can happen, they describe work-arounds.

The in-person training was comprehensive enough to get you started, but I strongly recommend having a more experienced person when beginning with the tool.

Webtrends provides several free webinars over the course of the year, many of which I would expect to pay for. The people providing the webinars seem to have a good feel for real-world application of the product.

Careful planning and patience. Use a non-public test site to fine tune tags and reporting. Despite best laid plans, there will be surprises when you collect the data, run the analysis and begin generating reports using the tool. Perform a tag audit to ensure tags fire as desired.

In my opinion, Tealium is a better product for sure, has a much more refined analytics engine but the reason we went for ActionIQ is the better integrations it offers in the ad tech space with the various SSPs and DSPs. We integrate it with LiveRamp and Goofle ads exchange and it works flawlessly. It is also significantly cheaper than Tealium.

Webtrends has its work cut out for itself considering you have the behemoth Google Analytics and Google Analytics Premium having a strong offering and brand recognition for the price of free. After reviewing the paid service I'd suggest you start off with GA as a cheaper alternative that is just as robust, if not much more flexible in regards to the reporting and goal tracking needs for our company.

Incentivized

• Improved our digital media targeting capabilities
• Increased the RoI of our data warehousing solutions
• Increased the efficiency of our marketing campaigns team

• Webtrends has had a positive impact on site visitation because it allowed us to understand the sources by domain for site traffic and find out ways to increase visits from those domains.
• Webtrends has also allowed us to understand areas of optimization on the site, which has had a positive impact on the overall user journey on the site, likely leading to longer site duration and engagement.