The importance of having the right web analytics platform

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The Forrester Wave: Web Analytics, Q4 2017 has just been published by Forrester. Inside, the following web analytics providers were compared:

– Cooladata

– IBM

– Mixpanel

– Webtrekk

– Google

– Adobe

– AT Internet

In case you’re following the choices other businesses are making, you already know they have extended well beyond the traditional web analytics to include IoT, social media, ads, apps, and more. Companies are modernising their web analytics technology alongside their digital transformation journeys.

Forrester’s latest web analytics enterprise vendor research found that:

  1. The core of the digital intelligence stack now consists of web analytics

Digital practitioners are using web analytics systems for cross-channel attribution, personalisation, and behavioural targeting.

  1. Web analytics is the still the most prevalent digital intelligence technique

Nearly three quarters of respondents reported using web analytics from their DI platform providers. In concrete numbers, web analytics is more commonly used than application analytics (48%), interaction analytics (43%), and cross-channel attribution (41%).

  1. Web engagement remains to be paramount when it comes to business success

In the last two decades, engagement has involved many more platforms than just web and email, namely IoT, social media, kiosks, and mobile apps. Yet, web remains the king of engagement, since most online users still interact via their browsers from which they make online purchases.

While being immersed in the digital transformation processes, you should never forget to measure and optimise, and never leave out additional platforms such as apps and IoT while keeping in mind that web is the king and using web analytics is crucial.

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