Sonicko Consulting

Recently I was engaged on a project for a client evaluating their web analytics efforts including the dashboards that they’ve established as well as a thorough overview of their web analytics implementation. One common thing that I’ve routinely noticed is the lack of tracking of Social Media Marketing efforts. Most companies today are engaged in some type of Social Media Marketing whether it is a cable company and customer service through Twitter, Facebook advertising, groups, etc. or Linked In you can and should be tracking your efforts.

I should preface that not everything is quantifiable but there are specific things that you can do to gain a better understanding of how to allocate your time and marketing dollars. For example this particular company is in e-commerce and focuses on promoting specials and deals that they have on a daily basis through their twitter account. They utilize bit.ly which is a great URL shortening service but could make a simple adjustment to have data flow into their web analytics application, in this case Google Analytics. In this case they could utilize the Google URL Builder and create the following URL as an example:

http://www.amazon.com/?utm_source=twitter&utm_medium=tweet&utm_content=4-13-10&utm_campaign=123-linksys-router

That condenses down to http://amzn.to/cZPbd2 but when you place it within your tweet will carry over the information pertaining to the product, the date of the deal, the source and other valuable information. You could utilize a similar method by appending a CID or other code in Omniture Site Catalyst. You can then use this to make informed business decisions about which of your Social Media Marketing efforts are really paying dividends and which you could consider re-evaluating the tactic or strategy.  As always please feel free to comment and share how you track your Social Media Marketing efforts within your web analytics applications.

Today Microsoft announced that they are shutting down Microsoft Analytics, which in its pre-beta days was better known as Gatineau. We have received quite a bit of traffic over the years regarding Gatineau and Ian Thomas but unfortunately it looks like it is all coming to an end effective December 31, 2009. At that point you’ll have to export your data and go with another provider. This is one of the main reasons why I recommend tagging your site with multiple clients. There are several web analytics vendors out there and for your average small to medium sized business owner pulling out data from one vendor and importing it into another is rather ugly.

Microsoft Analytics offered one key implementation feature which was to automatically go through your sites HTML and append the correct tracking code above the </BODY> tag. This was supposed to improve adoption of the tool, but unfortunately it came years after Google Analytics, and except for web analytics professionals who wanted to see what Microsoft offered it never gained momentum. It’s integration with Microsoft adCenter was also great, but when you only have around 5% market share it isn’t a lot of statistically significant data.

As I have previously written about last August WASP (Web Analytics Solution Profiler) is a web analyst and online marketers dream for providing validation of web analytics implementation as well as a quick reference guide to various analytics tools among other features. It is one of less than half a dozen plug ins that I use on a day in and day out basis. I recently had the opportunity to ask Stephane Hamel, the creator of WASP about his Firefox plug in, the feature sets, costs, and what insights he has gained from WASP.

WASP

1. I find WASP to be an invaluable Firefox plug in day in and day out but can you explain for our readers why you developed it, and why web analysts and online marketers should use it?

Over the years I’ve been involved in a number of web analytics implementations for sites of varying size and complexity, using tools from all major vendors. Business users sometimes viewed tagging as a trivial activity, often handled by developers who had never done it before, unaware of the importance of tagging. Poor implementation quality sometimes lead to catastrophic results and disbelief and distrust in the value of web analytics, contributing to the opinion that “web analytics is hard”.

Forrester analyst John Lovett said that “42% of web analytics clients surveyed reported data accuracy as an important factor when selecting a vendor”. Yet, a thorough quality assurance of web analytics tags is rarely part of the initial implementation and data quality is impacted as the site evolve and tags are left out of the loop. The “garbage-in, garbage out” adage holds true. While analysts are wary of cookie deletion rates and sometimes doubtful of vendor algorithms and data handling reliability, the primary source of error is in the tagging itself. Tools to conduct quality assurance audits are either too technical or out of reach for most organizations.

