Comparison between AdobeAnalytics and Webtrekk data analysis (I)

Both AdobeAnalytics and Webtrekk are giants in the online data analysis field. one is the first in the U.S. market and the other is the first in Europe. they can provide world-class digital analysis solutions. I am very lucky to have the opportunity to gain an in-depth understanding of and apply these two solutions.

Adobe Analytics and Webtrekk are both the Giants in the online data analysis field. one is the first in the U.S. market and the other is the first in Europe. they can provide world-class digital analysis solutions. I am very fortunate to have the opportunity to gain an in-depth understanding of and apply these two solutions. I also feel that the digital analysis field is always lacking in concepts, such as application scenarios and value extraction. This article analyzes and compares the two solutions in depth. Because the article is too long, I divided it into two parts. This article is the previous one.

I. overall solution capabilities

The overall solution refers to the ability of the two solutions to provide broader support in a complete and integrated with other tools or solutions. Both solutions focus on online data support, in addition to offline data requirements. The digital analysis solution is only part of the enterprise operation support. In addition, it is more conducive to business applications if it can provide assistance for daily operations of the enterprise. The overall solution capabilities include the ability to integrate other data (including internal and external data tracking) and the ability to integrate other operating systems.

(1) Adobe Analytics

Adobe Analytics is part of Adobe Marketing Cloud, including Adobe Campaign, Adobe Experience Manager, Adobe Media Optimizer, Adobe Social, and Adobe Target.

Analytics provided by Adobe is a data analysis solution in Adobe Marketing Cloud. The rest are combined with advertising, social media, and test optimization and recommendation Suite applications. From this point of view, Adobe's integration capabilities are very powerful, especially its Target is the most closely integrated product with Analytics. its features A/B and multi-variable Single-page and multi-process testing, user differentiation and positioning, combined with the user archive site recommendation function. The entire Adobe Marketing Cloud covers three environments: data generation, analysis, and application, with powerful integration capabilities.

At the same time, Marketing Cloud supports data integration in multiple ways:

Adobe Insight provides multi-channel, online, and offline integration products, and can improve the application capabilities of the enterprise's private cloud through localized installation and applications. Adobe Genesis is a third-party application integration tool, data integration and remarketing are available, with 75 certified partners pre-integrated. Adobe Analytics itself imports Data with Data Source and Classification Importer, you can also use Data Feed and DataWarehouse to export structured clickstream Data.

Although Adobe Marketing Cloud's product portfolio is very powerful, there are still some problems from its key features and from the perspective of enterprise applications:

Fees. The analysis product and service suite is a fine-grained splitting and combination, which can be independently developed and invested for the product. for the customer, it means that each suite requires additional charges, in addition, some suites are expensive. For example, the Recommendations fee is twice the price of the Analytics suite. Although the Recommendations algorithm in the Target suite is excellent and the backend control interface is excellent, it is "unacceptable" in China, as shown in: recommendations is a group-based recommendation instead of a "thousand people". Recommendations algorithms are fixed and cannot be optimized, only some parameters in the background can be adjusted (algorithm optimization and parameter optimization in data mining are critical); Recommendations can only use clickstream data, enterprise User and product data cannot be uploaded and applied to algorithms. The data recommended by Recommendations cannot be shared and used by Analytics. Therefore, additional deployment is required, which increases the technical development workload. Development service support is not in place. No solution is suitable for all customers around the world. data integration means development based on custom needs of different customers, however, the development requirements of the Adobe Marketing Cloud team cannot meet.

(2) Webtrekk

The product line of Webtrekk is divided into Q3, Quick Insights, Live Analytics, SafeTag, and the latest acquired and integrated A/B testing and optimization tool Divollution (Webtrekk Q3 comes with A/B testing and optimization functions). Compared with the analytics suite provided by Adobe, Webtrekk can also implement ad, new media tracking, different devices, and A/B testing functions, but these functions are integrated in Webtrekk Q3. The data integration between Webtrekk products is relatively complete. one account can seamlessly switch between these products, and data between products can be shared.

