In November 2011, iPerceptions analyzed the top 500 retail websites to determine how many were using web analytics tools. Online retailers are recognized leaders when it comes to integrating new web applications. A fast-growing, conversion-driven group, their choices often foreshadow those of other industries.

The analysis employed iPerceptions’ Web Analytics Solution Profiler (WASP) tool. Specifically, the homepages of the Internet Retailer Top 500 Retail Websites were loaded into the WASP Pro version crawler and produced detailed web analytics tool information for the 493 websites that were operational at the time of the study.

Similar analyses were performed in 2009 and 2010, providing us with 3 years worth of data from which to draw conclusions.

Some noteworthy changes in late 2010 and 2011, including major acquisitions by Adobe and IBM, as well as the launch of many new vendors and technology solutions, were taken into account within the results.

Retail Analytics Results

The use of clickstream analytics was nearly universal among retail websites in 2011. There has been a steady increase in usage over the last 3 years, as retailers relied more and more on clickstream data to make website and business decisions. Only 2% of retail websites were not using clickstream technology this year.

Use of Clickstream Analytics by Vendor

Among the dominant clickstream analytics vendors, Google was the only one to gain market share in 2011. Adobe (Omniture) and IBM (Coremetrics, Unica) maintained their retail website presence. IBM’s Coremetrics has declined in popularity, likely due to its acquisition of Unica. There has been a significant increase in the presence of “Other” vendors, including Quantcast, ComScore, SpecificMedia, Yahoo! and WebTrends.

Use of Web Analytics by Category

In addition to the increase in the use of clickstream analytics, there were notable increases for just about every other category of web analytics. In 2011, more than half of all retail websites used ad network tools (up from one third) and the use of Search Engine Marketing (SEM) more than doubled to 20%. Voice of Customer (VoC) tools, such as iPerceptions’ webValidator Continuous Listening Solution and 4Q Suite, gained significant market share, suggesting that retailers are putting a stronger emphasis on Voice of Customer and online customer experience measurement tools.

Use of Multiple Web Analytics

One of the biggest trends in 2011 was retail websites’ implementation of multiple vendors and tool types. Until this year, the use of more than one tool was unusual, with the majority of retailers making decisions based on a single source of information. The use of multiple tools nearly doubled between 2010 and 2011, as retailers began to realize the importance of addressing the entire website visitor experience.

Use of Web Analytics by Number of Tools

In 2010, retail websites that were using more than one web analytics tool were almost certainly using Google Analytics. This decreased in 2011, with other vendors and tools being selected as the secondary solutions of choice. It seems retailers are branching out and experimenting with other tools. 2011 also saw a substantial increase in the share of retailers employing 4 or more tools, up to 15%, versus 1% just one year ago.

Conclusion

Clickstream analytics has become a de facto standard for the retail industry and Google Analytics is still the reigning champ. That said, the use of other, lesser-known clickstream and other web analytics tools is increasing among retailers. Nearly two thirds of retail websites ran more than one tool, which is a major jump compared to last year when one tool seemed sufficient. Ad Network tools increased significantly in popularity in 2011, along with SEM and VoC.

Disclaimer: There is no guaranty that the results of this report are 100% accurate. Even though WASP detects over 300 web analytics tools, the nature and implementation of certain tags and the fact that WASP is only scanning the home page allow for the possibility that some solutions are not being accounted for. However, since the same detection methodology has been used for the past 3 years, any systemic bias has been accounted for.

Top Vendors by Category

• Ad Network
• DART Floodlight and Spotlight
• Google AdWords Conversion
• Atlas
• Advertising.com
• Analytics
•  Google Analytics (GA)
• Adobe Omniture SiteCatalyst
• IBM Coremetrics and Unica
• comScore Scorecard Research
• Quantcast
• Leads
• Eloqua
• Mapping
• CrazyEgg
• Recorder
• ClickTale
• SEM
• Atlas Search
• Channel Advisor
• Clear Saleing
• Mercent
• Search Ingnite
• Share
•  AddThis
• RPXNow
• ShareThis
• Tynt Insight
• Testing
• BTB Buckets
• Google Website Optimizer (Control)
• Maxymiser
• Adobe Omniture Test & Target
• Visual Website Optimizer
• VoC
• iPerceptions 4Q Suite and webValidator
• eDigital Research
• Foresee Results
• Kampyle

• Firefox 9 support
• Firefox 10 support
• Firefox 11 support
• Bug fixes

you can update or download the free version here: http://webanalyticssolutionprofiler.com/try.htm

What’s new in version 2.6?

• New UI components
• Firefox 7 support
• Firefox 8 support
• New Detail collapsible sections
• Better report performance
• Better crawl performance
• More Tags detected
• Bug fixes

you can update or download the free version here: http://webanalyticssolutionprofiler.com/try.htm

Given all of these factors, it is vital that the requisite tags are present and accurate to ensure that the resulting analysis best reflects every web page.

It quickly became clear to IBM (Unica) that a product was needed to quickly and accurately gauge what tags are running on any given web page and exactly what data is being reported to not only analytic vendors but also advertisement networks and other online marketing solutions. The typical technical knowledge required to diagnose tagging issues is usually beyond the needed knowledge of a marketer and therefore it is what prompted IBM (Unica) to bring WASP to its clients.

An IBM-Flavored WASP

Extending the value of WASP by working closely with IBM (Unica) to build out additional features and functions created a unique benefit to Unica NetInsight customers. As an example, when a WASP client visits a page that is running NetInsight page tags, the Unica branding appears on the WASP interface and offers product specific variable identification. WASP clients also receive in-application notifications, based on IBM (Unica)-defined rules, if the NetInsight tags are not formatted or executing properly. There are also detailed descriptions and categorizations of NetInsight variables to avoid dealing with variable names that may not be clear at first view.