2. What feature do your users find to be the most valuable in the feedback that you’ve received?

Web analysts find the sidebar very useful for spot checks. Instead of looking at source code or using technical tools such as proxies and debuggers, the 49$ “WASP for Analyst” speeds up the process, guarantee the tags are firing, and presents their values in a human friendly form. With partners who are helping out, such as Omniture, I’ve started to add advanced tags validation of data types, length and other vendor specific features.

Organizations that are in the process of implementing love the “WASP Pro” crawler, selling at $499 for unlimited number of crawls on any sites. A simple wizard guides you through a couple of options and launch the process of visiting your site pages while gathering specific and precise tagging information. Using the built-in data browser or exporting to Excel makes it a snap to uncover untagged pages or those potentially sending the wrong information.

And lastly, as is often the case when innovating, a couple of companies started to inquire about WASP’s ability to look at several sites and bring back vendors market shares information. At $750, “WASP Pro + Market Research” can be used by vendors and agencies for business development, competitive analysis, or simply to find out what other companies in a specific vertical or region are using (especially handy when a company is doing an RFP process).

3. Costs are obviously a concern, and your packages run from free to $750 depending upon the license and features. What is your most popular license and recommendation for those online marketers and web analysts?

Even though $499 or $750 might seems high to some people, alternatives are much more expensive or simply unavailable. Find a single issue with your tags and you will recoup the cost, stop loosing valuable time checking tags instead of doing analysis and providing insight and WASP will be beneficial within a week. Did I say the cost if a one time fee until v2.0 comes out? I’ve thought a lot about the financial model, ranging from totally free (but I’m no Google!), vendor sponsored (but it quickly became too complex from a negotiation perspective) and donations (which brought only $700 over a full year).

I then specifically targeted agencies and vendors to offer them unlimited use and more advantages, but then again, the economy and sales cycle quickly became too long & complex for a single person business. Thus the very competitive prices and direct sales to end users. With volume discounts and corporate licenses options, I sincerely believe there is no excuses not to use WASP!

4. Can you share with us any trends that you’ve seen recently from your presentation in October with regards to data collected by WASP?

During the fall edition of the eMetrics Marketing Optimization Summit in Washington I had the chance to participate in the Industry Insight session where I shared the results of the Top 500 Retail Sites. This will certainly be reiterated at the upcoming eMetrics in San Jose and results will be made available shortly after. From a general perspective, Google continues to gain ground and companies are “double dipping” at an increasing rate (i.e. using tags from two vendors, usually Google and a paid vendor). On the high-end, Omniture Online Marketing Suite seems to be a great strategy and they continue to gain ground in the market. General adoption of web analytics is increasing, other top vendors (Coremetrics, Webtrends, Yahoo! Analytics) are also moving, and some vendors, like the European AT Internet (Xiti) is expanding in America. The troubled spot, however, is certainly the smaller players who had historically benefited from a closer client relationship in specific geographic regions (being eroded by Google). Speaking of market research, I will be working with some partners to provide market share information based on the data being collected by WASP.

5. If rumors are true and Google develop plug in capabilities for Chrome would you consider developing for that as well?

Sometimes, really not often, I receive requests to make WASP for Internet Explorer or Chrome. I’m not excluding doing so if there is sufficient demand (and financial incentives), but in the meantime, this is simply not possible because as you mentioned, the plugin capabilities are just rumors for now. Deep within, I’m much more interested in research & education than building up a whole business around WASP. WASP has now achieved a decent stability and I can keep on improving it, gradually bringing new features to make the life of web analysts easier. I have a couple of ideas, but I would love to hear your suggestions. As a Web Analytics professional, what would make your life easier?

I’d like to thank Stephane for the taking the time to discuss with us his plug in. I highly encourage all web analysts and online marketers to try WASP. If you have any questions, or would like to answer Stephane’s question about what would make your life easier as a web analytics professional please feel free to contact me and I’ll pass them on.

