Wednesday, December 5, 2007

Web Analytics market analytics

WASP was primarily created to ease quality assurance of web analytics solutions tagging. But as often the case with innovations, the primary idea leads to a bunch of other possibilities. I also listened to your suggestions and 20% of the 120 respondents to my little poll about future WASP features said they would like to get market stats.

How does it work?

WASP was downloaded about 30,000 times and the latest version includes it's own analytics tags. This means that I can collect anonymous and aggregate information about the tools implemented on the sites visited while WASP is active. So as you browse, you not only get info about the tags on a page, but you also contribute to a global view of the web analytics market. A bit what like Alexa does for site rating, but especially made for web analytics. Cool isn't it? (And yes, this is stated in the EULA and no personal information is collected).

Here are some base metrics:
  • 30,000 downloads since the first version of WASP released in Feb. 2007,
  • 8,000 installs of the latests in a month,
  • 200,000 pages analyzed in a month,
  • 10,000 sites analyzed in a month
I think we now have enough data to look at!

Web Analytics market shares

Out of 10,016 sites visited by about 8,000 users over the last month:
  • Google Analytics was found on 64% of them
  • Omniture SiteCatalyst on 16%
  • WebSideStory/VisualSciences HBX on 8%
  • WebTrends on 7%
  • Coremetrics on 2%
But, when looking at the volume of traffic, we find this:
  • Google Analytics was found on 34% of the page viewed
  • Omniture SiteCatalyst on 20%
  • WebSideStory/VisualSciences HBX on 15%
  • WebTrends, 9%
  • Coremetrics, 2%

Analysis of web analytics vendors market share

Despite Google Analytics taking the lion share of the market in terms of installation (64% of visited sites), Omniture SiteCatalyst move to purchase VisualSciences is very wise. Not only it will give it nearly 25% of the market, it will also put Omniture at par with Google in terms of reach (as shown by the 20%+15% combined page views of SiteCatalyst and HBX). Simply put, Google Analytics might be very widely used, it is implemented on web sites that receives, overall, less traffic than Omniture and VisualSciences.

With the recent tsunami of changes at WebTrends, it will be interesting to see if their market shares will erode in the future. Coremetrics getting out at 2% seems a bit low, especially considering Forrester's most recent positioning put them with the Leaders, with a stronger strategy than Omniture and show a similar market presence. But that being said, Forrester also shows WebTrends with an even stronger market presence in the same quadrant, which I find a bit odd.

I'm curious to hear you about this first analysis. Does it make sense? Considering WASP looks at actual sites being visited instead of information provided by each vendor, could it reveal a more accurate market picture or be somehow biased?
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