Web Analytics - the future
iMediaConnection: More 2005 Predictions"In the red-hot area of search, we should see a continued investment, but with more focus on organic search performance. With the PPC bid rates on the rise, the concerns over click fraud emerging, and the undiscovered green fields of PPC marketing becoming rarer, organizations will turn their focus to the essential areas of earning a successful ranking on the first page of their key search engines. This combined with their paid search efforts will become part of their integrated search strategy."
"Web analytics are poised to be a breakout category in 2005 for many converging reasons. The first of which, at a macro level is online marketing spend, which drives the demand for analytics downstream. With the IAB issuing a common set of measurement standards, large agencies and brands will become more comfortable investing a greater share of their wallets into online. Many big organizations are really starting to internalize the direct and indirect influence that their Web channels are having on their businesses and brands, and that even a two to three percent budget investment will drive a huge economy for Web-related services. Since measurement and tangible ROI analysis is one of the main attractions for CMOs to move to online, analytics are poised to be discussed at every twist and turn, and the industry could see the largest growth as a result."
"More and more marketing professionals now understand the fact that they are empowered like never before to test -- fail, test -- succeed, test -- succeed wildly, all while not really risking the business or the marketing budget as they test. It's very addictive and very viral."
"Finally, we are seeing the Web analytics role becoming more essential and better networked. Discussion groups exist, rumblings of trade associations are out there, and this new role (as a serious business contributor) will become a competitive position within organizations.
Anyone who invests in this skill-set is making a very wise investment in their own marketability as a marketer. It's the best time in history to be a marketer. We are redefining every aspect of marketing strategy, direct marketing campaigns, branding, advertising, with the fundamental shifts of putting the customer in control, and mass marketing losing its respect. Add the fact that it is all easily testable -- and inarguably measurable -- to the fact that it provides proof positive to the contribution that marketing is making within a greater organization, and it's easy to see why Web analytics is a hot, growing category, and a wise place to spend more and more time in 2005.
Tomorrow: We dig a little deeper into two things: first, branding and Web analytics; second, what role Web analytics will play (or fail to play) with regard to integrated marketing?"
posted by Jen @ 2:40 pm
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