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	May 27, 2009 US Web Analytics Forecast, 2008 To 2014 The Future Brings A Shift In Role by John Lovett with Carlton A. Doty, Vikram Sehgal, Suresh Vittal, Emily Murphy

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Executive Summary

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.

TABLE OF CONTENTS

• The Promise Of Web Analytics Needs An Adjustment
• Web Analytics Spending Reaches $953 Million In 2014

WHAT IT MEANS

• Web Analytics Is Destined To Become An Integrated Service
• Supplemental Material
• Related Research Documents

This is an excerpt

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