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


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.

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