Exploring six types of analytics: From web analytics to big data analytics
Every time somebody clicks, views, downloads, shares, or otherwise engages with some aspect of your digital presence, they add to your analytics. Here is a high-level overview of the six main areas of today’s analytics industry.
1. Web Analytics
According to Built With, Google Analytics and Adobe Analytics dominate the web analytics market, with 69 percent and 17 percent of the usage among the top 10,000 websites, respectively. CrazyEgg plays well in the space, too, with a solution that piggybacks on Google Analytics to show site owners heat maps and scroll maps. Chartbeat is a notable innovator in the space used by 10 percent of the leading 10,000 sites, with a focus on attention metrics instead of traffic and clicks.
2. App Analytics
The app analytics market is mostly dominated by major tech companies including Twitter, Google, Yahoo, Adobe, and Amazon. According to Mighty Signal, Fabric by Twitter and its Answers kit are used by more than three quarters of the leading 200 free iOS apps. However, many startups like Mixpanel, Localytics, and Amplitude also show strong levels of adoption with app developers.
3. Social Media Analytics
The social media analytics market encompasses a huge range of solutions, each with a different approach to measuring social media engagement. The market includes analytics tools provided by the social networks themselves, like Facebook Sharing Insights, Facebook Page Insights, Twitter Analytics, LinkedIn’s Analytics for Company Pages, YouTube Analytics, and others. The market also includes tools with a primary function of social media management and a secondary function of social media analytics such as Hootsuite, as well as tools that only do social media analytics such as NetBase.
4. Advertising Analytics
There are hundreds of solutions for running search, display, video, retargeting and social ads at scale across the web. Each of these solutions includes ad analytics to help marketers measure the success of their advertising campaigns. Here’s just some of these ad systems with analytics under the hood.
- Cross-channel ad management solutions: Sizmek, DoubleClick by Google, Atlas by Facebook, AudienceScience, Marin Software, Kenshoo Infinity Suite, Acquisio, IgnitionOne Digital Marketing Suite
- Ad management with the search engines: AdWords, Bing Ads, Yahoo Gemini
- Programmatic advertising solutions: Adobe Media Optimizer, ownerIQ, Netmining, Signal, DataXu, Turn, PulsePoint, Magnetic, Digilant, RadiumOne, AppNexus, AdRoll, BrightRoll, TubeMogul, Rubicon Project.
5. Audience Analytics
Traditionally companies use audience analytics to understand the traits that define their audience. comScore and Nielsen have held the lead in audience analytics because of their deep expertise in audience measurement methodologies. There’s also a number of companies with data management platforms that make audience analytics highly actionable.
Other solutions include either a stand-alone DMP or a DMP that’s part of a broader solution. Examples include: Turn DataMine Analytics, Oracle Data Management Platform, Adobe Audience Manager, Lotame’s Data Management Platform, Krux, and others
However, surveys, small samples and fancy visualizations don’t cut it anymore. To truly understand your customers’ full online journeys, you need customer-centric analytics at scale. Jumpshot’s Audience Analytics solution provides organizations with analytics, covering every search, click, product viewed, media consumed and transaction performed anywhere online, bringing the big data approach to audience analytics.
6. Big Data Analytics
Instead of thinking about big data analytics in technical terms, think of it as a way to overcome tunnel vision. Tunnel vision in analytics is the tendency to focus on just the actions that people take with your apps, sites, ads, and social media posts. Jumpshot’s approach to big data analytics protects you from tunnel vision by broadening your view of analytics to the entire web and by allowing you to extract insights into traffic sources, customer behavior, and conversion data from any website, as well as connect the dots between every click, visit and purchase.
Bottom line: Every time someone engages with your online presence they add to one or more forms of your analytics. We provided a breakdown of the six main areas of today’s analytics industry’s, and the companies that dominate each sector. Analyze your digital presence with big data analytics first to overcome analytical tunnel vision, then dive deep into the specific areas that big data analytics shows you can make the biggest impact.