By Heather Kraus | Manager, Performance Strategy and Analytics
It has been a few months since Google announced Universal Analytics, which will provide marketers with greater visibility into people’s interactions with a Web site at multiple levels. Universal Analytics will transform how marketers interpret consumer behavior.
Universal Analytics will open doors for more in-depth analysis of brands’ Web sites. It is a complete overhaul of Google Analytics. It requires marketers’ immediate attention in order to stay on top of the data revolution that is reshaping much of our economy and society.
The most exciting change brought about by Universal Analytics is the inclusion of more data. While a vast trove of data can be overwhelming to some, anyone who has worked with Google Analytics is aware of its shortcomings. Its lack of transparency has led some marketers to assume certain things about how consumers interact with their Web sites. Making assumptions with data is a recipe for disaster, whether you’re conducting a simple science experiment or analyzing a multichannel online marketing campaign.
Measuring interactions from different environments changes the very concept of “Web analytics” to “digital analytics.” With Universal Analytics, marketers are finally able to track user activity across multiple devices. This is important as consumers increasingly shift toward a mobile-first, multiple-device shopping experience. The focus is shifting from visits and visitors to sessions and users.
The consumer — not page views — now rules the e-commerce roost. (more…)