Omniture, WebTrends, and Coremetrics have no future
October 23rd, 2008 Posted in Google
Just reading my daily 2 hours worth of briefs and blogs and discovered that Google is updating their analytics to be more robust. Google is adding a custom-reporting feature. In the past users only had the ability to run pre-determined reports. Now users can customize & drill down into geographies, the referring source, or other queries. Users can also create custom reports and save them to run queries on a predefined basis.
Another new feature is advanced segmentation. This gives users the ability to create custom segments of site traffic such as from a particular country. Users can limit data to see just AdWords customers, or switch between segments by checking and unchecking boxes.
Google’s Trendalyzer, renamed Motion Chart, now visually depicts user behavior on a site. Someone using this tool can search on five dimensions of data to see how site visitors behave over time, and how the quality of their visits rates through an animated graph with colored bubbles. I won’t even get into the new Adsense reporting features.
The coolest part is Google’s new API to allow programmers to customize the analytics to their liking. Not much their for it yet with this new release, but I am sure it will supersede the capabilities of Omniture, WebTrends, and Coremetrics down the road.More info over at Washington Post here and a great YouTube video highlighting features here.
If Google continues to upgrade their anayltics not only will they more about the “full picture” of their advertising BUT enterpise analytics solutions should be getting worried. Do you agree?
3 Responses to “Omniture, WebTrends, and Coremetrics have no future”
By Mike on Oct 24, 2008
I disagree. Web analytics is only part of what the big players are offering. Their ability to push the data to their marketing applications, import/export data to integrate with business data, track data in real-time, and manage SEM on multiple search engines are things Google cannot do.
By Paul Lima on Oct 27, 2008
Interesting perspective and only time will tell. But the thought comes to mind about what happened with e-mail. People thought that the paper companies would go out of business and what really happened was that more ideas were circulating increasing the amount of paper needed to review them. In other words, the fact that Google is improving their web analytics may bring unintended outcomes within the industry. Do you really want Google monitoring everything?
By Administrator on Oct 27, 2008
Paul,
Ironically I met someone in the paper business at the Merketing Profs conference and you can’t argue with 90% margins and solid business. That analogy isn’t a good one for this niche though.
E-mail and paper are different mediums. Google Analytics and these other guys are similar and in the same market. My question is would you rather pay for your paper or have someone give it to you that monitored what everyone wrote on the paper……
Can’t fully answer that one… .it depends on the business…
David Patterson