What Does Web Analytics Consolidation Mean to You?

There has been plenty of discussion over the last few days about consolidation in the Web analytics marketplace due to the Omniture/Visual Sciences deal. I believe the whole notion of consolidation is really more relevant if you invest in Web analytics companies, rather than use their products.In fact, I'll suggest a different theory based on the point of view of a web analytics consumer, rather than a web analytics investor: that marketplace is not consolidating; it is in fact fragmenting, and there are plenty of options to consider if you are purchasing web analytics solutions.

In fact, I'll suggest a different theory based on the point of view of a Web analytics consumer, rather than a Web analytics investor: that marketplace is not consolidating; it is in fact fragmenting, and there are plenty of options to consider if you are purchasing Web analytics solutions.

Much of the consolidation discussion is based on vendors that adhere to the SaaS/page-tag collection model. Readers of the Web Analytics Report know that the license and data-collection model of an analytics solution often has more to do with relevance to your requirements than functionality.

To get a bit more depth about what consolidation and fragmentation mean to you, read my post on Web Analytics Management.

Phil Kemelor is Vice President of Strategic Consulting Services for Semphonic, a Web analytics consultancy. He is also a lead analyst with CMS Watch and consults with enterprises looking to select Web analytics technologies or apply best practices.There has been plenty of discussion over the last few days about "consolidation" in the Web analytics marketplace due to the Omniture/Visual Sciences deal... In fact, the marketplace is not consolidating; it is in fact fragmenting, and there are plenty of options to consider if you are purchasing Web analytics solutions... Much of the consolidation discussion is based on vendors that adhere to the SaaS/page-tag collection model.