Friday, January 13, 2012

Google Analytics v Desktop Analytics

Google Analytics is not new to most people but desktop analytics probably is. So what's the difference? If I were to try and use the least words (hard for me) to summarize the difference it would go like this;

"Google Analytics monitors visitor activity of enterprise web sites across the internet" whereas "Desktop Analytics monitors enterprise users activty of any application (web, windows, java, mainframe etc.,) on any enterprise desktop anywhere in the network"

Google defines it as;

Google Analytics shows you how people found your site, how they explored it, and how you can enhance their visitor experience. With this information, you can improve your website return on investment, increase conversions, and make more money on the web. 

OpenSpan defines it as;

OpenSpan Desktop Analytics™ captures user activity at the desktop to reveal how users interact with their desktop applications, and provides you with tools for measuring and reporting on user processes. OpenSpan Desktop Analytics gives you an unprecedented level of visibility and insight about how users work and how processes can be improved for greater productivity.

Both products run a piece of their technology on the desktop to capture the user activity. Google requires you to insert Google Tracking Javascript code that gets loaded when a page loads. The visitor activity is then tracked and sent to the Google database servers to allow you run reports on it. There are even 3rd party analytics applications that you can use to report the data in different ways. OpenSpan Desktop Analytics™  runs a small program on your enterprise desktop that captures end user desktop application activity and sends the data to an enterprise database. Out of the box reports, or any 3rd party reporting tool can be applied to this data to provide businesses with a 360 degree view of user desktop activity

Whilst we all recognize how important products like Google analytics are to our business to track what our visitors are doing on our external web sites,  it has been virtually impossible to analyze what our own users are doing on their individual desktops. Yet people are often the biggest cost to the enterprise! You might at this point be thinking - "big brother"! On the contrary, you might already know your 1000 seat contact center agents are handling calls on average in 6 minutes. You might know your  insurance back office is able to process 1000 claims an hour, or financial center can approve 875 mortgages a day. However, do you know why some of your users are faster than others? Are all users following the right procedures (compliance)? Are your agents using the right applications at the right time? Why is one branch generating more after work than another? Are you users running applications they shouldn't? Sitting idle too long? Need more training?

Very few of these questions could be answered before desktop analytics. Visibility to what your core task workers and call center agents are doing has been limited in the past to manual time and motion studies. 

If you haven't seen it before, check out OpenSpan Desktop Analytics and start figuring out, at last, exactly what goes on in your department or business.

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