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.
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.
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.
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