FOR RELEASE: 2009-03-18CONTACT:
Elina Glazer (e-mail)
Marketing Manager, Real Story Group
Work 617-340-6464 x127
BOSTON, MA, USA -- Growing enterprise demand to measure mobile-based web traffic and video usage has spawned a promising new set of tools and methods which nonetheless remain fairly immature, according to new research by independent analyst firm, CMS Watch.
These findings come from the latest version of the CMS Watch Web Analytics Report 2009, which evaluates twenty web analytics platforms against twelve potential use-cases.
Traditional web analytics firms can typically analyze video starts, but cannot perform more advanced tracking - such as capturing pauses, stops, rewinds, and duration of view - without a significant amount of invasive coding within the videos themselves. New vendors, including Visible Measures and GlanceGuide, have developed systems to capture these events at the video player.
"Customers must choose among competing architectural approaches for video metrics," cautions CMS Watch contributing analyst Phil Kemelor, "with some more complex than others."
New analytics vendors focused on mobile metrics include AdMob, Amethon, Bango, and Mobilytics. However, established vendors such as Omniture, Coremetrics, and WebTrends all jumped into the mobile fray in the past year.
These suppliers can provide useful reports such as percentage of mobile visitors by screen size, handset manufacturer, and browser type.
Mobile device header data can provide useful information, but will vary according to manufacturer, device, carrier, personal preferences, and national regulations. "In particular, ‘unique’ visitor behavior remains an uncertain exercise," notes Kemelor.
The Web Analytics Report 2009 is available for purchase online from CMS Watch (/Analytics/). Next week, CMS Watch will debut a four-hour online certificate course in Web Analytics Technology, including a section on mobile and video tracking.
Real Story Group is a uniquely “buy side” analyst firm, working solely for solutions buyers and never for vendors.
We provide research and advisory services to help customers select and optimize the right digital workplace and marketing technologies. RSG evaluates Web Content & Experience Management, Digital Asset Management, ECM, Enterprise Collaboration, Portals, Office 365, CRM, CDPs, and Marketing Automation & Campaign/Lead Management Technologies.