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:
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
4. Better Video Tracking
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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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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