Google Analytics vs Marketo

• Google Analytics does the obvious thing really well: tracks user behavior around our website. But more specifically, it allows us to do some very complicated attribution to behavior, traffic sources and even specific campaigns or devices. Depending on the volume of traffic we are trying to analyze and the purpose, we can narrow things down EXTREMELY well and get a great story to use for data mining.
• The eCommerce tracking with GA (Google Analytics) is hands down the best. Specifically, its attribution to traffic sources and matching with user behavior that is the best. I have yet to find another tool that can let me track traffic sources, split campaigns down to devices and track which inventory was purchased specifically from that campaign--especially if I am looking back at inventory purchased from a campaign (or in our case, people who signed up for Classes) I can tell all of that from GA.
• You can use GA to track specific user accounts within a product, and differentiate user behavior within the product based on account roles. A lot of people don't know about this, but with the help of a developer you can leverage a TON of data including creating lookalike audiences that you can sync into AdWords and make your display campaigns highly targeted. Most people think this kind of feature is only available on Facebook ads--nope! :)

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• Automation is top notch with its smart campaign execution not only within Marketo, but triggering external communications.
• Connectivity of data and automation within CRM is top notch
• Email marketing templates are simple, straightforward and easy to manipulate through modules.
• Reporting and subscriptions make sharing data with outside users very simple

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• I was bummed that they moved some of the functions (keyword data, etc.) over to Google Webmaster tools. (On the bright side, this has prompted me to become more familiar with Google Search Console.)
• A lot of functions are right there. But it's hard to tell which functions are most important or what they offer.
• Perhaps this is related to number 2, but the UX is fairly intimidating. All of these tools and subsets of tools are right in front of you, and it's difficult to understand what ones are the most important. A simpler, streamlined format might be a better approach.

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• As easy as the UI is to use, it is a little dated. The good news is Marketo Sky UI is just around the corner and available in certain areas of the tool today.
• Analytics and reporting areas are very B2B centric, requiring workarounds for B2C applications. It's also a little slow loading, but that is on the roadmap to be improved in the coming year.
• The REST API will turn away certain kinds of posts with an error code; an example is a lead post where there are already existing duplicates with a matching email address in the database that drives a 1007 error and the data is not captured. I think it would be nice if the data would go to a staging table or something, just so it lands somewhere within the platform so admins could debug and mitigate issues.

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• While very little in this world is truly free, the only real cost to using Google Analytics is time, from your PM's, your web admins, your engineers, your email admins, and QA analysts--but it is without a doubt time well spent.
• Because you run the risk of paralysis by analysis, one must pick their battles with Google Analytics. If you go in with a clear, concise set of objectives, and a competent technical supporting cast, you will succeed.
• On the reverse side of the same coin, if you come in without a purpose, you run the risk of getting bogged down in all of the information without immediate relevance, and you may just leave behind this treasure trove of invaluable analytics in search of said relevance.

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• Massive increase in efficiency for sales/service/customer success reps -- automation manages their workflow and communication letting them focus on what they do best and increase customer satisfaction.
• Much faster deployment of programs and campaigns.
• Big gains in conversion and revenue through better nurturing, lead scoring, lead management.

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