Analytics are the discovery and communication of meaningful patterns in data. Analytics are extremely valuable in areas rich with recorded information. Analytics are often used for data visualization to communicate insight.
Companies may commonly apply analytics to business data, to describe, predict, and improve business performance. Specifically, areas within analytics include predictive analytics, enterprise decision management, retail analytics, store assortment and stock-keeping unit optimization, marketing optimization and marketing mix modeling, web analytics, sales force sizing and optimization, price and promotion modeling, predictive science, credit risk analysis, and fraud analytics.
There are a few vendors that offer or sell analytic tools to the public. The top two companies are Google and Adobe. Now out of these two companies, Google is the only company that offers their product for free.
Google Analytics is the number one used Analytic software in the world. Adobe offers their Management Cloud solution that offers built in analytics. This software is designed for large enterprises and come with a very large price tag.
However there are many new companies offering the same service for free but they may not provide as much detailed information as Google Analytics.
Analytics can be used on any website or app. They can even be built into applications running on your computer. All analytic venders make it as easy as possible to integrate their tools into any programming code.
There is no limitations to where you can use analytic code. In fact, most of the websites and apps that you use every day are using analytics. They are running in the background out of site and out of mind while providing valuable insight about how your customers find your site and how they engage with it.
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Google Analytics works the same way on both websites and mobile apps. Google has developed a JavaScript library that it calls upon to execute a small simple code that is encoded into every page or view. This code keeps track of everything that you click on and how long you spend in every location.
Being able to track basic clicks may sound great and that is one of their biggest selling points. However, in order for analytics to be useful we need to gain insight into who our customers are and what do our customers want.
This is done by collecting enough information that we can identify each customer as an individual. To do this Google collects information such as:
Most development work including websites and apps can be designed a million different ways. Everyone is different and has their own tastes and preferences. Visual cues help us interact with everyday objects. No one has the secret formula to building the perfect interface. So how do we make an interface that the majority of my customers will use and use it well?
The answer is by using analytic data. By using this data we can see how your customers interact with the website or app and gain insight into what works and what does not. We can perform what is called A/B testing. This is done where we create 2 pages with completed different layouts and with similar content. We load balance the traffic to each page and see which page gets the most interactions.
With A/B testing we can see a clear winner and create another test for the exact same page to find out the perfect combinations of page layout, button size and color and many more factors. Once each section is optimized for your client base, you will have a product that is very effective.