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WEB ANALYTICS 2007 - BUYER'S GUIDE

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					Buyer‟s Guide: Web Analytics Buyer‟s Guide (2007)

SAMPLE: Web Analytics: A Buyer’s Guide
E-consultancy
November 2007

http://www.e-consultancy.com/publications/web-analytics-buyers-guide-2007

Sample only, please download the full report from:

Other related E-consultancy reports:
Web Analytics Roundtable Briefing
http://www.e-consultancy.com/publications/web-analytics-briefing-july-2007/

Web Analytics Request for Proposal Template File Web Analytics Business Case Template File

http://www.e-consultancy.com/publications/web-analytics-rfp-request-for-proposal/ http://www.e-consultancy.com/publications/web-analytics-business-case

Copyright © E-consultancy.com ltd 2007 – not for distribution to non-subscribers without written permission

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Buyer‟s Guide: Web Analytics Buyer‟s Guide (2007)

Table of Contents 1. Introduction 2. Executive Summary 3. The Market Error! Bookmark not defined. Error! Bookmark not defined. Error! Bookmark not defined.

1.1 About E-consultancy .................................................. Error! Bookmark not defined.

3.1 Market Definition and Focus of Report ..................... Error! Bookmark not defined. 3.2 Market Value and Growth ......................................... Error! Bookmark not defined. 3.2.1 Size of market compared to other online marketing channelsError! Bookmark not defined. 3.3 Market Trends ........................................................... Error! Bookmark not defined. 3.4 Return on Investment (ROI) ..................................... Error! Bookmark not defined. 3.5 Strengths, Weaknesses, Opportunities and Threats (SWOT)Error! Bookmark not defined.

4. Costs and Pricing Models

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4.1 Licence ....................................................................... Error! Bookmark not defined. 4.2 ASP model/hosted service. ....................................... Error! Bookmark not defined. 4.3 Other costs ................................................................ Error! Bookmark not defined.

5. Tips and Pitfalls: how to find the right web analytics supplierError! Bookmark not defi

5.1 Introduction ............................................................... Error! Bookmark not defined. 5.2 Should you opt for a licensed or hosted (ASP) web analytics package?Error! Bookmark not define 5.3 Will the vendor and its product help you to drive business insights?Error! Bookmark not defined 5.4 Do you have the right level of internal knowledge and buy-in?Error! Bookmark not defined. 5.5 Will you be able to make comparisons between different online and offline channels? ......................................................................... Error! Bookmark not defined.

6. Market Positioning Charts

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6.1 Explanation for Chart 1 – Company Focus................ Error! Bookmark not defined. 6.2 Explanation for Chart 2 – Company Proposition ..... Error! Bookmark not defined.

7. Supplier Matrix 8. Supplier Marketplace and Profiles

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8.1 ClickTracks - Company & Service Details ................. Error! Bookmark not defined. 8.2 Coremetrics - Company & Service Details ................ Error! Bookmark not defined. 8.3 DC Storm - Company & Service Details .................... Error! Bookmark not defined. 8.4 eVisit Analyst - Company & Service Details.............. Error! Bookmark not defined. 8.5 Google Analytics - Company & Service Details ......... Error! Bookmark not defined. 8.6 IndexTools- Company & Service Details .................. Error! Bookmark not defined. 8.7 Lynchpin Analytics - Company & Service Details ..... Error! Bookmark not defined. 8.8 Marketwave - Company & Service Details ................ Error! Bookmark not defined. 8.9 Nedstat - Company & Service Details ....................... Error! Bookmark not defined. 8.10 The Nielsen Company - Company & Service DetailsError! Bookmark not defined. 8.11 Omniture - Company & Service Details ................... Error! Bookmark not defined.
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Buyer‟s Guide: Web Analytics Buyer‟s Guide (2007)

8.12 RedEye - Company & Service Details ...................... Error! Bookmark not defined. 8.13 Site Intelligence - Company & Service Details ........ Error! Bookmark not defined. 8.14 Speed-Trap - Company & Service Details ............... Error! Bookmark not defined. 8.15 Visual Sciences (UK) - Company & Service Details. Error! Bookmark not defined. 8.16 WebAbacus - Company & Service Details ............... Error! Bookmark not defined. 8.17 WebtraffIQ - Company & Service Details ................ Error! Bookmark not defined. 8.18 WebTrends - Company & Service Details ............... Error! Bookmark not defined. 8.19 WiredMinds - Company & Service Details .............. Error! Bookmark not defined.

