9322Re: Peripheral software to support analytics
- Feb 1, 2007I use SPSS to perform statistical analyses on usage data, usually
tying in other data points like account information, advertiser info,
etc. SPSS will allow you to look at correlations between content and
user attributes, run affinity analyses, etc. It can also help to
eliminate outliers and anomoly data when calculating metrics.
The other piece of software I use a great deal is Microsoft SQL
server. It has the ability to extract and transform raw data which
can be very helpful. Also, in MSSQL 2005 there are many data mining
tools you can use such as fuzzy groupings/lookups of data, which can
be good for search term analysis and data cleansing (it helps because
user supplied data is never uniform), and data merging, sampling, etc.
But those two require that you can extract raw data from your
analytics system or that it has a data warehouse component. And both
of them require a substantial understanding of data, statistics, and
databases. MSSQL requires some database programming and scripting as
Search engine rankings can be tracked using something like WebTrends'
For competitive intelligence/audience measurement tools you have
these three major ones to choose from: Nielsen//NetRatings, ComScore
MediaMetrix, and Hitwise.
There is a tool for every task, and generally a competitive market
for every tool, so it's difficult to address your question without a
little more specificity about your needs.
Oh, and by the way, everything I've mentioned above is fairly pricey
(depending on your definition of pricey).
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