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Five Predictions For Web Analytics in 2011

Categories: Metrics understanding, Privacy and Accuracy / Comments: 4

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Predicting the future invariably means you will be wrong most of the time. However,  it is an interesting process to go through as even getting just one prediction right can have a significant impact – to me personally, my business or my client’s business. So I was honoured when Daniel Waisberg asked me to look into my crystal ball for what may happen in the world of web analytics in 2011.

Here’s the summary of my predictions:

  1. Privacy – A Threat To The Web Analytics Industry
  2. Optimisation Rather Than Reporting
  3. Predictive Analytics Will Remain Niche
  4. Accessing The Web Will Be Different – So Will Its Measurement
  5. WebTrends Will No Longer Exist
2011 web analytics predictions

Read the full article, and join the discussion, at

To see what I have predicted before, have a look at “Phase 4” from me in the following article – Google Analytics Four Years On (Apr 2009).

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  1. Hi Brian, good article on Web analytics for 2011. But i didn’t understand about Web Trends. I think Predictive Analytics come from Web Trends !

  2. Nice article. Really interesting predictions for Web Analytics in 2011.

  3. Antoine says:

    Hi Brian,
    I totally agree with the 1st fact, I still don’t understand how people can spend budget on keywords and measure it through the same tool.
    Also all the questions about cross channel attribution makes me think about the real client path and behavior, with attribution of the conversion to the right marketing campaign. That would be my 6th one.

  4. Noahlu says:

    Hi, Brian, what do you mean by WebTrend? Does that mean no more need to use tools like Google Trends?

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