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
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