Gartner Research

How to Evaluate Web Analytics Technology Options for Marketing

Published: 30 May 2019

ID: G00389700

Analyst(s): Joseph Enever

Summary

Marketing leaders use web analytics technology to track traffic, analyze user engagement and monitor performance. Evaluate existing deployments, select providers and maximize value by mapping web analytics solutions to use cases and aligning marketing skills and resources to business goals.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Step 1: Identify Marketing Use Cases to Assess Web Analytics Tool Decisions
    • Digital Marketing Measurement
    • Segmentation and Audience Activation
    • Advertising Technology Integration
    • Reporting
    • Dashboards
    • Quantify the Risks of Switching Vendors
    • Assess the Value of Overlapping Web Analytics Tools
  • Step 2: Appraise Incumbent Web Analytics Solutions
    • Determine Whether Fixing Your Existing Deployment Is Sufficient
    • Determine the Degree of Configuration and Customization Required
    • Elevate Tag Management Efforts
    • Evaluate Broader Martech Integrations
  • Step 3: Assess the Impact of Web Analytics on Your Team and Organization
    • Web Analytics Auditing and Implementation
    • Broader Tool Engagement and Utilization
    • Ongoing Web Analytics Maintenance

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