The report summarises the findings of Bienalto’s annual survey on the attitudes and intentions toward the use of web analytics in organisations across Australia.
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The recent launch of the SAS Web Analytics solution comes with a range of features bound to appeal to multi-channel marketers and web analysts alike.
SAS, which has built a strong reputation in Australia for its Business Intelligence suite, is now tapping the growing web analytics market with its “Customer Experience Analytics” solution.
Yahoo’s acquisition of IndexTools – and its announcement this week that it intends to provide the web analytics solution free – is a fantastic development for the industry.
Dennis R. Mortensen, COO of IndexTools, claims that the solution has 80% of the functionality of Omniture. By bringing an enterprise-class solution to the masses for free, Yahoo takes another rail off the entry barrier to web analytics.
It has been one year since Google announced it would fork out a mammoth $3.1 billion to acquire Double Click – and one month since the deal finally closed.
In March, following a drawn-out battle with Microsoft, Yahoo and privacy advocates, Google got the green light from European regulators. Finally, the search giant can plot the course for the DoubleClick’s paid ad-serving offering. As yet, despite the rumours flying around, Google hasn’t revealed its full intentions.
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Cross channel marketing exists today, but in its crudest form. The rich integration of customer information and behavioural data with marketing strategy is imminent – it’s just a matter of getting the formula right.
The formula we’re talking about has web analytics as the key variable. Web analytics as a standalone solution has limited value, but team it with other customer information and you’ve got powerful information at your fingertips.
Web data is a gold mine to marketers. As its value grows, the web analytics function is jostling its way into the organisational structure. Yet where is its rightful place, who sets the rules, and how do policies evolve to ensure its efficacy?