Medio Interactive is commonly considered to be a Google Analytics specialist number one in the Czech Republic. Despite of that we use many other web analytics tools, of course, due to particular needs and targets. We use various ones for A/B testing, session tracking, information architecture validation, statistical analysis of purchases history, users clustering, customer personalization, e-mail tracking or social analytics. But we have been still missing something crucial. We lacked Keboola and GoodData.
Beyond the limits of Google Analytics
Google Analytics is a great analytics tool for tracking and evaluating everything that happens on your website. You can see where the people are coming from, track their moves around the web, identify where they get lost, realize what they bought and for what price. Honestly, that’s a very narrow and limited view. Not everything related to your business and your objectives happens on your website only. There are lots of crucial important data left outside of your Google Analytics.
Of course, besides Google Analytics, in another browser tab you can open your e-shop administration, CRM reports, stock evidence, mailer, support tickets, weather forecast, currency rates, and competitors’ performance. And look into each of them separately. But still, you will be missing a lot of important pieces of information.
- How much money did Mr. Smith spend last year using different web browsers, calling your hotline and visiting your offline store? What are the total costs for campaigns he clicked through?
- Does the customer keep buying your products after (dis)satisfying phone support call? Is there a positive impact of our customer care in his further purchases?
- How many products were sold via phone hotline as a result of a banner campaign?
- How many storemen will you need tomorrow according to weather forecast?
- Did a change in your slogans on the billboards placed along highways affect long-term acquisition of new customers in your shops?
- Will you earn more money if you mirror competitors’ prices? Or should you keep your own price level?
- How a particular promotion affected the order cancellation rate in subsequent two months? Was the promotion effective?
- Which of my clients spent most with my competitors and how did it affect his/her spending with me?
- If a customer uses my chat support asking for information about a particular product, how long should I show him the product in Adwords remarketing?
The true treasure is not the data within individual systems, but they are hidden in relations between various data and datasets.
So, you can either start using some kind of one-purpose startup, plenty of which you can find on the Internet and the most of which are not very useful. It may download some of your data and values, transform them into a couple of hot colorful dashboards, but that’s the end.
Or you can develop your own half-functional integration system. You will spent a lot of money and finally you can find out that it doesn’t work as you imagine, as it cannot do half of the actions you need and the calculation of the rest is wrong. There’s nothing you can do. Any change would be expensive and the programmer who made this system and understood how it worked, is no longer your employee.
Or you can try using Excel, employing two full time web “analysts” and they will be providing you purposeless reports. These reports will be the same every week, only the numbers will be up to date and soon you will find yourself drowning in excel engineering.
With one way or another, excepting three minutes on management meeting, nobody will use these reports meaningfully, because it is “clumpy” and inflexible. Even if there is somebody who will consider these reports useful, it would be a few employees of your company, because making these reports useful for everyone would be very complicated and expensive.
So, you need a different approach.
Keboola and GoodData!
We have become a Keboola Certified Partner and Keboola Certified Reseller and thanks to this partnership, we even get this beautiful badge:
Keboola Connection is a very powerful tool, which can continuously gather into “itself” all sorts of data you have anywhere. It can be Google Analytics reports, Adwords, Sklik, customer information from your CRM, information from the e-shop, support system, your warehouse management, accounting, or even completely external data sources as weather information, current exchange rate, etc. After initial implementation and configuration, everything works automatically. The main goal is to minimize repetitive handwork.
All downloaded data are basically unsorted and heterogeneous. Keboola Connection filters them, combines them and links them, so they are well prepared for one single report. For browsing, searching and exploring these data we use GoodData. It provides you with the possibility to assemble any type of report, segmentation, filtration or visualisation you may ever need. Thanks to this, you can now answer the questions above, and everyone in your company can easily find his/her own well-sorted reports, where he can be able to see desired information.
Medio made a lot of preparations during several past months. We went through trainings, workshops and the first real projects. We fully cover all implementation process, from initial analysis, configuration via operation and licencing to definition of particular reports, data interpretation and related analyses. So do not hesitate to contact us and ask for anything you want to know if you think that Keboola and GoodData may help you.