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The web and mobile technology have profoundly changed the way organizations do business. The ability to collect more and more granular data about consumers, including existing customers, changes the way businesses market, advertise and sell products and services.
In some respects, web and mobile analytics has made it easier to establish closer relationships. But the technology is a double-edged sword; it’s critical to understand the data and put it to use effectively. Organizations that get the equation right can boost brand identity and bottom-line results.
Like other data science tools, web and mobile analytics have advanced considerably during the last few years. Tools have become far more sophisticated, offering insights that wouldn’t have been imaginable a decade ago. This includes psychological and behavioral analytics, deeper insights into customer interactions (CX), a better understanding of traffic and consumption patterns and customer session reviews—as well as scoring systems that help businesses understand how and where to devote resources. When this data is put into play, businesses can drive greater loyalty and bottom-line results.
Web and mobile analytics are now critical tools. The resulting reports, heat maps, anomaly detection and form analytics offer deep insights that weren’t available in the past. Used effectively—and in conjunction with A/B testing, customer sentiment analysis and various other types of analytics and reporting—they can even help businesses develop new products, update existing products, and develop more comprehensive customer journey mapping strategies.
For many organizations, mobile and web analytics are the closest touchpoint with customers. Consequently, eWEEL has surveyed the marketplace and assembled 10 of the top web and mobile analytics providers. We’ve combed company web sites as well as Gartner Peer Insights, the Forrester Wave, G2 Crowd, Capterra and other sources.
Headquarters: San Jose, Calif. Phone: 877-722-7088Analytics Solutions:Adobe Web AnalyticsAdobe Marketing AnalyticsAdobe Predictive Analytics
Adobe has established itself as a leader in web analytics by delivering powerful tools for managing clickstream data and other consumer data. Adobe Web Analytics reaches beyond basic reporting functions by mixing and morphing data from various sources. A drag-and-drop interface allows users to customize analytics using data tables, visualizations, and various components—including channels, dimensions, metrics, segments and time granularities. Flow analysis features deliver insights into customer behavior—including how and where they navigated through a site. Advance segmentation uses statistical analysis to understand segments and dimensions in broader and deeper ways. Adobe Marketing Analytics taps data from the Web, CRM, mobile and more to tune marketing focus. Adobe Predictive Analytics uses mobile and web data, along with other sources, to aid marketers and data analysts in developing materials and approaches. Adobe was cited as a “Leader” in The Forrester Wave: Web Analytics 2017. Users describe the products as “powerful” and “robust” but say that they are sometimes not as intuitive to use as they would like.
Headquarters: Ramat Gan, IsraelPhone: 800-807-2117Analytics Solutions:Experience Analytics for Web & MobileExperience Analytics for Apps
Clicktale has adopted a cloud-based approach to address enterprise web and mobile data analytics requirements. Clicktale Experience Cloud aims to ratchet up CX insights using visualizations, psychological analytics and integrations with top third-party providers, including Adobe, Google, Mixpanel and Heap. This helps cull data from landing pages, forms, shopping carts and more. The real-time framework delivers heat maps, session replays, conversion analytics and advanced data insights that detect positive and negative visitor mindsets, loyalty levels, form friction, conversion vs. struggle paths, lead quality and cues signaling deception. The end goal is a 360-degree customer view with the ability to drill down into all the data. Experience Analytics for Apps offers session replays along with crash trends and filters for understand visitors, operating systems and more.
