The rise of digital analytics created a rise in analytics software development. Software for analytics is designed to help marketers and developers measure the effectiveness of a given website. But how do we decide which suite is best and would be most effective as a marketer or web developer?
To start, let’s look at the characteristics a software needs to make it a fit for digital analytics. According to g2crowd.com, “to qualify for inclusion in the Digital Analytics category, a product must:
· Measure web traffic including visits, sessions, unique visitors, user entry and exit pages, and behavioral funnels
· Track any tagged digital event or conversion
· Report on traffic over time and in real time
· Segment traffic based on demographics, device, acquisition medium, geography, and cohort
· Be WCM and development platform agnostic”
Once the software meets the original needs of the user it becomes a measure of customer satisfaction. The image below shows the categories that digital analytics suites are placed into. There are the Leaders, High Performers, Contenders and Niche solutions.
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| Graph courtesy of g2crowd.com |
Google Analytics stands out above the competition as a leader having ‘high ratings, substantial scaling, market share and global support/service resources.’ Adobe Analytics falls under the contenders category with its significant market presence but lacks in the area of user satisfaction. If you are interested in comparing and contrasting some of the most used suites you can head over to g2crowd.com.
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