Traffyk.ai & Google Analytics

Organisations today rely on data and analytics to drive better business decisions. This is especially true when it comes to understanding and improving workplace communication.

Many companies use complex web analytics tools like Google Analytics and Adobe Analytics to track metrics for their intranet, employee portal, or internal collaboration platforms. While powerful in external contexts, these tools fail to provide the insights needed to optimise employee communications.

Critical Differences Between Traffyk.ai and Google Analytics

Cyber Security

• Because they’re primarily designed to be track activity on external websites, web analytics tools commonly use in-page tracking code to generate data around website use. This code links back to the analytics provider. If using this method on internal sites, the tracking code presents a potential cyber security risk.

Focus

• Web analytics tools like Google Analytics are designed to track website traffic and behaviour. The focus is on things like pageviews, bounce rate, and conversion funnel optimisation. This data is not relevant or of typically low value in the context of internal communications.
• Traffyk.ai is purpose-built to analyse workplace communication data across multiple platforms. The focus is on strategically valuable measures and recommendations for improving communication effectiveness.

Data Scope

• If deployed internally, web analytics only provide coverage on an external website and/or intranet. IT teams will often dictate the use of the external tool on the intranet. This leaves out critical internal communication channels like email, collaboration tools, and third-party apps.
• Traffyk.ai is purpose-built to connect to multiple platforms. It gives a comprehensive view of workplace communication. This includes email, intranet, collaboration tools and HR systems, with more tools planned for integration.

Metrics and Insights

• Web analytics provide basic consumption metrics like pageviews and time-on-page. These need to be more utility in understanding communication efficacy.
• Traffyk.ai goes beyond basic metrics to provide unique scoring models, benchmarking, anomaly detection, forecasting, and tailored recommendations. The insights are specific to improving workplace communication.

Audience Tracking

• In web analytics, users are tracked anonymously based on cookies, IP addresses, and basic attributes like location. There needs to be more visibility into who comprises your audience.
• Traffyk.ai securely connects to your organisation’s employee data to visualise communication patterns across business units, roles, regions, and other attributes. This allows for secure and targeted communication optimisation.

Integration and Administration

• Implementing web analytics requires adding tracking code to each page. Ongoing tag management and data collection can be complex.
• Traffyk.ai seamlessly connects to your tech stack with no code changes required. The system auto-collects data and requires minimal ongoing administration.

Key Takeaways

While web analytics tools can provide general website traffic stats, they need more focus, scope, and sophistication to understand and improve employee communication. Traffyk.ai fills this gap by offering a purpose-built solution that connects data across your digital workplace, providing unparalleled visibility and actionable insights to drive more effective communication.

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