For years, businesses have been adapting to ensure that their digital presence is optimized for both web and mobile users. A key change is the rise of unified analytics. But what is it, and how does it benefit businesses?
Unified analytics offers a complete view of user behavior across all platforms. For success in this combined field, businesses must focus on unified data analytics. Traditional analytics track web and mobile interactions separately, leading to fragmented insights, while unified analytics recognizes users across all devices. This gives a complete picture of their actions, allowing for accurate targeting and helping make smart decisions.
Today's digital consumer is no longer confined to a single device. They shift between PCs, smartphones, smart TVs, and more, showcasing versatility in technology use.
Ilya Maximov, the Product Manager of web analytics at MyTracker, emphasizes, “A modern Internet user has many devices... it is extremely difficult to track user touchpoints... they need to identify users on all devices using authorization systems and link all their paths into a single attribution chain." The diverse user journey makes marketing analytics multifaceted and sometimes labyrinthine.
Acknowledging this complexity, explore solutions that bridge the gap between different technologies. Progressive Web Apps (PWA) combine web and mobile technologies. They provide a user experience similar to an app but within a web browser. For success in this area, businesses should concentrate on integrating and analyzing their data through unified analytics.
Unified analytics helps by giving a full picture of how users act on any platform. Optimizing social media strategies, for example, requires a grasp of user behavior across platforms. Traditional analytics might track web and mobile interactions separately, leading to fragmented insights. With unified analytics, businesses can recognize a user on all devices. This leads to better targeting, personalization, and smarter decisions.
This comprehensive understanding of user behavior is instrumental in crafting personalized experiences, leading to higher user satisfaction and engagement. Even for a small business, leveraging this data can be a game changer. Decision-making becomes data-driven, rooted in insights rather than intuition. Operations are streamlined, and costs are cut as businesses can more effectively allocate resources and optimize strategies
Unified Data Analytics combines all of a company's data analysis in one place. It uses information from various sources.
Dmitry Krasnov, Product Manager of predictive analytics in MyTracker, emphasizes, “Cross-platform analytics allows you to correctly calculate such basic metrics as MAU/DAU or Retention." The core aim? Bridging data gaps and amplifying data efficacy.
This makes the insights both trustworthy and exact, helping to grow big data and AI quickly. A recent report from Ocient, a hyperscale data analytics solutions company, suggests that by 2025, data volumes could exceed 180 zettabytes. Navigating such a big amount creates the need for a robust and scalable analytics solution.
Yet, this journey is not without hurdles.
Dmitry Krasnov further elaborates, “The main manufacturers of mobile operating systems and browsers are increasingly introducing mechanisms to block this kind of analytics (or make it more complicated)."
Amidst this backdrop, businesses must also navigate other issues, such as:
Work through the complex web of separate data storage.
Break down barriers within the organization and its culture.
Make sure the data is flawless and reliable.
Create the best solution for different user requirements.
Manage and combine large amounts of data.
According to Krasnov, with Chrome's Privacy Sandbox and Apple's restrictions since 2021 and with Google's anticipated moves for Android in 2024, the cross-platform analytics sector is on the brink of experiencing profound changes. These developments are expected to significantly compromise both cross-platform analytics and the analysis of user marketing funnels. But despite the challenges, there is an anticipation that analytics systems will evolve in response.
Beginning the implementation of unified analytics requires careful planning and execution. In the same way, it's important to make sure that your analytics systems can track users across different devices by using authorization systems to link user activities.
To make the most of unified analytics, businesses must maintain high-quality data. This entails:
Setting definitive data quality standards: Define clear standards for high-quality data in your organization. This ensures consistency and clarity in all departments.
Regular data cleansing: Regularly check and correct any inaccuracies or inconsistencies in your data. This maintains its reliability for analysis.
Detailed data profiling: Thoroughly analyze your existing data to understand its structure, content, and relationships. This helps identify and resolve any quality issues.
Robust data governance: Implement policies and procedures to manage and protect your organization's data. This step is critical for protecting digital property while guaranteeing consistent data quality and security.
Routine quality checks: Regularly check your data against quality standards. Address any issues quickly to verify the data remains accurate and useful.
Minimizing human error: Reduce manual errors in data entry or manipulation through training and the use of validation rules and automated tools.
Unified Analytics is no longer a luxury but a necessity. As the digital landscape evolves, businesses must stay ahead of the curve, and MyTracker promises to be a steadfast partner in this journey. Through challenges and changes, the goal remains: to derive actionable insights from data and to make informed decisions, ensuring businesses don't just survive but thrive.
Teresa is passionate about Digital Media and combines this with her interests in travel, comedy, and writing. She channels her passion into creating insightful content that delves into cultural narratives, lifestyle choices, and the dynamic digital trends that influence today's society. Her work reflects a deep understanding of the intersection between media and the human experience.