SiteCatalyst - Can’t Live With It or Can’t Live Without It?
In every issue of Entrepreneur magazine, there is an article where two executives defend their view of some type of technology; they either can't live with it, or can't live without it. In the December issue, the debate is on Adobe® SiteCatalyst® Powered by Omniture®.
On the can't live with it side is a partner from the ZAC Digital Agency. His reasoning for his anti-SiteCatalyst view is that Google Analytics gives him the data he needs "without being drowned by a torrent of data". He argues that most people "don't need 90 percent of the power that it offers." He says that he could get the data from SiteCatalyst eventually, but it was a question of how much time it took to get there.
Valid points, perhaps. Let's take a look at the pro-SiteCatalyst side.
The CEO of Care2, uses SiteCatalyst in a different way. He has a dashboard set up that he checks many times a day. He uses this part of SiteCatalyst to monitor traffic patterns so he can see any spikes or dips. He utilizes the data to make actionable decisions. He likes the flexibility and amount of customization available in the tool. The CEO finds the tool so valuable that he has a dedicated employee (1 of 50) to manage the system. That employee works with the engineering team to implement the code as well as pull reports.
Can both views be correct?
Of course they can, and this case, they are. For the executive who can't live with it, he certainly doesn't have the time, nor resources, himself to do all the dirty work that goes along with such a powerful, and complex tool. So it's completely understandable that he doesn't like the tool. This executive needs to do what the CEO of Care2 did, and get some dedicated manpower for SiteCatalyst. He should be getting a feed of only the information he needs to make decisions for his clients, either via some dashboards, automated reports, or other reports created by analysts - not by him. He admits SiteCatalyst is a great service if you know how to use it. Right - hire someone who knows how to use it. That's not to say that every website needs a tool as robust as SiteCatalyst - that is not my point. I'm only saying that not knowing how to effeciently pull the data you need from a tool should not be a reason to not use a tool.
There is a 10/90 philosophy amongst many experts in the analytics field. It means you should spend 10% of your analytics budget on technology and 90% on staff and training for staff to use the tool properly.
No tool can do the work for you. A tool's purpose is merely to help you get a task done more efficiently than you would have without it. A hammer can't swing itself. Somebody's got to use manual labor. If you don't have time to swing that hammer to put in all the nails, it doesn't mean the hammer has issues. It does mean that you should hire a person who has a special set of skills who can help you.
- Friday Fuel: Google+ Gets Better, Microsoft’s Nokia Changes, Amazon Releases, Tesla’s Reveal & More! Fri, July 18, 2014
- Are You CASL Compliant? Wed, July 16, 2014
- Friday Fuel – Google, Amazon, and the Worlds Largest Flying Bird Fri, July 11, 2014
- Myrtle Beach Industry Overview: June 2014 Fri, July 11, 2014
- 4th of July Fireworks Photography Guide Wed, July 02, 2014
- Around the Analytics World June Wrap-up Mon, June 30, 2014
- Friday Fuel: Link Removal in Europe, Package Delivering Drones are Illegal, and More Fri, June 27, 2014
- Friday Fuel: We Didn’t Start The Fire, The Government Starts To Wake Up, Facebook Shenanigans & More Fri, June 20, 2014
- Friday Fuel - Priceline & OpenTable, Netflix & Verizon, and Google & Virgin Fri, June 13, 2014
- Creating a Customized Navigation in Adobe SiteCatalyst Fri, June 13, 2014
- Myrtle Beach Industry Overview: May 2014 Wed, June 11, 2014
- Friday Fuel: OS Updates & Net Neutrality Nonsense Fri, June 06, 2014
- Around the Analytics World May Wrap-up Fri, May 30, 2014
- Friday Fuel - Language Translation, Fighting Cyber Warfare, & Suspended Animation Fri, May 30, 2014
- Friday Fuel: Memorial Day Slacker Edition Fri, May 23, 2014
- Adobe Analytics Spring 2014 Release, Feature Drill Down Fri, May 23, 2014
- Google is at it Again: Panda 4.0 & Payday Loan 2.0 Updates Wed, May 21, 2014
- Friday Fuel: Pinterest Ads, Xbox One to be Kinect-Free, Clicks Affecting Google Rankings, & More! Fri, May 16, 2014