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There is a newer version of this report available: Digital Analytics Buyer's Guide



Author: Andrew Warren-Payne, Econsultancy
Pages: 168 pages
Structure: Market trends and issues, 14 supplier profiles 

About this Guide

This buyer's guide is aimed at those who are investigating the market for web analytics, with profiles of 14 leading vendors. The 161-page guide provides details on the issues and trends affecting this sector, as well as information about best practice and tips for choosing a suitable vendor.

The report starts with a market valuation and a look at trends in the marketplace, as well as an assessment of this sector's strengths, weaknesses, opportunities and threats.

Trends in this sector include: 

  • The continued investment in people to drive insight
  • Businesses focus on integrating analytics and business intelligence
  • Marketers seek a new layer of insight from social analytics
  • The democratization of data
  • Vendors address the complexity of the multichannel customer journey
  • The wider impact of Google Analytics
The report contains profiles of the following vendors: 
Adobe, Alterian, AT Internet, Bango, Cognesia, comScore, DC Storm, etracker, Google Analytics, IBM, iJento, Lynchpin, RedEye, and Webtrends.

Who is this guide for?

It is primarily aimed at companies who are looking for a web analytics provider or are reviewing their existing capability. It is also relevant for others, including vendors and analysts, who want to research this market.

Table of contents

  1. Introduction
    1. About Econsultancy
  2. Executive Summary
  3. The Market
    1. Market value and growth
      1. Size of market compared to other digital areas
    2. Market trends
      1. The continued investment in people to drive insight
      2. Businesses focus on integrating analytics and business intelligence
      3. Marketers seek new layer of insight from social analytics
      4. The democratization of data
      5. Vendors address the complexity of the multichannel customer journey
      6. The wider impact of Google Analytics
    3. Return on investment
  4. Strengths, Weaknesses, Opportunities and Threats
    1. Strengths
    2. Weaknesses
    3. Opportunities
    4. Threats
  5. Costing and Pricing Models
    1. Licensing
    2. ASP model / hosted service / SaaS model
    3. Other costs
    4. Summary of costs and pricing models by vendor
  6. Tips and Pitfalls: how to find the right web analytics supplier
    1. Introduction
    2. What are your goals with web analytics?
    3. Should you opt for a licensed or hosted (ASP) web analytics package?
    4. Will the vendor and its product help you to drive business insights?
    5. Do you have the right level of internal knowledge and buy-in?
    6. Will you be able to make comparisons between different online and offline channels?
    7. Choosing a suitable mobile analytics vendor
      1. Questions to ask mobile analytics vendors
  7. Market Positioning Charts
    1. Explanation for Chart 1 - Company Focus
    2. Explanation for Chart 2 - Type of Solution
  8. Supplier Positioning Summary
    1. Current company focus
    2. Current company proposition
  9. Supplier Matrix
  10. Supplier Marketplace and Profiles
    1. Adobe
    2. Alterian
    3. AT Internet
    4. Bango
    5. Cognesia
    6. comScore
    7. DC Storm
    8. etracker
    9. Google Analytics
    10. IBM
    11. iJento
    12. Lynchpin
    13. RedEye
    14. Webtrends

Download a copy of the report to learn more.

A free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: Web Analytics Buyer's Guide 2012 (770 KB PDF)
  • Pdf Disabled Web Analytics Buyer's Guide 2012 (2.44 MB PDF)

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