The Web Analytics Feature Race
July 15th, 2008 by Joy BrazelleJupiterResearch recently published its report, ‘Web Analytics Buyer’s Guide.’ I have to say in reading about the report I was astonished to see this finding from the Senior Analyst – “Despite some small skirmishes over capabilities like video and audio measurement, the Web analytics feature race is largely over.”
Wow. After spending the better part of the last 10 years using these tools to analyze data that shocks and saddens me. I admit that there are tools out there with an overwhelming number of features. And, I admit that the additional features add a level of complexity (and price in some cases) that make the tools almost unusable without a lot of training or experience.
But, to say that ‘the feature race is largely over’ seems to say that everything that can be measured in Web analytics is now already measured. That seems a little unrealistic, especially when Social Media and Word of Mouth campaigns are gaining traction and marketers’ dollars.
I am interested to see how the future plays out. If, in fact, the feature race is largely over it is going to become the responsibility of successful marketers to figure out not only what needs to be measured, but also figure out HOW to measure those things.
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