As in many areas of technology, the market for web analytics and online marketing solutions has undergone consolidation and upheaval in recent years. WebTrends remains as a pure play vendor, while Adobe-owned Omniture and IBM broaden their portfolios. Meanwhile, Google Analytics provides a free offering with increasing levels of functionality and a paid version offering premium capabilities.
Changes in the vendor landscape have raised issues for organizations that use web analytics and online marketing solutions or are in the market for them. This guide is meant to help you understand key characteristics to look for in how the solution can impact your online marketing performance whether you are:
- In the market for a new web analytics and online marketing solution
- Looking to move up from a free or entry-level offering
- Re-evaluating the solution you now have in place