Analyzing Analytics
April 10, 2011
Check out Contrast’s valuable “The Future of Analytics Products.” The blog entry begins with a nod to lead contender Google, but quickly moves beyond. The article explores how needs have changed:
Google Analytics [G.A.] and others like it were designed for a time when page views and visitors were all that mattered. . . . Every graph in G.A. defaults to visitors and views. Features like Goals, Events, Conversion rates have been baked on rather than built in, and this leaves the product vulnerable in certain areas. In addition Google Analytics hasn’t coped well with the growth of social networks.
The author follows up with a list of Google Analytics’ weak points. Next is an intriguing list of competitors, arranged by type: event driven analytics, aggregation tools, real time data, and social analytics. Finally, under Analytics Redesigned, the entry looks at some contenders who are valuable for their simplicity and their fresh take on display conventions. Sometimes, the best approach is to start over. Screenshots from the many, many examples are provided. Extremely helpful whether you want to comparison shop or are simply interested in the direction analytics products are heading.
Cynthia Murrell April 10, 2011
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