Not too long ago, analytics was something IT organizations invested in separately. But it now appears that some form of analytics is being baked into every packaged application. The latest to join this trend is Magento Commerce, which today announced it has acquired RJMetrics.
Magento Commerce CEO Mark Lavelle says that when it comes to e-commerce it’s clear that organizations want access to analytics that go way beyond traffic statistics on their Web site. They want to know what specific customers are doing on their Web site so they can better serve them. Achieving that goal requires access to analytics that enables the average business user to mine data inside and outside the organization to optimize a customer experience across multiple channels.
Lavelle notes that RJMetrics already has a long-standing relationship with Magento Commerce but the time had come for Magento Commerce to have more direct control over how analytics are integrated within its e-commerce application.
With analytics being embedded inside packaged applications to one degree or another, IT organizations need to decide what role dedicated applications will play within their organizations. They will still need to pull data from business applications to provide a correlation of events across multiple applications and business processes. But much of that data will be presented in a more structured form by business applications that have already served up some analysis of that data already.
The good news is that the usage of analytics is advancing. But as that usage growswithin the context of packaged application environments, access to analytics will become more readily available to all. A standalone analytics platform, meanwhile, will need to be more narrowly focused on tasks where it can clearly add value that makes it worthwhile to continue making these types of investments.