Everybody talks about Web Analytics 2.0 or 3.0, but what I personal see is
Web Analytics 2.o or 3.0 4.0 (can anybody beat 4.0? ;-)).
Analytics 4.0 (ok I stop this number nonsense) is going to be an web analytics industry, that is not tied to the internet and works across media channels. In the future, I expect web analytics to merge with other industries e.g the Digital signage industry.
Digital signage is a segment of out of-home advertising in which content is displayed on a digital screen rather than printed sign. The content can range from text and still images to full-motion video.
The digital signage industry is still experimenting, but it is expected, that the industry will grow to a $3.7 billion market over the next few years.
Here a two digital signage companies, that use Analytics
4.0 in a very interesting way and at one point, these companies will probably work together with the web analytics industry and form some scary great alliances:
"A company in Sacramento, CA called SmartSign Media is using interactive technology to gather demographic profiles about passengers as they drive by and respond with advertisements tailored to their preferences. Data on how many cars listen to hat FM radio stations is collected and ad messages are adjusted in response to the demographic profile of the cars' passengers. HumWare Media based in Colorado uses polling where consumers can respond to a question posed on a digital sign..." [Source]