Why is Web Analytics witnessing Significant Demand in the Global Market During 2017 - 2025?

Web analytics refers to the measurement, gathering, assessing and reporting of web data for purposes of understanding and optimizing usage of web. Web analytics is a process for measuring internet traffic and can be used as a tool for business and market research. It helps firms to analyze and improve the effectiveness of a website.

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Web analytics applications helps enterprises to measure the results of broadcast advertising campaigns. It helps to estimate change in traffic on a website after the introduction of a new advertising campaign. Web analytics gives information about the number of visitors on a website and the number of page views. It helps measure traffic and popularity trends which is useful for market research.

Web analytics helps in customer relationship management (CRM) as it provides ability to track and measure user’s visit on particular websites. Analytics of websites helps in understanding the behavior of users visiting the website. It helps companies to attract or retain visitors, goods or services and to increase their revenue. Web analytics involves collection of data, processing of data into information, developing key performance indicators and formulating online strategy.

Web analytics can be done either on-site or off-site. Web analytics tools uses cookies to identify visiting pattern of users on websites. Web analytics vendors are persistently concentrating on delivering widespread quality solutions such as search engine tracking and ranking and others. These solutions provide enterprise level web analytics such as website visitor traffic mapping, customer purchasing behavior analysis, ad campaign management and others. This evaluated information helps enterprises to structure their business plans more effectively which enhances their online revenue generation.

There is increasing need of multi-channel marketing and rapid increase in cloud adoption which is helping in the market growth of web analytics. The enterprises utilizes web analytics tool to maintain their position in the market. Due to constant rise in e- commerce sector there is increase in use of web analytics tool to analyze the user’s preferences regarding different products.. Factors such as increasing shift to data driven businesses, constant growth in e-commerce sector and marketing mechanization are expected to drive the market during the forecast period.

There are few open source vendors which use third party cookies. These cookies are sent from vendor’s domain, not from website being browsed by users. There may be some private networks that prevent site data to go to third parties. Along with that, rules and regulations are different depending on government. It will hinder the process of analyzing and tracking the user’s visit on websites. Thus, factors such as data privacy and regulations and compliance, open source vendors and lack of qualified experts are expected to restrain the market during the forecast period.

Market for web analytics can be segmented on the basis of solution, service, deployment type and application and geography. On the basis of solution, the market is segmented into search engine tracking & ranking, heat map analytics, marketing automation, behavior-based targeting and others. On the basis of service, the market is segmented into professional services and support and maintenance. On the basis of industry vertical, market is segmented into transportation and logistics, government and utilities, construction, education, healthcare and media and entertainment and others On the basis of deployment type, the market is segmented into on-demand and on premise. On the basis of application, the market is segmented into social media management, targeting & behavioral analysis, display advertising optimization, performance monitoring and others. On the basis of geography, the market is segmented into North America, Europe, Asia Pacific (APAC), South America and Middle East & Africa (MEA).

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Key players for web analytics market are Google Analytics, Omniture Inc., Webtrends Corp., Yahoo Analytics, IBM, SAS Institute, Adobe Systems, Microstrategy, Tableau Software Splunk, Teradata Corporation, UserReplay, and ClickTale.

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