Spying on Consumers: Web Analytics Raise the Roof

The current trend for Web analytics—improve the existing format. Many well-known Web analytics products will be undergoing beneficial upgrades, in the upcoming months (some have already initiated such improvements).

Many of these new products will make Web analytics more useful in on- and offline marketing campaigns. The objective is to allow users access to more visitor-level data as well as expanding current data warehouses.

The expansion of data warehouse products translates into big improvements for marketers who wish to zone in on more specific segments of customers (especially when it comes to tracking who visits specific Web sites, what they did while there and so on). This would then enable such users to be specifically targeted with personalized promotions.

The necessity of the improvements to Web analytics, and the formats in which they are conducted are another indication of the thirst for a more tailored information providing system.