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Business Intelligence · head to head

IBM Cognos Analytics vs Marketing Evolution

IBM Cognos Analytics logo

IBM Cognos Analytics

Business Intelligence

AI-powered business intelligence

From
$15/month
Rated
-
Full reviewWebsite
Marketing Evolution logo

Marketing Evolution

Marketing

Advanced marketing analytics and attribution modeling

From
$5000/month
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: IBM Cognos Analytics listed on UK G-Cloud at £42.53 per user per month for IBM Cognos Analytics, via reseller Computacenter; Marketing Evolution pricing not published on vendor website; enterprise data infrastructure platform requires custom quote
  • They diverge on capability: IBM Cognos Analytics covers AI Assistant, Marketing Evolution covers Multi-touch attribution.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which IBM Cognos Analytics and Marketing Evolution actually diverge.

Attributes where IBM Cognos Analytics and Marketing Evolution differ
AttributeIBM Cognos AnalyticsMarketing Evolution
Starting price$15/month$5000/month
PlatformsWeb, Desktop, Mobile, CloudWeb, Api, Analytics
CategoryBusiness IntelligenceMarketing
Founded19112008

Identical on both: pricing model (subscription), free tier (No), user rating (Not yet rated).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in IBM Cognos Analytics

  • AI Assistant
  • Natural Language Queries
  • Automated Insights
  • Story Telling
  • Mobile Analytics
  • IBM Db2
  • Oracle
  • SQL Server

Only in Marketing Evolution

  • Multi-touch attribution
  • Marketing mix modeling
  • Channel performance
  • ROI analysis
  • Forecasting
  • Budget optimization
  • Custom reporting
  • Advanced analytics

Both cover

  • Salesforce

What people use each for

The jobs each tool is most often brought in to do.

IBM Cognos Analytics

  • Self-service analyticsnot Marketing Evolution
  • Data explorationnot Marketing Evolution
  • Ad-hoc reportingnot Marketing Evolution
  • Collaborative analysisnot Marketing Evolution
  • Embedded analyticsnot Marketing Evolution

Marketing Evolution

  • Marketing data unification across paid, owned, and third-party data sourcesnot IBM Cognos Analytics
  • Attribution modeling and customer journey reconstructionnot IBM Cognos Analytics
  • AI-agent-ready marketing data context and business ontologynot IBM Cognos Analytics
  • Marketing budget planning and scenario simulation with Darwin toolnot IBM Cognos Analytics
  • Cross-channel performance monitoring and KPI standardizationnot IBM Cognos Analytics

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

IBM Cognos Analytics

  • Listed on UK G-Cloud at £42.53 per user per month for IBM Cognos Analytics, via reseller Computacenter

Marketing Evolution

  • Pricing not published on vendor website; enterprise data infrastructure platform requires custom quote

Pricing, plan by plan

IBM Cognos Analytics

$15/month
  • Standard$15/month
    • Dashboards
    • Reporting
    • AI Insights
  • Plus$35/month
    • Advanced Analytics
    • Planning
    • Premium Support

Marketing Evolution

$5000/month
  • Professional$5000/month
    • Basic attribution modeling
    • Multiple channels
    • Monthly reporting
  • Enterprise$undefined/month
    • Advanced attribution
    • Unlimited channels
    • Real-time analysis
  • Custom$undefined/month
    • Custom implementation
    • Professional services
    • Consulting included

Which should you pick?

Choose IBM Cognos Analytics if

  • You need ai assistant.
  • You work on Web, Desktop, Mobile, Cloud.
  • You also want natural language queries.
IBM Cognos Analytics review

Choose Marketing Evolution if

  • You need multi-touch attribution.
  • You work on Web, Api, Analytics.
  • You also want marketing mix modeling.
Marketing Evolution review

Questions people ask

Is IBM Cognos Analytics or Marketing Evolution better?
Neither clearly leads. IBM Cognos Analytics starts at $15/month and Marketing Evolution at $5000/month, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, IBM Cognos Analytics or Marketing Evolution?
IBM Cognos Analytics starts at $15/month and Marketing Evolution at $5000/month.
Does IBM Cognos Analytics or Marketing Evolution run on more platforms?
IBM Cognos Analytics runs on Web, Desktop, Mobile, Cloud. Marketing Evolution runs on Web, Api, Analytics.
What is IBM Cognos Analytics best used for?
IBM Cognos Analytics is most often used for self-service analytics, data exploration, ad-hoc reporting, collaborative analysis. Of those, self-service analytics and data exploration are not what Marketing Evolution is typically brought in for.
What can IBM Cognos Analytics do that Marketing Evolution cannot?
IBM Cognos Analytics covers AI Assistant, Natural Language Queries, Automated Insights, Story Telling. Marketing Evolution covers Multi-touch attribution, Marketing mix modeling, Channel performance, ROI analysis. Both handle Salesforce.

Answered from the vendors’ own pages

Marketing Evolution: How much does Marketing Evolution Substrate cost?

Marketing Evolution does not publish pricing on its website. The Substrate platform is sold through enterprise contracts requiring custom quotes.

Source
Marketing Evolution: What is the cost of Darwin proactive intelligence?

Darwin is included with the Substrate platform. Marketing Evolution does not publish per-user or per-instance pricing on its website.

Source
Marketing Evolution: Does Marketing Evolution offer a free trial?

Marketing Evolution directs users to request a demo or get started on the website. No free trial period is mentioned or offered.

Source
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