Enterprise Web Analytics Platforms 2015: A Marketer’s Guide


Web analytics play a crucial role in nearly every enterprise’s digital marketing strategy, not only for tracking and measuring website traffic, but for tracking and measuring other digital channels, as well. With the explosive growth of social media, video, and mobile, the importance of understanding the contributions and relationships of these channels to website traffic and conversions has increased significantly. If you are considering adopting an enterprise web analytics platform, this report will help you decide whether or not you need to. The report has been completely updated since its July 2014 publication to include the latest industry statistics, developing market trends, and new vendor profiles and product updates.

Editor’s Note: The following is an excerpt from “Enterprise Web Analytics Platforms 2015: A Marketer’s Guide “. You can download the report here free.

The Benefits of Using Web Analytics Platforms

Web analytics are the foundation of successful digital marketing plans, providing enterprises with the ability to track, measure, and act upon the results of their digital campaigns. There are numerous benefits to using an enterprise web analytics platform, including the following:

  • Develop actionable insights across the enterprise. Today’s web analytic platforms deliver analytical capabilities that are not only available to technical staff and analysts but also meet the needs of business users, making comprehensive insights available to all teams in an organization so they can take action across their various marketing channels.
  • Harness powerful, real-time analytics. Some web analytics platforms can deliver up-to- the-minute insight into customer, social media user, and website visitor behavior trends so marketers can take immediate action and make necessary adjustments, fixes, and enhancements to ongoing campaigns.
  • A better understanding of user demographics. Web analytics platforms can identify where users come from geographically, and where they come from online to find your site (e.g., a social network, search engine or email). Marketers can track the devices, browsers, and operating systems they use. All of this data can be used to refine site content, site design, and marketing efforts that cross-sell or upsell to targeted consumer segments.
  • Improved tracking of on-site user behavior. Web analytics can monitor the paths users take within your sites, as well as which traffic patterns are most likely to result in conversions. Marketers can correlate navigation patterns to traffic sources and appropriate marketing resources to the highest-performing sites or channels.
  • Greater ability to monitor site performance and usability. Web analytics will show you how long pages take to load, and whether some pages, traffic sources, regions, or devices are slower than others. Marketers can use this information to improve page load times and identify pain points through testing to optimize specific features and increase ROI.
  • Increased measurability and marketing effectiveness. Web analytics can track sales, leads or other conversion metrics, and analyze them against time, user behavior, and marketing campaigns. It can measure how email, search advertising, display advertising, affiliate networks, and social media campaigns, affect conversions. Campaigns can be discontinued or refined based on more accurate data.

Do You Need an Enterprise Web Analytics Platform?

Deciding whether or not your company needs an enterprise-level web analytics platform calls for the same evaluative steps involved in any software adoption, including a comprehensive self-assessment of your organization’s business needs, staff capabilities, management support, and financial resources. Use the following questions as a guideline to determine the answers.

  1. Am I qualified to evaluate web analytics platforms? If not, who on your team is?
  2. Who will use the platform? Staffing is key to the effectiveness of any web analytics platform. Without the proper skilled human resources in place, the platform can end up becoming an expensive reservoir of untapped data with unfulfilled potential to increase revenue and improve user experiences.
  3. How much training will we need? Different platform vendors provide different levels of customer service – from self-serve to managed services – and strategic consulting services. It’s important to have an idea of where you fall on the spectrum before interviewing potential partners. Training is essential. If the organization chooses not to hire internal staff, then serious consideration should be made to use add-on or third- party consulting services.
  4. What level of data and data access do we need? Some web analytics platform vendors provide browser-based, individual-level data, and some provide sampled data that is representative of the whole. To maintain data accuracy, platforms should feature filtering, auditing, and data sanity checks, which enable you to accept only transaction data within certain defined ranges to minimize bad data. Lastly, not all platforms provide access to back-end, raw data. If data ownership is a concern for your organization, only consider platforms that provide it.
  5. What are all of the other systems we are currently using that should be integrated with web analytics? Many marketers work with different partners for email, ecommerce, social media, tag management, search, video, and display advertising. Investigate which partners can integrate with the web analytics platform and find out if they offer seamless reporting and/or execution capabilities with outside vendors.

Learn More!

Download “Enterprise Web Analytics Platform 2015” The 37-page PDF includes additional valuable information including:

  • Updates on the current trends and issues in enterprise web analytics, including omnichannel marketing, tag management, and mobile measurement and optimization.
  • Profiles of the 7 leading vendors.
  • Analysis of the impact of recent acquisitions and funding activity.
  • …and much more
Enterprise Web Analytics Platform: A Buyer’s Guide
  • Table of Contents
  • Section I: Scope and Methodology
  • Section II: Enterprise web analytics market overview
  • Section III: Enterprise web analytics market trends
  • Section IV: Enterprise web analytics platform capabilities
  • Section V: Choosing an enterprise web analytics platform
  • Section VI: Conclusion
  • Section VII: Vendor Profiles
  • Section VIII: Resources
  • View complete Table of Contents

Companies that have downloaded this report:

  • AAA Southern New England
  • ADP- Dealer Services
  • Alaska Airlines
  • Allstate
  • amway
  • Apple Inc.
  • AT&T
  • Banamex
  • Best Buy
  • Capital One
  • CBS Interactive
  • Colgate
  • DHL Freight
  • eBay
  • eTailor
  • Experian
  • Fisher-Price
  • General Electric
  • Goldman Sachs
  • Golds Gym
  • Golf Channel
  • Homeaway Inc
  • Hotwire
  • IBM
  • iVillage, NBC
  • New Balance
  • Omnicom Media Group
  • Penn State
  • Performics
  • PerkinElmer
  • Relevant Social Media UK
  • Sallie Mae
  • SolarCity
  • Verizon

Companies Profiled:

  • Adobe Analytics
  • AT Internet
  • comScore Digital Analytix® Enterprise
  • Google Analytics Premium
  • IBM Digital Analytics
  • Webtrekk
  • Webtrends