Research: How Web Analytics Runs in Top 500 Retail

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During November 2011, there was a research done by iPerceptions which is about Top 500 retail websites to see how many were using web analytics tools to track their online performance and making data-driven decision.

The analysis was performed in 2009 and 2010 and conclusions can be draw easily by comparing the growth of companies leveraging web analytics.

Retail Analytics Results


At a glance, there are 2% of retail websites were not using analytics tools. By looking at the trend, you will find how analytics is important to ecommerce and retail. The use of analytics tools steadily grows in usage over the last 3 years.

Analytics Vendor


Google Analytics occupied about 68% of retail websites, which is the most popular free tool. If you read carefully, only Google gained market share in 2011 while Adobe (Omniture) and IBM (Coremetrics, Unica) maintained their retail website presence.  Besides, There is an increasing trend of using other tools from different vendor such as Yahoo, Comscore, Webtrends etc.

However, be reminded that choosing analytics vendor is highly relevant to what industry does the company belong to, such as banking is more likely to have Unica because of the data privacy issues.

Deploying Multiple Analytics Tools


Obviously, there you pick a trend of retail websites who implementing more than one analytics tools. It nearly doubled on use of multiple web analytics between 2010 and 2011. No wonder, retailers began to realize insight from data is the key to improve their business performance as well as their website usability.

Use of Analytics by Category


Overall, the use of analytics in different categories go up, especially the usage in Ad Network. For the VoC (Voice of Customer), marketer and retailers are putting strong emphasis on it, as social media is the hottest topic of the market.

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