Last month, I encouraged marketers to take the next step in Web analytics — and you came through. The last few weeks have been a virtual head spin of activity in the Web analytics industry. All of it is pretty good news for the future of online profits, and the art and science of improving site effectiveness with analytics.
The ball got rolling with the release of Jupiter Research’s (a Jupitermedia Corp. division) report on cookie deletion. Many are alarmed at the high number of Web users (almost 40 percent) who delete cookies on a monthly basis, particularly marketers who want to track conversions over time. Some question the report, while others question the accuracy of their own cookie-based analytics. In the end, calmer heads prevailed. My cofounder of the Web Analytics Association (WAA), Jim Sterne, said it best: