The Incredible Expanding / Shrinking Web Analytics Market
After Omniture’s acquisition surge last year, the web analytics industry has just been made even smaller by Yahoo’s acquisition of IndexTools. What does it mean when a relatively high-end tool like IndexTools is turned into a free offering like Google had done for Urchin?
Mostly, it means that Yahoo will be able to compete head-on with Google and Microsoft as they offer measured proof that advertising on their properties is a good investment. But how does this shrinking vendor landscape play against growing customer demand?
In these rocky economic times, upper management wants to know that a dollar spent online will result in two dollars earned. The online budget is not getting cut, but it is getting scrutinized like never before. They are looking for all the tools and best practices they can lay their hands on.
As free tools get better, the pay-for-play tools do as well. I look to Omniture, Coremetrics and WebTrends to step up to the challenge and help their high-end clients with even more systems, methods and consulting services. They are incorporating multi-campaign attribution in their tools so more of their clients are learning the ropes. Soon, there will be case studies and best practices.
Until then, I turn to people like Jim Novo and his post on Marketing Attribution Models. I look to Eric Peterson and Avinash Kaushik to keep holding up the lamp so the rest of us can see. I look to the Web Analytics Association to be the collective wisdom of the industry and for the eMetrics Marketing Optimization Summit to be the gathering place, where we can all learn from each other.
Will Google, Microsoft and Yahoo want to play at the enterprise end of the spectrum? Things move fast in this industry. Don’t blink!
Jim Sterne is president of Target Marketing and Chairman of the Web Analytics Association
Tags: avinash kaushik, emetrics optimization summit, eric peterson, Google, indextools, jim novo, jim sterne, microsoft, omniture, target marketing, urchin, Web Analytics, web analytics association