The growing need for Digital Marketing keeps knocking at your door for obvious reasons. Cloud Computing and the increased number of portable devices has brought the world far closer and more connected together, creating opportunities for marketers to collect information on a large number of global consumer interactions. This means the World Wide Web currently holds data on over a billion people across the globe. This information is research data waiting to happen – this is where Digital Analytics come into play.

 Digital Analytics solutions provide a series of business and technical activities that will define, create, verify and of course collate digitally accumulated data into research analytics and recommendations. Google Analytics guru, Avinash Kaushik defines it less technically when he refers to Digital Analytics as the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline). With the right skills, processes and technologies, you can uncover the vital information about how you engage with your customers, effectiveness of your engagements and give you the data on which to take action to improve the outcome – business results.

 A recent review of the best digital analytics products gives the best possible option available out there for those of us who want information to be better equipped as digital marketing experts. The study was based on the size of the companies by popularity: business size and satisfaction: likely recommendation ratios. Here is a quick rundown of this report, before you delve any further:

 Best Digital Analytics Software for Enterprises

  • Adobe Analytics (the most widely used paid tool among enterprises)
  • Google Analytics Premium
  • Google Analytics (free)

Best Digital Analytics Software for Midsize Companies

  • Adobe Analytics
  • Google Analytics (free)

Best Digital Analytics Products for Small Businesses

  • StatCounter
  • Piwik
  • Google Analytics (free)

 Before moving any further in your analytics research, take note of the fact that Google Analytics is a primarily free service that comes up a winner in each category of organizations who have entered the digital marketing sphere.  Having said that the report also goes on to tell us that Adobe Analytics is a widely used paid service. Take note of each available product, do your research on the platforms mentioned here and make the right decision that will further empower your decision to go digital.