Here is an extremely helpful tool I have completely missed out on so far in Google Analytics. Annotations is one of those things that makes your stats understandable and shareable within your organization. We cannot see similar functionality in other tools out there and Google are currently really pushing to become the number one in Analytics online.
The functionality is there but are the customers?
To really stem the iron, they probably have to start charging for their services. I suppose that’s the only way to get on with huge organizations that are used to pay a lot of money for things that can be easily obtained for free. On a less sarcastic note, Google really has to do something about data ownership. Corporations need to know that they own their data, and that they can choose whether or not they share this data with Google.
User Case of Google Analytics Annotations
So, the working process with Annotations would probably be that you have a shared corporate account for your Google Analytics. An analyst within the organization or a consultant monitors the activity, sets up a dashboard and makes notes. A marketeer goes into the tool and adds an annotation the day they launch a campaign, the analyst tracks the campaign and determines success events with regards to the overall business goals. The CEO can at any time enter his or her dashboard and follow the market activity as it evolves.
The marketeer gets instant feedback and can adapt to what is happening, the analyst gets an explanation to variations in the metrics and the CEO will be able to follow it all from his or her computer screen. Simple, effective and co-operative. Nice in other words.