Choosing a decent analytics solution is a tricky business and it’s often hard for non-experts to understand the different options offered by vendors let alone the implications for actually setting up the software.
Perhaps this is the reason so many companies choose to use a free service such as Google Analytics rather than a more complex and powerful paid system.
Google has commissioned Forrester Research to help understand the key trends in enterprise web analytics. The “Appraising Your Investment in Enterprise Web Analytics” study shows what large companies want from an enterprise solution and how they are thinking about their web analytics decisions.
- 53% currently use a free solution as their primary Web analytics tool
- 66% of people who pay for analytics would consider switching to free
- 52% fail to effectively use more than half of the capabilities offered by their tools
The most interesting thing for me is that the most important thing people want in their analytics solution is real time reporting and that’s pretty much the only thing that Google Analytics is lacking. Hopefully they will take notice of their own report and get it added!