San Jose, California (PRWEB) July 09, 2012
Follow us on LinkedIn – Marketing arena worldwide is going through a sea change with traditional formats of advertisements giving way to interactive digital based advertising. Advancement of technology, increased penetration of Internet and mobile phones, changing lifestyles of consumers are some of the factors which have significantly contributed towards the changes presently being witnessed in the marketing landscape. When compared to offline audience measurement techniques, digital channels provide marketers with a wealth of data to draw conclusion from. Presently, Web analytical tools are aiding in analyzing this wealth of data and offering marketers and businesses with critical business insights into the effectiveness of sales and marketing as well as other online strategies. This in turn is enabling businesses to optimize websites, thereby increasing the efficiency as well as ad revenue generating capacity of websites. Given this backdrop, web analytics is fast becoming a major tool aiding marketers and online businesses to draw insights from, which can be used to enhance the value and quality of the website content.
Over the years, technological advancement has enabled web analytics to evolve from a mere metrics tracking standalone application to a sophisticated application capable of integration with numerous software systems. With rising presence of online interactive medium, web analytical solutions are available for hoards of digital devices and platforms, ranging from mobile phone and apps to social media and other marketing environment. Vendors in the marketplace are no longer focusing on offering pure onsite web analytics, but are increasingly developing solutions that provide a realistic picture of impact of marketing efforts on various digital channels. The scope of web analytics in the upcoming years is not expected to be confined to providing information about data, but it is expected to become a major tool targeting specific marketing efforts. Therefore, it would be apt to say that the future of web analytics solution would not only depend on the level of recognition achieved by the effectiveness of the tool, it would also to a large extent depend on the role played by the tool in quantifying digital advertisement deployments and the ad spend on the Web. However, real value of analytics is expected to be realized only when the data is interpreted effectively and is used in the formulation of effective strategies for web site.
The web analytics market is dominated by free web analytical solutions. However, paid solutions are constantly increasing their presence in the web analytical space. Competition in the market primarily comprises of two categories – Enterprise Solutions, and the Free Solutions Providers. In the enterprise solutions market, key players such as Adobe, comScore, IBM, and Webtrends dominate the web analytics market, with each player offering unique analytical solutions which fulfill the measurement requirements of the digital ecosystem. On the other hand, Google with free Web analytical offering, which largely caters to the requirement of small enterprises, dominates the web analytical market and to a large extent threatens the business opportunity of the enterprise segment. Yahoo and AT Internet are other strong contenders in the small enterprises solutions segment.
As stated by the new market research report on Web Analytics, the US continues to remain a major market for Web Analytics. The US markets is witnessing robust growth thanks to the growing adoption of web analytics among small and medium companies. Small and medium businesses in the US are paying utmost importance to fine tune online business, and web analytical tools are increasing becoming a must have tool for online business across the US. However, Asia-Pacific represents the fastest growing regional market waxing at a CAGR of 16% over the analysis period.
The web analytics market will continue to reel under the pressure of sophisticated free analytical tools, privacy concerns, and also by the introduction of browsers such as Google Chrome and IE8, with enhanced privacy settings. Additionally, the market would also feel the pressure of the ongoing European debt crisis as well as political unrest in the Middle East, which could lead to reduced investment by companies for analytical tools. Despite the various challenges, web analytical market is estimated to thrive as rising competition in the online space would increase the requirement for understanding customer behavior and also for actionable insights. In the upcoming years, as the marketing budgets tilt towards online interactive channels, the requirement for sophisticated analytical tools which justifies spends by the marketing team would increase. Towards the technology front, the market would embrace integration standards and open architectures, thereby enabling web analytical tools to integrate seamlessly with a greater number of applications and solutions.
Major players in the market include ComScore Inc., Fireclick Inc., GoStats, IBM Corporation, Intlock Ltd., Logaholic BV, Metasun Software Corporation, Nabler Web Solutions Pvt. Ltd., Omniture, Opentracker, Shiny SRL, Tealeaf Technology Inc., Twitter Inc., Webtrends Inc., Google Inc., Yahoo! Inc., among others.
The research report titled "Web Analytics: A Global Strategic Business Report" announced by Global Industry Analysts Inc., provides a comprehensive review of the, web analytics market, key trends and issues, product overview, recent product innovations, strategic corporate deals, and profiles of major and niche global and regional players. The report provides annual sales estimates and projections for Web Analytics for the years 2010 through 2018 for the following geographic markets - US, Canada, Europe, Asia-Pacific and Rest of World. The analysis of the report is based on Service Type (Maintenance Fees, Service Fees and Others). The global market also includes market size estimates and forecasts for Licensed Web Analytics and Hosted Web Analytics. The study also provides historic data for an insight into market evolution over the period 2004 through 2009.
For more details about this comprehensive market research report, please visit –
About Global Industry Analysts, Inc.
Global Industry Analysts, Inc., (GIA) is a leading publisher of off-the-shelf market research. Founded in 1987, the company currently employs over 800 people worldwide. Annually, GIA publishes more than 1300 full-scale research reports and analyzes 40,000+ market and technology trends while monitoring more than 126,000 Companies worldwide. Serving over 9500 clients in 27 countries, GIA is recognized today, as one of the world's largest and reputed market research firms.
Global Industry Analysts, Inc.
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