As analysts, we all want better, faster tools to help us save valuable analysis time. However, our bosses and their bosses want to ensure they are making sound technology investments. In addition to money, there are other factors to consider that determine the success of your investment. As the decision is made between Google Analytics (free), Analytics 360, or Adobe Analytics, consider the following factors to make your organization ready for an enterprise data solution:
When are you looking to adopt an enterprise data solution?
If the answer is ASAP, carefully consider whether the right analytics foundation is in place to see quantifiable results immediately. Be aware it will take time, people and potentially new processes to best configure the tool. Don’t let these factors scare you. Spending the time upfront is worth the long-term gains in processing power, reduced sampling and wide-ranging integrations, and overall improvement in analyst productivity, letting them spend time where it matters most; uncovering insights.
In contrast, if the answer is we want to invest next year, think about the value of the need for the technology. If the resources are available now, and the right foundation is in place, then why wait? Start building your business case and quantify the cost of not acting so your team can be more effective sooner.
The number of employees needed to effectively implement, analyze and derive value from an enterprise data solution depends on the size and complexity of the business. In our experience, a mid-sized organization will require 1-3 analysts who are partly or fully responsible for analyzing and reporting on business performance. Additionally, technical resources may be needed to assist in importing rich data sources or drafting and troubleshooting custom scripts.
We strongly recommend you also include your stakeholders throughout the measurement process. This normally means, marketing should be consulted throughout your measurement planning to ensure your analysis meets the needs of the business. Enterprise web analytics tools can help you to optimize the website experience and qualify audience segments for targeted marketing. Defining the audiences and determining next steps (ex. further analysis, remarketing, personalization, etc.) is likely a job for a hybrid team of analysts and marketers.
Lastly, consider whether your organization could be more successful with external expertise. By partnering with a certified expert, you and your team can benefit from:
- guidance when you hit roadblocks
- strategy to implement tools right the first time
- access to relevant and timely betas
What does your measurement process look like? Do you scope out objectives first, and determine how to measure those objectives last? If yes, consider aligning measurement to objectives from the start. When your team scopes a new project or initiative, make sure there is an analyst in the room that can work backwards to ensure the proper tracking is in place before project launches.
When analytics design and testing is rushed, tracking will be sub-optimal, ultimately leading to sub-par analysis, and potentially useless, unreliable data. Improper measurement planning can also lead to costly data leaks. Data governance remains a crucial component of enterprise data solutions, as the Terms of Service require website visitors’ personal data to be protected.
If we can get in front of stakeholders from the beginning, we can get more reliable data and improve data confidence. This means the organization benefits from higher adoption rates and more data-driven decisions.
What does it cost to invest in a digital analytics technology? How much does Analytics 360 cost? How much is Adobe Analytics?
In short, it depends! Typically, enterprise analytics technology pricing is based on visitor traffic: Adobe Analytics bases the price on the number of server calls, while Google Analytics 360 is priced based on hit tiers.
Consider that figures found online may be grandfathered pricing for legacy product versions, or based on bundled rates. With Google’s Google Marketing Platform, and Adobe’s various Clouds, pricing can be a bit fuzzy. We recommend connecting with a Analytics 360 Sales Partner or an Adobe Analytics sales rep to better understand current pricing options.
Hopefully these pointers have given you something to think about when considering to adopt an enterprise data solution. If you are not sure whether you are ready, want help with the business case or are looking for guidance to invest in an enterprise data technology, reach out to us. ClickInsight is a Google Marketing Platform Certified Company for Analytics 360 and a Community Partner for Adobe Analytics.