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Web Analytics Vendor Cross-Check H2/2008

tregli@cmswatch.com(Phil Kemelor and Theresa Regli) — Thu, 7 Aug 2008 05:51:00 -0400

It is all too easy to select web analytics vendors for your shortlist based on their supposed "leadership" status in the market -- status either conferred by analyst firms or assumed by the vendors themselves. However, CMS Watch analyst Theresa Regli argues that you need to look more closely at product and vendor alike -- and understand where both are headed -- to properly evaluate your longterm risks and opportunities in an evolving marketplace...

A new edition of The Web Analytics Report 2008

tregli@cmswatch.com(Theresa Regli) — Tue, 29 Jul 2008 11:35:00 -0400

Today we release a new edition of our Web Analytics Report 2008, a Basic Edition. This new edition focuses on the smaller players in the web analytics space, for organizations with smaller budgets or analytics initiatives in only one business area or on a single web site. For those with enterprise-wide analytics projects in the works, consult our Enterprise Edition. In both editions we've added a vendor risk profile cross-check, as we've done in the past for enterprise search and ECM. This gives you, the buyer, insight into how rapidly vendors are evolving and developing their products, as well as the risk that may be involved in purchasing a particular technology. As always, both editions contain best practice advice on establishing a business case, putting together a team, product selection and implementation.

A side-by-side comparison of the two editions is here. We'll share more details from this new commentary in the coming weeks.

Is the web analytics vendor feature race over?

philkemelor@pkwc.com(Phil Kemelor) — Wed, 16 Jul 2008 07:31:00 -0400

Press releases are a funny thing, I thought as I saw the announcement from JupiterResearch that the "majority of web analytics customers [are] content with service, forcing providers to compete with price and flexibility," and that "despite some small skirmishes over capabilities like video and audio measurement, the Web analytics feature race is largely over."

It's not as simple as that.

On one hand, as I noted when we released the Web Analytics Report 2008, the top 5 reasons that managers like their vendors has nothing to do with features...it's about service, value and relationships.

On the other hand, I wouldn't trivialize the importance of tracking audio and video -- two areas of content that are becoming increasingly important to all web content managers -- and have been historically difficult to track completely and easily, hence the rise of independent vendors.

Interestingly, the release mentions that "the new frontier for Web analytics is data integration and the ability to stitch together a holistic view of customers' experience across multiple touch points." Web Analytics Report readers know that we highlighted this trend in our first report in May, 2007. Perhaps it's semantics, but this certainly seems to be a feature issue.

In early June, I was on a panel on mobile analytics at the Internet Marketing Conference. Much of the conversation focus was about the tools...how did current online analytics tools compare to the new ones; what could be tracked; what couldn't be tracked; and so forth. As I've described in a few recent posts, mobile analytics is a new area for online analytics vendors, and this is certainly where we'll see a new round in the features race. The mobile web is too big to ignore.

Finally, software vendors must always evolve their tools to keep investor money flowing. Vendors must come up with twice/year releases to show the marketplace and investors that they are market leaders.

So, while I might be tempted to join in declaring the end of features -- if only so we can all focus on simply doing analytics more effectively -- I don't think it will happen.

And if you care deeply about measuring mobile and multimedia usage, well, then: long live the feature wars, because that's the only way you're going to get the functionality you need.