Consumers generate a huge amount of data about their behaviors, preferences and experiences that businesses can use to enhance their products and services to match customer demands. The proper analytics tool is essential to reaching business goals such as more engagement, increased sales, and more efficient operations.
Start by deciding which data types you’d like to integrate, and how you intend to accomplish this. Some tools are geared towards traditional enterprise reporting, while others are designed to help you perform more advanced analytical analysis or track sensitive information such as healthcare data. It is also important to consider the ways that the analytics tools you’re looking at can be integrated into your existing workflow systems and data architecture.
Some tools are designed for experienced users and data scientists, while others allow non-technical users to analyze data using a point-and click interface. Take note of the capabilities and features of each tool, focusing on those related to visualization of data. Some are designed to facilitate the creation of visual charts whereas others depend on SQL or other third-party tools to analyze your data before you can examine it.
After you’ve narrowed your options, take note of the cost and whether the platform is cloud-based or dependent on software licenses and subscription fees. Some tools are free, while others require a substantial upfront investment in order to start and ongoing maintenance costs. Make sure to evaluate these costs against the potential ROI from the insights and efficiencies gained using an analytics tool.
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