Where does Tealeaf fit in the organization?

With the recent acquisition of Tealeaf by IBM, I've had several clients and interested parties reach out to me to ask about Tealeaf and how they compare to analytics vendors.  There is a lot of mixed messages floating around out there about any potential overlap with Tealeaf and an analytics solution such as Adobe, Google Analytics, or Celebrus to name a few. 

Tealeaf is the industry leader in Customer Experience Management (CEM).  I love their solution.  Their ability to replay visitor sessions and search for common issues/roadblocks faced by your customers is unparalleled in the space.  In my opinion, the real value comes from integrating your digital analytics data with the Tealeaf dataset via cxConnect, Tealeaf's data integration module.  By doing so, you can take your digital dataset, such as revenue, and connect that with the errors and roadblocks your visitor's face to ultimately begin to understand the actual loss as you begin to troubleshoot and prioritize the identified issues.

Tealeaf, however, does NOT replace your analytics vendor.  I recognize that Tealeaf is extremely flexible when it comes to data collection by offering both network side and client side tracking, but Tealeaf is not designed to become the primary reporting engine or the center of Business Intelligence for your business.  They are a critical component of your overall program, but lack some of the finer points needed to drive your core analytics program.

IBM's acquisition of Tealeaf makes total sense, because they have now created a more complete program for their customers.  Customers, as IBM moves forward with integrating Tealeaf into the product portfolio, will have the option of integrating this CEM view with the combo of Coremetrics and Unica and storing that into a larger data warehouse for analysis and optimization (such as Neteeza).  This is a very strong story to tell, and one that we have seen be very successful for our clients.

Here's a real example of how an organization might use Tealeaf in addition to an analytics tool:  an environment that is leveraging Tealeaf, Celebrus, Teradata, and Google Analytics Premium.  Celebrus is a phenomenal data collection tool for your digital channels and simply sends every micro-interaction into a data warehouse of your choosing (i.e. Teradata).  Combining that data with Tealeaf will allow this you to be able to fully understand the Customer Experience and any issues therein.  Furthermore,  the warehouse containing the Celebrus data can be used, in real-time, with optimization tools.  For example, you could attach Oracle RTD, their real-time decisioning tool, to the Celebrus data within Teradata and ultimately make changes to content on the site based off of what you have "learned" about visitors as they interact.  Google Analytics Premium allows the organization to send the marketing reporting throughout the organization for global adoption without needing to train users on how to use a BI tool attached to the warehouse.

Tealeaf is a great option for your business, if you're looking for a way to better understand the roadblocks your visitors are running into and triage the appropriate response.  Combining that with analytics data gives you a complete picture that will add a lot of value to your business.  However, Tealeaf will not be able to replace your digital analytics data or fulfill all of your business requirements.  It is a diagnostic tool for your business, and the best in the industry and what they do.

 

 

By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

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