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Web Analytics TrendWatch, by Phil Kemelor
Phil Kemelor is Vice President of Strategic Consulting Services for Semphonic a web analytics consultancy. Phil is the lead analyst on The Web Analytics Report. See More by Phil Kemelor What Does Web Analytics Consolidation Mean to You?
There has been plenty of discussion over the last few days about consolidation in the Web analytics marketplace due to the Omniture/Visual Sciences deal. I believe the whole notion of consolidation is really more relevant if you invest in Web analytics companies, rather than use their products. In fact, I'll suggest a different theory based on the point of view of a web analytics consumer, rather than a web analytics investor: that marketplace is not consolidating; it is in fact fragmenting, and there are plenty of options to consider if you are purchasing web analytics solutions. In fact, I'll suggest a different theory based on the point of view of a Web analytics consumer, rather than a Web analytics investor: that marketplace is not consolidating; it is in fact fragmenting, and there are plenty of options to consider if you are purchasing Web analytics solutions. Much of the consolidation discussion is based on vendors that adhere to the SaaS/page-tag collection model. Readers of the Web Analytics Report know that the license and data-collection model of an analytics solution often has more to do with relevance to your requirements than functionality. To get a bit more depth about what consolidation and fragmentation mean to you, read my post on Web Analytics Management. Phil Kemelor is Vice President of Strategic Consulting Services for Semphonic, a Web analytics consultancy. He is also a lead analyst with CMS Watch and consults with enterprises looking to select Web analytics technologies or apply best practices.  E-MAIL | SLASHDOT | DIGG This is a public forum. CMP Technology and its affiliates are not responsible for and do not control what is posted herein. CMP Technology makes no warranties or guarantees concerning any advice dispensed by its staff members or readers. Community standards in this comment area do not permit hate language, excessive profanity, or other patently offensive language. Please be aware that all information posted to this comment area becomes the property of CMP Media LLC and may be edited and republished in print or electronic format as outlined in CMP Technology's Terms of Service. Important Note: This comment area is NOT intended for commercial messages or solicitations of business.
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