Trends Report

What Customers Really Think About Their Web Analytics Vendors

Findings From The Forrester Wave™ Evaluation On Web Analytics

November 2nd, 2011
With contributors:
Molly Murphy , Dave Frankland

Summary

During the Forrester Wave™ evaluation of web analytics platforms, we surveyed 162 web analytics customers about their vendor partnerships. We found that users are highly vested in their web analytics solutions, resulting in long-term relationships and high Net Promoter Scores. Users indicate that vendors deliver on promises made during the vendor selection process and that support for basic web analytics functionality is standard across vendors. But requirements are evolving to meet evolving market demands. Users need their web analytics solutions to support expanding business requirements and provide analysis capabilities beyond traditional on-site activity reporting. Shifting expectations mandate a new approach to vendor selection that emphasizes balanced business and technical requirements, consideration of relative value, and a long-term view of vendor suitability.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.