Web Analytics Breaks Into Mainstream, According to Report

May 01, 2007

CMS Watch, an analyst firm that evaluates content technologies, has completed research into the web analytics marketplace that finds enterprises and vendors alike working to integrate web analytics into emarketing services--including email campaigns, keyword bid marketing, and customer segmentation--making web analytics a more mainstream enterprise concern.

CMS Watch released the Web Analytics Report, which evaluates 13 major web analytics suppliers based on vendor research, interviews with customers across a range of industry sectors, and "hands on" testing of solutions. The report also found: some web analytics vendors--including WebTrends and Coremetrics--are rolling out new data mining and customer segmentation solutions; some vendors--including Omniture and Fireclick--are partnering with other emarketing suppliers; and sophisticated data and process integration requirements are driving a renewed reliance on IT resources to support emarketing, following a period when web marketers predominantly procured and managed analytics tools on their own. The Report can be purchased at the CMS Watch website.