Although google analytics is awesome for 90% of the cases google's policies around prohibiting collecting personally identifiable user data makes and its heavy reliance on pageview [although this is fast changing] means in some cases there are other tools better suited for use cases heavily relying on
- Customer lifetime value analysis
- Cohort Analysis
- User activity profiling
- User Historic Data Integration
As MarketLytics goal is to understand your needs and provide best tool for it; we have spent considerable time understanding and deploying other tools. Some of them that we've worked extensively with include
- Segment.io [though not quite an analytics tool its ability to hook into tons of analytics services is awesome and offers raw exports to amazon cloud].