Google unveiled a week ago their new premium analytics package at a whopping $150,000 per year. After reading through some of the new features and benefits it’s clear that über-geeks like me would love to get our mitts on it and play. However, even though the new platform has a much richer and real-time data set it still contains the same problems highlighted in the 16 Reasons NOT to Use Google Analytics for Inbound Marketing.
Google boasts of simplicity and support. However, there is nothing simple about Google Analytics and to harvest the best most powerful decision making data from it requires a fulltime developer. Below are some of the Google Analytics Premium features.
- 4-hour data freshness
- Dedicated processing power
- Service Level Agreement (SLA)
- Up to 50 custom variables
- Attribution modeling
- Higher level of product support that includes training
Most of the prepackaged marketing automation software solutions provide better more succinct decision making data, as opposed to mountains upon mountains of data which doesn’t do a good job of growing a brand’s inbound middle of the funnel. In addition, most marketing automation software doesn’t require a fulltime developer.
Why You Shouldn’t Use Google Analytics Premium for Inbound Marketing
- Insights are indeed deep regarding brand owned web properties (website, microsites, landing pages, etc.). However, aggregating robust disparate data across all channels and platforms (social media, email, etc.) is not likely because very few brands own their own social media profiles and email platforms and therefore will not have full access and privileges to the backend of these websites.
- Because Google Analytics Premium isn’t 100% cross-channel it can’t provide robust insight into the entire customer lifecycle – from first click to last conversion.
- It has no lead nurturing triggered by its data and visitor behavior – Lead nurturing has moved to new heights with the roll out of new multi-channel campaigns. Engagement with prospects has moved beyond the boundaries of a website. The capability to send nurturing messages or content based on prospect behaviors across channels (social media, geosocial, mobile, support, billing, CRM, website, etc.) is critical for expanding middle and bottom of the funnel leads and prospects.
- Google Analytics Premium doesn’t listen to social media conversation – Knowing whether or not a prospect who’s visited a brand’s website is talking about the brand or a competitor is valuable information to have when defining the customer lifecycle and building multi-channel behavior-triggered lead nurturing.
- Tracking how long it takes a prospect to move from first touch to conversion across multiple channels via IP and email address requires a full time developer to build and constantly fine-tune.
- It doesn’t clearly define, report or translate the behaviors of your best customers as they move down the funnel across channels to purchase.
- Tracking which website elements, when engaged, lead to a sale via IP and email address requires highly-advanced ongoing customized development.
- The new Google reporting tool doesn’t intuitively report on which content accelerates leads through your sales and marketing funnel across channels. It’s nearly impossible to create a velocity plan in order to maximize the middle of the funnel.
- Gaining a complete clear understanding into what are the most effective channels to effectively drive visitors to convert requires lots of customization and number crunching.
- Developing complete insights into what are the most influential steps along the multi-channel conversion path is nearly impossible.
It would have been very easy to avoid creating a top ten list and just settle for one reason – the price. However, it’s important to point out that what CEOs, boards-of-directors and senior management really want to know is how many leads/prospects did cross-channel activities bring in and how many of them converted.
What marketers really want to know is how did a prospects land on a particular online or offline channel, what paths did they take across the channels, which paths converted and what content converted them to sales. That way, they can repeat and refine. Google Analytics and Google Analytics Premium have their version of this, but it’s not complete and overly complicated. For help deploying usable advanced enterprise-level lead generation analytics watch this video.