I apologize for the delay in continuing with this series. It should pick up as I’ve been able to clear quite a bit off my plate lately. In the first part of this series we examined Search Engine Marketing and the components that go into picking a successful agency or consultant. The second of five part series will focus on web analytics, and how it plays an integral part of Search Engine Marketing (SEM) and should be a major consideration when picking a SEM agency or consultant. The rest of the series will focus on:

• Search Engine Marketing
• Web Analytics
• A/B and MVT Experimentation
• Landing Page Optimization
• Online Marketing

Web Analytics

Search Engine Marketing blogs, articles, and books have primarily focused on Google Adwords, Yahoo Search Marketing, and Microsoft adCenter when it comes to tips, tricks, and suggestions. All of this coverage is well deserved, but that only covers 50% of the equation. In a future post I’ll detail landing page optimization, but for now I would like to cover web analytics. Web Analytics has taken off in recent years with Google Analytics offering near enterprise level features for free as well as with bloggers such as Occam’s Razor providing insight into analysis and interpretation of the data. In choosing a SEM vendor or consultant you need to ensure that they are fully utilizing a web analytics application to gain insight onto what visitors are doing once they get to your site. They can control the equation before in doing keyword research, writing ad copy, geotargeting, dayparting, destination URLs, etc. What they don’t know beyond what basic conversion tracking tells them is what happens on the landing page without the use of web analytics. Some of the questions that web analytics can answer include:

• Are visitors bouncing at a high rate?
• What specific keywords are driving traffic if you have keywords in broad match?
• What is the average amount of page views and time on site per keyword?
• What keyword position results in the highest conversion rate?
• What is the average revenue per keyword?

Web Analytics is essentially the other 50% of the equation in determining the success or failure of a SEM campaign. Without it you are flying blind. My recommendation is to ensure that your SEM vendor either has access to your existing web analytics or implements a web analytics application along with the launch of any SEM campaign. Quiz them on their knowledge of web analytics, and how they use it in conjunction with SEM. This also provides additional transparency for you the client as you can gauge the impact that SEM is having on your business compared to other Online Marketing efforts that you may be engaged in such as SEO, Email, Display, Affiliate, etc. If setup correctly you should be able to see ROI calculated automatically along with any sales data provided that you have an e-commerce or lead generation based site. The great thing about a tool such as Google Analytics or any other JavaScript based application is that once the data is collected you have historical data that can be used in the future. You may not need it now but you’ll have it should you do need it at some point. While Web Analytics is not the primary reason to select a SEM vendor it is a critical component. If you have any questions about this post or any other blog posts please feel free to contact me.

I received an interesting email from a reader last week about using Google Analytics on a Myspace profile. As most of you know Myspace does not allow for the addition of JavaScript into profiles, and up until now there has not been a solution to allow for this. Over the years I’ve received thousands of visitors looking for information about this, but I’ve never had a solid solution in which to offer up until now. Please note that this solution is for technically savvy users of Flash, but hopefully an easier solution can be built through a script or simply application. The reader proposed the following solution: 

Simply put since Myspace allows embedding flash objects.  You can create a flash file 1px by 1px with the same color background as your myspace page. Then you would call the javascript from the flash object as shown at (http://blog.projectx4.com/2008/03/28/google-analytics-flash-easy-peasy/).

 

// GOOGLE ANALYTICS SIMPLE TRACKING /// Script by: corban baxter   import flash.external.ExternalInterface;   function gaTracking(page) {         ExternalInterface.call(“pageTracker._trackPageview”, page); }   //end 

// CODE FOR SIMPLE CALL IS BELOW \\
gaTracking(“/flash/home”); //sends event to google’s analytics system

Please note that I have not verified that this is in fact a permanent solution, but a very clever idea to solve the issue of getting web analytics tracking beyond Myspace’s rudimentary ‘views’ tab. Please feel free to provide comments, and I’ll be sure to update this post as reader’s give it a shot. Through community and heopfully with some web developers with a few spare moments users of Myspace will be able to tag their profiles with Google Analytics.

