Adobe Marketing Cloud (formerly Omniture SiteCatalyst), Google Analytics, IBM Core Metrics and Web Trends – all of these tools provide end to end digital data collection, data processing and provide you nice standard template based reports. And, they all come as ASP based model where you just load the software application in the browser to implement or use.
In late 90′s or early 2000′s- there were no options available for businesses but to rely on this software as storage and computing were quite costly to invest in-house.
Digital Analytics Tools Landscape – All the above digital analytics tools revolve around the four key steps.
Lacking Flexibility: Proprietary software lacks flexibility to meet unique business needs.
Cost: High License Fee, often over paying for the solutions offered.
Not standalone: Often require an additional technology or resource for meeting the business needs.
Scalability: Scaling is not immediate. Takes a large amount of time to process the data and this makes system unavailable
With the proprietary measurement frameworks, enterprises have no control in how the data is collected, stored, processed and visualized. They often paying for multiple tools to meet one business requirement.
The Next Big Opportunity is in your Data and this data is across the globe in different formats.
Data is everywhere, it is imperative for businesses to collect this Data from across channels and combine the insights to optimize the multi-channel customer interaction processes and marketing.
But, the challenge is most enterprises have already locked or invested heavily to deploy the existing tools which operate in silo and never speak to each other fully.
However, with the current generation of cloud computing and Hadoop frameworks – it is working out very cheap to store and process the data the way your business needs and no more need to compromise the business with one size fit all software solutions.
Augment the current technology platforms in Digital Analytics in preference to : Big Data Technology Stack “cloud computing and hadoop frameworks”