Partner Spotlight: Google Analytics Premium
There is a rising theme in our industry today: if you don’t own your data, you don’t own your destiny. Every data analysis and management strategy should prioritize data ownership. Yet the task of managing and processing said data at the necessary speeds is no small order. Unless you are a technology giant that has invested hundreds of millions of dollars in one of the world’s fastest data infrastructures, it’s in your best interest to turn to those leaders to leverage their computing power. In this Partner Spotlight, we will help dispel a few myths of Google Analytics Premium to help you understand how it can help you own your data in real-time.
"If you do not own your data to drive your decision-making, then you are bound to those who do and are forced to trust their judgments."
Myth #1: You own your Data.
The truth is that the vendors and agencies you work with technically own your data, and you rent it from them. On the surface, the advantages of comparative analyses and resource management that vendors offer glamorize the benefits of allowing them to keep your data. That is a grave mistake. In very few cases have I seen a significant ROI from the comparative features offered by vendors that own their customers’ data. In my experience, the ROI has been negative, as the cost has fallen back on the client, who then wastes valuable time analyzing vendor data via algorithms that are not published. Therefore, data integrity cannot be validated and granularity is non-existent. If you do not own your data to drive your decision-making, then you are bound to those who do and are forced to trust their judgments.
By utilizing Google Analytics Premium and Google BigQuery, this myth is somewhat true. Using these services, you can ensure ownership of your data as you control who has access to it. With GAP, you are free to take your data back whenever you need to. Never has it been so easy and so inexpensive for organizations to confidently rely on their web analytics data to make executive decisions and respond to the market in hours.
Myth #2: GAP doesn’t offer advanced capabilities.
In fact, Google Analytics Premium (GAP) offers among the most performant and scalable solutions on the market. But many GAP customers underutilize the additional Google products available to GAP customers who want to improve engagement with their users. For example, if your organization lacks the capability to query terabytes of data from a columnar NoSQL database in less than two seconds, you should learn about Google BigQuery.
Google BigQuery is especially important for Google Analytics Premium customers because it allows businesses to stream Google Analytics Premium data into one of the world’s fastest NoSQL databases with a flip of a switch (literally). Since the database is both NoSQL and hosted, you don’t have to worry about partitioning and data warehouse management as BigQuery handles all of this work. And with Google’s simple pricing structure, you only have to pay for the queries you run and the storage you require. Talend, and a few other ETL vendors, enable you to bring additional data into BigQuery as well so that your business can run advanced analysis across multiple channels.
In some variation or another, Google has been using this tool internally for years. I’ve been working with BigQuery for some time and I plan to continue to advocate its usefulness for my clients using Google Analytics Premium.
Myth #3: GAP isn’t practical for mobile.
In reality, the Google Analytics Premium team is working hard to respond to the needs of mobile analytics. They recently released version four of the Android SDK (https://developers.google.com/analytics/devguides/collection/android/v4/
), and version three of the iOS SDK is a solid solution as well. While I personally haven’t had the time to kick the tires on the latest version of GTM for native mobile apps, I’ve seen it working for our clients with much success.
The confluence of Google Analytics Premium and Google BigQuery actually means that you can respond to the market in seconds, not hours, and this speed is critical for success in the mobile channel. The evidence that real-time notifications are exponentially more effective generating revenue and awareness is mounting, so it’s difficult for me to pinpoint which one you should start with. If you have Redshift or Hadoop clusters in your stack, you can use those systems together with Google Analytics Premium and Google BigQuery to respond to your users’ needs.
Bottom line, if you are already on Google Analytics Premium on the site side, follow suit in the mobile channel because it will enable data-powered experiences, while lowering your operations and integrations costs substantially.
"Google Analytics Premium is light years ahead of so many of the tools available; its prescient growth trajectory, product roadmap and acquisitions deserve respect."
Our GAP Partnership
We have a longstanding partnership with Google and are endorsed to provide superior Google Analytics (Standard and Premium) support to brands across the globe. The best part of this relationship is that if a problem arises, we have the ability to communicate our clients’ needs directly with the Cloud platform engineers to advocate fixes/improvements in the next release.
This Agile engagement model is imperative for the ever-changing mobile landscape. In just the past month, for example, we have seen significant changes to the face of iOS analytics with zero-day vulnerabilities in many areas of the HTTP universe, the Swift language and Mac Address randomization.
Google Analytics Premium is light years ahead of so many of the tools available; its prescient growth trajectory, product roadmap and acquisitions deserve respect. If you want to get more out of your analytics investment, reach out to us and we can talk about Stratigent’s vendor-neutral evaluation services.
In the meantime, if you have any quick questions about the tool - fire away in the discussion section below!