What Does Web Analytics Consolidation Mean to You? - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

IoT
IoT
Software // Information Management
Commentary
10/30/2007
03:30 PM
Phil Kemelor
Phil Kemelor
Commentary
50%
50%

What Does Web Analytics Consolidation Mean to You?

There has been plenty of discussion over the last few days about "consolidation" in the Web analytics marketplace due to the Omniture/Visual Sciences deal... In fact, the marketplace is not consolidating; it is in fact fragmenting, and there are plenty of options to consider if you are purchasing Web analytics solutions... Much of the consolidation discussion is based on vendors that adhere to the SaaS/page-tag collection model.

There has been plenty of discussion over the last few days about consolidation in the Web analytics marketplace due to the Omniture/Visual Sciences deal. I believe the whole notion of consolidation is really more relevant if you invest in Web analytics companies, rather than use their products.In fact, I'll suggest a different theory based on the point of view of a web analytics consumer, rather than a web analytics investor: that marketplace is not consolidating; it is in fact fragmenting, and there are plenty of options to consider if you are purchasing web analytics solutions.

In fact, I'll suggest a different theory based on the point of view of a Web analytics consumer, rather than a Web analytics investor: that marketplace is not consolidating; it is in fact fragmenting, and there are plenty of options to consider if you are purchasing Web analytics solutions.

Much of the consolidation discussion is based on vendors that adhere to the SaaS/page-tag collection model. Readers of the Web Analytics Report know that the license and data-collection model of an analytics solution often has more to do with relevance to your requirements than functionality.

To get a bit more depth about what consolidation and fragmentation mean to you, read my post on Web Analytics Management.

Phil Kemelor is Vice President of Strategic Consulting Services for Semphonic, a Web analytics consultancy. He is also a lead analyst with CMS Watch and consults with enterprises looking to select Web analytics technologies or apply best practices.There has been plenty of discussion over the last few days about "consolidation" in the Web analytics marketplace due to the Omniture/Visual Sciences deal... In fact, the marketplace is not consolidating; it is in fact fragmenting, and there are plenty of options to consider if you are purchasing Web analytics solutions... Much of the consolidation discussion is based on vendors that adhere to the SaaS/page-tag collection model.

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
Commentary
Why 2021 May Turn Out to be a Great Year for Tech Startups
John Edwards, Technology Journalist & Author,  2/24/2021
News
How GIS Data Can Help Fix Vaccine Distribution
Jessica Davis, Senior Editor, Enterprise Apps,  2/17/2021
Slideshows
11 Ways DevOps Is Evolving
Lisa Morgan, Freelance Writer,  2/18/2021
White Papers
Register for InformationWeek Newsletters
Video
Current Issue
2021 Top Enterprise IT Trends
We've identified the key trends that are poised to impact the IT landscape in 2021. Find out why they're important and how they will affect you.
Slideshows
Flash Poll