Both Marketing Analytics and Product Analytics have a place of their own and must be used in conjunction. In short, both the tools possess a symbiotic relationship, when teamed with appropriate tools, they can create a cycle of positive growth for the whole organization.

1. Product Analytics Vs Marketing
Analytics: What should you use?
From
appICE

2. Every brand works towards the goal of
customer retention, especially retaining first-
time users is a predominant task that requires a
lot of user data analysis. If you want your brand
to be successful in the competitive market, you
will need more data, especially the right tools
that interpret the data and drive towards
actionable innovation.
When we talk about analytics, most marketers
are stuck between the choice of Marketing
Analytics and Product Analytics. Are they
different? Which analytics would be highly
suitable for your business?
Let’s explore more on its differences in this
presentation.

3. Understanding Marketing and Product
Analytics

4.  Product analytics helps in understanding critical information such as the number of
users signed up and finished the desired action that was intended to happen. In
short, product analytics offers valuable insights into the user experience, product
usage, and various other aspects. It also helps in understanding user decisions to
come up with a better strategy to improve the product.
 Marketing Analytics, on the other hand supports you in creating specific marketing
campaigns for the customers based on their demographics such as age, name, and
location. The marketing analytics tools like Facebook, Google Analytics, and Adobe
analytics help you in monitoring your marketing campaigns and supports in making
a better choice of investment in the future.

5. How can focusing on product analysis bring
change?
Here are some of the ways how product analytics can bring in the change:
 With the help of product analytics, companies can understand their user journey
and offer a better user experience. Furthermore, the analytics also help in observing
all the actions of the user on their website.
 By incorporating the product onboarding funnel, lets you track certain important
user metrics such as from the moment the user started to learn your products till
the moment they turned out to be your customer. Additionally, it also helps in
identifying the users that got stuck in the onboarding process.

6. The analytics also provide a better understanding of the users on how they interact
with your app or product
 Offers valuable insights on how the data can be used to improve your product and
shape it in a better way. These data can play a vital role in making a critical decision
about your investment in the future
 At the same time, the analytics can work well only if the organization has a certain
measure of data, as it is not advisable to come to a conclusion with a minimum set
of data. In the case of minimum customer base, collecting feedbacks and
conducting a short survey can help you with valuable information to identify the
gaps in your product

7. Features of Product Analytics
Product Analytics features analytics segmentation, funnels, and cohorts analysis
 Analytics segmentation:
Analytics Segmentation supports in offering better insights on the particular events and enables
you to choose certain properties that matter a lot. It also offers a detailed demographics of
separate events that are usually displayed as charts (line, bar, pie)
 Cohorts analysis:
Instead of considering all customers are one unit, cohort analysis segregates into similar groups
called cohorts which is a subsection of behavioral analytics. It considers different events and
enables you to set up activities along with the customer properties, one at the beginning and
the other as a goal. It allows you to get more insights such as the required days for users to
complete their second activity and give you simplified information in charts which usually
segregates the data as the first time, recurring, and power users.

8.  Analytics funnels:
Analytics funnels are created to give a better understanding of your customer
In general, they are a series of events that you would like your customers to check
upon. It helps in identifying the users who are stuck up in the middle, completed the
final step, or dropped. By tracking these critical insights like customer dropping rate
every step, you can easily identify the reason behind the drop and bring up the
change.

9. Understanding the marketing analytics
solution
Google Analytics
Google Analytics is one of the key marketing analytics solutions. It’s popular with a lot of
companies that make use of it to track performance. This can further be split into three different
categories.
Google Analytics: Google Analytics is one of the standards and free versions that most of the
businesses and marketers are aware of.
Google Analytics 360: It is a paid version that offers more advanced features and options like
Campaign Manager, integrations with Display & Video 360, removal of sampling, and Bigquery
integration.
Firebase: Google’s solution is dedicated to app tracking.

10. What’s the difference between Google Analytics
and a product analytics solution?
 Irrespective of the product offering, both the analytics tools are designed to offer
required insights to the marketers who are helping to drive the required outcome.
The main objective of the marketers is to optimize the traffic stream, adapt their
marketing efforts, budget, and actions towards the source that drives maximum
outcome which is also known as attribution.
 As mentioned in the above, Google Analytics mainly focus on acquisition and traffic
sources and behavior information which centers around generic metrics like
sessions, bounce rate, and average session and duration
 Google analytics offers very informative reporting on marketing KPIs like the
number of views, time on site, completion of transactions, or goals.

11. Product Analytics Solutions
Product analytics solutions offer insights on how the users are behaving and
responding to your apps or websites. They answer some common questions like:
 Why do some customers convert while others don’t?
 What is the top driving factor of user retention and engagement?
 Did the new change of feature cause any desired change in user behavior?
 Who are your potential users and how do their activities differ from others?
 Is there any difference in the retention by the user cohort? Is there a low or high
change when users engage with a particular feature?

12. All the above questions are difficult for Google Analytics to handle because it offers
just the granular level of measurement.
 Google Analytics deals with the anonymized traffic data while the latter uses an
event-based tracking model designed to track certain actions customers take within
a product.
 Product analytics tools are intended to collect all of these properties and events link
them to an individual user ID, offering insights on how each app or web user is
behaving through the customer journey

13. Takeaway
Both Marketing Analytics and Product Analytics have a place of their own and must be
used in conjunction. In short, both the tools possess a symbiotic relationship, when
teamed with appropriate tools, they can create a cycle of positive growth for the whole
organization.