April 28, 2015

CMS Wire

How Evergage Makes Google Analytics Better

Most business owners now understand analytics is an essential tool that can highlight efficiency and opportunities for innovation. This shift in thinking has lead to opportunities for innovating analytics measurement itself.

One of the latest innovations comes from Evergage, a cloud-based platform that supports digital personalization campaigns. The company just released a solution that enhances Google Analytics real time reports to provide a more comprehensive view of visitor behavior. 

It does this via the Visual Editor, a user interface overlay that allows analysts to highlight the website and app elements that users click and enter custom fields. The Visual Editor is available as a Chrome browser extension. The results from the tagged elements appear among the dimensions in the Google Analytics reports.

Taking a Look

I had the opportunity to discuss a few of the features with two Evergage executives, Scott Glajch, director of engineering, and TJ Prebil, product marketing manager.  

While we did not do a full demonstration of the Visual Editor, Glajch and Prebil highlighted the benefits of the integration. They also provided a few screen shots to demonstrate the tagged dimensions that marketers should expect if they opt to use Evergage.

Evergage campaigns are displayed in a manner similar to the way tagged referral sources are displayed.

(The Visual Editor can be seen at the Google Chrome extension site, with more information available at the Evergage site.)

Growing Marketplace

Evergage enters a growing marketplace of cloud-based and periphery software offering features and implementation tactics that address various user skillsets and a plethora of operational scale needs.

The solutions run the gamut from business intelligence dashboards such as Tableau to plugins aimed at developers such as the plugins for Universal Analytics. Many solutions extract report data into a spreadsheet dashboard or a separate user interface.

Evergage differs with its seamless output merged into the real time reporting. The output simplifies the analysis process for marketers already accustomed to Google Analytics as their primary analytics tool.  Meanwhile the Visual Editor features offer the same technical benefits of a tag management solution: they permit analysts to make adjustments without the need for developer-level implementation knowledge.

Read More: http://www.cmswire.com/cms/analytics/how-evergage-makes-google-analytics-better-028986.php