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BEST PRACTICES & STRATEGIES

Tips on how to choose a secure web

analytics tool

The only way you can capture how your users If you want to find out what needs to be done to save
really tick, what your target group needs or how the database and secure it legally, and how you can
your market segment is developing is with a find the right web analytics tool and master the change,
reliable database and the help of web analytics consider the following tips from Olaf Brandt:
tools, Olaf Brandt, Managing Director at etracker
GmbH explains, a specialist in web and app Ask yourself why you need web analysis and
analytics as well as push marketing automation. how to start making use of it
Which tool you use also depends on which data you
However, some of these indispensable tools, can no want to collect and for what purpose. Is static reporting
longer be used without further ado for various reasons, on website traffic enough for you, or do you prefer com-
he points out, like the current shutdown of the Google prehensive exploratory analyzes to identify connections
Universal Analytics analysis tool.
and explain anomalies? Do you need real-time data to
better control your campaigns and optimize your web-
Since a change is inevitable, why not go for a solution
that is safe in terms of data protection law and a long- site in a targeted manner? Then your tool must allow
term investment-safe solution? Also consider that due for deeper analysis and ad hoc segmentation of the
to the gradually decreasing willingness of data protec- data, as well as provide flexibility for data enrichment.
tion-sensitive users to give their consent, your data- Define what you want to get out of your data now and
base is being reduced so drastically that it is hardly which KPIs are really relevant for your marketing and
possible to derive meaningful information for your business decisions.
online marketing.

July 2022: Search Marketing 21