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Buyer‟s Guide: Web Analytics Buyer‟s Guide (2007)

1. Introduction
E-consultancy‟s buyer‟s guides are the ideal starting place for anybody researching new suppliers in interactive market sectors. They contain in-depth vendor profiles; to help you quickly evaluate suppliers and service providers, as well as market analysis to help you put things into perspective. Vendors are selected for the report based on a combination of factors, not limited to but including:           Analysis of capabilities (services / products) Clients Experience (qualifications / trade bodies / case studies / client lists) Expertise (by sector / topic), UK status (a UK office is preferred, occasional exceptions are made) Ability to take on and fulfil new projects Recommendations from trusted sources (or anecdotal evidence to the contrary) Google visibility Business model (a high % of turnover should be related to these services) Company website

E-consultancy does not explicitly recommend any of the suppliers featured in these guides, principally because it is impossible for us to work with all of them to form a firsthand opinion. But we do believe - based on an intensive and careful selection process that the chosen vendors represent quality. Buyer‟s Guides are updated on an annual basis, so the information contained within is recent and thus valid. Send any questions or comments to linus@e-consultancy.com. 1.1 About E-consultancy E-consultancy is an online publisher of best practice internet marketing reports, research and how-to guides. E-consultancy, named Publisher of the Year at the 2006 AOP Awards, also publishes buyer‟s guides and has a directory of 100,000+ third party internet marketing white papers. Subscribers pay from £195 per year to access the exclusive and highly practical content. E-consultancy also organises regular events, including roundtables and Supplier Showcases, where six suppliers pitch to an audience of pre-qualified buyers at a Central London venue. E-consultancy has 60,000 registered users and more than 145,000 unique users sessions per month (audited by ABC Electronic). It is popular among internet professionals because of its time-saving advice and insight. The company also provides a range of public and in-house training programs, such as seminars and workshops. http://www.e-consultancy.com/about/

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Buyer‟s Guide: Web Analytics Buyer‟s Guide (2007)

2. Executive Summary
The focus of this report is the UK Web Analytics market, including an analysis of market trends and challenges, as well as detailed profiles of the leading vendors. E-consultancy: the UK market for web analytics will grow 25% in 2007, from £56 million to an estimated value of £70 million. Organisations are increasingly seeing web analytics as a vital tool for online marketing and e-business, and using data to drive actionable recommendations. Since its launch two years ago, Google Analytics has greatly increased this sector‟s visibility, showing the benefits that can be reaped by organisations seeking to optimise their digital marketing efforts. Trends within this market include:     Web analytics takes more central role in business decision-making as marketers get better at extracting useful and actionable information. Google Analytics continues to drive awareness as SMEs and even blue chips reap benefits of free tool. People matter even more than technology … but a lack of education and resourcing continues to hold back sector. Changing metrics create challenges for industry as marketers seek to measure „events‟ rather than page impressions.

http://www.e-consultancy.com/publications/web-analytics-buyers-guide-2007

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Buyer‟s Guide: Web Analytics Buyer‟s Guide (2007)

3. The Market
3.1 Market Definition and Focus of Report The focus of this report is the UK Web Analytics market, including an analysis of market trends and challenges, as well as detailed profiles of the leading vendors. Vendor profiles are included for those companies offering technology which enables organisations to measure and analyse data relating to their online business channel, whether in the form of hosted solutions or licensed software. As well as offering technology (either through a licence or the “software-as-asservice”/hosted model), many of the vendors also offer consultancy services which help companies turn data into actionable insights and recommendations.

3.2 Market Value and Growth E-consultancy: the UK market for web analytics will grow by 25% in 2007, from £56 million to an estimated value of £70 million. There is an increasing level of convergence around business intelligence, market research and web analytics which makes it more difficult to estimate the size of this market.

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More notes on methodology:  We made our calculations after conducting interviews with executives from major analytics providers, as well as an analysis of turnover figures where they are available. In reviewing financial information, it has sometimes been necessary to estimate UK revenue figures for individual companies, for example where a breakdown of income by country is not made public.

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Buyer‟s Guide: Web Analytics Buyer‟s Guide (2007)

3.2.1 Size of market compared to other online marketing channels It is interesting to compare the size of this market with other online channels and sectors. For comparison, E-consultancy has previously made the following estimates:     The UK market for Search Engine Marketing will be worth an estimated £2.22bn in 2007. The UK market for Email marketing platforms and services will grow by 24% to an estimated value of £221m by the end of 2007. Estimated spending on usability and accessibility by UK firms: £148m in 2006 and £178m in 2007. The value of the UK market for e-commerce technology will be around £400 million for 2007.

