JupiterResearch Finds Majority of Web Analytics Customers Content With Service, Forcing Providers to Compete With Price and Flexibility
Posted on: Monday, 14 July 2008, 09:00 CDT
NEW YORK, July 14 /PRNewswire/ -- JupiterResearch, a leading authority on the impact of the Internet and emerging consumer technologies on business, has found that despite volatility in the market, costs related to switching Web analytics providers remain high, while more than two-thirds of current analytics customers are content with their current provider.
This analysis is contained in a new JupiterResearch report titled "Web Analytics Buyer's Guide: Assessing Vendors' Competencies and Value." According to the report, which offers a detailed analysis of the Web analytics market and a definitive comparative evaluation of the leading vendors, the feature war is over, and differentiators are surfacing in pricing, flexibility, and scalability. Site operators must quantify visitors' relationships and experiences through segmentation, engagement, and attribution.
"Despite some small skirmishes over capabilities like video and audio measurement, the Web analytics feature race is largely over," explained John Lovett, Senior Analyst and lead author of the report for JupiterResearch. "Leading vendors will forge ahead by making data accessible and actionable while expanding offerings into adjacent marketing technologies."
A new frontier for Web analytics is data integration and the ability to stitch together a holistic view of customers' experience across multiple touch points. Several analytics vendors are establishing integration platforms that enable data to be passed from independent marketing applications (e.g., e-mail, content management, search) to analytics solutions for blended analysis. Others are consolidating marketing functions within a suite-like ecosystem to augment enterprise marketing capabilities, or enabling data sharing and use in any number of formats to provide the most flexible use and analysis.
According to David Schatsky, President of JupiterResearch, "The opportunity for Web analytics companies to aggregate this wealth of data is substantial, especially given the plethora of nascent and evolving marketing technologies available today."
Solutions from Omniture, Unica, and Coremetrics emerged as industry leaders for large enterprises using analytics. WebTrends, Google Analytics, IndexTools a Yahoo! Service, and Lyris HQ ClickTracks also attained industry-leader status for small-to-midsize businesses (SMBs) through demonstrated value.
The complete findings of this report are immediately available to JupiterResearch clients online at http://www.jupiterresearch.com/. For details on JupiterResearch's methodology, visit http://www.jupiterresearch.com/bin/item.pl/methodology or email press@jupiterresearch.com to request a detailed methodology statement. For additional information on this report or JupiterResearch's Site Technologies & Operations research service, visit http://www.jupiterresearch.com/ or contact Kieran Kelly, Senior Vice President of Global Sales and Client Service, at 1-800-481-1212 or researchsales@jupiterresearch.com.
About JupiterResearch
JupiterResearch provides unbiased research, analysis and advice, backed by proprietary data, to help companies profit from the impact of the Internet and emerging consumer technologies on their business. The company helps online businesses make critical decisions about technology selection, spending, staffing, and Web site effectiveness; advises consumer-facing companies with online advertising, marketing, and customer service strategies to understand, attract, convert and retain customers; and guides technology vendors and service providers on market opportunity, positioning, product definition, and pricing. JupiterResearch is headquartered in New York City and has offices throughout the US and Europe. For more information, visit http://www.jupiterresearch.com/.
Contacts: Adriane Dean or Pete Arnold Peter Arnold Associates 781-239-1030 press@jupiterresearch.com
JupiterResearch
CONTACT: Adriane Dean or Pete Arnold of Peter Arnold Associates forJupiterResearch, +1-781-239-1030, press@jupiterresearch.com
Web site: http://www.jupiterresearch.com/http://www.jupiterresearch.com/bin/item.pl/methodology
Source: PRNewswire
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