Gartner’s recent findings about the continued complexity woes hampering Hadoop adoption sent ripples through the analytics ecosystem, but the shockwave hasn’t been felt nearly as severely at Datameer Inc., which is consciously working to address the challenge. The business intelligence provider is now taking its efforts to the next level with the introduction of the first in a series of pre-packaged applications aimed at simplifying the extraction of data insights.

Marketing Analytics is offered as a premium add-on to Datameer’s namesake platform, which uses Hadoop to process the unstructured part of customers’ information, that complements its core capabilities with specially-developed features for tracking engagement. That visibility is gleaned from a carefully assembled combination of different data sources.

The list includes popular marketing automation services like  Salesforce.com and Marketo as well as Google Analytics, ads and social media, which the company says are blended into a complete view of an organization’s sales efforts. The insights hidden in that integrated repository can be accessed through an interface that displays key metrics such as the best lead sources, conversion times for different channels and the biggest factors influencing those conversions.

The individual data points are also used to provide into higher-level insights like which specific combinations of banner ads and social media campaigns are most effective in attracting consumers. Where the native capabilities of Datameer’s business intelligence platform come into play is helping decision-makers drill into that data for the specific details relevant to their work.

The company says that the application provides a simpler alternative to using a different point solutions for monitoring each channel that makes it easier to see the big picture. That proposition should resonate the most with organizations that are already using its platform for understanding different parts of their operations and wish to extend that visibility to their marketing efforts without training their analysts in using a new service.

Future additions to the application series will presumably likewise be geared towards specific roles within the enterprise, which reflects a broader shift towards vertical-specific solutions that has already swept up Datameer’s larger rivals, notably IBM and SAP. That competition will only intensify going forward.

Photo via xuanson138