1. Site auditing setup time: There are no requirements for additional tagging or coding. Simply plug-in your site details, choose your analytics vendor(s), set your schedule and you’re on your way. You can make your audit more advanced by: selecting a specific user agent, adding custom filters or setting up rules to monitor specific variables.
2. Granularity of analytics vendor variables: If you looked at the level of variables ObservePoint can monitor, you’d swear that they essentially took every single analytics implementation guide and dropped it into their system.
3. Transaction Monitoring: The ability to monitor a series of URLs as part of a process such as signups, shopping carts, or any other transaction. Now take it a step further, use the data from ObservePoint combine it with revenue per goal data and you’ve got yourself a pretty important metric that ties site performance to dollars.
4. The Value Ads: Alerts to email/mobile devices, ‘Silent Mode’ so that there are no extra page views in your reports, several server location options for site monitoring, live support (chat) to answer your burning questions immediately, and tag support for beyond analytics such as: DART, ComScore, Quantcast and Website Optimizer.
5. A free Firefox plug-in to help you assess page level tagging, JavaScript, HTML, image size or CSS issues.

Performable offers a full-circle approach to analytics, in addition to tracking clickstream/website usage, Performable takes it a step farther by providing recommendations on how to improve that experience. Recently I sat down with their VP Products, Joshua Porter to get some further insight into Performable.

[Elevator Pitch]: Performable makes actionable analytics easy. There are three major hurdles with analytics packages today:

1. Not Customer Centric – Most analytics packages are “web-only” analytics packages…focusing on the single channel of the Web and working within a paradigm focused on “uniques”, “pageviews” and “form submissions” or leads. This old model is going away.

   At Performable we focus on customers and how you interact with them over multiple channels so that you know where you should invest your time and resources. We see the new paradigm of web analytics as being customer-centric, with people as the organizing principle. Therefore our views are centered around what individuals are doing…even down to a customer’s entire clickstream history, and also zoomed out far enough to compare successful customers with unsuccessful ones.

2. No Actionability. Mountains of data with no clear actions. Analytics packages are amazing at gathering data…in fact they’re too good. They have so much data that most people simply get lost in it…they often wonder “Now that I have this data…what do I do about it?” We’ve spoken with tons of people who have analytics packages installed but they just don’t know what to do with them…they are completely overloaded with information.

   We’re solving this problem with Smart Suggestions. So we built into Performable Analytics a set of suggestions about *what to actually do*…we mine the data we’re collecting and give you actionable next steps about how to change your design, improve your traffic flow, or prioritize your content. Instead of having a mountain of data with no direction, we give you a some real direction while hiding unnecessary data.

3. Painful, Expensive, & Slow. Huge setup costs & resource commitment. Enterprise level analytics packages are a gigantic up-front and time-consuming resource commitment. Not only will you pay tens of thousands of dollars just to get started, but you will have to dedicate several people internally just to get analytics installed on your web site or application. Then, you often have to hire consultants just to keep things going…

   We’re solving this problem with One-step installation. One piece of Javascript that never changes. No costly getting started services, no expensive installation cost. Just start quickly and get insights fast. We want to make analytics easy, fast and powerful

[Notable Features]: Sure, here are some of the features that our customers are most excited about:

1. Smart Suggestions – Performable Analytics gives you smart suggestions for what to actually do based on the analytics data collected. We make analytics actionable.
2. Person-centric Analytics – Instead of being focused on page views, Performable Analytics is focused on people…your customers and potential customers. As people visit your web site, we create customer profiles on the fly that grow richer over time…these profiles include any publicly-available social network information, number of times visited, what they did (including clickstream data), etc. After a while you have a customer profile for every one of your current customers…a gigantic time saver (not to mention making your experience feel that much closer to your actual customers)
3. Multi-channel Analytics – Instead of doing a deep dive into a mountain of analytic data, Performable tells you straight-away which channels are working best for you…which ones are sending the best traffic and which are converting most to your critical conversion events. We also allow multi-channel attribution for any campaign you might be running, whether it be in email or some other channel. You can easily compare channels against each other to see which are working best.
4. Cohorts – Customer Engagement is a huge problem for online businesses. Performable Analytics provides an insightful cohort analysis that shows you how engaged your customers are over time. You can tell if you’re getting better at engaging customers or getting worse and most importantly…what to do about it.

[Competitive Advantage]: We have assembled a world class team of Web Analytics, Lead Generation and User Experience experts. Together we bring a unique point of view on the future of web analytics. We believe the future of web analytics is customer-centric and multi-channel. Enterprise Web Analytics still suffers from being painful to implement, expensive to buy and difficult to customize. We have no baggage to slow us down, we are taking the best practices we’ve learned from the B2C & B2B worlds and applying them to the Enterprise Web Analytics & Optimization space. Our product focuses on improving your online customer experience and performance.

[Target Market]: Our intended target market is marketing professionals. CMOs, Directors of Marketing, and Marketing Managers.

[Upcoming Features]: Well, we don’t discuss unreleased products but I can say we’re working on making analytics easier by integrating it with the tools that marketers already use. We’re working on direct integration between analytics and marketing automation tools, for example. We’ll continue to provide actionable insights to customers without them having to dive deep into a mountain of confusing data…we’re committed to making analytics actionable and easy.