Google Analytics 3.0 is announced, Gatineau raises the stakes in the realm of free analytics and actionability in web analytics still rules. Welcome to life after next week’s eMetrics Marketing Optimization Summit in DC. eMetrics, the premiere event for the web analytics community organized by Jim Sterne, is always a hotbed of breaking industry news. I’m sure this year will be no exception, so I’m putting my neck out on the line to make 5 predictions for news that will come out of the eMetrics Summit.
Prediction #1 - Google Analytics v3.0 Will Be Released
Something is definitely cooking at the Googleplex. I recently created a new profile for one of my clients in Google Analytics (GA) and… it was populated with some historical data! If you know anything about GA, you know one of its most frustrating features is that you can’t adjust historical data. Perhaps they’re working on a way around that. Also high on the list is more advanced segmentation–the ability to look at all site data by particular referring source, campaign, medium, etc. Maybe Jeffrey Veen (who presumably will not be attending eMetrics in a dress unless he loses another bet), Jeff Gillis, Brett Crosby and the rest of the GA team are working on some ways to fix some of the ways Google Analytics fails paid search marketers. Whatever the announcement, expect it to come during Brett Crosby’s address to the audience.
Prediction #2 - Microsoft’s Gatineau Brings “The Who” to the Masses
Microsoft is playing a game of catchup with Project Gatineau, their answer to Google Analytics. It’s approaching beta 2, as Eric Petersen previewed on his blog. The introduction of demographic data in an out-of-the-box analytics package is the big unique selling proposition. Of course, the data is drawn from members of the Microsoft community who are logged in and gave their personal information. Some might argue the sample is not representative of the population. Regardless, Ian Thomas of Microsoft is previewing the beta on Monday and this raises the level of conversations ever further away from just looking back at the “what” of data.
Prediction #3: The WebTrends - Omniture Arms Race Will Continue
The size of the web analytics pie is growing bigger, but everyone knows it’s not about gathering data. Omniture has been sucking up companies left and right, most recently adding Offermatica for multivariate and a/b testing. You can bet WebTrends is not sitting idly by and I think Greg Drew could use his speech to announce their latest industry move. Of course, I could be totally wrong and maybe it’s just a sales speech about ML2.
Prediction #4 - Robots Take Over eMetrics, Long Live Automated Optimization!
More and more marketers are realizing that an analyst, even a smart one or a team of smart ones, doesn’t necessarily have the computational power of a laptop. There are simply some tasks better suited to machines (multivariate testing calculations jumps to mind). We’re going to see and increase in automation to shorten the gap between data, insight and action. Brad Decker is tackling the subject in relation to rich media.
Prediction #5 - Actionability Will Continue to Rule The Day
If you’re not acting on the data you gather, then stop. You’re just wasting time pushing numbers. Even the proper name of the event, eMetrics Marketing Optimization Summit, reminds us that it’s all about translating the data into insight and moving the bottom line. Expect a continued flurry of blog posts and articles about this topic and the slow rise of predictive analytics from the fringes to the mainstream. Check out the marketing optimization track.
Bonus (light hearted) predictions:
- Justin Cutroni will give out aspirin for those who forgot to setup their Google Analytics filters and profiles and have “lost data headaches”.
- Marshall Sponder will launch a shadow eMetrics meetup in Second Life and then measure it.
- June will sneak an IT person into the conference, load him with free food and send him back with said food as bribes to get a marketing project done.
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Digital Alex is a blog about interactive marketing strategies, web analytics, conversion and more.
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Alex, you’re giving me ideas about the virtual meeting …. we can definately do that…… I’m just wondering if anyone from eMetrics, besides me and my co-presenter, Jared Freedman of Code4Software.com, will be there.
Thanks,
Marshall
Hey Marshall,
Glad I can stimulate ideas. Well, it begs the question: how many web analysts and interactive marketers are in Second Life, how many won’t be at eMetrics and how many can be enticed to join?
Maybe it can be part of a new “Virtual Tuesdays” meeting where interactive marketers meetup virtually once a month to discuss new technologies :-)
Cheers,
-Alex
Hi Alex! I’m honored to make your eMetrics prediction list (if only the lighthearted one). See you next week in DC.
Thanks for the comment June! Hopefully we’ll have a chance to chat while we’re there. I’m the tall, skinny one with the big glasses–you can’t miss me :-)