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Wednesday, October 22, 2008
Enterprise class web analytics for everyone? Who could argue with that? And who could have predicted this ten years ago?
For this camper anyway, this is the most significant announcement to come out at e-metrics summit here in Washington DC. Advanced reporting that gets closer to the enterprise class feature sets available elsewhere. Talk of a new API is welcome, too. If using third party apps to create multi-source reports for clients, it will be easier to integrate the rich data from GA.
It's all good.
Edit: In the Big-Brains-Take-on-the-News-for-Dummies Dept: On the elevator, I just talked with the co-founder of a leading analytics company and asked what he thought was the most important thing about this announcement. "It's the segmentation," he replied. "Doing it well is so incredibly hard." Peering into interfaces, it's all too easy to think stats are stats and they're easy for software vendors to serve up to you. In reality, with less powerful analytics products, "you can't get that info" is the answer to tough questions a marketer might have. Particularly intriguing is the segment "only visits that converted." It should be dead easy to check out whether most of your sales conversions came from the East Coast, or whether buyers were more or less likely to be using Firefox as their browser. Knowing more about your buyers is vital, but outside the capabilities of garden variety analytics. That, in a bit more than a nutshell, explains the pithy reaction "It's the segmentation."
Or in the words of Avinash Kaushik: "Analyzing data in aggregate is a crime against humanity." For his reaction to the announcement (some of the feature set, he no doubt had significant influence over!), see this post at Occam's Razor.Labels: google analytics
Posted by
Andrew Goodman
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D'oh!
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