I count dozens of alternatives claiming to be "better than #GoogleAnalytics". This should be welcomed in a market dominated by #Google. But I'm worried. I am, of course, flattered that some of these startups have contacted me for advice - and I usually take the time to offer them constructive feedback. Often it's the initiative of a savvy digital marketer or an implementation engineer who sees a window of opportunity wide open because of the many issues with GA4 and the privacy wall the EU is building around itself, brick by brick, through the #GDPR, #ePrivacy and #SchremsII decisions. First it was GA, and now an initial ban on Google Workspace has emerged (Denmark), and soon I'm willing to bet GTM will be in the hot seat. When I look at all these alternatives, I usually see a nice website that lacks the depth to demonstrate how this new wonder solution really compares to the dominant player - beyond being more #dataprivacy oriented, which should be obvious by now. Some go so far as to play with my feelings by saying they embrace a #NoConsentNoTracking philosophy :) I see cookie-cutter marketing schpiel and "About" pages with claims of being "Founded by marketing veterans" but failing to mention who those veterans are. I see one or a handful of employees on LinkedIn, most of whom are anonymous LinkedIn members... I don't see pricing information or even a single screenshot, let alone a way to see the solution in action in a video or, better yet, a test account I could play with. When I put on my advisor and investor hat, these initial concerns quickly become a no-go. There may be a great idea and technology behind the smoke screen, but I don't see it, I don't feel it beyond the claims that it is "better than GA". The GTM strategy (as in Go To Market, not as in Google Tag Manager!) is not being played correctly or has never really been thought through. If these #startups really hope to grab a share of the GA/GTM market, they need to quickly and unequivocally demonstrate that they can actually do better than what has essentially been built on a 20+ year history. If anything, the Dragon's Den show showed us the importance of a good pitch, value proposition and marketing fundamentals such as positioning, GTM and pricing strategy. The best tech solution in the world won't go far without these strategic elements. #digitalmarketing #digitalanalytics