Web Analytics increasingly strategic with Google Analytics at the center
I draw your attention to the very large number of transactions that have taken place in the field of web analytics in recent years.
Companies strategically positioned in the digital economy have all deemed it relevant to integrate an advanced web analytics solution into their service offering.
Adobe, IBM, Google, Yahoo! and Microsoft are among those who have bought or will buy. Here is a timeline of major deals that speaks for itself:
Truth be told, there is only one independent solution left that can scale to large enterprises: Webtrends. Very small local solutions exist but can no longer keep up with all the upheavals:
- API allowing the integration of web statistics with other crucial business data;
- The increasingly active and complex social ecosystem to measure, requiring data processing tools such as sentiment analysis;
- Advanced segmentation and customer profiling;
- Optimization, A/B and multivariate testing tools;
- Qualitative analysis of visitors and traffic.
Only serious solutions allow this kind of monitoring, unless you use a cocktail of nested solutions that struggle to make this large amount of non-integrated data speak.
So what's left in the market that offers a real alternative for businesses looking to integrate web metrics with other key metrics?
In my experience, large organizations often end up choosing between Omniture, Google Analytics and Coremetrics, in Canada anyway. We see Webtrends more and more rarely. Organizations that do not want a solution where the data is hosted elsewhere (often governments or companies in the financial sector) cannot turn to Google Analytics, but will now be able to turn to Urchin 7, whose pricing will be more than reasonable in comparison with Omniture and Coremetrics. Urchin 7 will offer in the coming weeks a solution with features very comparable to Google Analytics.
But we can clearly see the very big price difference for a fairly minor difference in functionality, especially when we consider the progress of the 2 solutions in the last 5 years. The curve of Google Analytics being much more aggressive. It should also be considered that since Omniture is now owned by Adobe, one can think that in the not so distant future, Adobe's web authoring and publishing tools will be favored for the evolution of Omniture. This may displease many publishers of Internet properties.
Adviso has chosen to bet on Google Analytics and is seeing an upsurge in decisions in this direction, which have been made even by companies using the other solutions mentioned. Google Analytics is also very often the barometer standard because a very large number of sites that use Omniture or Webtrends still have a Google Analytics chip that will be used for comparative analysis given its relative omnipresence on the market. Finally, Google Analytics represents a logical choice because it makes it possible to obtain in the end and for much less investment a very complete and above all very personalized solution for a more than reasonable price.
In my opinion, the practice of Web analytics should become a key skill for organizations that are taking a digital turn. Your organization must also equip itself with this highly strategic knowledge!