A Comparative Analysis of Web Analytics Tools Using the Framework of the Marketing 7C Model
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Abstract
The Marketing 7C model is an effective framework for analyzing web analytics tools as it comprehensively evaluates key aspects of website functionality and user engagement. This study evaluates and compares Google Analytics and Yandex.Metrica using the Marketing 7C model during the period from December 2023 to March 2024." The primary objective is to assess the efficiency and user-friendliness of Yandex.Metrica relative to the widely adopted Google Analytics platform in Hungary, offering recommendations for improvements to both services. The analysis investigates the relevance, content, and design of the platforms' websites using the 7C framework, encompassing Context, Content, Community, Customization, Communication, Connection, and Commerce. Findings reveal that Yandex.Metrica provides comparable reporting capabilities to Google Analytics while incorporating qualitative measurement tools. However, its usability for Hungarian businesses is hindered by language limitations. Both platforms are user-friendly and customizable, yet improvements are suggested. For Google Analytics, enhancing the administrative interface and integrating heatmap and qualitative analysis features are recommended. For Yandex.Metrica, expanding language options and creating a formal online user interface for technical discussions are proposed. The findings offer valuable insights for SMEs selecting web analytics tools that align with their business needs and highlight the importance of integrating such tools into decision-making to optimize performance and reduce costs.
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