IBM is offering customers a special WASP license for FREE to take advantage of all of these valuable capabilities. To sign up for the special WASP license unique to IBM go to: http://webanalyticssolutionprofiler.com/unica.html

What’s new in version 2.5?

• Compatibility with Firefox 5
• Compatibility with Firefox 6
• New UI element specific to Firefox 5
• Bug fixes

you can update or download the free version here: http://webanalyticssolutionprofiler.com/try.htm

What’s new in version 2.4.1?

• Compatibility with Firefox 4
• A better detection engine
• Mobile site audit support
• Built-in ability to change user agent
• Faster report generation
• Tag execution time and sequence in the reports
• Localize in English, French, Spanish and German
• Fix compatibility issue with other addons
• Bug fixes

Here is the URL https://www.eiseverywhere.com/emosto11. “IPERCEPTION11-15″ provides 15% discount for registration of the two day eMetrics Marketing Optimization Summit.

hopefully see you there

Superior Diagnostic Technology Heightens Online Marketers Confidence in Accuracy of Web Analytics

SAN FRANCISCO, CA–(Marketwire – March 14, 2011) – eMetrics Marketing Optimization Summit – iPerceptions Inc. (TSX-V: IPE), a leading provider of web-focused Voice of Customer (VoC) analytics-based on actual visitors, and AT Internet, a web analytics solution provider, today announced a partnership that will bring the quality of website analytics to a new level. As a result of the partnership, iPerceptions WASP will have tighter integration with AT Internet AnalyzerNX — offering superior web analytics tag detection and diagnostic capabilities to online marketers.

A survey of 800 organizations revealed that almost two thirds (63 percent) of respondents say they experience conflicting information from different sources of online measurement data. (Source: Online Measurement and Strategy Report 2009, Econsultancy.com, June 2009)

A critical aspect of ensuring the accuracy of web analytics reports is identifying whether web analytics tags are correct and working properly. Yet most websites do not have this combined capability. The integration of Analyzer NX with WASP provides marketers with diagnostic capabilities that not only identify missing tags, double tags and flash events, but go a step further and confirm that the data is being sent in accordance with partners’ specifications — thus raising the bar in web analytics tag fault detection.

“Having data without the confidence that it is accurate is almost as bad as having no data at all,” says Claude Guay, President and CEO of iPerceptions. “Our partnership with AT Internet will provide online marketers with a web analytics solution that delivers insight based on the most reliable information.”

“Online marketers will now have an easy-to-use site performance and traffic management solution with unprecedented diagnostic speed and accuracy,” says Mathieu Llorens, CEO of AT Internet. “We’re confident that our clients will find this unique combination to be extremely valuable.”

AT Internet is a member of the iPerceptions WASP Partner Program, which aims to enhance tag diagnostic capabilities by gaining a deep understanding of the specific issues that affect each individual partner. WASP partners benefit from a custom interface in order to leverage the power of their brand. Companies interested in participating in this program can contact info@webanalyticssolutionprofiler.com for more information.

About WASP
The WASP product line provides website owners with powerful tools to improve web analytics implementation. With lightning-fast speed and accuracy, WASP can detect over 300 different analytic solutions running on any web page or website, which can save companies a huge amount of time wading through source code. WASP can produce detailed reports for advanced drill-downs, page comparisons and solution comparisons. WASP also allows companies to find competitive information instantly, including SEO information, website traffic, page views and external links. For more information, please visit www.webanalyticssolutionprofiler.com.

About AT Internet
AT Internet is a leading independent web and mobile analytics solution provider, established in 1995 and with offices in 10 countries worldwide. AT Internet prides itself on its customer centric approach and is able to boast 3,500 clients many of whom are widely recognized brands. Currently measuring 350,000 websites, AT Internet has several awards and distinctions to its name including the 2009 Platinum Distinction for European Seal of e-Excellence 2009 awarded at CeBIT in Hannover, these distinctions underpin AT Internets core values of trust and integrity. AT Internet offers a robust and reliable best of breed SaaS web and mobile analytics platform and partners with industry leaders to offer a complete solution to enhance marketing intelligence and business effectiveness. For more information, please visit www.atinternet.com.

About iPerceptions
Perceptions is a leading web-focused Voice of Customer analytics provider. Its webValidator Continuous Listening solution, 4Q Suite solution, Web Analytics Solution Profiler (WASP) and proprietary iPerceptions Satisfaction Index (iPSI) turn millions of data points into easy-to-understand strategic and tactical decision support for website marketers. iPerceptions’ clients include such well-known brands as Dell, InterContinental Hotels, General Motors, Canadian Tire, Hyundai, LG Electronics, Choice Hotels International, BMW and Monster Worldwide. For more information, please visit www.iperceptions.com.

The TSX Venture Exchange does not accept responsibility for the adequacy or accuracy of this press release.

All trademarks and registered trademarks in this document are the properties of their respective owners.

With the release of WASP 2.4, we are excited to offer German and Spanish translations. Together with English and French, these 4 language options will allow many more people to take advantage of our WASP tag diagnostic solution.

The 2.4 release will also include cool new features like mobile site support…but more on this another time.

Learn how WASP can:

- Quickly diagnose basic analytic tags
- Run site audits and generate reports
- Flag tagging problems
- Simplify e-commerce workflow

Watch the webinar