Introducing Piwik AOM to improve online marketing01, Aug 2016
When I started working for FINANZCHECK.de, one of Germany's most famous loan comparison websites, marketing related data was split and isolated in different silos - a very common situation in start-ups. We used Google Analytics, ran an AdWords bid management system, had our website logs and our back-end data (like conversions and contribution margins) but were not able to integrate them to leverage their full potential.
At that time we decided to go with the leading open-source analytics platform Piwik. The main reasons were that we wanted to be in control of our data (accessing data from individual visits is not possible in Google Analytics unless you decide to pay a fortune for Google Analytics 360) and to be able to extend the analytics platform of our choice to whatever we want to do with the data.