Google Analytics is a very robust web analytics solution that Google provides for free, but there are several features that I would love to add to my wish list for consideration in future updates:

1. Ability to remove yourself from accounts. I have several old clients who still have me listed on their Google Analytics and have no way to remove myself. Being able to remove yourself from a Google Analytics account would be a great feature.
2. Ability to limit access to reports. Right now Google has two account levels (Administrator and User) which is fine, but I’d love to have the ability to gradually increase the amount of reports that users new to web analytics see. Even as a standard user Google Analytics can be overwhelming, and with subsequent training users could have access to more and more reports.
3. Create dashboards that encompass multiple sites. I’d love to have the ability to create a dashboard similar to what Omniture offers that is completely customizable, and offers the ability to create droplets from multiple sites within a single dashboard.
4. Show me whats changed. There are third party plug ins that allow you to see what keywords have changed, but it requires Firefox, Greasemonkey, and the plug in to work. Not exactly perfect integration. I would like to see this integrated along with information reporting on increasing and decreases across top content, referring sites, etc.
5. Simplify goal tracking. The difference between head, exact, and regular expression is not clearly defined in my opinion. Offer the ability to paste additional JavaScript onto your goal page similar to Adwords conversion tracking as an option to tracking conversions. Same thing could be applied to the funnel visualization as many CMS (content management system) solutions offer the ability to customize the page, but not the URL in question.
6. Standardize on exact keyword tracking. Currently if you use broad or phrase match in your search engine marketing campaigns the exact keyword is not passed into your web analytics. ROI Revolution has created a great script that places this under user-defined in the visitors section of Google Analytics, but this is not a standard feature.
7. Offer offline tracking integration. This one might be a stretch, but I’d love to be able to create a vanity URL through Google for my offline campaigns and then have it redirected and show up in referring sites. I do this normally through purchasing URLs and then 301 redirecting them myself, but for the majority of users this is probably a more advanced feature. Additionally using Voicestar or other solution for phone number tracking would be great.
8. Segment out paid vs. organic for other search engines. Right now you have to manually tag all of your destination URLs for Yahoo, Microsoft, and Ask if you want them to be segmented out. There are ways to help automate this as I’ve previously blogged about, but still not a true automation. I’d love to see a way of specifying a key that could them automatically sort the campaigns as appropriate.
9. Improved site overlay. A plug in like what Omniture uses seems to work consistently better than what Google Analytics uses, especially for sites that use JavaScript, AJAX, and use of other non standard technologies.
10. Creation of custom variables for future expansion. Just as how ROI Revolution came out with the exact keyword tracking I would love to have future expansion of custom variables that can be utilized.

What other features would you love for Google Analytics to include in future releases?

Google Analytics is a robust free web analytics application and provides integration with Google Adwords that allows for automatic importing of your Adwords account performance into Google Analytics. That’s great, but what about for Yahoo Search Marketing? Google and Yahoo account for roughly 90% of search engine market share, and most people in SEM run Search Marketing in conjunction with Adwords. In the past it was possible to manually tag all of your destination URLs by keyword, but it was a time consuming task. What you can do though is to add the following query string at the end of your destination URL:

?utm_source=yahoo&utm_medium=cpc%20&utm_term={OVKEY}&utm_content={OVADID}&utm_campaign={OVCAMPGID}

This will automatically insert the keyword, ad group, and campaign into Google Analytics along with the source of yahoo and medium of cpc. This should match up what you have with Google Adwords with the exception of cost and keyword position data that is not directly brought in. Copying and pasting this onto your destination URLs can easily be done through excel and then uploaded directly to your Yahoo Search Marketing account. If you need help just ask your Yahoo rep who can initiate a bulk upload of your excel export. I’ll be writing up a similar post for Microsoft adCenter shortly.

