188金宝博金宝博188滚球产品分析与营销分析：为什么您需要两者

To be successful, organizations need data. But data is only powerful when unlocked with analysis, and not all analytics tools are created equal.

Relative to product analytics, marketing analytics is a well-understood, familiar concept. Many companies today are already leveraging marketing analytics to “growth hack”: identify the marketing channels that are bringing new users to your product and those that aren’t, then double down, fix, or cut those channels.

But if companies are already exploring data with a marketing analytics tool (typically Google Analytics), they often think it’s fine to forego a dedicated product analytics solution (like Mixpanel) to understand user behavior in their product—and that almost never works.

故事通常是这样展开的：

公司A希望将其数据驱动的心态从营销扩展到产品开发。尽管推荐了产品分析解决方案，但由于它已经受到营销团队的广188金宝博金宝博188滚球泛使用和喜爱的方式，他们仍在继续使用Google Analytics（分析） - 为什么它对产品团队不起作用？

使用内置跟踪和一些自定义标签的组合，它们在产品中跟踪特定的用户操作。一些有关执行这些特定操作多少次的数据开始插入Google Analytics（分析）。这是一个开始，但就营销分析工具可以将它们带入此应用程序时，也是如此。如果没有产品限制的分析来帮助他们查明为什么某些用户指标会上下移动，而在其中，他们的数据不可行。

六个月后，该团队仍然没有关于用户行为所需的答案，可以做出数据信息以改善产品的决定，并且他们又回到了Square One。

了解营销分析和产品分析的功能都可以帮助您和/或您的公司避免以上方案（所有可能性），从而使您同时使用两者。这就是原因。

Google Analytics（分析）和产品分析解决方案之间的差异188金宝博金宝博188滚球

How Google Analytics works

Google Analytics (GA) is undoubtedly the king of marketing analytics solutions, so there’s no sense in presenting a tool-agnostic perspective in this side of the comparison. And like other marketing analytics solutions, it was designed from the beginning to understand the first part of the user journey: where users are coming from.

开箱即用，Google Analytics（分析）提供了有关营销指标的非常有力的报告：

• 浏览量数
• 这些页面浏览量的来源和归因
• Time on site
• 完成目标和交易

And given its integration with the Google ecosystem, GA is frictionless when it comes to deeply understanding those metrics in relation to spend across popular marketing services Google Ads and Campaign Manager.

即使在其最新版本中进行了数据模型的现代化，Google Analytics 4（详细介绍了下面的内容），GA仍然不是旨在做的就是回答围绕用户如何与产品互动的复杂问题，一旦营销渠道将其带入。

How product analytics solutions work

产品analytics solutions, like Mixpanel, provide fast insights into how people are actually using the websites and applications product teams are building. They offer user segmentation features and reports that can answer questions like:

• Who are your power users? And how do their behaviors differ from other users?
• Why do some users convert, while others don’t?
• How does retention differ by user cohort? Is it higher or lower when people engage with a particular feature?
• 用户参与和保留的最高驱动力是什么？

凭借全面的功能库，例如用户队列趋势，强大的分割引擎以及对用户行为的按需深入分析，产品分析解决方案为产品建设者提供了投入，这些产品构建者负责改进或增加，以提高改进或增加188金宝博金宝博188滚球产品。

Did that new feature release cause the desired change in behavior? No? Maybe it needs a design tweak.

All of this specialization towards deep product usage means solutions like Mixpanel don’t default to collecting things like pageviews and reporting attribution.

How does Google Analytics 4 change the comparison?

随着Google Analytics（分析）4的发布，最受欢迎的营销分析和产品分析平台之间的技术差异有所缩小。188金宝博金宝博188滚球尽管GA的较早版本依靠分组的流量数据（会话）来优化营销分析，但像Mixpanel这样的产品分析解决方案多年来一直使用基于事件的跟踪模型来读取和记录用户在产品中采取的特定操作。188金宝博金宝博188滚球

GA4标记了转换为基于事件的数据模型的切换，但是GA的营销方向在其预设的用户事件中显示，该事件的预设旨在一如既往地分析相同的基本收购指标。

Though GA’s redesign does open the door to making it a more customizable analytics platform for companies who are willing to build custom event-tracking and reports themselves, the most powerful product analytics solutions require far less engineering time to get up and running on your product.

Does all of this mean GA today is a more interesting and powerful tool under the hood? Absolutely. But does that mean it’s all of the sudden the right tool for the job of product analytics? No. Instead, GA’s new event-based model makes it an even greater fit for coexistingwith188金宝博金宝博188滚球产品分析。

Google Analytics product analytics

希望现在很明显，营销分析和产品分析在根本上是不同的，可以满足不同团队的需求和目标。188金宝博金宝博188滚球一个不能取代另一个，实际上，他们生活在共生的关系中。

When both teams are equipped with the right tools, it creates a cycle of sustainable positive growth for the entire organization. Marketing teams optimize marketing spend to acquire new customers, which gives product teams a larger user base to find new ways to improve engagement, conversion, and retention. Businesses can then identify power users to market to and turn them into vocal advocates, helping fuel the marketing machine. Similarly, they can identify “struggling” users to whom they should offer a different set of product and marketing experiences to reduce churn.

毫无疑问，快乐的客户创造了更多快乐的客户。但是，它需要一个产品分析解决方188金宝博金宝博188滚球案来提供了解驱动它的行为所需的见解。

这个帖子与Human37, a data-driven customer experience agency located in Brussels, Belgium. Human37 helps you define, design, implement and activate your tailored and future-proof customer data strategy. They aim to shape a world that provides a better customer experience for individuals.

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