Five Predictions For Web Analytics in 2011

GDPR & Privacy | Metrics Understanding

Predicting the future invariably means you will be wrong most of the time. However, it is an interesting process to go through as even getting just one prediction right can have a significant impact – to me personally, my business or my client’s business. So I was honoured when Daniel Waisberg asked me to look into my crystal ball for what may happen in the world of web analytics in 2011.

Here’s the summary of my predictions:

Privacy – A Threat To The Web Analytics Industry
Optimisation Rather Than Reporting
Predictive Analytics Will Remain Niche
Accessing The Web Will Be Different – So Will Its Measurement
WebTrends Will No Longer Exist

Read the full article, and join the discussion, at online-behaviour.com

To see what I have predicted before, have a look at “Phase 4” from me in the following article – Google Analytics Four Years On (Apr 2009).

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4 Comments

Naveen Sanagala on January 7, 2011 at 4:34 pm

Hi Brian, good article on Web analytics for 2011. But i didn’t understand about Web Trends. I think Predictive Analytics come from Web Trends !
Reply
Jake Coventry on December 13, 2010 at 10:17 am

Nice article. Really interesting predictions for Web Analytics in 2011.
Reply
Antoine on November 10, 2010 at 5:09 pm

Hi Brian,
I totally agree with the 1st fact, I still don’t understand how people can spend budget on keywords and measure it through the same tool.
Also all the questions about cross channel attribution makes me think about the real client path and behavior, with attribution of the conversion to the right marketing campaign. That would be my 6th one.
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Noahlu on November 10, 2010 at 5:24 am

Hi, Brian, what do you mean by WebTrend? Does that mean no more need to use tools like Google Trends?
Reply