I have been attending a training for Instadia’s ClientStep last week in Denmark.
I didn’t know anything about the product before going there – as my team members, Siegert and Aurélie, remained quite mysterious and didn’t want to push my hopes up – so I got my first glimpse at the interface during the introduction of the training.
You probably don’t know it yet, I’m an IT.
That’s probably why what impresses me the most in this product is the database.Let’s explain briefly how it works.
People who already spent time fine tuning reports know that it can really slow down the creation of reports!With Instadia, the data is in their database. They developed the database themselves and optimized it for fast on-the-fly analysis. It means that once your reports are configured, you just have to open it to see the result!
How cool is that?
No more re-analysis! You change one setting in your report, you open the report and you see the result!
I think this is a major improvement compared to other products that have been on the market since the beginning of Web Analytics, using log files, a decade ago or so.
They were analyzing the web servers log files. Adding client-side tracking functionality was possible only with the use of log files since they had to keep backward-compatibility and all their applications were based on log files analysis.
Instadia started with client-side tracking immediately. It is actually impossible to analyze log files in their product! This means they could concentrate on building a performant database like they did.
Ok, good. What else can Instadia offer?
Powerful data-mining tools, graphical filter builder, instant surveys creation tool, possibility to create custom reports in excel, PDF…I won’t go into details as my post would be too long but I have to admit I was really impressed. Most of the configurations use intuitive wizards.
In a few steps, you can build a report crossing whatever parameters and pull the data you need from the database.
The guys at Instadia explained their philosophy. Their tool is basically that: a tool.
What the clients do with it, is there own responsiblity. Up to Instadia partners, like the WebAnalytics.be business unit @ OX2, to ask to the clients the right questions, understand their reporting needs, define the KPIs in line with their business model in order to create true ROI. Within our European Web Analytics team, I leave that to my colleagues: you can’t be everywhere at the same time so we split up our responsiblities and specialisations. I’m the IT guy, remember? In any case, it’s a powerful database with all you need to query it easily.
They are not trying to create fancy reports. They leave that to people who can do that. That’s why you can export your data in customized Excel files, or into Xcelsius dashboards for example. I heard Aurelie is also talking to our Design department to make the graphs nicer, more understandable and sexy 😉
The goal is to give you the biggest freedom in easily customizing your reports so that you get the data and can make decisions based on that.
And it works!