Digital Analytix Review
June 07, 2014
Digital Analytix Review
Score 9 out of 10
Overall Satisfaction with Digital Analytix
Digital Analytix is used across numerous departments within our organization. It was implemented initially as a replacement for Google Analytics across a number of marketing websites, and also installed fresh on some mobile apps. It is used both as a regular reporting platform as well as for deep-dive, user-level analysis.
- Data is stored at a raw user level and easily extracted via tools in the user interface as well as through export APIs, which for our company is extremely important in order to keep our Digital Analytics data married to our other company data.
- The implementation is extremely easy for developers, particularly given the open platform that allows for a completely custom schema.
- The platform is capable of reporting and segmenting all in real-time - having used other comparable tools in this space (admittedly not in two years now), I was extremely impressed with how well Digital Analytics was able to handle this given that other tools struggle with it.
- While I know they are making strides in this area, Digital Analytix is definitely built with power users in mind. The learning curve can be steep.
- Because the platform is non-restrictive in terms of label/variable naming, power users need to have intimate knowledge of their schema in order to build reports on their custom variables.
- The insights gained from Digital Analytix have aided us in making numerous key strategic decisions around the platforms on which to offer content and the value of our digital properties to the business.
I have proficiency with Google, Adobe and IBM (formerly Unica's) enterprise offerings. For companies primarily interested in basic reporting, managing a lot of users with very similar needs, and who don't necessarily have the in-house manpower or expertise to build a lot of reporting from scratch Google and Adobe's offerings can typically be safer choices. comScore and Unica offer a more advanced, analyst friendly tool that can be essential for targeted marketing and for a more flexible implementation and can still do all the things that their competitors can do - if you're satisfied with the learning curve for basic users, the advanced capabilities of comScore make this a very worthwhile tool for a digital business.
This tool is most useful to users to whom visitor-level data is important, and for organizations that want to be able to do real-time deep-dive analysis on their digital properties. I also see exceptional value for users that may want to bring in additional data sets. In addition, comScore provides outstanding customer support. On the opposite side, for big-traffic, not-logged-in content sites like a newspaper site or something similar, I could see Digital Analytix being a bit more of an awkward fit.