Executive Summary (This is a document excerpt)

If we were to equate Web analytics to a human life stage, 2009 places us squarely in awkward adolescence. After some explosive prepubescent growth, the Web analytics market is beginning to develop its own footing, yet significant change is imminent and maturity is still distant. Forrester forecasts that US businesses will spend $953 million dollars on Web analytics software in 2014, with an average compound annual growth rate of 17%. Growth will emerge from unexpected places as the value proposition of Web analytics technology oscillates for sophisticated analytics users and becomes more welcoming for new entrants. Ultimately, Web analytics will become part of a broader array of integrated services supporting marketers.

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