Big data tool for beginners
January 08, 2019
Big data tool for beginners
Score 10 out of 10
Vetted Review
Verified User
Overall Satisfaction with Google Analytics Premium
Most client companies use Google Analytics Premium and collect data in cooperation with Google Tag Manager. Since most clients try to increase conversion rates, which start on the web, the analysis of "web traffic" is a natural part of any project. Unfortunately, not all companies use Google Analytics correctly, which makes the analysis of past measurements a tricky or impossible task. The basic statistics work well but if the site owner asks you to analyze specific client behavior, or understand what is wrong on a particular page, it is necessary to design the measurement strategy anew and include additional tools.
Pros
- Easy to use big data tool with impressive dashboards.
- Easy to start with. Quick implementation on the website owner side.
- Custom variables and custom metrics.
- Very good user location profiles and analytics.
- A session unification feature that allows identifying "clicks", or in other words visitor behavior, before the Google user ID was assigned. This would make the statistics a bit more precise (yes, we have solved a case benefiting from this feature).
Cons
- Exports of data are used for analysis of Google collected data in other more capable reporting tools, e.g. SAP HANA, SAS Visual Analytics or MS PowerBI. Imagine you want to export 1 million rows and are limited to 10,000 lines if you use API (mostly not available) or only 5,000 lines if you use a web browser. In order to export 1 million rows, you have to run a request to export 1-10,000 rows, save it, export 10,001 to 20,000 rows, save it, etc. Without writing a script for this task this task is impossible to complete.
- You can switch or redesign your web presence based on a thorough analysis of visitor behavior.
- You can understand what the clients search for on company websites and understand referrals (where they come from, from which page etc). There is a useful feature called Site Terms in the Site Search menu where you can find keywords that the clients use to search for goods, services, information and react accordingly.
- Understanding what pages need to be redesigned is a good use case that saves the clients time to get to the required information and increase sales.
- A/B testing done based on GA data can save a significant amount of funds spent on campaigns.
Kissmetrics is a paid tool, while Google Analytics is free. Kissmetrics is a good complement to Google Analytics. Google focuses on tracking of pages, not people. In Google, you have to enter a "code" to track people (unlike Kissmetrics where this is possible without a code). If you want to reconstruct client history, you have to set up a funnel analysis. Kissmetrics provides this somehow automatically.
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