An Updated Look At The Web Analytics Market

I’m pleased to announce that we’ve published "The Forrester Wave™: Web Analytics, Q4 2011." The Wave methodology is Forrester’s time-tested, exhaustive, and transparent approach to vendor evaluations. This research is based on data gathered through extensive vendor briefings, product demonstrations, customer reference calls, and online user surveys. We evaluated seven leading vendors against 80 criteria and gathered reference feedback from more than 160 user companies.

This Wave focused on established vendors that offer web analytics products targeted at enterprise clients. We evaluated the following companies: Adobe, AT Internet, comScore, Google, IBM, Webtrends, and Yahoo. Forrester clients can read the full report and access the underlying scorecard details for each vendor. And don’t forget that the Forrester Wave scorecard also includes an interactive tool allowing users to customize the Wave model with personalized criteria weightings. 

I’ve been asked several times why this Wave focuses on web analytics as opposed to a broader digital analytics or online marketing suite approach. I’m not ruling those options out for the future, but today the answer is simple: because web analytics is still challenging. My research agenda is heavily influenced by the questions and projects we address for our customers. As of this writing, more than half of my client inquiries are still about the technology, processes, staffing, and best practices of web analytics. That tells me that web analytics is a topic that still deserves our attention.

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