Big Data & Digital Analytics

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.

data collection, data storage, data processing and data visualization

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.

digital analytics data in cloud and everywhere

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

big data tableau datameer spotwire qlikview pentaho yellowfin bime domo sas optimizely

Tag Management Essentials

Tag Management is the second generation digital analytics process, this was introduced to universally tag the pages for collecting data for multiple data collection/measurement tools -  One Tag to address all your data collection & re-marketing needs.

Some of the widely used “Tag Management Tools” in the market are – Google Tag Manager, Adobe Dynamic Tag Manager, Ensighten Tag Manager, Tealium.  All tools listed here serves the core purpose being digitally collect and distribute data to multiple systems with minimum tags in the page.

We don’t have to collect data what we already know

 

This article is not about the tool but the practice of data collection.