You might have heard about Google’s new enterprise analytics offering (just check Google search – LOL). As always, we’re delighted to see new developments within the industry, but we also believe it’s important to understand the details that marketers must consider when choosing a measurement and optimization partner.
While Google expanding its analytics offering may, at first blush, appear intriguing, it’s important to remember that Google is a company 100% focused on driving its search advertising revenue. This is the reason Google Analytics exists at all. Much has been written about why companies should think twice about using GA and giving Google all of their corporate marketing performance data. With the announcement of a few of their new offerings, we thought it was the right time to highlight a few points we believe are of particular importance:
Data Security and Ownership – This is vastly important to any enterprise. However, when you opt-in to a free GA account you give away your data. All of it. Do note, Google makes no guarantees that your data is even safe. The new Premium SLA on the surface seems better but is curious in it’s omissions. With Webtrends, you own your data. All of it. Always. And we guarantee its security.
Unified Digital Analytics – Digital marketing channels are ever-expanding. Brands today need to capture, correlate and analyze across all of them. Because of their reach in other competitive markets, Google struggles to integrate across Facebook, Apple/iOS, Microsoft SharePoint, etc. Webtrends remains the only holistic solution for unified digital analytics across mobile, social and web, and is a preferred partner of both Facebook and Microsoft. We integrate with a giant ecosystem of other marketing services vendors as well.
Open Data and Standards Support – Webtrends is committed to web standards in our products. Open APIs and support for Representational State Transfer (REST), Open Database Connectivity (ODBC) Web Services and other industry standards let you seamlessly get data out and bring data into Webtrends products – without paying additional fees.
Multiple Deployment Options – Both Webtrends Analytics is available as a hosted service (SaaS), on-premises software, a hybrid of these two or as a “white label” service for agencies or ecosystem brands to offer to their customers. You can choose the web analytics implementation that fits your data storage and business needs — or switch formats if your needs change.
Unlimited Data Correlation + Reporting – Flexible reporting and unlimited dashboards let you correlate any number of dimensions and measures within your data to answer complex questions. Dimension limits (Google Premium now offers 50) hamstring marketers when they expand to new digital channels like Mobile and Social, for example. Also, other analytics providers charge monthly fees for a limited set of custom reports. With Webtrends, you have the widest range of custom reporting configuration options available.
Expertise, SLAs + World-Class Support Come Standard – It’s not news when our Customer Support team helps a customer solve a problem, we don’t write a blog post about it (but we love when they do!). We’ve been providing digital marketing measurement + optimization expertise, guidance and support since before Google was born!
So, is it a sexy news story that Google announced premium analytics? Perhaps. But is what they announced truly “news”? We think not.
At Webtrends we’ve been offering real-time, unified digital analytics and optimization solutions for the enterprise for a while. We’ve been perfecting everything Google offers – and far more – and we do it with award-winning, 24/7 customer support and flexible pricing. Oh – and we’re not a big, creepy giant who may use your data in ways that you may not agree with. We’re people, digital marketers to be exact, who are deeply passionate and focused, like you, on what matters most – digital marketing success.