The path a visitor takes through a website is referred to as clickstream. Clickstream analytics is a powerful tool to generate valuable business insights from the clickstream data. It collects, analyzes, and reports the aggregate data about which pages the visitor visits on the website and in what order. Clickstream analytics enables organizations to better understand customers’ interactions with the brand and helps gain deeper business insights to optimize their business.
The competitive landscape includes the analysis of business strategies and product offerings of the key players in the clickstream analytics market. The vendors are placed into four categories based on their performance in each criterion: Vanguards, Innovators, Emerging, and Dynamic. We have evaluated the top 25 vendors that include Adobe, Google, IBM, Oracle, Microsoft, SAP, AT Internet, Connexity, Splunk, Webtrends, Vlocity, HPE, Talend, Jumpshot, IRI, SYNTASA, Quantcast, Astronomer, Inc., Striim, Happiest Minds, Opentracker, OpenText, Hubspot, comScore, and Verto Analytics.
Vendors who fall into this category receive high scores for most evaluation criteria. They have a strong and established product portfolio and have a very strong market presence. They provide mature and reputable clickstream analytics products. They also have strong business strategies. The companies who fall under this category are, AT Internet, Google, IBM, Microsoft, Oracle, and SAP.
Innovators in the MicroQuadrant are vendors that have demonstrated substantial product innovations as compared to their competitors. They have very focused product portfolio. However, they do not have a very strong growth strategy for their overall business. The companies including Connexity, HPE, Jumpshot, Splunk, Talend, Verto Analytics, and Webtrends fall under this category.
The dynamic vendors in MicroQuadrant are the frontrunners of the market. They have very strong business strategies compared to other vendors. They have very strong expansion throughout the world, subsequently, these players acquire various SME’s to expand their geographical base, strengthen its product portfolio, and kill the competition. They can be at emerging or innovators stage regarding clickstream analytics products. The companies such as IRI, OpenText, and Vlocity fall under dynamics section.
These are vendors with niche product offering and are starting to gain their position in the market. They do not have much strong business strategies as compared to other established vendors. They might be new entrants in the market and require some more time before getting a significant traction. The emerging companies in the clickstream analytics market are Astronomer, Inc., comScore, Happiest Minds, HubSpot, Opentracker, Quancast, Striim, and SYNTASA.
TOP VENDORS In Clickstream Analytics Software
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Clickstream Analytics Software Quadrant
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Microsoft offers Azure Stream Analytics that is a fully managed cloud-based, real-time event processing engine. It facilitates real-time computations for data streaming from devices, sensors, websites, social media, applications, infrastructure systems, and so on.BUYERVENDOREXPERTS4.0MNM ANALYSTS
Oracle provides ‘Oracle CX Cloud Suite,' a comprehensive set of applications for marketing, sales, commerce, and services on an integrated CX (Customer Experience) platform which collects, analyzes, and shares data in real-time.BUYERVENDOREXPERTS4.0MNM ANALYSTS
Adobe caters to clickstream market through its analytics product, Adobe Analytics. Adobe Analytics is one of the many products offered under the Adobe Marketing Cloud. It delivers analysis, visualizations, and reporting for customer data.BUYERVENDOREXPERTS3.8MNM ANALYSTS
Google registered its presence with its web analytics product – Google Analytics. It provides a comprehensive set of features such as data collection and management, data analysis, visualization and reporting, and data activation.BUYERVENDOREXPERTS3.8MNM ANALYSTS
SAP caters to the clickstream market with its SAP Hybris Marketing Cloud, a cloud-based marketing solution offered in SAP Hybris which is an enterprise level customer engagement and multichannel eCommerce software suite.BUYERVENDOREXPERTS3.6MNM ANALYSTS
IBM offers IBM Digital Analytics, a cloud-based platform for analyzing digital data. IBM Digital Analytics is a part of IBM Customer Experience Analytics platform. It provides advanced analytics, performance analysis against key metrics, and recommendations for performance improvements.BUYERVENDOREXPERTS3.6MNM ANALYSTS
HPE offers its products to organizations of all sizes in accordance to collect, manage, and analyze the huge amount of customer data generated from various sources, such as web logs, social media, third-party analytics tools, traditional records, organizational database, and clickstream data.BUYERVENDOREXPERTS3.1MNM ANALYSTS
AT Internet registers its presence in the clickstream market with its analytics suite that provides users with a unified, real-time view of visitor’s activities on their website, mobile sites, and mobile app.BUYERVENDOREXPERTS3.1MNM ANALYSTS
Talend provides clickstream analytics through its data integration platform which enables to understand online behavior of the customer. It deals with a large amount of data by using Hadoop and MapReduce, which makes analysis feasible, and create a graphical dashboard in order to present it to the executive team for better decision-making.BUYERVENDOREXPERTS2.7MNM ANALYSTS
Splunk offers clickstream analytics through Splunk Enterprise product, namely, digital intelligence solution. It enables to gather end-to-end data of the customer interactions generated through numerous digital channels covering web, mobile, offline channels, and social media streams.BUYERVENDOREXPERTS2.7MNM ANALYSTS
Connexity provides various marketing solutions including search marketing, audience insights, targeted display advertising, and syndicated product listings. The company provides clickstream and search data analytics through Hitwise Competitive Intelligence.BUYERVENDOREXPERTS2.6MNM ANALYSTS
Jumpshot offers clickstream analytics through various solutions including site analysis, data feeds, search feed, marketplace report, campaign effectiveness, audiences, and audience analytics. Clickstream data provides valuable audience insights, analytics, and audiences to target at new levels of specification.BUYERVENDOREXPERTS2.5MNM ANALYSTS
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Webtrends caters to various organizations through its comprehensive set of solutions which are scalable, integrated, and easy-to-use. The company’s digital analytics products enable the analysis and reporting of the website traffic in accordance with the number of visitors visiting a web site, and their visiting time.BUYERVENDOREXPERTS2.4MNM ANALYSTS
Vlocity clickstream analytics platform offers Vlocity Clickstream Analytics App, which is driven by Salesforce Wave Analytics. It provides operational data and comprehensive clickstream data generated through customer’s interactions while navigating on the company website.BUYERVENDOREXPERTS2.3MNM ANALYSTS
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