Web Analytics solutions are probably the most common solution we see at our customers. With Web Analytics in place you can gain valuable insights about your website visitor or app users. There are many types and sizes of Analytics solutions like:
These solutions range from free to paid, and can be open-source or SaaS or sometimes even both. Many Web Analytics solutions offer API’s for access to data.
Most solutions provide an accessible, online Web Analytics interface that gives you insight into the performance of your website. The data that you can collect with Web Analytics can be classified into 4 main categories:
Some of this data is collected out-of-the-box. Think of the number of visitors, sessions and pageviews on your website. It is as simple as placing a tracking script on all pages of your website. This enables you to analyse, for instance, your best and worst content pages in terms of traffic. But this data is commonly put in predefined reports and is often non-granular or sampled. This makes it difficult to combine the data with data from other cans like your eCommerce or Marketing solutions. And thus getting answers on questions like how do your most-visited pages contribute to your overall site goals? Where do the visitors on these pages come from? How do they consume your content and how do they interact with your forms? And do they convert in the near future?
The crux is that data needs to be translated into insights in order to make more well-informed decisions. And the good news is – we can help you with that!
The data you collect with Web Analytics such as Google Analytics, you can not only access through the online user interface, but also through the API. This makes it possible to use the data from Google Analytics in our SmartDataPack. For dozens of customers we have created insights from Google Analytics in Klipfolio, Tableau and Looker combined with data from internal systems, eCommerce Platforms or ERPs.
An alternative for, or complement to, Google Analytics is Snowplow Analytics. This also collects data about your website and its users. However, Snowplow differs significantly from Google on a number of points.
Whereas the advantages of Snowplow are huge, Snowplow requires more technical knowledge for building your own data infrastructure and SQL knowledge to get insights from the data. At i-spark we have the technical knowledge and experience to build a robust data infrastructure to help your business move forward.
Also, to collect better data we can implement another can to your pack, which is a so-called TMS (tag management system) such as Google Tag Manager, Relay42 and Piwik PRO.
A TMS should be considered a gateway that transmits data from your website to the various tools you work with. In addition to Google Analytics, these can include your advertising tools. Also, using a TMS you can activate scripts that meet a specific condition, e.g. cookie consent given for a specific purpose. Since a TMS allows for the specification of conditions that should hold for a script to be activated or a user interaction to be tracked, it enables us to collect data that is exactly tailored to your business needs – without developers’ intervention. Think of any of the following:
Would you like to know more about how we can help you distill insights from your data?
We are happy to help!
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