Web Analytics and Digital Analytics
are interchangeable used today. Is there a difference? What changed and how did
it change? are questions this blog will make an attempt to answer.
The word “analytics” when searched
in online dictionary returns “The science of logical analysis”. In 2003 the
analytics and online world were completely different. Internet was a sum of
websites, most of the people had no idea what web analytics was? KPI was
something people were talking about but most of indicators were not very
useful.
"Google Analytics" (Today’s market leader in quantity of accounts) was
not even in the market, actually Urchin was not even acquired by Google yet. On right is a screenshot of Urchin website in 2003. Google Analytics is such a big hit since
the acquisition leaving Urchin “Out of sight Out of Mind :)”
Page views and CTR’s were topics of
discussion to analyze and suggest marketing changes but today’s applications
involve more in-depth analysis on what the user/company is doing and how data
can be meaningful for decision making. In other words, several different data
categories and data sets are now turned into business intelligence.
A website design change to engage users on the website is no longer primary drivers for most of the users (company’s/businesses). Today’s users are interested in integrating different sets of data available from different channels internally and externally to arrive at strategic decision which can direct a fundamental shift in how the user is doing business to maximize revenue.
Capital spending on purchasing robust application tools and hiring analysts with database systems (DBS) backgrounds is increasing every year. Several analysts now concentrate on path to improve business metrics using vast data available from customer’s web usage reports.
Big enterprise users are now using analytics
as “Digital Analytics” to drive complete integration by diving deep into vast
data available to find excellent triggers for making strategic business
decisions. Small business still use analytics as “Web Analytics” and are
hesitant to spend more capital, time and resources in integrating different
sets of data and are content with both leading
and lagging indicators basic analytics is providing.
Figure on the left summarizes
some highlights discussed above to distinguish what are changes since 2003 in
the world of analytics.
In 2003, an organization that joins
the efforts of many Analytics professionals around the world on topics relating
to standards, best practices, Ethics, etc was formed and was named as “Web
Analytics Association”. After 9 years in 2012 the group changed its name to “Digital
Analytics Association” for similar reasons discussed in this blog (http://www.digitalanalyticsassociation.org).
In conclusion, Digital Analytics is
more apt to reflect growing demand for in depth analytics. In near future even
small businesses will start to use robust dashboards custom made that are more
intelligent than current “Web Analytics” platforms. Opportunities that today’s
technology provides is by no means confined to only web based actions and world
is transforming into “Digital Analytics” at a rapid pace. Don’t miss the next
big thing!
References:
(1)http://www.analytics20.org/web-analytics/analytics-20/digital-analytics-online-analytics-web-analytics-why-dont-we-keep-it-simple-2/
This is very informative. It would be great if you could point interested people to more resources to read about digital analytics. Very interesting.
ReplyDeleteAnother interesting article. I didn't know there is a difference between web-digital analytics.
ReplyDeleteI had no idea there was a difference between digital and web. I have been using the terms interchangably.
ReplyDeleteI guess I am in the same boat as others. Never realized there was a difference between Web and Digital Analytics. Thanks for the enlightenment Chola.
ReplyDeleteVery enlightening and informative blog Chola.I'd be curious to know more and also see how the Digital Analytics services are being offered by the Management Consulting firms to the Industry. I would also check Gartner and Forrester research metrics on the shift in focus from Web Analytics to Digital. I am sure they have some surveys performed on these topics.
ReplyDeleteChola, great article on the comparisons of past analytics and today's digital analytics. Keep it up!
ReplyDelete