How does eAnalytics differ from other non commercial web analytic tools?Published in General, eAnalytics, Data Warehousing, Webanalytics on 09.29.2011 at 15:17
One of the most frequently asked questions at the dmexco (the digital marketing exposition and conference) in Cologne was: What is the main difference to Piwik or Google Analytics?
This post summarizes a few features which describe the difference from eAnalytics to other non commercial products for web analytics.
eAnalytics is more than a web analytic tool. eAnalytics is an integrated solution that means you can integrate eAnalytics into existing (or new) systems like CRM systems or CMS and use the web data for optimizing your campaigns. Also so way around is possible: to integrate offline date e.g. from your DWH or BI system into eAnalytics. For example use customer values and retours for you web analytics. There is no limit for integration, so you can analyze your offline data from your DWH with eAnalytics.
Data warehouse oriented solution:
All data are stored in a MySQL data base - in compliance to the data privacy law. It is possible to create customized reports based on the data base. In every eAnalytics report are filters available: reports for a specific customer groups for real-time and past usage are possible.
Custom metrics can be calculated very easy.
With eAnalytics the product-related success of banner and teaser can be measured – and I do not mean only the click through, I mean the real product conversion. It is possible to track whether the visitors buy the promoted product from the banner s/he clicked on. It is tracked automatically with the ad space tagging and without any workaround process.
A lot of e-commerce KPIs can be captured with eAnalytics. One really useful feature is the preferred category. This feature provides the preferred category from your visitors based on your predefined rules. You define rules and set values for different events, e.g. “product view” gets the value 1 and “add to basket” get the value 3. For example: “product views” of product in different categories have the same value (e.g. 1). If customers viewed more products in category A than in category B, than A is the preferred category (this is the simple version). The event “add a product to the basket” has a higher value (e.g. 3) than a “product view” (e.g. 1). That means for one product from category B in the basket and two product views in category A, the preferred category is B.
You can create your own rules for your categories based on your content.
The preferred category is stored in the data base and can be used real-time for personalized promotions, e.g. show visitors products from their preferred category in the teaser or banner.
Give it a try: This feature is implemented in the test shop TastyGarden. The 3rd teaser on the homepage shows the preferred category. To get a preferred category you have to generate some clicks in the TastyGarden shop. Please notice the data from the test shop are processed every 5 minutes and after the processing a product from your preferred product category will be displayed in the 3rd teaser. With your expired session the cookie with your preferred category will be deleted.
Buying a product, subscribe to the newsletter or create an user login can be a process. To understand your visitor and for optimizing the user experience for your page, it is interesting to know how the visitor’s behavior is in such processes. For this it is necessary to set events on the different steps in the process on your page and every step gets tracked. In the frontend the process can be displayed in funnels.
As in a lot of other web analytic solution the page tagging is the base for eAnalytics. Additional the data from Google Adword and Twitter (e.g. Tweets, hash tag information or account changes) runs into the data base and can be used for web analytics.
The internal search on your page can be tracked – including the search requests, the number of results, the number of displayed results, the number of result pages and a lot more internal search KPIs.
These are only a few features of the open source product eAnalytics, which eAnalytics differs from other non commercial web analytic products.
Do you think so? What are your favorite features? Check out the eAnalytics demo and tell us how do you think about eAnalytics?Posted by: Isabel Kick, Web Analyst