|Abdul Fattah Ismail|
Web analytics flesh out into traditional corporate strategy every day. The Google Analytics program develops at light speed, gaining participants. A short article from a blog called Analytics Talk discusses some tips for executive management to use when integrating the dashboard. I’ll include the answers left by writer Justin Cutroni.
1. Is Google Analytics really free?
Yes, the product is free for your company, large or small. As Cutroni mentions, it is an investment regardless. The product has calculated risk and return value. Similar to CRM databases and social media, your personnel must have sufficient skill to implement stored data for maximal success. This would come in the form of marketers, IT, and database analysts.
2. We’ve got a BI (business intelligence) team. What can they do with Google Analytics?
At the moment, Google has an official data export API. You can take the needed data out of storage and mine for relationships. These relationships then can be measured for more advanced metrics that fit the objective of your mission.
Cutroni goes on to state one big drawback which Google Analytics has yet to cover. No primary key exists that can link data from Google Analytics to other sources, particularly at customer level. Therefore, individual viewers cannot be tracked to observe profile habits. Companies cannot push e-mail addresses into a Google Analytics data set. Retailers clearly would bristle at this, since leading ones are driving traffic to their stores through social media and direct marketing campaigns. They would not be able to observe metrics for individual searches, page views, and the like.
These are just a couple of questions I pulled from the article. Cutroni also explores topics such as customer service and Google’s ownership of stored data. Marketing executives should click here to gain more insight.