A War Amongst Noble Houses

The battle between analytics companies is like a Game of Thrones…

Cross-posted on LinkedIn by Chris Geiger

As of August 2015 Forbes.com reported that over $7B was invested in the top 100 enterprise analytics startups and by my calculations, at least $700 million supported sales and marketing analytics focused firms.

It’s an industry that has already surpassed the $125B mark and with emerging technologies like IoT and accompanying IoT BaaS (back end as a service) this industry will continue to grow and will become more and more competitive. It already resembles the hit fantasy drama television series with its warring factions, inside treachery, and power grabs…

A couple of cliché phrases come to mind when thinking about big data analytics software… “The proof is in the pudding” and “The devil is in the details”… You’ve heard it all before how an analytics company will come in and be the hero with a transformational, many-flavored solution to take your business processes to new, lofty heights. But treading forth with many of these firms is wrought with peril in the form being locked into very expensive, people-based point and click systems that will be painfully difficult to scale. One could call it an “analytics dungeon” of sorts…

At Modern Analytics, we relish taking on our competitors in battle. Sometimes those challenges are in the form of demonstrating our true automation muscle that showcases the speed, quality, costs, and throughput of our cloud-based predictive platform. We engaged in one of those battles recently… Allow me to set the stage…

Fliptop, a data science and predictive analytics company that had received over $8M in funding was purchased by LinkedIn for an undisclosed amount. In an unusual move they communicated to their 22 customers that they would no longer be able to work with them and that they would have to find other analytics vendors going forward. One of their more prominent customers with a very “visible use case” chose to have a head to head competition to earn their business. The terms of the contest were well documented. First, show them that you could match or beat past performance at the same price point and that you could scale at a fixed cost. Secondly, compete with other well-funded analytic suppliers wooing their business to demonstrate that you could beat them as well.

More specifically Modern Analytics was asked to improve this company’s response rates to marketing campaigns, to meaningfully improve close rates on leads, and increase average deal size. This was a clean, fair test of capabilities. Objective, cut and dry if you will…

There was one technical requirement. The predictive analytics had to be fully integrated with Salesforce.com – a weekly pull, run the predictive models, and post the data back into the CRM. If Modern Analytics won the challenge, this customer (as do all of our others) could use the same industrial grade predictive analytics that supported one the world’s leading technology services companies. HINT: Sherlock’s partner in fighting crime.

Modern Analytics came out of the melee victorious. And the battle was bloody. Our cloud-based solution, Model Factory, won in a landslide, producing staggering results – 47% improvement over historical models and a hands down thrashing of the other competitors. Furthermore, with Model Factory predictive software the customer was able to address an entirely new application at no additional cost.

The customer chose “The Mountain That Rides” of the predictive analytics world, wanting to scale immediately. That’s the whole point of all of this. Model Factory produces better results and enables you to scale up your predictive analytic capabilities as much as you want at a low, fixed monthly cost. Imagine being able to build literally thousands of predictions with just a single data scientist. Whether it be to predict which of your prospects are 50 times more likely to buy, 30 times more likely to attrite, and much, much more. Don’t get trapped by the, “Oh, I forgot to tell you… That’ll be three more months and an extra $20,000 per model.” Or, “we need yet another supplier’s software to make it work.” And the most expensive, time-consuming proposition of all, “We need to hire three more data scientists.” What would you do if you had 50 products or services in over a hundred different markets? How much would that cost you?

So, if you want to have truly better, more sustainable, more accurate, predictive analytics capabilities that can scale up at a low, fixed monthly price, reach out to us at Modern Analytics… Give us the opportunity to demonstrate the power we’ll bring to your business. If you want to sit on the Iron Throne and rule over a sales and marketing empire, (or any other empire as well since the solution can scale across the enterprise) use the weapons that will ensure revenue victory. In this case it’s the Model Factory with autonomous analytics that will uncover the most and the best opportunities for revenue growth.

Partner with the company who won the analytics battle that’s like a Game of Thrones…