Recently I made the full time switch over from Internet Explorer 7.0 to Firefox 3.0 as I transitioned from Windows Vista to Mac OS X and an Apple Macbook Pro. Along with that transition came the addition of plug ins for Firefox. One great plug in that everyone interested in web analytics should be using is WASP (Web Analytics Solution Profiler). This tool is available for anyone using Firefox 2 or Firefox 3, and is extremely valuable for both practitioners and marketers in the field of web analytics. To see some of the immediate uses of this plug in I took a screen shot of NBCOlympics.com, which is shown below:

What you can immediately see is the addition to the browser on the left. This is triggered by double clicking on the WASP logo in the bottom right corner of the browser. The bottom right corner displays both the WASP logo as well as information on what is currently tagged on the site that you are visiting. This works for most major web analytics vendors, as well as advertisers, leads, testing solutions and VOC vendors.

For NBCOlympics.com we can instantly see that NBC is utilizing Omniture Site Catalyst and Quantcast for web analytics and Doubleclick for advertising. Instead of manually looking at page code to see what competitors or others are using this information is readily available as soon as the page executes.

Additional features of this plug in include checking for correct tagging of web analytics implementations. Simply navigate to the page that you would like to check and right click on the WASP icon in the bottom right corner of the browser. The current version of the plug in checks up to 100 pages, and allows you to export a report after it is done scanning.

For a full list of feature sets you can visit WASP’s features which details out the current free version, and the upcoming paid version. If anyone has any similar web analytics plug ins that are helpful please feel free to post them in comments below.

As I was in a client’s portfolio today inside Google Analytics I was trying to export a dashboard as a PDF, but would consistently get the following error message upon either export or trying to send the dashboard via email:

After playing around with it I was able to export as XML. I suspect the problem may be due to the fact that this particular dashboard had Google Adwords data in it, as other reports and profiles exported just fine, but so far it is just a theory. After exhausting all of my troubleshooting methods (PC vs. Mac, Firefox vs. IE vs. Safari) I opened up a ticket with Google Analytics support. As Google Analytics is a free solution they only currently offer email support, although they do have Google Analytics Authorized Consultants as well as Google Analytics Groups if you have an issue, but in this case I believe it is with Google themselves and not something I’ve defined.

I go to open my ticket and it goes through without issue. Fast forward 15 minutes when I go to check my email in Entourage. It comes up with an error that it cannot connect and that there is an error with my account. Colleagues email is working fine so I give it some time. Fast forward again over 12 hours later and my work email is still down. Upon logging into Google Apps our IT administrator is greeted with a message that there are problems with Gmail and Google is actively working on fixing the issue. Upon logging in to web mail I’m greeted with the following:

So now I’m stuck in a situation where I emailed Google Analytics for support on an error message but I’m unable to see any communication because Google Apps and Gmail is not currently functioning either. Now not every company can afford to house a Blackberry Exchange Server or Microsoft Exchange 2007 which I understand, but I’m not the first, second, or even third to point out the pitfalls of relying upon Google to essentially manage day to day business operations. Similarly on the web analytics front there are plenty of free alternatives out there to Google Analytics, but not everyone has the need or can shoulder the expense of deploying Omniture Site Catalyst or Coremetrics.

My point being that while Google offers solutions that are geared towards the small and medium business market their products are simply not up to the caliber of being termed Enterprise level when you have over 12 hours of downtime to fix email, and when you’re unable to export a report in Google Analytics as a PDF for days without getting error messages. Has anyone else had similiar issues with other Google based apps?

About a year and a half ago I had the pleasure of interviewing Avinash Kaushik, the incredibly popular author of Occam’s Razor and Web Analytics: An Hour a Day, what has clearly become the definitive book on the subject of web analytics. Why Jeff would you be re-posting this, instead of providing us with fresh content you may be asking? As I transitioned to this new blog I’ve had several requests to republish this interview, which I have in its entirety. While I’m sure Avinash would like to update some of his answers the vast majority of his responses still hold true to this day. If you haven’t already I highly recommend picking up his book, of which 100% of the proceeds go to charity. I intend to follow up with Avinash in the near future to get his opinion on experience testing along with a wide variety of other topics. The interview is:

1. You’ve been in the field of web analytics for quite some time, did you just wake up one day and think to yourself that this is something that you wanted to do, or were you thrown into the role and simply adapted to it?

