There is no free lunch - not even from Google
Posted by on November 14, 2005 at 04:34 PM
Just like your mother told you, if it's too good to be true, it probably isn't true. Google offered free analytics today, setting off some buzz. And as with many non-events from Google, I'm only discussing it as a service to my colleagues—adding to the buzz, nonetheless. (sigh)
Is this anything? So now you've got free Urchin services gussied up in Google logos. Keep in mind it is not magic. You still need to install it; make sure it's tracking properly and interpret the data. Google is not going to send you emails that say, "you need to offer free shipping," "your target audience isn't using the word ‘drawer pulls' anymore" or "your landing pages will sell better with reindeer images."
And just how free is access to your customer behavior? Are you comfortable that an advertising publisher can see what's working for you and what isn't? Aggregate data might help it hone product lines, encouraging better products for its clients. And, would it follow that high performing products would be higher priced, eventually—wouldn't it? (Being good business people and all.) And do you really want Google to see what's happening with your campaigns on Yahoo and MSN? (I can hear your gasps of horror from here!)
In short, Google has dressed a wolf up in sheep's clothing and now it's going to eat your lunch—for free!
Category
Analytics
Comments (3)
Posted on November 15, 2005 05:58 PM
I think the author is a little paranoid. But let's assume for second that the author is correct. Users of Google Analytics will have valuable data that will give them an advantage over their competition. Google gets all this aggregate data and is the biggest winner. Again, assuming the author is correct, the only way to keep Google from winning is for nobody to use this service. As soon as your competitor uses it, you have to as well in order to compete. Bottom line: it's in your best interest to use this tool as a webmaster.
Posted on November 16, 2005 08:22 AM
Voted Union? Uh?
If you are suggesting that perhaps Rachel is interested in protecting the hard work of individuals and groups from overbearing money barons who want to just strong arm their way into someone else's turf, then yup, she'd have probably voted Union.
Seems like more of a win-don't lose too much situation. A free analytics tool is a great start for a lot of website owners who don't have this information right now, but at what cost? Is it safe for your advertising publisher to have a window into your profitability? The only strength in a negotiation is to have some kind of leverage. Awfully tough to pull for better rates/service/performance if Google can take a quick peek under the hood and know you're still pulling profit regardless of what they do or don't do for you.
More than anything else, this is another way for Google to make some noise. They've had Urchin for a while, and it's been a free offering for a while.
And to paranoia, I guess it could be that. It's really just being responsible with your business data though. As hard as you've got to work to get customers, doesn't it make sense to pay attention to who else can see data that you worked for? And because my competition is using it, that doesn't mean I have to. There are dozens of analytics tools out there and if I've already got one I may not want to scrap that whole system to load a new one.
Posted on November 15, 2005 09:41 AM
Like anything done in a win-win situation, it absolutely blossoms. This kind of thinking is what powers exponential growth. If you think they are out to get your lunch, you probably voted union, too.