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World Web Analytics Market
Frost & Sullivan, May 2011, Pages: 96
This study discusses the world Web analytics market. The value proposition of measuring and managing the performance of Web sites, including content, advertising, and navigation toward desired outcomes, has been embraced by the market; yet, the industry is both rapidly growing and rapidly innovating into new areas of analytics. This study focuses on the capabilities and market trends surrounding the five key vendors - Adobe, Google, IBM, Webtrends, and Yahoo! - and makes market projections from 2010 (the base year) to 2017. By the end of the forecast period, the Web and online analytics industry and market is expected to experience considerable and consistent market growth
Research Overview
This Frost & Sullivan research service, titled World Web Analytics Market, provides market sizing, market share analysis, strategic growth drivers and market restraints, and global demand analysis. In this research, Frost & Sullivan's expert analysts thoroughly examine the following: clickstream analysis, analytics design and reporting, and multivariate and A/B testing.
Market Overview
Changes in Web Business Models Fuel Growth in the World Web Analytics Market
Capability for Diverse and Rich Data Reporting Ramps up Value Proposition for Web Analytics
The dynamic world Web analytics market is witnessing fast-paced growth, with the spike in demand for analytics, measurement, performance management, predictive modeling, and recommendation engines. In a world that is increasingly data dependent for marketing, performance, and strategy development, the quality of detail and quantity of data Web analytics provides make it the keystone around which further data analysis and decisions should be built. Web analytics is quickly expanding to include virtually any online platform, from multiple devices, such as mobile phones, tablets, and apps, to the social media and local marketing environments. Currently, Web analytics is positioned to lead the data revolution, with capable solutions and expanding services. “Within the Web analytics industry, five key vendors dominate the landscape, defining, demonstrating, and innovating the technologies, capabilities, and solutions that are driving growth and continuous technological advancements,” notes the analyst of this research service. “Beyond the five market leaders, a handful of larger technology vendors are moving into the online analytics space while dozens of smaller vendors carve up niche markets, offering unique technologies and analytical capabilities.”
Development in the Web analytics market will depend on wider recognition of the Web analytics value proposition and the importance analytics plays in quantifying digital advertising deployments and spend on the Web. Besides this, growth will also depend on expansion into additional digital spaces (social, mobile, online video) and the potential for increased market penetration, which right now is lower than the solution justifies. This growth is contrasted against the realities of how Web analytics is typically deployed today, without the right level of talent and operational appreciation in client companies. Many companies do not have the expertise to optimize analytical results and do not allocate the appropriate level of resources required. These impediments are expected to be overcome within the next few years.
The largest hurdle for the Web analytics industry is not achieving market recognition of the value proposition of Web analytics, but the growth of maturity among users within the marketplace to match the capabilities of the solutions. There is a shortage of qualified experts that can both design the right kinds of data generation and translate the reporting into actionable strategies and site success. “Although this shortage of qualified experts is expected to be reduced over time, today it is a significant problem for the industry,” says the analyst” “As much as the value proposition is valid, until companies grow and dedicate the expertise needed to translate analytics into results, the market cannot adequately integrate Web analytics solutions.” The real value in analytics is generated by how the data is collected, read, interpreted, and integrated into performance improvement and long-term strategies. This requires expertise, intelligence, and people and is yet a short-to-medium-term weakness for the market. Over the next five to ten years, market demand for expertise and the application of data analytics at all levels will lead to considerable industry growth.
Technologies
The following technologies are covered in this research:
- Clickstream analysis
- Analytics design and reporting
- Multivariate and A/B testing
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