Individual Visitors Tracking v/s Aggregate Data
Should web analytics tool track visitors as unique individuals or at the aggregate level? John Squire, Chief Strategy Office of Coremetrics says that tracking at Individual level is the way to go and this is how his company is differentiating itself (from Google analytics) . Brian Clifton, former heard of Google Analytics in EMEA, responded by saying that aggregation is the way to go . In my opinion both of them are right. Which route to go really depends on what you want from the web analytics tool? Aggregate Data If you are new to web analytics or you just want to track and analyze the overall health of your website, aggregated data will work for you. If you want to know how your marketing efforts are performing in terms of driving traffic or online conversions than aggregate data will just work fine for you. If you want to know which pages of your site are bleeding and then conduct A/B testing or Multivariate testing to improve them then aggregate data will work for you. Individual ...