SEO

Google Analytics Not Enterprise Ready : CMS Watch

According to CMS Watch, a content management and web analytics analyst firm, Google Analytics is not ready for for Enterprise users; despite its recent upgrade.

“Google can rightly boast that its Google Analytics service can process enterprise-level web metrics loads,” said Phil Kemelor, lead analyst for CMS Watch’s Web Analytics Report. “But there’s more to analytics than processing: integration, support, and documentation can be decisive to e-marketing success,” Kemelor added.

Here are the points CMS Watch published to support their claim:

  • Google Analytics has no API to support the export or import of data into or out of 3rd-party e-marketing packages and enterprise data warehouses. This limits integration of website data with other sources of financial and customer data.
  • Unlike more sophisticated analytics tools, Google Analytics does not allow customers to query against raw data. This limits deeper analysis into site visitor and segmentation behavior.
  • Support comes only from consulting partners, who have no ability to modify the Google system itself. With comparatively slim documentation, licensees tend to rely on bloggers for customization advice.
  • On the plus side, many enterprises have found value in employing Google Analytics as a back-up or supplement to other analytics packages, especially when looking for AdWords performance metrics.
  • Google’s most recent Analytics upgrade brought significant usability improvements that will challenge competing vendors to focus on their interfaces, rather than additional features.
Screen Shot 2014 04 15 at 7.21.12 AM Google Analytics Not Enterprise Ready : CMS Watch
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing strategy & development agency.
Screen Shot 2014 04 15 at 7.21.12 AM Google Analytics Not Enterprise Ready : CMS Watch