Recently, 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.
For 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.