The Web Analytics Association presented its 2010 Web Analytics Industry Outlook in a webinar on Jan. 13. The information presented was based on a survey of WAA members as well as the broader web analytics/online marketing community conducted in Nov, 2009. Lots of interesting stuff on this growing, evolving industry, with an overall sense of optimism about future potential for web analytics as emphasis gradually moves away from data collection to data-based business decision-making.
Here’s one chart that I found particularly interesting:
This was presented as a positive result for large scale solutions, with the commentators noting that the large players have a higher ratio of satisfaction than almost all other categories, except for free analytics.
If I was a large vendor, though, I wouldn’t be too quick to pat myself on the back. In fact, I’d be very nervous about this result. Applying the philosophy that ‘only the paranoid survive’, I’d be horrified to note that almost 25% of customers are not satisfied: almost 1 in 4! That is not a foundation on which to build a successful business.
Even scarier: more users are satisfied/less users are not satisfied with FREE solutions! People who are paying thousands of dollars per month for web analytics solutions are LESS SATISFIED than those who are paying $0.
Now, maybe this is a function of expectations being higher for expensive, large scale solutions. Perhaps those using such tools are more sophisticated in their requirements.
Any way you want to spin it, though, with the narrowing of the gap between the capabilities of Google Analytics, Yahoo! Web Analytics, etc and SiteCatalyst, Coremetrics, etc, if I were one of the latter, I’d be working harder than ever to keep my customers happy…while looking over my shoulder.
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