I wanted to take a moment to talk about the much anticipated and rumored launch of Google Analytics Premium that happened today. I am very happy to announce that Stratigent is a reseller of the tool, and I hope that gives us the opportunity to work with many of you to build out your Premium implementations and provide support.
However, I don’t want to focus this blog post on the features and functionality, as I’m sure you’ve seen that there are literally hundreds of postings about that. Google has a dedicated site here for those of you that would like to learn more.
What I would like to focus on is what I think the impact will be in the industry. When Google Analytics came out years ago, it made a splash and created a much needed awareness for our industry. Not only did it drive other vendors in the space to step up their game, but it also helped with the global adoption our industry so badly needed.
This time around, there’s no need for awareness. Where I think the impact lies can be found in this simple illustration that I referenced today in my Beyond Web Analytics to Digital Marketing Success webinar with Lee Isensee (@OMLee) of IBM.
The above illustration is an example of how one of our clients is building web analytics (i.e. GA, Adobe SiteCatalyst, IBM, etc.) into a multi-channel ecosystem. You can see from this illustration that there is a shift towards having a BI Reporting Layer that pulls from an EDW that houses several types of data. There is a maturation happening in our industry that is shifting the traditional use of analytics. Web analytics is not dead but it IS changing.
What do I mean by this? Well, when you think of an environment like this you’ll have several types of users that need access to data and reporting. Your more advanced power users will most likely not log into analytics at all for the deep dive analysis. Rather, analytics will be used to answer high level questions and do some on-the-fly reporting/analysis of the digital channels.
Enter Google Analytics Premium. Most enterprise organizations that have similar setups to the illustration above are paying 6 figures for their analytics tool and all the bells and whistles. Google Analytics Premium has just entered the space as both a viable and sometimes cheaper option. This will definitely put some pressure on the other vendors and make things interesting.
I don’t believe this will be the case in all instances. Obviously, your business requirements will trump all as it pertains to deciding which solution to go with. There are pros and cons to each, and my team here at Stratigent is poised to help you make the right choices. However, we would be crazy to not expect to see impacts from Google’s announcements today.