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.