Fewer and fewer providers of digital analytics solutions offer this as an in-house version. However, in customer-oriented industries such as retail, there are companies that prefer to host their data on their own servers, or in house, rather than in the cloud. What needs to be considered here?
SMART DATA FROM BIG DATA
Integrating analysis results with other data records from a company, such as campaign management tools and CRM (customer relationship management), enables different departments within a company to cooperate with one another. When companies collect data for each individual customer interface and evaluate this data separately, they can get lost in standalone solutions, making it difficult to forge an overall result.
USING EXTERNAL KNOWLEDGE RESOURCES
In order to use open source in-house solutions, it will take time on the part of a company’s employees. The effort involved depends on the desired complexity of the solution and the programming experience of the employees. Knowledge is therefore linked to specific people within the company. Internal and external dependencies can be prevented through collaboration with external companies who ‘share’ their knowledge. OBTAINING PRECISE DATA INSTEAD OF APPROXIMATE VALUES Many digital analytics solutions do not provide precise data, but only approximate values, as they are based on pixel tracking. Reverse proxy tracking or hybrid tracking are required for precise data as the basis for secure business decisions.
KEEPING TECHNICAL COMPLEXITY LOW
Providers of cloud solutions promise to keep the complexity low for companies, so no additional capacity is required in their IT departments. In-house solutions are a similar alternative, developed in cooperation with an expert partner.
WEB, APP, DESKTOP, INTRANET?
Web, app, intranet or software applications should be analysed in various different ways. General indicators for all applications often do not produce the desired results. Businesses should use a specially developed analytics solutions for each platform.
All businesses have individual digital targets based on their specific business model. Analytics results are valuable if the responses match the business model for the company in question. It is recommended to use a partner as a ‘personal guide’ of the company in order to achieve individual objectives.
Whether they are using cloud, hybrid cloud or in-house solutions, businesses should always remain flexible. The basic concept of a long-term data strategy is also to be able to switch from the cloud to in-house or vice versa at any time. A partner should help the company flexibly to achieve its goals and offer various types of operating models. A long-term, strategic partnership is the most effective in the long run.