I love it for a number of reasons. First of all it finally embeds very basic analytics best practices in web analytics software.  It has bothered me for years that some of the most sophisticated web analytics packages did not even have the most basic significance tests in their standard reports.  I have often seen people draw conclusions on the back of results that were statistically insignificant.  GA Intelligence will really help avoid this.

Second, it automates some of the mundane analytical tasks.  A few rather pessimistic analytics professionals have asked me whether this was the beginning of the end for analytics as a profession – the start of the complete automation of analytics.  I don’t see that happen anytime soon!  If the basic, repetitive tasks are being automated then that would free up time for analytics professionals to use their skills much more efficiently on more advanced work.  There is plenty of that work to be done. 

The most important reason why I love GA Intelligence is the seamlessness with which they have incorporated the significance tests in their reports.  It is a fantastic example of how to distribute the ability to do more complex statistical analysis among a broader non-technical audience.  And the alert system is very elegant as well. 

I love it!