A 360-degree view of the customer will take some time and is probably the dream of any marketing director. Andrew Hally, senior director at Unica Corp. wrote a great article about the “history” and “future” of the webanalytics industry.
His article begins with the first steps of webanalytics, which reminded me of my first analytic experience with http-analyze2.42 in 1996:
He then describes the “historical” change from “How many hits to our Web site?” to “How many visitors did we turn to buyers”. Finally he mentions the future of integrated webanalytics tools such as the SAS webanalytics solution.
Overall a great article and a must-read for everybody who is interested in webanalytics!
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