Discussion group for Government Web Metrics/Analytics.
11 Best Web Analytics Tools
January 4, 2011 at 1:58 pm #119092
Every company, regardless of size, requires multiple tools to understand the performance of its website, happiness of its customers and gain key context from competitors. Here are 11 tools to help you gather that important data.
When considering the different web analytics tools that your business requires, the plethora of available options can be overwhelming for businesses that may not understand how to use them. And that’s where hiring someone to really dig into all of the reports can be vital.
The rule that is often referenced in this regard is the 90/10 rule, so if you have $100 to spend on analytics, spend $10 on reports and data, and $90 on paying someone to filter through all of that information. Because without a proper understanding of the information these services will provide you with, it remains just raw data.
“Investing in people and the tools that those people need to be successful is key,” notes Bryan Eisenberg, author and marketing consultant. “But it’s the people who can understand that data that really matter.”
You obviously won’t use all of these tools all of the time, but it’s beneficial to know about some of the top options and how they fit into your overall web strategy. And using multiple tools only gives you further levels of insight into your customers and your success rate.
According to Avinash Kaushik, author of Web Analytics 2.0and Web Analytics: An Hour A Day, “the quest for a single tool/source to answer all your questions will ensure that your business will end up in a ditch, and additionally ensure that your career (from the Analyst to the web CMO) will be short-lived.” So in short, it’s of extreme importance to focus on multiplicity.
For larger businesses, the more robust analytics tools can be great to really dig in, but for small and mid-sized companies, there are many free or relatively cheap offerings to help you understand this information.
We interviewed Eisenberg, Christopher Penn of Blue Sky Factory, Caleb Whitmore ofAnalytics Pros, June Dershewitz of Semphonic, Eric Peterson of Web Analytics Demystified, Linda Bustos of Elastic Path Software, Jamie Steven, Rand Fishkin andJoanna Lord of SEOMoz.org, Trevor Peters of Critical Mass and Justin Levy of New Marketing Labs. These experts know the tools inside and out and this guide contains their recommendations on the best services for you to use.
Full story, with the 11 tools; what do you think?
January 4, 2011 at 6:00 pm #119096
I think essentially it’s no longer important how many viewers go to a page. It’s obvious that bounce rate and visitor return frequency and duration of visit is most important. That said, if we are able to analyze a website visitor with “click- logarithms”, meaning what interests the user and what the most popular content on a page is, then we are at a good start. A user can be targeted better and the topics that are of most interest in the web can have more relevance.
Google analytics has it’s pros and cons, pros when utilizing it with other tools such as adwords. I am personally a fan of Omniture because it is one of the first analytics tools that are moving towards analyzing visitor trends.
January 4, 2011 at 8:46 pm #119094
Actually, I sorta regret not having added the following comment when I posted this:
Tools are great, but they are about 10 percent of an overall Web Analytics program. Anyone who thinks the latest, greatest tool–or combination of them–will solve all problems isn’t thinking clearly. Without analyst elbow grease, and high-level support for the activity–web analytics work will inevitably just be a wheel-spinning thing for the lowly analyst.
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