analytics-framework

10 Web Analytics Trends for 2014

  |  January 8, 2014   |  Comments

Mark Ryan is optimistic we will see the pace of advancement in the web analytics world accelerate. See his top 10 potential trends for the next 12 months.

Last year was a great year in the web analytics world. We saw awesome advancements from just about every vendor in the web analytics industry.

Some of my favorite achievements of the past 12 months were:

  • Google rolled out the Google Tag Manager to the masses and launched very cool functions such as auto event tracking.
  • The addition of demographic data in Google Analytics has led to amazing insights.
  • Adobe launched a new (much improved) interface to Adobe Analytics which showed how useful a web analytics solution can be when owned by a company that made its name with UI design tools.
  • Tag management companies such as TagMan and Tealium landed many great new customers as well as big rounds of funding.

With the start of 2014, we have more experienced web analysts out in the field than ever before and organizations are now relying (rather than hoping) upon analytics for improvements in their bottom line.

In the year ahead, I am optimistic that we will see the pace of advancement in the web analytics world accelerate. Below is my top 10 list of trends that I would love to see over the next 12 months.

1. Better Content Analysis Tools

When it comes to engagement with content (text, graphics, video, etc) most web analytics platforms show the same data - views, landing page visits, next page views, exits, goal contribution, etc. To get reporting on actual engagement with the content, analysts need to implement other tools to track engagement such as scrolling, mouse movement, zooming, and highlighting. This divide in reporting is a major challenge for content producers.

2. Multi-visit Click Paths

Unless you're selling competitively priced pencils at auction, odds are that your visitors are looking at your site multiple times before (and after) converting. But today almost all web analytics platforms focus on reporting for a single visit. There are persistent tracking variables that can be used to show multi-visit attributes. But site owners need to see how visitors' behaviors change as they learn more about products/services and as they start to interact with the organization offline (i.e. sales calls).

3. Physical Interaction Tracking

The way we interact with websites is changing. Touch screen laptops, smartphones, tablets, gaming systems with web browsers, etc all allow us to physically interact with a website. Web analytics platforms need to help us track pinches (zoom), swipes, device orientation, tilts, and other physical movements. With the current platforms tracking this type of activity requires a lot of custom JavaScript. In 2014 we want to see the web analytics tools provide out of the box tracking of this type of interaction.

4. Better Video Tracking

Sites have been using more and more video content every year for the last 5 years. But most web analytics platforms still don't do a very good job of helping analysts understand how visitors engage with videos. There are a lot of fancy things people can do to track video engagement with integrating with players (i.e. YouTube) and custom JavaScript functions. But this level of complexity prohibits most site owners from tracking common video functions (i.e. Play). Web analytics vendors should provide better out of the box video tracking functions. It would be great to see specific video reports in web analytics tools the way we see specific mobile reports today.

5. Multi-domain Tracking

Many corporations big and small have multiple sites across multiple domains. Their prospects, customers, partners, employees, etc likely traverse across domains in multiple visits or possibly single visits. But today, most (not all) of the web analytics platforms don't do a thorough job of enabling site owners to track visitors across domains. While this is not a problem for most site owners, for companies with diverse initiatives in marketing, demand generation, lead nurturing, and customer support this can cause a major gap in tracking the customer journey. In 2014, we want all major web analytics vendors to solve this tracking problem with easy to use configurations.

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ABOUT THE AUTHOR

Mark Ryan

Mark leads the analyst team to develop ROI goals, data strategies, digital channel reporting, and establish processes for data analysis for EXTRACTABLE clients. Since joining EXTRACTBLE 14 years ago, he has worked on numerous high-profile websites including Yahoo, DirecTV, Visa, FedEx, and HTC. The most trafficked web page that he's ever worked on received 15 million unique visitors in one day, he has run analytics analysis on over 150 sites, and the biggest ROI he's ever seen on a corporate website redesign was > 800 percent. He is an active member of the Digital Analytics Association and has contributed to the DAA Education Committee for over five years.

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