For most small or medium companies, the free Google
Analytics solution is sufficient for their needs - but these
businesses are relatively simple
and don't need much more than what GA supplies.
Most large corporations however know better than to even consider
that Google Analytics is the best solution for them.
According to recent research by WebTraffIQ, European blue chip
companies using enterprise solutions do not believe that Google
Analytics is suitable for any company serious about Web Analytics.
The six key reasons why enterprise firms said
they would not use Google Analytics as their core
web analytics solution are as follows.
1 - ABCe audited data capture and analysis systems
Enterprise companies need to be able to depend on accurate data
when using their chosen analytics platform
2 - Bespoke KPI orientated technical implementation
Bespoke KPI orientated technical implementation is about configuring
the system to measure KPIs (Key Performance Indicators) with customer
consultation and agreement.
3 - Security
The 100 blue-chip companies that responded in regard to their
data being handled by Google Web Analytics stated they would be
very concerned that their data would be shared with third parties.
4 - Legal Responsibility
The 100 blue-chip companies that responded in regard to the lack
of a legal contract between themselves and a third party web analytics
agency stated that a legal contract would be imperative. Concerns
ranged from loss and misuse of information to responsibility to
5 - Consultancy for Optimisation
To convert the data into actionable metrics to be applied to the
website and marketing campaigns the client will need web analytics
6 - Business Intelligence Integration
Integrating web analytics with CRM systems, or even just email
marketing platforms enables action to be taken in real-time following
defined events such as a customer falling out of a purchase process.
Google Analytics does not facilitate