Web analytics and big data…the center of business approach for left brain marketers. Social media? The opposite – where creativity and clever tips, tools and parodies unite to build unity via like-minded users. Mobile technology? An increasingly dynamic mix of the two.
Google has Secured its Place in All 3
With Android, Google Plus, YouTube and Google Analytics – you have serious competitors in all of the key market trends known to the digital ecosystem. Gmail is the leader in its channel, as is the flagship original product – Google search – in the most heavily trafficked online channel that it helped create.
In 2013, however, we saw a lot of changes to the Google algorithm, Gmail, Google+ and YouTube…all of which pale in comparison to the introduction of Google Analytics Premium. And we’re about to discover why these changes are all part of a brilliant game plan to take down the competition, its obsession with big data, and its ill-advised business acquisitions chosen over technology integration.
Adobe Marketing Cloud – A Beaten Fighter
For those of you still arguing (and if so, likely working for or with) Adobe’s Digital Marketing Cloud of big data, complete with product name poaching and pointless acquisitions…just stop.
Here’s a web analytics roadmap to keep you busy – perfect for your next Powerpoint presentation of corporate marketing pointlessness. You might not understand the pretty pictures, but neither will they.
Back to those who like to think – allow me to preface this with the fact that I’m a big fan of Adobe Discover (now Ad Hoc Analysis) and a few of their other more advanced digital tools that few people really use. I’m also a fan of most of their suites.
Knowing this, let’s walk through the set up that Google planned and executed well in the early rounds, before the knockout punch was delivered.
Not Provided / Keyword Unavailable
In mid-2013, Google announced the increase in keywords that would be encrypted. In fact, go to SiteCatalyst and you’ll see that over 50 percent of your search keyword traffic is from Keyword Unavailable.
Quite the miss in marketing analytics, given that unless you’re not online or you have your website hidden from people who want to buy from you, SEO is likely your dominant leader in the list of referring channels to your site.
Yes, this is true for Google Analytics reports as well…or is it? Check out your dashboard in Google Webmaster Tools.
Go to Search Traffic > Search Queries…bam!
Keywords are 100 percent available, complete with each search query’s number of impressions, the clicks to your site, click-through rate (CTR), and the average ranking position in the SERP. For Omniture pros, just do the same for the webmaster tools option they provide!
How do you measure the impact of each channel on revenue? Can you attribute any of this measurement into the total revenue generated by channel? Not in Omniture…
But, the good news is that Adobe leads the premium lineup of this category – sporting two ways to approach channel attribution. If you developed Ad Hoc Analysis – you can hack this tool for a possible semi-attribution model. Or, if you have a $9 Trillion annual budget for analytics, just get the Adobe Insight product, now under the Data Workbench moniker of the week.
Data Workbench, Adobe’s most expensive product does many things with big data, one of them being Campaign Attribution. This feature is great, offering nearly all the options that you get with the same feature in Google Analytics…for free. And if you’re good, you might be able to use Data Workbench to build attribution models in twice the time!
This one could be its own post, or even its own blog. So, I’ll be concise and upfront with this comparison…even if it’s not one.
- YouTube – a social super-channel, 2nd largest search engine and content type to distribute amongst them, YouTube has its own analytics, doesn’t share its API or data connections with anything or anyone but Google Analytics
- Google+ traffic data, channel analytics, SEO boosts for websites – local and global alike?
- The company who owns Google analytics – owns #1 and #2
- Facebook page and tab analytics – Google Analytics has them
- Google Analytics has these options and more – for free – with no connectors, add-ons or upsells
- Adobe Genesis – it doesn’t work
The Cost of Losing Market Share
For anyone with revenue under $1 Billion and a 100,000 page corporate site, Google Analytics provides marketers with an obvious competitive advantage…it’s free. And in 2013, it added user demographics and interest data to its lineup of freebies – matching the Audience Manager product launched by Adobe, which you have to pay additional to use.
Additional losses, counter-punches and haymakers include (but not limited to)…
- Google integration vs. Adobe Genesis
- Each tool added to the Marketing Cloud is another fee (tag management, audience personas, automation) – in Google, it’s another free
- If you have too much traffic on your site, Adobe rewards you with additional traffic fees
Good thing Adobe has a CMS that’s good…if Google could just find a way to integrate analytics and content like Adobe? Oh yeah, they created Google Experiments, Intelligence Events, and another social network to help them watch Adobe Target lose momentum.
And for those who simply refuse to stop using an overly expensive web analytics platform, that’s increasingly inferior to its free competition, there’s the option of waiting for Adobe to throw in the towel…and move to your only option at that point, the expensive price you pay for being last – Google Analytics Premium.
Maybe Adobe should stick with what they know – software for designers. At least these hard to learn, robustly sophisticated tools are good enough to keep some people from losing their jobs.
Will Omniture and SiteCatalyst training become as obsolete as Adobe Flash?