- Mobile Analytics. It's not just the Web anymore. Smartphones and tablets now outsell computers. In fact, various studies note that more Web traffic comes from mobile devices than computers. Consequently, Web analytics vendors are increasingly featuring mobile measurement capabilities. Also, more vendors are allowing you to see what is happening to your online assets at any time from any mobile device with network connectivity. It means you can manage online marketing campaigns through your phone, from the beach, or wherever you can get online.
- Omni-Marketing. Mobile isn't the only channel beyond the immediate Web experience that requires understanding. Marketers are increasingly looking towards a single interface to track, measure, and optimize a range of digital and offline channels including email, paid search, social networks, direct mail, and even in-person visits.
Many Web analytics vendors are scaling their offerings to encompass this larger picture, or at least offer modular options to measure other digital assets beyond the website. People want business data that shows the performance of the digital channel in a broader context and how it relates to overall customer value. That's more that can be learned by just counting clicks.
Among the capabilities sought by marketers are the ability to see users who are coming to the site using something other than a major web browser. This includes the ability to identify and customize content for visitors coming from game consoles, Internet TV, and even automobile dashboard systems.
- Sophisticated tag management. Almost every business needs to have a website, and almost every business wants to know what is happening on that site. This has resulted in a proliferation of tags on website pages that perform various tracking-related tasks (e.g., audience measurement, search engine and site optimization, social add-ons, ad serving). It's not unusual for a single webpage to have over 20 tags. But too many tags can slow page load times, resulting in a frustrating user experience. Tag management systems use a few lines of code to replace individually deployed tags. These tags are controlled through a Web portal that allows the website owner to quickly manage and edit tags. It may sound simple, but tag management systems can run from $20,000/year to over $100,000/year. First-year pricing for a tag management solution can represent as much as 20% of an entire Web analytics investment.