5 Web Analytics Predictions for 2010 and Beyond


I still can’t believe that 2009 has come to an end, and I want to take this opportunity to thank you for your comments, feedbacks and retweets. Your input has helped me become a better analytics blogger.

In this post, I will talk about my version of the web analytics predictions for the new year 2010.

#1. Web Analytics becomes Multi Channel Analytics

Web analytics has evolved from being a niche segment of the online marketing world to become a big piece of the web optimization pie. 2009 was the turning point for web analytics with free solutions like Google Analytics becomes more beefier and the shocking acquisition of the Omniture Inc. by Adobe systems.

web optimization

Web Analytics is definitely not a standalone system anymore. I remember when Omniture co-founder Josh James announced in their 2009 summit, that “we are a web optimization company”. He was clearly trying to reposition his company from being a pureplay web analytics company to a web optimization organization.

In 2010, web analytics will play a bigger role in multi channel analytics. Offline marketing initiatives will be closely integrated with web analytics tools and systems. Partner and referral marketing will be aligned with analytics systems to provide a holistic view of the marketing & sales performance.

#2. Enterprise Analytics Companies will offer free / almost free Analytics solutions

Google Analytics entered the enterprise analytics battle with full throttle in 2009 when they announced several new advanced features. New features such as analytics intelligence, annotations, mobile reporting, and custom variables became instantly successful. Google’s strategy of leveraging the analytics guru Avinash Kaushik’s brand evangelism paid off big time.

In order to survive and thrive in 2010, enterprise analytics solution providers will offer free basic web analytics software as a value-add with a high dollar online marketing package. Companies will focus more on services side of the analytics technology to acquire new and keep existing customer until someone comes up with a highly advanced analytics solutions (prediction #4).

#3. Mobile Analytics 2.0 will become the new buzz word

iphone analytics

In a fascinating post at the search engine land website, Joshua Odmark explained why this is the best time to focus on mobile marketing. Here are some of the staggering statistics mentioned in his post-

  • 93% of the U.S adults own cell phone.
  • Revenue generated from mobile channel totalled $1.6 billion in 2009.
  • 5% of the top 500 online retailers offer mobile sites.

This exponential growth has already resulted in availability of mobile analytics tracking in popular web analytics tools. 2010 will be the year when mobile analytics will evolve from being a cookie based technology to pulse based real time analytics. The new analytics technology will be based on the International Mobile Subscriber Identity (IMSI) number. This is an absolute unique number tying each subscriber back to their service provider.

Mobile analytics 2.0 will be beyond normal pages views, videos / mobile app usage. It will rely on the capturing the unique pulse data that a mobile phone emits to the nearest cell phone tower. Commonly known as the cell phone ‘heart beat’ this pulse carries the IMSI number. The mobile phone pulse is always active even when you are not using the phone, unless the phone is switched off.

The data from each pulse is stored with the phone service provider. Imagine the possibilities of using this data for behavior analytics. This technology will allow companies to get the entire social graph of a consumer. Personal information like their favorite hang outs, best friends, favorite restaurant and lot more will be accessible. This does sound scary and it will soon become a reality even after the rising concerns about privacy.

#4. Integration of Predictive analytical tools with Web analytics

Predicting the future outcome using historical traffic data has always been a fascinating topic for me. You are not alone if your senior management asks you to prepare a web traffic and conversion forecast model. Analytics providers will soon incorporate a predictive analysis system like SPSS into the web analytics logic.

For web analysts, that will mean greater success will day to day analysis and will make them a hero in their organization. For marketer managers, that potentially means greater success with marketing campaigns and higher roi.

#5. Automated Web Analytics Integration Technologies Emerge

Integrating web analytics software packages with CRM, adserver, and sales software has always been a pain in the neck. The promise of a “seamless integration” by the vendor falls flat when the rubber hits the road. The core issue is that the web analytics providers try to sell a one for all solutions for integrations. They fail to understand the intricate details of technical infrastructure of each organization.

Analytics providers will soon develop more sophisticated integration technologies to provide truly seamless integrations. This would allow web analyst to focus on actionable insights without getting their hands dirty ;).

Hope you enjoyed this post. Please share your thoughts, insights and comments because it really helps me write more effectively. Have a happy and prosperous new year 🙂

new year 2010

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