Joseph Carrabis over at Allbusiness.com predicts Multi-Channel Analytics as the trend for 2008:
“One thing that’s come out clear and simple is that for many clients web analytics is…umm…dead. If not dead at least not the be-all and end-all that it once was.
I realized that fewer and fewer (and in the past year, exactly two) clients are coming to NextStage and asking us to help them improve their web performance….
I’m not the first one to write multi-channel is important. I think I’m the first one to write that web analytics is a subset of multi-channel analytics and multi-channel will dominate. The allure of web analytics was that it was directly measurable…kind of. I’m still not convinced that what people are measuring directly equates to what people will do (predictability is what it’s all about as far as NextStage is concerned)” Entire article here.
I agree that more and more large companies are interested in “multi-channel” analytics. Still I believe that the majority of companies haven’t even touched advanced web analytics and the whole industry is far from being dead. I think it is kind of the opposite: The web analytics industry hasn’t reached it’s peak.
January 16th, 2008 at 10:27 am
Hello and thanks for referencing my article. I’ll accept your statement that the web analytics industry hasn’t reached its peak yet. I’ll also accept that there might be advanced web analytics out there (people often think NextStage does web analytics. We tell them we don’t. They then assume we do “advanced” web analytics which is perhaps closer to the truth).
To your point that companies haven’t touched all the information that’s available to them, Amen!
Thanks again. Please let me know if there’s more or other on this topic you’d like me to write about.
Joseph