Google Announces Analytics Premium

Google developed Google Analytics Premium around these pillars: more data, advanced tools, dedicated support and guarantees. Here’s a summary of what that covers:

  • Extra processing power – increased data collection, more custom variables and downloadable, unsampled reports
  • Advanced analysis – attribution modeling tools that allow you to test different models for assigning credit to conversions
  • Service and support – experts to guide customized installation, and dedicated account management on call – all backed by 24/7 support
  • Guarantees – service level agreements for data collection, processing and reporting

Introducing Google Analytics Premium

 

 

How much does Google Analytics Premium Cost?

About $150,000 according to sources close to the product.  It is a fixed annual fee and at the launch of the product can only be purchased in the United States, Canada and the UK.

 

Will Google Analytics stop improving the free version?

I think that every enhancement to the free version will be more closely reviewed and categorized as something that goes into the free vs the paid version.  So if I were the product manager at GA, I would really assess the ROI for various features and of course I would probably be prioritizing the technology roadmap on the product that’s getting the traction and resulting in revenues.  It’s my belief that Google Analytics data is used in assessing the cost of that company’s Price Per Click.  Those websites with the best conversion rates and lowest bounce rates are more likely to be rewarded with lower costs per click.  In other words, the assessment about where to place the efforts for feature enhancements may not be purely based on the revenue opportunity from GA Premium so it won’t be an easy decision for the Product Development teams about where to put their energy.

 

Will Google Analytics Premium really provide competition to Coremetrics and Adobe?

For some clients that don’t need a platform, it may, but for clients that need an online marketing platform, it shouldn’t.  Both the Coremetrics and Omniture platforms have a recommendations engine, integration with all of the pay per click platforms (not just the Google Adwords platform), integration with dozens (if not close to 100 now) email marketing vendors, CRM systems, landing page optimization platforms, ad-serving networks and many other solutions that sophisticated digital marketers need to acquire visitors, convert visitors and engage visitors.

 

 

 

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