At my last job with DirecTV, Sr. Manager for Enterprise Analytics, I had small amounts of exposure to Web Analytics (someone supplied log file parsed numbers into the dashboard). When I interviewed for the job at Intuit (Manager for Web Analytics) I was quite excited about the possibility of taking all my experience in Decision Support and apply it to a 100% exclusive web environment.

There is something so beautiful and scary and challenging and fun about data on the web. It was too hard to pass up. But it would be fair to say that when I took the job at Intuit I had no idea what “web analytics” was, I had not yet had the fortune to have used any web analytics application. Blaire Hansen, my hiring manager, certainly made a huuuge leap of faith in hiring me. J

 It has been a amazing ride and yes to answer your question I have simply adapted to it, but since my post MBA experience has been almost solely focused on Decision Support Systems I think I have brought all the learnings from traditional data warehousing and business intelligence and applied it to my current role.

2. What problems if any do you foresee with the implementation of Web 2.0 technologies such as AJAX and the explosion of tab based browsing? Are you concerned about problems of people keeping tabs open when they are not actively browsing the site?

I have blogged about the fact that slowly but surely the page paradigm is dying. That is not saying that the big problem is that the page view metric is going to be crap. It is more that currently almost all web analytics applications are constructed, from an architecture perspective, on the fact that a page view has to happen and all things go from there.

The challenge with AJAX or Flash or RIA’s is that the page view model does not work (remember this is more from a data capture and data analysis perspective). I have blogged about (http://snipurl.com/1al4p) moving to an “event” based data capture and analysis model. The challenge for the web analytics vendors is to change their underlying architectures to accommodate for a event based model and not just try to stuff events into page views because that won’t work in the long term.

 There is a bigger challenge from Ajax / RIA’s for business users. We are used to slapping a tag on the page and expecting most data we need to show up. With web 2.0 we are going to have to think way up front exactly what we want to measure, what is success and then instrument these new experience in Ajax or RIA’s to give us the data we need. Most companies and practitioners are not yet prepared for this mental shift.

 In terms of tabbed browsing, this simply exposes one more limitation of clickstream data to ultimate actionable insight. Even with tabbed browsing it is hard to make sense of clickstream data. My personal point of view with tabbed browsing the order in which a visitor sees something and follows a “path” is fairly messed up. Depending on how your sessions are initiated in terms of your analytics apps this could also screw up other reports such as referring urls etc.

 But it is important to note that if you have a tab open and as long as you are not auto-reloading it, the web analytics application will terminate your session after 30 mins of inactivity and that is not a biggie. Tabbed browsing, and its related impact on clickstream data, is yet another reminder that each website owner should have a mechanism to collect qualitative data (http://snipurl.com/1al54) and to have a Trinity mindset (http://snipurl.com/1al53). Without that they will not truly be able to get actionable insights from their data.

3. What tools, features, and reports would you like to see in the upcoming Microsoft Gatineau product?

Hmm…. I don’t think my friend Ian Thomas has quite the luxury to build whatever I want, but let’s assume he does. J

1.     I hope that with Gatineau Microsoft figures out exactly who their target audience is and then delivers a tool exactly and specifically just for that audience. Being all things to all people means being nothing to anyone. I guess I am saying I hope their tool does not have a billion standard reports out of the box, just the six that their target audience needs. Atleast initially.

2.     Efficient segmentation. In four clicks (see I am generous!) anyone should be able to segment out traffic from the search engines or from a top referring url /’s or visitors who see x number of pages or come on a particular campaign (whose id is in the url or cookie). It is very hard to dumb down the ability to do intelligent segmentation, yet that is the key to finding actionable insights.

