More On Google Analytics: "Falls Short" Say CMS Watch

CMS Watch says Google Analytics is "not yet enterprise ready".

Phil Kemelor, the Head Analyst who was incharge of the report said, "Google can rightly boast that its Google Analytics service can process enterprise-level web metrics loads. But there's more to analytics than processing: integration, support, and documentation can be decisive to e-marketing success."

Elaborating on their decision, CMS Watch wrote:

Google Analytics has no API to support the export or import of data into or out of 3rd-party e-marketing packages and enterprise data warehouses. This limits integration of website data with other sources of financial and customer data.

Unlike more sophisticated analytics tools, Google Analytics does not allow customers to query against raw data. This limits deeper analysis into site visitor and segmentation behavior.

Support comes only from consulting partners, who have no ability to modify the Google system itself. With comparatively slim documentation, licensees tend to rely on bloggers for customization advice.

On the plus side, many enterprises have found value in employing Google Analytics as a back-up or supplement to other analytics packages, especially when looking for AdWords performance metrics.

Google’s most recent Analytics upgrade brought significant usability improvements that will challenge competing vendors to focus on their interfaces, rather than additional features.

The published report broke out in the CMS Watch Web Analytics Report which compared details and evaluated 13 different Web Analytics vendors. CMS Watch is a Maryland based firm that evaluates content management and web analytics technologies.

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