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Yahoo Takes on Google in the Analytics Game By Jennifer LeClaire April 17, 2007 9:49AM     As Google moves ahead with its acquisition of online advertising powerhouse DoubleClick, Yahoo continues to wage its own battle with Google on several fronts, including in the field of Web analytics. While Google takes a give 'em all they could want and more approach, Yahoo aims to give Web marketers a more focused set of stats and graphs -- hopefully, just what they need.   Related Topics Web Analytics Web Marketing Search Engine Google Yahoo DoubleClick Advertising Customer Data E-Business E-Commerce Latest News Plasma-TV Ban Could Be Costly Barnes & Noble Nook Is Delayed Flat PC Shipments Hurt Dell's Stock Ballmer Says Windows 7 Sales Good New Pogoplug 'Cloud' Gets Social (Page 3 of 3) "The way we deliver information to search engine marketers is different from Google," Apodaca said. "We aren't reporting on natural searches. We only report on campaign-related activity. We have the ability to provide something similar to Google Analytics but our philosophy is to arm advertisers with appropriate campaign information." The Price To Pay Users of Google Analytics and Yahoo's Panama Full Analytics have their own views. Yahoo's Panama is not nearly as robust as Google Analytics, according to Tom Bianco, CEO of Atlantic Consulting and Sales, an e-commerce consulting firm. "Google Analytics is graphically superior, with more charts, geo maps, [and] the all-important site overlay so you can do multivariate testing," he says. But, in Bianco's opinion, neither Google nor Yahoo does a good job of segmenting the opposition's pay-per-click (PPC) campaigns. Another difference between Google Analytics and Yahoo's Full Analytics option within Panama is the price. Google Analytics is free whereas Yahoo is charging a premium for access to its Full Analytics. Apodaca declined to disclose the fee, but Cindy Krum, a senior Search Engine Optimization analyst at Blue Moon Works, an interactive marketing agency with clients like Timex and Bluefly, noted that the Full Analytics option is only available to gold level users who spend more than $6,000 on SEM per year. "It has yet to be seen if Yahoo will parlay advances made with the Panama update into a more universal and sophisticated free Web analytics software that tracks and reports on all site traffic, like Google Analytics," Krum said. She noted that Panama offers robust event and conversion tracking that is similar to the pay-per-click tracking available in Google Analytics, though she said it's not much better than the PPC tracking Google currently offers in AdWords. At the end of the day, analytics beauty may be in the eye of the beholder. Clearly, Google Analytics and the Full Analytics option in Panama are two entirely different programs, yet with a common goal: to track Web site activity. Your choice of programs, really, depends on how much of that activity you want to track and on which search engine you choose to deploy your advertising spend. Google Analytics though, may have an offer search engine marketers can't refuse: it's free. < Previous Page  |  1  |  2  |  3   Advertisement  E-Commerce 1.   Barnes & Noble Nook Is Delayed 2.   AOL Offers Voluntary Resignations 3.   Senators Blast Web Sites for Fraud 4.   Virtual Wallets Enter Money Evolution 5.   Bing's Market Share Nears 10 Percent

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Network Security Spotlight

House Lawmakers Push Ban on Peer-to-Peer Software Stung by an embarrassing electronic leak revealing ethics investigations into dozens of lawmakers, Congress moved to prohibit federal employees from using the file-sharing software blamed for the disclosure.   GAO: Los Alamos Computer Security Has Weaknesses Security weaknesses uncovered in Los Alamos National Laboratory's computer network increase the risk of a classified-information breach, says the Government Accountability Office.   Computer Security Firm Fortinet Plans IPO This Week Fortinet plans to go public in an initial public offering, giving investors a chance to tap a network security provider with sales that are expected to grow. The IPO could be valued at $137.5 million or more.

Enterprise Hardware Spotlight

Flat Shipments Hurt Dell Despite Increased Earnings Dell's earnings are up and expectations are solid, but the company's stock still took a hit after analysts signaled the company isn't playing a key role in the PC market recovery.   New Pogoplug 'Personal Cloud' Does Social Networking Cloud Engines has released its newest version of the Pogoplug, a small "multimedia sharing device" that connects hard drives to the Internet and allows a user to access the files remotely.   Apple Tablet Rumored Delayed as Publisher Gears Up There have been so many rumors of an Apple tablet that it has taken on legendary status. But now the legend is being revised with reports of a delay and that a major publisher is getting ready.

Enterprise Technology Spotlight

Flat Shipments Hurt Dell Despite Increased Earnings Dell's earnings are up and expectations are solid, but the company's stock still took a hit after analysts signaled the company isn't playing a key role in the PC market recovery.   Smartphones: A Bigger Target for Security Threats Smartphones are increasingly prevalent and adept at handling more tasks, including trading stocks, paying bills, and buying stuff online. That makes them attractive to thieves and hackers.   FBI Says Hackers Targeting Law Firms, PR Companies Hackers are targeting law firms and public relations companies with a sophisticated e-mail scheme that breaks into their computer networks to steal sensitive data, often linked to large corporate clients.

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