Google Analytics has become the industry standard
A simple, free method of getting a bird's eye view into who's searching for what on the internet. Millions of business owners around the world rely on Google Analytics to make informed decisions about how to position and present the products and services they make available on the web. It is, simply put, an invaluable marketing tool.
Google Analytics has become a bit dated
Google Analytics was introduced in 2006, and it's also a bit long in the tooth. Not only is the design of the analytics dashboard more than a little dated, but the information it contains is also of increasingly less immediate value.
Google isn't blind to this, of course, and recently, the company announced a major overhaul to its analytics platform that will lean heavily on recent advances in machine learning. Additionally, the coming changes will present a unified app and web reporting feature that will provide improved integration, in addition to making the analytics platform easier to use.
Google had this to say about the recent changes
"The new Analytics is designed to adapt to a future with or without cookies or identifiers. It uses a flexible approach to measurement, and in the future, will include modeling to fill in the gaps where the data may be incomplete. This means that you can rely on Google Analytics to help you measure your marketing results and meet customer needs now as you navigate the recovery and as you face uncertainty in the future."
Perhaps the most significant improvement though comes in the form of the new alert system, that notifies Analytics users about significant trends in their data that can help greatly when attempting to calculate purchasing probability and churn.
Our perspective
The coming changes are exciting indeed. The company introduced the foundations of the change last year in beta and so far, they've been well-received. People who use the new, more robust platform are simply better able to manage their data, and that's a very good thing. There's no word yet on when the changes will move out of beta and into the mainstream, but stay tuned, and prepare to be impressed.
~ As Pablo Picasso said: “Everything you can imagine is real.” ~
By Denis Wilson and Melissa Stockwell
Thanks for reading this short post. For more tips on thriving with small business technology, check out the other blog posts at DWPIA Blogs. You can also find me on LinkedIn, Facebook, and Twitter.
I'm Denis Wilson, President and Principal Consultant for DWP Information Architects. We build people/process/technology solutions to create better business outcomes for smaller enterprises in Los Angeles.
I am also a published author and speaker, working extensively with business and professional associations to provide small business technology education programs. Contact me if you would like me to speak at your association
