About the Web Analytics Study
In 2007, STC led a study of major web analytics packages. In this study, we compared and contrasted 7 different analytics vendors across a group of 4 web sites. The goal of the study was to determine the strengths and weaknesses of all 7 packages. The analytics packages included in this study include:
- Clicktracks
- Google Analytics
- IndexTools
- Omniture's Site Catalyst
- Unica's Net Insight
- Web Trends
- WebSideStory's HBX Analytics
Each of these packages were being evaluated against a common set of criteria. Some of the major categories include
- Ease of installation and configuration
- Ease of operation
- Depth of reporting
- Ability to customize reports
- Automated report delivery
- Configuration of reports to different audience needs
- Ability to handle large and complex site structures
- E-Commerce and conversion tracking
- Integration with PPC search engines
- Internal search reporting
- Click Fraud detection
- Latent Conversion Tracking
This just a sampling of the categories for the criteria.
The project began in October of 2006. The Web Analytics Shootout Final Report was published in August of 2007, and was distributed to attendees of the analytics related sessions as SES San Jose. An earlier report known as the Web Analytics Shootout Interim Report was provided to all attendees to the Emetrics summit in May 2007.
