Can someone explain how trackers are chosen for a product?
I've been using duckduckgo app tracking protection for a week, the tracking insights are quite interesting. I see: - "Salesforce" tracker on "Xoom" - "Urban Airship" on "WSJ" - "Google", "branch metrics" on "Blind" - Google, Facebook, Adobe and more on Costco Surprisingly: - Slack doesn't have "Salesforce" tracker but it uses "bugsnag" - Yahoo finance doesn't have "Verizon Media" tracker These are just a sample there's more trackers on the above apps, I wonder how decisions are made on what tracker to use for what app? Is there a matrix somewhere that shows comparison between trackers?
It depends on which external tool marketing/customer insights team want to use for the purpose of identifying a specific “user” and tracking it across the internet and devices. There are multiple trackers because users are on different platforms/sites and marketers want to grab attention wherever they are on the internet. Having google tracker enables google analytics as well as retargeting via display ads. Facebook tracker makes laser-targeting possible on FB properties, adobe has its analytics platform (similar to google analytics) for 3rd party websites. Some trackers are only for capturing activities in session and replaying it later. Some trackers could be tracking referrals while some could be just reporting for comscore / nielsen data. I’d suggest just learning about the service that particular tracking company provides.
It's still confusing. I do get the part about accompanying analytics n CRM suites. But how would they know which ones to use outside of the suites they already have. Let's say I want to measure churn, exit destination and my existing suite + tracker doesn't have that feature. Would I just Google and see what trackers offer this metric or is there a better way to find out which tracker suits what use case the best? Basically want to find a guide for trackers, like how we have comparison between car models/trims.
Sales people of these SaaS companies constantly pitch the decision-makers about their products. They’re asked to come in for demo. Multiple companies are also reached out based on constant Linkedin ads and contacts from conferences. Tech Conferences have booths from these companies who showcase their products. In the end, whoever is the first and best to pitch or whichever sales person has cajoling skills wins the contract. There’s not much science behind how this decision is made as much as rational people like to think. Its all sales people influencing decision-maker to go with their product. Also decision-makers are generally aware of host of commecial products from their experience and / or network so its not super hard for them to do this. Its hard for you and I because we don’t deal with this as part of our job.