Workshop 3: Paid Analytics Tools - Key Takeaways and Business Value

This report summarizes the main points and takeaways from an analysis of five paid web analytics tools, drawing from an article by Lou Dubois. The report emphasizes the importance of data analysis, innovation in website usability, and competitive intelligence. Key tools discussed include Crazy Egg for understanding website traffic, Compete for competitor analysis, Optimizely for A/B testing, Kissingsight for consumer behavior analysis, and ClickTale for recording user interactions. The report highlights the value of specialized tools and the customer-centric approach to web analytics. It concludes that businesses should select tools based on their specific needs and performance goals, dividing tools into those focused on business aspects and those focused on operational performance. The report underscores the need for a holistic view of business shortcomings before implementing analytical tools.

Five paid analytical tools that can serve as an investment for your business in the future

Introduction
If you wish to spend $100 on the exercise of data analytics, then spend $10 in purchasing data
and $90 in processing the data. Author “Lou Dubois” in his article “11 best web analytical
tools” presented the mantra of the success while compiling an account of the salient features of
five paid web analysis tools. The present report is an attempt to capture the takeaway points of
these paid analytical tools in a systematic way so that a reader can have a brief overview of all
the tools and select a tool that suits best to his needs.
Main takeaway points
Innovation in the usability of a web page is a never-ending exercise
The usability of a webpage can be a subjective question; a webpage should have coherence with
the information level of the customers. For example, we can have a look at the Analytical tools
like Crazy Egg, the reports presented by this tool helps a website owner in understanding the
traffic at various parts of the website and the affinity of the visitors with the functions attached to
them. A consistent improvisation of the parts of the website can increase the traffic quite
considerably (Duobis, 2010).
Creative intelligence is necessary to curve the competition
Keeping an eye on the competitors' move is another way of staying ahead in the competition.
Paid tools like Compete can help a business in keeping an eye on the moves of the competitors,
learning from the weaknesses and the strengths of the opponents is an old trick and web analytic
tools like “Compete” can bring in enablement for the same.

Specialized web diagnostic tools can make a huge difference
A/B test of the website for the purpose of optimizing a webpage is a simple tool that has the
power to channelize the traffic and the resources associated with the page in a meaningful way
for the optimum results. Optimizely is a paid tool that can be utilized for the purpose of A/B
testing and consistent amendments of the pages (Duobis, 2010)a.
Customer is always the king
The business of web analytics identifies the “voice of the customer” tools under a different tab.
Analytical tools belonging to this tab focuses more on the insights related to consumer behavior.
Kissingsight is one such analytical tool that customizes the opinions and the movements of
various customers in various formats for the purpose of the consumer behavior study and
accumulation of necessary data to enable a consumer feedback-driven decision support system
for any given business enterprise.
Video Recording of the movement of a visitor is possible
Certain analytical tools are available in the market, with the potential to register every click of a
user during the course of a visit. Further, these documents can create a visual representation of
the diagram by creating a “heat picture.” Tools like “Click tale” are primary among this type of
analytical tools.
Conclusion
The process of the data analysis can be done in various fields and a website owner can choose
various types of data analytics tools based on the immediate needs of their business and the
performance of the website. Broadly we can divide data tools into two categories.

1. Tools dealing with the business aspects of the operations
2. Tools dealing with the process or the performance aspect of the operations.
Ideally, a web-driven business owner should handpick tools to identify the shortcomings of the
key result areas of the business endeavor from a holistic point of view before administering
analytical tools.

Bibliography
Duobis, L. (2010). 11 Best Web Analytics Tools. Best Marketplace INC.,
https://www.inc.com/guides/12/2010/11-best-web-analytics-tools.html.