New High Score

Analytics. Visualization. Data. Design. Marketing.

The FREE Debate in Web Analytics

with 3 comments

I’m continuing on this week’s big meme, the FREE debate, and looking at the obvious parallel that we have in the world of Web Analytics today: Google Analytics vs. Omniture/Webtrends and all the other tools.

It’s a debate that’s been done to death in the Web Analytics universe.  A simple search throws up 452,000 results on the phrase ‘Google Analytics vs. Omniture’. I used Omniture because it’s arguably the biggest and most popular paid Web Analytics tool around right now. Some links to the salient points of the debate, in case you need to catch up: Web Expectations/Conversion Works,   Jonny Longden, Eric Hansen, Four Digital, Bawaal

As it stands now, ‘Paid’ and ‘Free’ coexist – both the Google Analytics free package as well as the host of paid-for products and services. And I don’t expect things to change drastically. While Google is free, delightfully simple to use, and easy to set-up, Omniture has some functions like segmentation, live support, etc. which are useful for a full-service online firm or website. Google itself provides additional services and support if you pay them for it, and then there’s the bunch of Google Authorized Analytics Consultants who can step in when things get hairy. This model works well because those who really need an indepth understanding of what’s happening on their website will probably be willing to pay for the solution (and Omniture provides a truckload of additional stuff in their costlier implementations). The rest will be happy with GA because it’s effective and functional. The market is currently in a well developed Freemium phase – and this is where I see a lot of services going. And as for coexistence, an increasing number of folks are putting both on their website. Check this out!

Coming back to the debate, this is where I see that Anderson predicts a Freemium for the newspaper industry, since that seems to be one of the focal points of the debate.

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Written by newhighscore

July 2, 2009 at 5:55 pm

3 Responses

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  1. I like the way you discussed this and made it relevant for our field.

    I’m a big believer in markets finding their own level. GA is great if that’s what you need, but there are going to be markets for which GA is simply not niche enough.

    At EyeView we find that people just don’t have the tools for measuring the impact of video on their site. By providing an end-to-end solution that includes video creation as well as conversion analytics, we are able to build a realistic pricing model that delivers value for money and solves real problems.

    Daniel Sevitt

    July 6, 2009 at 5:46 pm

    • True, Daniel. I’ve had clients who are willing to pay for more features, while there are those who’re happy to stick to GA.

      newhighscore

      July 9, 2009 at 11:47 am


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