Executive Summary (This is a document excerpt)

Web analytics solutions are now must-haves for eBusiness and channel strategy professionals — driven, in large part, by the decade-long need to improve usability and measure online marketing. And over the past 10 years, many vendors have continued to innovate and deliver solutions aimed at self-service and optimization for the entire eCommerce organization. As the tools have become ubiquitous, however, most eCommerce leaders have been left with a confusing array of information that is difficult to reconcile, and they find it difficult to consistently apply the tools across merchandising, marketing, development, and usability. In this document, Forrester identifies what to look for in an evolving eCommerce analytics solution market and describes best practices that eCommerce leaders can apply to optimize their analytics solutions to gain ROI and drive their businesses forward.

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