Posts Tagged ‘IndexTools’

OX2 joins LBi International AB (“LBi”)

February 6, 2008

It had been brewing for quite some time as my little Web Analytics unit has been expanding its consulting offers related to Web and Customer Analytics well beyond the Belgian borders, actually all over Europe, in order to help companies reap the benefits of measurement and accountability of the online media.

While WebTrends first landed on my desk, in another lifetime back in 1999, as a business analyst, I felt help would inevitably be needed to get the most out of what Web Analytics coud bring to any business. And so when René asked me to help him set-up OX2, an Interactive Agency, back in 2003, my initial request was to set-up a Web Analytics team as well.

 To be honest, a lot of people felt that back then, we were kind of weird, which we totally understood but as the online medium is the most masurable of all channels and following my background as an economist, it really made sense for me to not only have a team to support clients in their online strategy but also prove that what we were saying made sense and added to the bottom line. Accountability through measurement was thus our early mantra as hard data remains undisputable when having to make strategic business decisions.

The early days – as from 2003 – allowed us to patiently build up our Web analytics expertise and team, first with WebTrends and adding gradually European supported solutions such as Google Analytics, Omniture, IndexTools, Unica, amongst others.
We also gradually moved from log file analysis to tagging, from using the reports within the Web Analytics tools to custom made automatised dashboards, which integrates data coming from other sources as well, ranging from campaign information to actual margin related data for ecommerce websites, moving beyond pure turn-over in order to get as close as possible to a companies’ impact on the bottom line.

To make a long story short, we were looking, from our little Belgium, for a pan European partner/acquirer that shared our accountability vision, had been thinking about Dashboards, Balanced Scorecards, Strategy Maps – thank you Kaplan & Norton – in order to reap the full benefits of our favorite channels’ measurability potential.
In a short: data driven strategy.

I’m convinced that LBi shares our vision to build an accountable future and am looking forward, as well as my team, to a fruitful collaboration.

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Rubix from IndexTools

January 24, 2008

IndexTools LogoRecently, Dennis R. Mortensen, COO of IndexTools, shared with OX2 a sneak preview of Rubix 1, which is part of their new marketing optimization framework, and we were so impressed that we wanted to share with you (with Dennis’s permission) a little bit of what we learned.

Aurelie Pols, Julien Coquet, and I (“Wandering” Dave Rhee) all agree that one of IndexTools strong points is that, unlike the American market leaders, they do not feel compelled to re-invent everything with new terminology, and pretend that it is new. Instead, they quite happily take the best of every tool already available, listen closely to their customers about what their most important features are, and then focus on developing only the most valuable items to the business user.

eMetrics logoFor example, Jim Sterne and the eMetrics Marketing Optimization Summits have influenced everyone to think about web analytics as one part of a larger marketing optimization program. Our friends at Omniture have made clear their partnerships with other firms, and acquired many other players to be able to offer a wide spectrum of complementary products and services.

IndexTools (IT) continues this trend by branching out from their basic web analytics offering, comparable to Omniture’s SiteCatalyst. (The primary difference is that IT includes their data warehousing functionality for free, while Omniture offers their data warehouse as a separately-priced product.) IndexTools also includes their integration platform (which without any fuzz is called “External Data Sources”) in the base costs, while using Omniture’s Genesis platform typically incurs additional integration charges.
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