This week, Salesforce announced Wave to much hype at their annual Dreamforce conference in San Francisco. The company describes Wave as…

“…the first cloud analytics platform designed for every business user, making it easier than ever for anyone to explore data, uncover new insights and take action instantly from any device.

Companies can now quickly deploy sales, service and marketing analytics, or build custom mobile analytics apps, using any data source–empowering everyone to make smarter decisions from anywhere.”

While the first sentence in the description makes Wave sound like a horizontal solution, a phrase in the second sentence – “…deploy sales, service and marketing analytics…” – provides more insight into Wave’s focus. Salesforce’s products have been targeting the sales, service, and more recently, marketing domains so it makes sense that their analytics offering will be geared towards those areas. A column in VentureBeat characterized Salesforce’s approach in the following manner…

“This business-intelligence (BI) approach, which appears to treat customer analytics (sales, customer support, and marketing) as a first-class citizen, is quite a departure from current horizontal BI tools like GoodData, Birst, and Tableau that focus more on performing analytics across a myriad of functions.”

We are big fans of a domain-specific approach to business intelligence. It is why we started Origami Logic. We founded our company because we felt that marketers needed a solution that was focused on their specific needs, which has become increasingly complex as digital marketing has become pervasive.

Digital marketing has spawned a variety of online services that have become essential elements in today’s marketing campaigns. Each of these services have data that measures the effectiveness of activities and savvy marketers are realizing that it is not good enough to rely on the data/analytics provided by each marketing service. They realize that data from the various services need to be brought together in order get a holistic perspective on how marketing campaigns are performing. Bringing together the data is not easy. Making it easy for marketers to gain insights from the data is even harder. We don’t believe horizontal offerings can address these issues in a timely and cost-effective manner so that is why we built our Marketing Intelligence Platform.

In a future post, we will explain why we feel that it is not enough to have just a domain-specific business intelligence solution. We feel that it also has to be vertically-integrated, from the data collection all the way to the delivery of insights to end users. Stay tuned.

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