15-Mar-07 7:00 PM  CST  

Web analytics seers peer into the crystal ball! 

2007 Prognostications!

WAA recently asked some leaders in the industry to peer into the crystal ball and tell us where they think web analytics is going. We’ll let you decipher their findings!

W. Gregory Dowling, Senior Analyst at Jupiter Research

I see 2007 as the year of integration. According to a recent JupiterResearch survey, data integration issues are the number one challenge facing web analytics practitioners. In fact, over one quarter cite data integration as their primary concern.

Vendors will seek to address these issues by enhancing their integration capabilities through streamlining the integration process and simplifying third party integration. Because of enhanced integration, we will see the expansion of the web analytics platform far beyond the web site, encompassing virtually every customer touch point.

Bill Gassman, Research Director of Gartner Research

The biggest issue that the web analytics industry faces in 2007 is a leftover from 2006. I’m referring to an organization’s ability to understand and take action on the insight that web analytics tools provide. Part of this problem will be addressed as the WAA standardizes metrics and builds best practice tutorials on how to use them. Yet the bulk of the responsibility for taking action on the insight from web analytics tools rests within the can-do efforts of each organization. We know the answer. Each organization must assign a dedicated web analyst and make that person part of a web optimization team that is sponsored by a line of business and include content and application producers in the process.

Where is our industry going? In 2007, I’m watching two hot topics. The first topic is the integration of customer and product master data with web analytics tools to provide a single version of the truth. The second involves linking business applications via service-oriented requests with web analytic tools in order to customize content on the fly.

Akin Arikan, Sr. Segment Manager, Internet Marketing at Unica Corporation

The change in 2006 was palpable, especially between the e-metrics summits in April and October when the viewpoint shifted from web analytics to online value optimization. Of course, Jim Sterne had always preached that this change is what web analytics should have been about. But I feel that this message finally started to hit home in 2006.

In 2007, we at Unica see this trend continuing. We see the desire increasing among our web analytics and internet marking customers to do more than merely maximize the conversion rates on a their sites. We see them maximizing the value of web data as an insight machine to machine into the market and customers. They will also maximize the value of each customer relationship by way of behavioral analysis and communication.

The homecoming queen of 2007 is web analytics. It is finally coming home into the arms of the marketing department and embedding itself into marketing processes. OK, this prognostication is a bit optimistic, but we think that web analytics and marketing are coming a lot closer in 2007.

Rand Schulman, Independent Internet Executive, Founding board member of WAA, former executive at Keylime Software, WebTrends, and WebSideStory

For 2007 I see more vendor consolidation, fewer email providers, and improved behavior targeting companies. I also see much more use of combined and correlated date between online and offline data sources. There will be continued integration of web analytics products with other applications, ranging from the front and to the back office.

In 2007 we will also see greater use of event-based Web 2.0 applications and tracking coupled with a slow understanding of “engagement metrics” (when greater engagement does not necessarily equate to more conversations). Page View-based pricing issues will unfold as events become more widely used. Client-side and mobile devices tags will emerge. Data from social networking sites will be aggregated and optimized. Business schools will start offering more classes around online marketing. Spy-ware issues will go away. Strong growth in Europe will finally happen. The WAA will broaden its charter!

Greg Drew, CEO of WebTrends

Analytics and strengthening customer relationships will be the only way marketers will be able to thrive in the rapidly changing landscape.

In 2007, we'll be seeing this play out across every industry, from media and finance to consumer packaged goods and retail. At WebTrends we call this the results-focused revolution...and there are three key factors that play into it.

1. Consumers are Taking Control

   They’re personalizing the way they shop, interact, watch, listen, and communicate with companies around the globe. User-generated content, viral campaigns, fragmented media, multiple channels… these developments mean that organizations no longer have the tight control they once did over their messaging—or their marketing.

2. Marketing is Moving from Push to Pull

   People are going online in record numbers, which means you can acquire new customers in cost-effective ways, like paid search and email. You can also measure and continually optimize to increase ROI on your campaigns. This will be a powerful differentiator for the companies smart enough to take advantage of it.

   Consumers are also using multiple channels to reach out to you. This means you can consistently measure all of these fragmented channels in order to create the optimal marketing mix, and use Web 2.0 technologies to engage customers in new ways and build loyalty.

3. Conversations are the Key to Conversion

   The web provides the possibility of two-way dialogue with customers. And real relationships start with a conversation. You can take advantage of the shift in marketing to develop long-lasting, profitable relationships with customers. But if you’re not using accurate analytics, capturing their preferences using a true data warehouse, and delivering customized content in the way they want it, you’ll be missing not only the biggest opportunity for growth and success in 2007… you’ll be missing out on the future of marketing.

   Written by independent consultant, James Bash.

 

For additional information on this Web Analytics article, please contact:

Brian Induni
(208) 691-7371

Source: Brian Induni

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