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3.3 Market Trends 3.3.1 Web analytics takes more central role in business decision-making One of the major recent trends in this sector has without doubt been the increasingly sophisticated way in which organisations are using web analytics data to enhance their performance. Many companies now see analytics as a vital tool for online marketing and e-business, rather than something that produces interesting but ultimately meaningless data. Businesses have not only got much better at collecting data; they have also become more adept at interpreting analytics and using data to optimise their marketing tactics.

http://www.e-consultancy.com/publications/web-analytics-buyers-guide-2007

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Buyer‟s Guide: Web Analytics Buyer‟s Guide (2007)

3.4 Return on Investment (ROI)
Effective use of web analytics can offer businesses a range of advantages … Readers should also refer to our Web Analytics Business Case template document. http://www.e-consultancy.com/publications/web-analytics-business-case  Drive sales and build revenue. o Understand which levers to pull to increase revenue streams.  Optimise cross-channel performance.  Compare effectiveness and ROI across different online channels. Enhance interactions with customers. Improve ability to predict revenue potential of customers. Understand how to acquire and convert customers. Improve ability to cross-sell and up-sell. Increase effectiveness of search, display advertising and email campaigns. Improve usability and architecture of site to drive more traffic and actions.

o o o o o o

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3.5 Strengths, Weaknesses, Opportunities and Threats (SWOT)
This section contains a „SWOT‟ analysis for the web analytics sector. It also serves as a summary of some of the points made above. 3.5.1 Strengths  More and more businesses are investing in analytics as the web becomes a more established channel and gets more attention from senior executives. There is more understanding of how best practice in this area can help companies drive improved business performance. o Web analytics is becoming more strategic and is increasingly being seen as a crucial part of multi-channel business intelligence. o Companies are better at acting on e-business insights and intelligence. Web analytics technology is becoming easier for marketers to use with the result that data is more likely to be understood and leveraged as part of decisionmaking processes. The ‘on-demand’ or „software-as-a-service‟ model for web analytics continues to be popular and is fuelling much of the market growth.

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Buyer‟s Guide: Web Analytics Buyer‟s Guide (2007)

4. Costs and Pricing Models
The costs charged by web analytics vendors can vary enormously, depending on the type of technology and services which are required. Some vendors offer separate costing models depending on whether you are operating at SME or enterprise level. Clients will typically either purchase or rent a software licence or opt for a hosted solution, paying for their software as a service. Many of the vendors profiled in this guide give detailed information about their pricing while others prefer to give a break-down of costs only on request.

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5. Tips and Pitfalls: how to find the right web analytics supplier
5.1 Introduction In order to identify the right web analytics provider it is important to understand that different companies have different approaches and technologies. To get the right fit with your own organisation, the first step is to identify exactly what you need. The detailed company profiles and market positioning charts contained in this guide will help you to find the right match. As well as price (discussed in the previous section), important criteria when selecting a web analytics vendor include: type of model (i.e. licence or ASP), ease of use and functionality, customer profiling ability, integration capability, reporting and quality of support, training and consultancy. Here are some more detailed questions you should be asking relating to some of these areas. This section can act as a check-list and should also draw your attention to some pitfalls to avoid. Readers should also refer to our Web Analytics Request for Proposal template document. http://www.e-consultancy.com/publications/web-analytics-rfp-request-for-proposal/

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Buyer‟s Guide: Web Analytics Buyer‟s Guide (2007)

6. Market Positioning Charts
6.1 Explanation for Chart 1 – Company Focus Each vendor profile is followed by two market positioning charts. The vertical axis charts whether the vendor is geared purely towards online measurement or whether the company also has the capability to measure across different channels by collecting and analysing data from multiple sources (e.g. telephone, pointof-sale etc). The horizontal axis charts to what extent the analytics vendor is focused on measurement for usability and navigation purposes compared to being focused on direct marketing and return on investment.

All Channels

Where we are going

Where we are now
Online specialist

Usability & navigation focus

Focus on direct marketing/ROI

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Buyer‟s Guide: Web Analytics Buyer‟s Guide (2007)

6.2 Explanation for Chart 2 – Company Proposition

High degree of customisation Is normal

Where we are going

Where we are now
Off the shelf and ready-to-go

Provider of Product

Provider of services

The vertical axis charts to what degree the vendor typically tailors its service offering according to the requirements of the customer. The horizontal axis charts whether the provider sees itself as delivering a product or a service.

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Buyer‟s Guide: Web Analytics Buyer‟s Guide (2007)

7. Supplier Matrix Sample only, please download the full report from:

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8. Supplier Marketplace and Profiles

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