Gauging Web Analytics Practices In The Age Of The Customer

In the Q2 2014 Forrester Wave™ evaluation of web analytics platforms, we surveyed 54 web analytics customers about their web analytics practices. It's clear from this benchmark data that web analytics remains central to marketers' digital intelligence requirements by supporting multichannel analytics, democratizing insights across multiple stakeholders and businesses, and applying them at the speed of the customer. This study finds a mature web analytics industry where key differentiators are no longer features and functionality, but services and satisfaction. Longstanding vendor relationships exist out of hard-earned loyalty as well as reluctance to change because of effort and costs. Now is the time for customer insights (CI) professionals to evaluate their existing vendor relationships and make web analytics part of their digital intelligence road map.