INSUBCONTINENT EXCLUSIVE:
Oribi, an Israeli startup promising to democratize web analytics, is now launching in the United States.
While we&ve written about a wide
range of new or new-ish analytics companies, founder and CEO Iris Shoor said that most of them aren''t built for Oribi customers.
A lot of
companies are more focused on the high end,& Shoor told me
&Usually these solutions are very much based on a lot of technical resources and integrations — these are the Mixpanels and Heap Analytics
and Adobe Marketing Clouds.
She said that Oribi, on the other hand, is designed for small and medium businesses that don''t have large
technical teams: &They have digital marketing strategies that are worth a few hundred thousand dollars a month, they have very large
activity, but they don''t have a team for it
And I would say that all of them are using Google Analytics.
Shoor described Oribi as designed specifically ''to compete with Google
Analytics& by allowing everyone on the team to get the data they need without requiring developers to write new code for every event they
want to track.
In fact, if you use Oribi plugins for platforms like WordPress and Shopify, there no coding at all involved in the process
Apparently, that because Oribi is already tracking every major event in the customer journey
It also allows the team to define the conversion goals that they want to focus on — again, with no coding required.
Shoor contrasted Oribi
with analytics platforms that simply provide &more and more data& but don''t help customers understand what to do with that data.
We&ve
created something that is much more clean,& she said
&We give them insights of what working; in the background, we create all these different queries and correlations about which part of the
funnels are broken and where they can optimize.
There are big businesses using Oribi already — including Audi, Sony and Crowne Plaza —
but the company is now turning its attention to United States customers
Shoor said Oribi isn''t opening an office in the United States right away, but there are plans to do so in the next year.
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