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Phil Kemelor

Whose got your data...revisited

13-Jan-2009

Tags: Web Analytics, , Building Business Case, Implementation, Marketplace at Large, Selecting Technology, Google Analytics

Let's pick back up on the subject of web analytics data usage that I began in my post last week, in particular to discuss the comments I received from Stephane Hamel and Jacques Warren.

Warren makes the point about lack of transparency into "free tools" when he writes,

The fact that I can't have access to the raw data, the logs, has bothered me everytime I came across a problem. I just cannot accept that the only validation criterium of the numbers I'm seeing is... the brand! “It's right, because Google says so.”

Now, it is true that Warren, who is one of the smartest web analysts out there, probably understands the intricacies and nuances of web data better than most people, but there are broader issues around data trust that Google's situation is just exposing. Yes, if you use Google Analytics, you can't easily address core data accuracy questions. But does it become easier or more difficult to do than with a tool that has more apparent data transparency?

Ironically, many enterprises use Google Analytics to “audit” their fee-based analytics tool. I don't quite get the logic in this. How about doing an audit of the data collection for the fee-based tool that has already received investment?

In an odd turn of events, I have to wonder if companies' dual deployment of Google in addition to the fee-based solution has actually helped perpetuate poor implementations of fee-based solutions. It used to be that when organizations got frustrated with their analytics solutions, they'd be more prone to switch solutions. Since the availability of Google Analytics, they simply use Google Analytics in tandem. I've got nothing other than anecdotal evidence to prove this, as well as using Stephane Hamel's WASP, but I'd be curious to hear what you have to say about this.

Hamel's comment makes a good point regarding the concept of web analytics maturity within an organization and use of the “right” solution. This is something we've sought to educate readers of the Web Analytics Report through the use of business and resource commitment scenarios. I also share Stephane's concern that “as the power of Google increase, the options are becoming scarcer.”

Then again, although this economy may impact recognized commercial vendors in the analytics space, I think that there will be a growing number of organizations and analysts who will mature into appreciating the value of fee over free.