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Web Analytics Providers Now Competing On Pricing, Flexibility, and Scalability

July 15, 2008

The latest findings by JupiterResearch have revealed that the costs to switching Web analytics providers continue to be high and that over two-thirds of current analytics customers are satisfied with their current provider.
The report, titled "Web Analytics Buyer's Guide: Assessing Vendors' Competencies and Value," contains an in-depth analysis of the Web analytics market and a comprehensive comparative evaluation of the leading vendors, uncovering that Web analytics vendors are now competing on pricing, flexibility, and scalability, while ‘features’ have ceased to act as differentiators as it has become imperative for site operators to quantify visitors' relationships and experiences through segmentation, engagement, and attribution.



Data integration and the ability to offer a holistic view of customers' experience across multiple touch points, is the ‘in thing’ in Web analytics. Many analytics vendors have started setting up integration platforms through which data can be passed from independent marketing applications (e.g., e-mail, content management, search) to analytics solutions for blended analysis. Also, some vendors are trying to integrate multiple marketing functions within a suite or offering various formats for data sharing and use.
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."
The report also says that while large enterprises using analytics preferred solutions from Omniture, Unica, and Coremetrics, small-to-midsize businesses (SMBs) widely used solutions from WebTrends, Google Analytics, IndexTools a Yahoo! Service, and Lyris HQ ClickTracks.
Divya Narain is a contributing editor for ContactCenterSolutions. To see more of her articles, please visit her columnist page.
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