Webtrekk can also integrate external data, mainly through automatic port and multi-data integration:

1. automatic port configuration. In Webtrekk, a port is a developed data integration module. This module can integrate external data into Webtrekk through backend parameter configuration. The completed ports include data modules such as SEO, social media, email system, and Webtrekk. in addition to common modules (such as SEO), some supported media include:

Criteo: France's largest online remarketing advertising company.

Google AdWords: The world's leading SEM tool. everyone in the advertising industry knows it.

Facebook: The world's largest social network service website.

ECircle: Europe's leading email marketing system.

Nugg. ad: Europe's largest targeted advertising platform.

Optivo: a leading international email marketing service provider.

Audiweb: a famous European market research tool.

The following is the Google AdWords port configuration. you only need to configure the corresponding parameters:

2. multiple data integration methods.

These methods include Excel direct import, SOAP, JSON, and raw data integration. These methods are basically the same as the DATA integration methods provided by Adobe, but RAW Data is even better. Webtrekk has structured the original semi-structured DATA into Raw Data and integrated it into the DATA warehouse. The structure and complete Data of the Data warehouse are open to customers. if enterprises need to integrate all the Data of the company, they only need to copy a Data warehouse structure according to the Raw Data structure, then, you can implement regular synchronization.

However, Webtrekk has its own problems in data integration:

Insufficient tool integration in China. This problem is the same as Adobe Analytics. for example, Baidu Fengchao, the largest SEM system in China, does not provide ready-made integration modules for both systems. if data integration is to be performed, it needs to be developed independently. Webtrekk provides fewer data-based marketing or driven products. As a provider of digital solutions, Webtrekk focuses on data integration analysis and data value insights, and does not provide sufficient support for marketing functions on or off the site. For example, the personalized recommendation function in the station is a data application project closely integrated with data analysis, and it is also a very practical function. In this regard, Webtrekk has only been tested and optimized before. recently, Webtrekk acquired DIVOLUTION. this tool can implement the Test and Targeting functions at the same time, that is, the Test and optimization and recommendation functions at the same time, some functions in this area may be improved.

From the perspective of the ability to provide the overall solution, the two solutions have their own advantages: Adobe Analytics relies on the powerful Adobe Marketing Cloud to integrate data into a wide range of upstream and downstream applications, online applications are their strengths. Webtrekk is more adaptable and more integrated, making it easier to form a digital solution based on integrated data.

2. function orientation or user (business application) orientation

Generally, when discussing a tool, we will focus more on the functions, reports, dimensions, and indicators provided by the system, and more on the functional modules and systems themselves, this is actually a kind of "engineer" thinking, which ignores an important application question-what do users think, how to use and maximize these functions? Therefore, when we think about how the value of data can be maximized from another perspective, a good function and a good user experience are the beginning.

Analyze the application objects of products, usually including groups of different roles in the enterprise. for example, some roles focus on and some roles focus on execution. These people also have different analysis requirements, only results, simple judgments, and in-depth analysis are required scenarios. In the face of this complex demand matrix, how can these two solutions meet the analysis needs of different companies and different groups, how can different roles quickly, accurately, and thoroughly locate, analyze, and solve problems?

(1) Product Positioning based on user roles

Adobe Analytics

Adobe Analytics provides many products, including SiteCatalyst, Discover, and Insight. these products are divided based on the features of data functions and integration:

SiteCatalyst focuses on scenarios with moderate analysis requirements. each report usually supports one layer of drill-down. Discover focuses on deep analysis, unlimited drill-down and any combination of dimensions and metrics can meet each analysis requirement. Insight is a local analysis suite that is more powerful than SiteCatalyst and supports local data integration.

Adobe Analytics provides products that cover most application scenarios, SiteCatalyst for medium analysis needs, Discover for deep analysis needs, and local Insight. However, we found that the entire product system lacks products for low-end or non-analytical needs, and the features for real-time data are slightly different.