15 trends in Web Analytics

Some of the trends we shared in the Optimization Trends&Tools seminar organised on 6 March in Madrid clearly point the way towards…

  1. Increased technical complexity in data capture, due partly to the appearance of the cell phone as a point of contact with the Net, the new forms of distributing content (XML, RSS…) but above all by the appearance of Ajax developments which enrich the level of interaction of any online presence but make the tracking of events that surfers are already starting to use every day (drag, zoom, view…) a little more complex.
  2. The slow death of the webpage viewed as the central pivot of Internet measurement following the consolidation of the web 2.0 and its impact on the logic of web-page construction.
  3. The clear consolidation of web analytics solutions, mainly caused by the warm welcome given to Google Analytics and the excellent performances it has to offer, leaving little room for tools which go no further than web analytics. The market will focus around Omniture as the clear leader in advanced solutions and Google Analytics as an intermediate solution.
  4. New reports and functions. Google Analytics, Gatineau or web analytics solutions in open source mean that all other solutions are in a mad race to offer new functions and reports if they want to survive in a highly-competitive market.
  5. Where Web analytics will be under every stone. There are many movements which indicate that the world of web analytics will gain even more importance in worlds where measuring is relevant. Advertising servers, content managers, marketing or CRM applications will have better web analytics solutions.
  6. Expectancy in the face of new solutions, given the ever-greater relationship between worlds like multi-variable testing or behavioural targeting with web analytics. The following graph attempts to explain the current state of the market as regards the multiple solutions we need to know.
  7. From web analytics to actionable web analytics, where we will attach more and more importance to analysis and decision-making and less to reporting (given that data alone does not help us decide what we need to do; we need to spend more time interpreting them and reaching conclusions).
  8. With greater importance attached to qualitative techniques which help us to understand why the user behaves as he does on our online presence.
  9. From investing in solutions to investing in people. The challenge facing the industry is in finding and training professionals who can take advantage of the wide-ranging performances offered by the current web analytics solutions.
  10. With objectives with milestones and people in charge. We must force ourselves to consider monthly milestones and set up people in charge of each of the most relevant metrics we have. This will help us learn and reflect, understand our priorities and align the whole team and our colleagues.
  11. With more knowledge and less intuition. Multi-variable techniques have put in an appearance with Google Website Optimizer as a technique to start continuous-improvement dynamics.
  12. From the silly web to the intelligent web. So far we have designed and developed silly websites. This is coming to an end. Business rules are making it into our online presence. Customisation and personalisation are here, with intelligent messages. Microsegmentation is here. Commercial intelligence is here. Websites will start to think and take decisions for us.
  13. The appearance of the cellphone may change everything. Geolocalisation and the possibility of having a single ID means that there is a huge potential for putting commercial intelligence out there.
  14. Synchronising multi-channels and de-centralised data. The challenge is to integrate web analytics in all the channels with which our online presence is related and how to create datawarehouses which store and relate information from multiple media and channels.
  15. The complete picture: induced business. The Internet is becoming the way your business has of keeping its finger on the pulse (search analytics, preferences…) and we will glean a better understanding of web analytics as a vehicle for offering insights into the development of our consumers’ and clients’ needs.

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