Whose data is it anyway?

One of the more interesting threads that I read over the last few months was on the Web Analytics Association Yahoo Forum. Called Why do we still need Omniture?, the discussion's starting point was based on how Omniture could differentiate itself in light of Google Analytic's new features.

The ensuing discussion had dozens of posts with most of the focus on reporting features and capabilities.

But it was what didn't get mentioned that caught my attention: no mention of data usage as a differentiator.

Google and Yahoo! use the data it collects from your web site as fuel to develop new products, services, offerings and marketing programs. Omniture and all other fee based vendors do not use the data it collects.

Both Google and Yahoo clearly state how they use the data in their Terms and Conditions. Then again we all know about carefully reading the fine print.

I just find it surprising that folks tend not to mention data usage as a differentiator in the many The World vs. Google Analytics/Yahoo! Analytics discussions or vendor evaluations that occur...maybe "free" makes that ok.

Comments

[Jacques Warren]

You got it Phil, there is no underestimating the power of that word to people living in societies where evrything has always a price.

Joke aside, I for one have never liked those products (the free ones that is) beyond a certain point. The fact that I can't have access to the raw data, the logs, has bothered me everytime I came across a problem. I just cannot accept that the only validation criterium of the numbers I'm seeing is... the brand! "It's right, because Google says so". And this is not to mention the excellent point you're making about how they *use* the data.

Yes "free" and maybe some brand strength is at play. Since Google does "no evil" what wrong can come out of it? I know of many Web sites for example (yes, Governement ones!) that clearly stipulate they don't serve ugly cookies while using GA all across. Talk about not reading the fine prints ;-).

[Stephane Hamel]

Really good point Phil!

The "security" aspect of Google Analytics often comes back when my clients are looking at various vendors. Being somewhat uneducated about the intricacies of the web, web analytics, cookies, ASP mode and the implications of sharing data with Google; some companies blindly follow the nice path proposed by Google. Nothing is ever free, and there's obviously a cost to share our own data with potential competitors, even if anonymously. Companies obviously worry about sending their data to Google, but money is always a strong argument and the magic trick of "free!" often becomes the sole element of comparison.

This is one of the reason I've been working on my web analytics maturity model evaluation. Using it, it becomes obvious that "the tool" is not the main driver of success. Yes, sometimes Google Analytics is an excellent solution, and I love the tool, but it's not always the "right" solution.

A little while ago I blogged about my worries that Google is paving what seems to be a yellow brick road: giving away good stuff for free in exchange of some of our privacy. Of course, we always have the option to take a different path and use other solutions. But as the power of Google increase, the options are becoming scarcer. Especially in the web analytics industry, the lower and mid-markets are almost doomed. In view of the current economic situation, I wouldn't be surprised if some of the higher end solutions also disappear or get purchased for the price of a cookie bag.

Regards,
Stéphane Hamel
Web Analytics Advocate! :)
http://immeria.net