Data analysis further include capabilities to access data from several data sources, integration of this with other Google products, filtering and manipulation, and funnel analysis. The funnel analysis enables marketers to analyze customer path and gain insights into customer behavior and website performance. App Event Funnels enable users to configure visualizations of in-app events into the logical sequence to better understand the relationship between different customer actions on the channel. In addition, users can benefit from mobile app reporting, real-time reporting, customer segmentation, user flow reporting, visualization, and monitoring. The product is offered in two editions: Google Analytics standard version with premium features for individuals and small to midsized enterprises, and Google Analytics 360, a subscription-based service targeted at large enterprise users. Additionally, Google Analytics for Mobile Apps, an SDK that allows gathering usage data from iOS and Android Apps is also available.
USP : Google registered its presence with its web analytics product – Google Analytics. It provides a comprehensive set of features such as data collection and management, data analysis, visualization and reporting, and data activation.
Use Case Maturity
|Breadth and Depth of Product Offerings|
|Product Features and Functionality|
|Support and Services|
North America , Latin America , Middle East and Africa , Asia-Pacific , Europe
GOOGLE INC Presence in Clickstream Analytics Software
Google is strongly positioned in the clickstream market with Google Analytics. The company is focused on offerings products that can cater to different user categories and organization sizes, spread across various industries globally. In this pursuit, the company has continuously made efforts to broaden its product portfolio through organic growth including new product developments and enhancing the existing products. In 2016, the company spent around 15% of its annual revenue in R&D activities and is consistent with its spending in the past 3 years. Product development has been the key strategy in this pursuit, differentiating the company from its competitors. Following this trend, Google Analytics saw several key developments in the recent years including enhanced product portfolio with new capabilities and integration with other Google products. Further, the company extended its global presence and enhanced its product portfolio by making Data Studio available to more than 180 countries. The company already has a strong presence in the Americas and is making significant progress in high-growth markets such as China, India.