Web Analytics Trends in Retail Commerce

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How many analytics solutions do you use? While many will assume the total will not be more than one, according to iPerception’s recently released Retail Web Analytics Report for 2011, the use of more than one Web analytics tool nearly doubled in the last year – from 33 percent in 2012 to 62 percent in 2011.

"Until this year, the use of more than one web analytics tool was unusual, with the majority of retailers making decisions based on a single source of information," says Claude Guay, president and CEO of iPerceptions. "But in 2011, using multiple tools became the norm and retailers began allotting more resources to the collection and analysis of website data."

There is quite a bit of interesting information in the report. For example, the use of clickstream analytics in now nearly universal among retail websites with 98 percent penetration. The dominant vendors in the clickstream analytic sspace are Google (68 percent), Omniture (40 percent) and IBM (Coremetrics, Unica).

iPerceptions also saw notable increases for other categories of Web analytics. In 2011, more than half of all retail websites used advertising network tools, and SEM tools double to 20 percent. Voice of cstuomer tools, such as those provided by iPerceptions solutions included the webValidator Continued Listening Solutionand 4Q Suite gained market share as well.

There was also an increase in the share of retailers who were using at least four web analytics tools, from just 1 percent in 2010 to a noteworthy 15 percent in 2011 according to the report, which also pointed to an increase in the use of other, lesser-known web analytics tools as part of retailers' online measurement toolkit.

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