The Forrester Wave: Web Analytics, Q2 2014 article was evaluating six vendors on user needs. These needs were “Current offering”, “Strategy”, and “Market presence”. The six vendors being assessed were Adobe, AT Internet, Google, IBM, SAS Institute, and Webtrends. These vendors seemed to be the best options for web analytics but for different reasons. Adobe for offering a broader digital marketing ecosystem, AT Internet for focusing and having presence in European markets, Russia, Latin America, and Southeast Asia, IBM for multiple platforms such as marketing, commerce and customer experience, Webtrends for democratizing data and insights via APIs and real-time data streams, Google for being a strong performer and maintaining its focus on ease of use while ensuring rapid time-to-value, and SAS for strength in customer analytics. For not ever using any of these programs yet, I personally like that IBM includes marketing commerce and customer experience and I like that Google focuses on its ease of use. As for each vendors ranking (Figure 3), it seems that Adobe has the highest rank in all user needs (Current Offering, Strategy, Market Presence). Because Forrester did all of these evaluations I believe that the narrowed down six choices are all good options when wanting to use web analytics.
See the article being referenced here: https://markstaton.files.wordpress.com/2014/12/report-forrester_wave_web_analytics.pdf
By visiting the Google analytics web page (http://www.google.com/analytics/why) I am able to see the clear reasons why Google Analytics can be a good option and it helps me understand a little bit more about what Google Analytics can do. They make it clear that Google Analytics will help to analyze visitor traffic so that it is easy to picture the needs of the audience, there is tools to help track how customers view your page so that it can help improve their experience, and you can see what your visitors are up to on your site like how they interact with it. If you have a goal you’d like to reach, Google Analytics is “ready to help”. They can tell you what really drives people to visit your page so that you can do similar things each time. When marketing to customers it has to attract the most engaged viewers to make an impact. Having pages that load slowly or have content placed poorly can really make a difference in user experience so they can also help you reach your capacity. Once Google Analytics helps with all of these user issues, you are ready to start A/B testing and comparing which sites and features bring in the most traffic. They will also tell you what has changed and break down the strategies that help you decide what you will want to use.
Watching the videos for Digital Analytics Fundamentals got me excited to start learning more about using web analytics.
Things for me to keep in mind/remember from watching Google Analytics Academy:
- Last click means that all of the value associated with the conversion is assigned to the last marketing activity that generated the revenue.
- Your customer will likely interact with you many times before conversion
- Skills needed:
- Understands what the business objectives are and the strategies to support those objectives
- Understands what analytics can do
- Technical skills who can implement an analytics tool
- Start with what you need to measure, document technical infrastructure, creating implementation plan, implement, maintain and refine. This should be cyclical
- Four Main components to the Google analytic system
- Data Processing >> Transformation – Once inserted it cant be changed
- Reporting >> Use the web interface to access data
- Dimensions and Metrics
- User Dimension – Geographic location
- Session Dimension – Length of visit
- Interaction Dimension – Page visited
I think Google Analytics is the perfect web analytics to work with for our class because it seems just right for beginners to learn on and a good way see the changes and effects that really happen on different user sites. Unlike Adobe, Google Analytics works better for smaller companies. The analytics academy was a helpful tool on beginning to understand analytics that I will be continuously looking back at.
There were a few blogs that had good information on how they liked Google Analytics or reasons why it is a good source for web analytics. Here is one blog I liked in particular: https://blog.kissmetrics.com/awesome-google-analytics/
Hopefully when working with Google Analytics later in this class or my life this blog will help when I need to remember analytics.
Thanks for reading,