“Data is the new oil” – well, there’s no doubt about it. Data is all around us, generated by the petabytes every year via the Internet and/or usage of myriad software applications. This is the Age of Information where data, directly & indirectly, controls human behaviour & actions and even the progress of our society.
Technological advancements have led to the rise of numerous disciplines that mine tons & tons of crude data for insightful information. Big Data, Data Analytics, and Data Science are some of the most significant domains revolving around analysing, processing, and learning from data.
Rise Of Data Tracking & Analytics
Around 64.2 zettabytes of data were produced & processed in 2020. From tech giants such as Google, Apple and Samsung to medium-level tech, e-commerce, and online business, handling & manipulating large scores of digital data of different kinds has become an undeniable necessity. From online retailers to online exam platforms, on-the-cloud app developers, AI plagiarism checkers & NLP systems, data is one of the most primary raw materials that keeps all of them running.
Keeping track of such BIG amounts of DATA definitely requires specialised management and handling. Robust data tracking & analysis platforms capable of tracking and recording different kinds of data play a central role in gathering & analysing the information subsequently.
In this article, we take a look at six of the most potent data tracking tools used by most tech companies across the world.
1. Google Analytics
Google Analytics is an exceedingly popular and widely adopted platform used across sectors to track essential web metrics & KPIs and gain productive insights from subsequent analysis.
The analytics services are free for small and medium-sized tech businesses. For major enterprises, there’s Google Analytics 360, a paid version of the platform that’s optimised for analysing BIG DATA from many varied sources.
Google Analytics boast of advanced tools, like custom metrics, AI-powered funnel reporting and attribution modelling. The system harnesses the latest in automation and data analysis to provide:
2. Adobe Analytics
The Adobe Analytic platform is best suited for medium & mid-market coma companies as well as large-scale enterprises. Capable of handling data from many data sources and processing large datasets, Adobe offers versatile reporting, predictive analytics, and more.
virtually any digital touchpoint — online, offline, email, video, search, display, etc.
• Robust data science abilities allow users to predict customer behaviour, predict & boost conversion rate, improve UX, boost site performance, optimise marketing efforts and much more.
IT offers an extensive collection of effective data tracking & management tools for multi-purpose project management and team collaboration.
Boasts of a stellar clientele, with reputed organisations & businesses, such as NASA, Google, Nike, Pinterest, Trip Advisor, Netflix, etc.
• Gantt Charts, Kanban Boards, Table & Task View, Custom Workflows, etc. for proper planning
• Proofing, Discussions, Chatting, Mentions & Mails for effective collaboration
• Calendars, File & Document Handling, Project Templates, Request Forms, Notes, Version Control for optimal organisation
• Timesheets, Project Overview, Projects, & Daily Agendas for decisive deliveries and a host of other resources
Mixpanel is another capable web and in-app event & data tracking system that helps marketers improve conversion and retention rates.
The platform possesses advanced segmentation abilities that allow users to dive & dig deeper into tracked data. Mixpanel uses predictive analytics to uncover consumer trends, engagement and retention from website data, feedback info and various other sources.
• Uses predefined ‘Insight’ questions to uncover & identify ways to improve engagement.
Kissmetrics is a web and mobile engagement platform that amalgamates behavioural analytics with powerful automation.
The platform offers simple and insightful reporting of customer behaviour across multiple devices with acute segmentation and effective targeting options. Kissmetrics is an excellent system for identifying the varied characteristics of different customer segments necessary for targeted marketing.
• Allows for the creation of automated or manual targeted email campaigns as per customised events & funnels.
• The platform helps identify & track data regarding audience behaviour & growth segments with cross-platform reports.
Finally, we have Woopra, a real-time analytics platform that monitors and analyses customer behaviour, product & marketing performance, sales & support touchpoints and more.
The platform is intuitive and easy to implement & integrate. It delivers high-level analyses of various user groups through a sales funnel and in-depth insights about an individual’s journey.
• Reveals critical challenges and opportunities at any point in a customer’s journey & experience, right from marketing to product engagement and conversion.
• Allows users to monitor product performance across several dimensions and identify key features that can drive long-term engagement & revenue generation.
Following are some prominent principles & issues associated with data tracking and analytics tools.
Certain Essential Ethical Aspects For Tech Business To Consider
Any personal data is the property of the owner of the person concerned. Collecting that data without that person’s consent is unlawful & unethical. Therefore, it is imperative to ask permission exclusively via signed written documents, digital privacy policies and terms & conditions pop-ups & checkboxes.
This is yet another significant ethical concern which data tracking tools & tech companies must consider. Consumer’s privacy is of paramount importance, and no personally identifiable information should be made publicly available or used to track any private activities.
Proper data security measures must be adopted to prevent any breaches or misuse.
That rounds up this article.
Hope it was an exciting read for one and all.