marketer's guide to finding the right analytics platform

Marketer’s Guide to Finding the Right Analytics Platform

© 2015 Cardinal Path, Inc. All Rights Reserved. Proprietary and Confidential. 2

The Perfect Fit For Your Organization

• What’s right for your organization?

• No “best to worst” platform ranking

• Understand the platforms


Poll Question

• Which web analytics platform are you primarily using?

– Google Analytics Standard

– Google Analytics Premium

– Adobe Analytics

– IBM

– Webtrends

– Other


Google Analytics Standard

• Free*

• Wide base of users

• Integrates with popular products

• Includes great tools:

– Multi-channel funnels

– Attribution modeling tool

– Remarketing capabilities

• Great training classes available


Google Analytics Premium

• All the benefits of GA Standard, plus:

– Higher limits for: hits, views, custom metrics and custom dimensions

– Higher threshold for sampling and robust reporting of unsampled data

– Data-driven attribution


Google Analytics Premium, continued

• Integrations, and more:

– DoubleClick integrations

– BigQuery export

– Custom tables

– Beta access to new features

– Service level agreement


1stdibs: Google Standard to Premium

• Paid media campaigns: 47% lift in transactions;

10% gain in overall return on ad spend (ROAS)

• 34% increase in email click-through rate

• 24% increase on conversion quarter over quarter

“Not only do we trust the data, but we can identify and benchmark

acquisition costs - even across different segments - to get the best return

from our media planning. That’s power we’ve never had before”

- Anna Ivnitskaya, 1stdibs manager of analytics


1stdibs: Google Standard to Premium

• 10 terabytes of historical customer data – reclassified

incorrect sales attributions

• Line of sight into digital’s role in driving online and

offline sales

• Scalable repeatable way to analyze customer

behavior & forecast sales by channel each month

“We’re now in the enviable position of having an accurate view at each

stage of our customer journey. Cardinal Path has enabled a custom cloud

analytics solution that not only gives us a business advantage, but helps us

shape a great customer experience, and ultimately ties in to our values of

industry-leading innovation and world-class customer service.’’

Katie Birmingham, Digital & E-commerce Analyst, U.S. Cellular Corporation


Adobe Analytics

• Deep segmentation and analysis out

of the box

• Many integrations to 3rd party

platforms

• Core Services

• Power comes with a cost


Adobe Analytics, continued

• Easily integrates with Adobe’s Marketing Cloud suite of tools:– Audience Manager (data management)

– Target (testing and personalization)

– Campaign (cross-channel management tool)

– Social (social marketing platform)

– Prime Time (video streaming service)

– Experience Manager (content management tool for websites and mobile apps)


Other Platforms to Consider


What are my options?

Great fit for:

• Budget-conscious

organizations

• Those organizations

without full-time analysts

• AdWords advertisers just

getting started with data

and analytics

Great fit for:

• Organizations pushing the

limits of GA Standard

• Advertisers and publishers

who want to get the most

out of Google’s

DoubleClick platform

Great fit for:

• Data-mature enterprises

with skilled resources

• Organizations that want

to leverage other Adobe

Marketing Cloud features

and integrate their data

with third party platforms


Forrester Research Opinion

Source: “The Forrester Wave: “Web Analytics Q2.2014””


User Ratings According to Trust Radius

Source: “The Buyer’s Guide to Digital Analytics Software,” Trust Radius


Implement new solution, or re-deploy?

• Is your analytics

solution properly

configured?

• Do KPIs align to

business

objectives?

• Are your technical

and business

users adequately

trained?


Western Union: Adobe Redeployment

• Adobe Analytics data connectors

allowed for Eloqua CRM integration

• Actions on site can be tracked by AA,

then fed back to CRM for remarketing

• Created precise customer segments in

Adobe Analytics, and push into other

Adobe products, like Target, for testing


Switching Costs and Opportunities

• Time, money, effort

• Loss of data & integrations

• Re-training

• Update data and analytics strategy

• Add formal data governance

• Integrate w/ other data sources


Analytics Platform Migration Checklist

• KPIs: map your business objectives to your data

• Create your decision criteria

• Evaluate your data team’s talent


Analytics Platform Migration Checklist

• Evaluate solutions against your needs

• Evaluate costs:

– platform

– ownership (IT)

– training

– implementation

• Consider running your old platform in parallel for a while


Key Takeaways

• Mapping KPIs to business objectives is the first and most important step

• Properly redeploying your platform may be just as effective as selecting a new one

• Take ALL costs into account, not just platform costs

• Use your new deployment or re-deployment as an opportunity to update your data tactics and strategies

THANK YOU