We all admire market leaders. We all believe in the power of emotion. We all have a unique relation to cars (negative or positive) and we all know Porsche.
We all have that one thing we always dream of achieving, that icon of power, wealth and status. For me it’s a Porsche. Who wouldn’t want to drive a Porsche, Lambourghini or Jaguar? And many people dream of possessing that kind of car, I certainly do. However, buying a Porsche does not make you a better driver.
Maybe buying a Porsche shows yourself that you’ve made it (somehow), or that you are rich (in a way) or you are cool (only if your neighbour doesn’t own a Bugatti Veyron). Maybe a Porsche fulfils a personal dream of passion and while it may be one of the most rational cars within the sport car industry (looking at luggage space, petrol consumption and increase in value) it still is an irrational decision to buy one. Some people even say, a Porsche is the ideal family car. Then, after receiving irritated reactions they will reveal their reason why, “You are at home faster!”.
Why do you want a High Performance Machine?
Besides some arguments above – showing the world you’ve made it or pretending to be a cool person – there are additional reasons why a Porsche can almost be reasonable. You reach your destinations faster than in an average car. You have more comfort than in a pure sports car and you profit from high quality and luxury accessories.
Compare this to your Online World
The pure decision to go for a High-End Web Analytics Solution like Omniture, AT Internet or Webtrekk does not give you any profit or benefit at all … If you do not know how to use it.
It is simple as that: sitting in front of a 360 horse-power steering wheel does not help you anymore than it helps you to watch an Analytics dashboard if there is no relevance to you. In other words: you could stay with a Volkswagen Scirocco (which is a good, solid and speedy car) and still reach your destination. It will take longer. You have less comfort. You won´t feel as great as in a Porsche. But you will still get there.
Is a Porsche only a toy? Is a High End Analytics Tool only nice to have?
So, if you decide to go for the High-End solution, whether in the car industry or in the Analytics space – make sure you know how to handle your toy.
Make sure you know how to benefit from the extra expense you’ve had to spend. Besides all the technical aspects:
- Horse power = detailed reporting
- Aerodynamics = almost no technical limits
- Finest leather = raw data functionality
- Handling = detailed segmentation possibilities
It is about the way you receive your car (solution), the way you treat it and the way you drive (work) with it. I don’t follow the claim “What costs nothing is worth nothing”, but there is definitely some truth in it. Especially when you can compare a free tool and a High-End solution and see the benefits when directly compared to each other.
What is your sampling rate in the world-market leading free tool? Oh you don´t know. Why would you as an eCommerce company, use it when filtering and segmenting is key to get all your target groups right?
What is the data privacy certificate this free tool provides? Oh, there is no certificate and all the data is owned by the provider. Why would you as a Finance company, use it when data is your most valuable and to-be-protected asset you have? Lots of examples have been given already.
Using High End Analytics is like driving a Porsche
The conclusion about driving a Porsche is: you will be able to master the road better; if you know how to drive it … and if you’ve had race training. Oh wait, you bought a car and the manufacturers’ do not offer a handling or a safety training course but you think the public safety club can show you how to handle your new car the best way? You think an agency is more efficient in consulting with you about a free tool than the consultants from a High-End Vendor themselves? Think again, my friend. Then again:
- Maybe you do not want a Porsche.
- Maybe you do not need a Porsche.
- A Porsche itself does not make you a better driver …
A Porsche gives you all the assets and basics to be a stronger performer on the road. In traffic, on race tracks or in uncertain conditions like storm or rain. And yes, a Jeep is better in snow, a Smart is better in the city – but a Porsche is the pure driving machine with a maximum driving pleasure.
If you are happy with the status quo: driving at a decent speed on the right lane on the freeway? No need to change. If you love going full speed on the left lane taking over the lead (no matter if on a freeway or in eCommerce), rethink your current set up. If using your Analytics solution is no fun, does not bring value, will not lead to a change in the future of your digital actions and you’re fine with that, then do not invest in Omniture, Webtrekk & co. Stay with a free tool. But do not complain if you are driving at a decent speed on the freeway and a Porsche will take over and make your journey faster.
Especially because in the Internet Industry – so far – there is no final destination. It is roads, followed by roads, followed by more roads. You cannot afford to be left behind in any single section.
Stay on track. Think Porsche.