3.     Some useful reporting for Search Engine Optimization. I love free traffic and with all the changes (especially at Google, such as increased “personalization”) the PPC gravy train is going to pause. SEO will become more effective at getting the right kinds of traffic yet today most tools pay lip service to the measurement of the results of SEO efforts, all you can do is measure organic traffic and if it goes up (that is hardly a measure of SEO). I hope Gatineau can atleast tap into the MSN data and providing efficient reporting for atleast MSN SEO efforts.

4.     Ok maybe I will ask for a reporting feature. I hope that all the reports will show one extra time period by default. For example show eight days in a “weekly” trend and thirteen months in a “yearly” trend. Seems like a small thing but most web analytics tools are not great at giving context, and context is king. If you look at a eight day trend you could compare this Monday to last Monday and get a feeling for if you are doing better or worse this Monday, with most tools you don’t see last Monday. Ditto for this month vs. same month last year. It gives context to your past performance and is a “internal benchmark” that can frame current performance. Might not scream answers at you but will get you to ask the right “why” and “what” questions. There is nothing uniquely Microsoft Gatineau about the above three requests, though if they are really starting with a open mind it might be easier for them to consider requests from random bloggers such as myself.

4. Do you foresee a decline in the major players in the web analytics field such as Omniture and WebSideStory based upon free web analytics packages, or do you believe that they fulfill a niche and will remain?

It is important to realize that I am a practitioner. I am not a vendor, I not a consultant, I am not a analyst from Forrester or Jupiter or any other esteemed organizations. In as much I probably have no idea what I am talking about when I answer this question.

One overall fact to consider is that the web analytics space is growing by leaps and bounds, driven by the fact that the web in general becoming a medium that is increasing been monetized (to huge amounts). At the moment anyone in the field can do great because web analytics is a baby and the there are way too many people who are falling in love with this cute baby. Near term there is hardly a worry on the horizon.

Longer term both Google and Microsoft will prove to be excellent disruptors. If they provide solutions that are value add (rather than being YATR – Yet Another Tsunami of Reports) and keep improving, as their deep pockets would enable them to, then they should own the small to mid sized clients. There is really no need for you to pay for clickstream reporting and some of the always required analysis.

That leaves some of the mid-market and the “high end”. These will continue to be with the paid-vendors for some time for a whole host of reasons, for the next couple years at the minimum. After that the paid-vendors that and provide more than clickstream analysis (or indeed web analytics) will thrive (those that enable what I call the Trinity Strategy – http://snipurl.com/1al53). Others will feel perhaps more than bearable pressure from the for free vendors and get squeezed.

 In a few years it will be hard to find vendors who will just do traditional web analytics and will be paid for those services. There I have gone out on a limb!

5. We know that you’ve become quite a football fan, but what else do you do to unwind after a long day besides blogging and answering questions?

By the time I am done with the blogging, and answering atleast twenty fairly detailed emails from the blog readers, it is usually around 0100 hrs and that is rather late! So I unwind by going to sleep. With a full time job, the blog, emails from blog readers, the book, speaking engagements and seminars, two small kids and travel required by business it is really tough to find time. No tv for the last year, the super bowl game was the only game I saw all year long (and boy was it nice). I suppose for me unwinding is writing my blog. It is way more work than I ever imagined (approximately twenty hours a week at least). But when I write I am fully absorbed in writing, I get an absolute thrill when I get comments, it makes me happy beyond reason when I get emails from readers who appreciate the small amount of wisdom that is one the blog. There is no monetization tied to the blog for me (just lots of work!) but it is great feeling that in my own small tiny way I can help someone in Sweden or Iran or Australia or Brazil or Russia or South Africa or Canada or many other places. I suppose few things are this much work just to “unwind” and few have such delightful rewards.