It's a different approach than Metaplane, which we are actually evaluating for our dwh and backends monitoring. Trackingplan is more about creating trust on the data collection side of the problem.
Drop me a line, josele (at) trackingplan (dot) com if you want to know more!
I wanted to +1 what you said about “organizations that don’t have a proper data warehouse and dedicated BI staff.” At the end of the day, a huge number of companies (maybe even most?) don’t have dedicated data teams but still want to know be alerted about data anomalies. Heck, we at Metaplane even fall into that camp.
In short, in many of the small businesses I've worked for, it was trivially easy to collect analytics data, yet monumentally difficult to analyze or make use of it in a meaningful way. The signal to noise ratio was incredibly low. One aspect of that was the need to manually discover unusual events, usually by creating manual dashboards and alert thresholds. But lacking a strong data science background, designing proper statistical tests to identify significant events was not something I could easily do.
I guess that'd be kinda a crossover between data integrity and marketing... in this case, an anomaly IS the data, where an unexpected increase/decrease in pageviews somewhere is something we'd love an alert on, but only after some threshold. As you pointed out, doing that manually just results in a bunch of false positives for those of us who aren't professional BI or statisticians.