Outlook 2006: Web Analytics Key to Understanding Efforts Online

Share this article:
I expect 2006 to be a banner year for the Web analytics market based on factors including the likelihood that Google Analytics will drive interest in the subject and raise the bar for entry-level Web data analysis.


Though still not widely available, the functionality in Google Analytics is worth a look by anyone interested in doing more to measure the success of their Web sites. Also, traditional advertisers' interest in emerging online channels will continue to drive the need for accurate measurement.


Privacy and data accuracy will remain hot-button issues, and I predict that at least one major analytics provider will be called out by the media and court of public opinion over the widespread use of tracking cookies.


Because cookie issues aren't going away, site owners are encouraged to quantify the problem while moving aggressively to a solution based on first-party cookies.


I expect several consolidation events to occur or begin this year, further emphasizing the need to work with established vendors or companies providing compelling technology. Picking analytics solutions based on the lowest cost is a poor choice.


Site owners who recognize the need to invest in Web analytics technology to support their understanding of how their Web marketing and site efforts drive their overall business are poised to do well.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Video's Going Programmatic, New Study Contends

Video's Going Programmatic, New Study Contends

Some 60% of brands now buy online video programmatically, according to a study from AOL's Adap.TV.

Dollar Growth Rate of Video to Peak This Year

Dollar Growth Rate of Video to Peak This ...

It will increase by 56% to $6 billion, then taper off due to growth in inexpensive mobile placements, says a new study.

Alliance Data Spends $2.3 Billion to Buy Conversant

Alliance Data Spends $2.3 Billion to Buy Conversant

CEO Ed Heffernan says the acquisition "bulks up" the digital marketing power of Alliance and its Epsilon and Loyalty One units.