Google Analytics points the way to benchmarking

Google has introduced a new benchmarking feature to its Analytics service. It’s an opt-in service. More details can be found here. And this from the email I received:

In addition to the new benchmarking service, opting to share your data will also enable you to take advantage of new advanced Google products and services as they become available. We think these services will offer greater insight and sophistication to users who have opted to share their data.

Sharing data in an aggregated and anonymous manner is incredibly smart. It’s how I expect to see on-demand business service like FAC develop over time. Why? Benchmarking is an active service that can be monetized and used as the backbone for other services. As such, it can be a way for practitioners to provide added value services. How cool is that?

UPDATE: Zoli pinged me that he takes a similar view:

With Google’s entry today, benchmarking is no longer the hidden business model: it has just gone mainstream. Potentially great value added service, a new revenue source for the provider, which may even allow them to give the core service away for free.

Tags: google, analytics, benchmarking