Modern marketing and metrics go hand-in-hand, so if you’re not investing in better analytics, you’ll struggle to drive the results you want to see. The problem, however, is that the customer journey is more complex now. We live in an omnichannel age where the average consumer engages a brand on up to six touchpoints before making a purchase.
With multiple channels to manage and a myriad of ways to market your products and services, the job of analytics tracking is fast becoming a gargantuan mission. As a result, many companies are looking beyond the basics of Google Analytics for a comprehensive business intelligence solution or analytics dashboard like Amplitude:
Another way this trend will play out is by moving towards business intelligence, the “technologies, applications and practices for the collection, integration, analysis and presentation of business information. The purpose of Business Intelligence is to support better business decision making.”
As Neil Patel puts it, a BI options is “A central place where you can tie in all your data and make better-informed decisions so you can optimize for your lifetime value instead of your short-term income.”
There are many business intelligence options, both paid and free, such as Google Data Studio (Google’s reporting solution for power users who want to go beyond the data and dashboards of Google Analytics), Metabase and Tableau:
Sourced from Single Grain