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Web Analytics Demystified Press Release

Companies Deploying "Free" Web Analytics Have a Long Way to Go

New Report from Web Analytics Demystified Highlights the Risks Associated with Standardizing on Solutions like Google Analytics

PORTLAND, OREGON, JULY 24, 2007 - Web Analytics Demystified, the Internet's premier strategic consulting and research group for web analytics, announced today the availability of a new report highlighting the risks associated with choosing a free web measurement solution. Despite the fanfare regarding the recent upgrade to Google Analytics, the research strongly suggests that companies choosing free applications are significantly more likely to under-utilize web analytics and are therefore less likely to appreciate many of the benefits commonly associated with web site measurement.

"Given the recent buzz around free web analytics I was pretty surprised to find such substantial differences in how companies are using free and licensed solutions," says Eric T. Peterson, CEO of Web Analytics Demystified. "Google Analytics is the poster child for free analytics, and I am really impressed with the recent update in terms of usability and design. But our research highlights a substantial gap between "nice looking" and "truly valuable" that companies must carefully examine and reconcile prior to choosing an analytics platform."

Key insights uncovered by Web Analytics Demystified include:

Those deploying free web analytics solutions are more likely to treat web analytics as a casual endeavor, with 35 percent of survey respondents using free solutions reporting only an ad hoc use of their measurement tools, compared to less than 20 percent of those using licensed solutions.
Companies using free tools are dramatically understaffed for web analytics, with 42 percent of respondents using free tools reporting having no dedicated resources, compared to only 18 percent of those using licensed solutions.
Individuals using free tools have less experience with web analytics in general, with 64 percent of respondents using free tools reporting less than two years of experience, compared to 32 percent of those using licensed solutions.

"Customers who are serious about web analytics generally demand the type of features and, perhaps even more important, the committed support that distinguish robust solutions like Omniture or Visual Sciences from free tools like Google Analytics." says Gary Angel, President of SEMphonic, a leading web analytics consultancy and Web Analytics Demystified business partner. "Since we don't resell anybody's tool, we're happy to help our customers use tools like Google Analytics. But I don't see much interest in our customer base - and if you're spending time and money on consultants or people to do web analytics it generally doesn't make sense to skimp on the tools you use."

The complete report from Web Analytics Demystified titled The Problem with Free Analytics is available for download at http://www.webanalyticsdemystified.com/research

About Web Analytics Demystified

Web Analytics Demystified, founded in 2007 by internationally known author and former JupiterResearch analyst Eric T. Peterson, provides objective strategic guidance to companies striving to realize the full potential of their investment in web analytics. By bridging the gap between measurement technology and business strategy, Web Analytics Demystified has provided guidance to hundreds of companies around the world, including many of the best known retailers, financial services institutions, and media properties on the Internet.