Enterprise analytics platform
With so many touch points and channels for people to discover your brand online, the digital transformation for enterprises has meant more opportunities to connect with users and potential users. A dependable enterprise analytics platform is essential to unlocking insights into how your users interact with your business, so you can create a seamless and efficient digital experience.
What is enterprise analytics?
Enterprise analytics is the process of collecting, analyzing, and processing large sets of data with the aim to extract insights that can inform faster and smarter business decisions. Using numerous different techniques, such as data discovery, data mining, predictive modeling, correlations, graph analysis, and data visualization, these analytics can be used to give insight, provide context, predict future scenarios, and inform decisions to achieve desired outcomes.
For instance, enterprise analytics can help larger organizations find gaps in their customer journeys, as well as identify emerging trends. Because enterprise level organizations deal with bigger data sets, analytics for enterprise focuses on cutting through the complexity to get straight to the actionable insights.
What are enterprise analytics platforms and what do they do?
Enterprise analytics platforms are web analytics platforms that offer tools and solutions to assist with three overall areas of data analysis: defining, tracking, and understanding.
By defining your key metrics and KPIs clearly in one central platform, you ensure that you maintain alignment with your business goals across all teams and departments.
Once you have these metrics in place, an enterprise analytics platform can help you track user journeys and user behavior on your website with tools like heatmaps and surveys. Monitoring incoming data insights from a single platform eliminates siloed data, further uniting your organization’s optimization efforts.
A single source of truth also makes it easier to analyze and understand what the data is telling you about your users’ wants and needs. Rather than sifting through spreadsheets, you can instead get visualized analysis and reporting that enhances your understanding of the user journey.
Why more and more companies turn to enterprise analytics platforms
Enterprise level companies face increasingly more challenges with their analytics. For starters, they oversee large websites with complex structures and sometimes multiple websites, brands, and products. This complexity can quickly become overwhelming, especially if there is not an established data driven decision making culture within their organization. The challenge with establishing this, however, is that there are multiple teams working on website operations across the organization and sometimes across multiple locations, so staying on top of the performance of all projects, campaigns, and initiatives is no easy feat.
To resolve these challenges, enterprises turn to various tools and solutions but sometimes find that they then are tasked with reducing inefficiencies caused by multiple tools solving the same problem, as well as having data spread across various tools. And if the analytics solutions don’t integrate well with the existing tech stack, there can be confusion as to which data should be considered the source of truth. Another challenge that arises is that advanced analytics solutions, although powerful, might require a high level of technical knowledge that is not always available in-house.
What to consider when looking for an enterprise analytics platform
To avoid the pitfalls described earlier, you should carefully consider what your organization’s needs and goals are when looking for an enterprise analytics platform. Here are some factors to consider:
When collecting and storing data on your customer’s behaviors, compliance with data privacy regulations and addressing growing privacy concerns is a must to protect your organization from potential backlash. The challenge is that it is almost impossible to manage this data manually, so instead, look for a solution that helps you manage your website’s personal data and any cookies you might have set on your website.
No matter where your organization is based, your digital customers can be anywhere in the world. This means your organization must keep track of where data is coming from and how it is handled depending on where the data was collected. For example, any data collected in the EU must be physically stored in the EU unless a user explicitly consents to having their data stored somewhere else. An analytics solution with a clearly stated data ownership policy helps gives clarity and peace of mind.
It is vital that the solution you choose integrates seamlessly into your organization’s existing Martech stack. Whatever CMS, business intelligence, or task management tools your organization employs need to function together with your analytics platform without inefficient workarounds or delays.
Cross-marketing activities analysis
If you’re using the data from one marketing platform to benchmark and optimize your success on another marketing platform, it is crucial to monitor and act on your analytics quickly. The right analytics solution should be able to aggregate your data across channels to help you more easily pinpoint trends and patterns, as well as track performance and conversions.
A quality enterprise analytics platform should be able to collect and display insights with reports and real-time dashboards. This saves you the hassle of creating reports and dashboards from the ground up and makes it easier to document and share progress with the rest of your organization. Some platforms even let you schedule your reports, so you can customize your reporting and ensure you get reports right when you need them.
Training and support
Organizations already use a multitude of different applications and tools to the point that adding a new tool to the mix can feel like a nuisance. An enterprise level company has no time to waste, so be sure to look for an enterprise analytics platform that offers training on how to best utilize the solution for faster, easier onboarding. And ensure your solution offers ongoing support in case issues or questions arise as you use the analytics platform.
Frequency of new features releases
As the digital landscape keeps evolving, so must our tech stack. That’s why a quality enterprise analytics platform is regularly updated with relevant new features and releases that enhance your ability to collect and analyze insights.
Why enterprise-level companies use Siteimprove Analytics
A comprehensive solution like Siteimprove Analytics covers all the needs of an enterprise level company wrapped up in one source of truth. Having large amounts of data is worthless, unless you can understand it. Siteimprove Analytics empowers teams with the tools to gain powerful insights to help you optimize your website. The solution is easy to use, which means there’s no advanced technical knowledge needed. It also lets you analyze visitor behavior and website performance across your different domains and subdomains simultaneously, so you maintain total overview. To give you better insight into user behavior, Siteimprove’s enterprise analytics platform offers website visitor tracking features, such as heatmaps, click maps, scroll maps, live analytics, user journeys analysis, and surveys. Siteimprove Analytics can also integrate fully with MarTech stacks, for example, CRM systems such as Salesforce, Google Data Studio, Adobe, and Pardot.
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