Web Analytics Market 2009 research

Forrester Research is an independent market researcher that provides reports (waves) and studies specifically for the Information Technology market within many niches. Forrester also offers a research paper for the web analytics market and is recently updated it’s The Forrester Wave™: Web Analytics, Q3 2009. This interesting piece of research is not available to download for unregistered users so I summarized the most important conclusions from this report by Forrester. Please visit Forrester for this orginal and complete report and other interesting market research papers,  it’s worth it.

Forrester most recent Web Analytics research for Q3 2009 showed that 73% of all companies surveyed are using web analytics software today as their main way of collecting data and insight about their online visitors and customers. Also interesting to mention is that the market for web analytics will grow with 17% each year the upcoming next five years.

Presence: In order to place the approximate size of the vendor’s web analytics company, their financial standing, revenue growth, new customer data, and the overall standing of the clients were compared against the total client base.

Viability and Success: A total of eight vendors were included in this assessment. These vendors include Google Analytics, AT Internet, Coremetrics, Omiture, Nedstat, Unica, Web Analytics, and Yahoo!. The major thing these vendors have in common is they measure visitor activity of the most trafficked websites on the Internet. It has been shown that each of the above named web analytic vendors has shown to have revenues in excess of $10,000,000 and have a very large base of clients within the enterprise-class market.

Omniture, Unica, Coremetrics, Webtrends, and Nedstat showcase vision and innovation which has earned them all a leader status. Each has successfully demonstrated their strong competitive capabilities, which makes vendor selection even more difficult. Each of these vendors has a lot to bring to the table. They all offer flexibility which allows almost endless customization. They have shown they each have the ability to meet their customer’s needs on many different levels of visitor intelligence.

All vendors showed strengths in the areas of reporting and customization, conversion funnel analysis, multi-campaign analysis, and rich media measurement.

Google rises above the competition:

In 2007, Google Analytics made its debut in the Web analytics evaluation and proved itself as a very strong competitor among worthy competition. Since this time, it has improved even more and significantly enhanced important features. With many new product releases and functionality, such as advanced segmentation, e-commerce tracking and custom reports. Another great bonus is Google allows you to use all these features for free.

Yahoo! And AT Internet are found to be lacking:

Both of these companies have shown to have strength in their ability to provide real-time data and their outstanding reporting functionalities. However, it is believed that the more successful web analytics vendors will leverage their analytics platforms in order to provide broader functions for marketing. They will do this through platform integration, supplementary applications and a widespread distribution of data.

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