Video, mobile analytics markets ‘expanding’
Companies now have a greater choice of mobile and video analytics programs than previously but must still contend with a number of issues, a new report suggests.
A new report has suggested that while the markets for mobile and video analytics tools are expanding, there are still a number of problems and issues that need to be ironed out.
There are now more mobile and video analytics programs available than before, with a significant number of specialist vendors being established in both markets, CMS Watch explained.
New providers in the video analytics sector can enable the tracking of pauses, stops, rewinds and duration of views, which is not offered by traditional vendors – although there are still issues regarding the range of different video metrics used by various programs.
Meanwhile, the recent creation of a number of specialist mobile analytics providers has prompted more established names such as Omniture, Coremetrics and WebTrends to also rethink their mobile offerings.
“If mobile or video is very important to you today, you may need to use both a niche player and a traditional analytics vendor,” said Tony Byrne, founder of CMS Watch.
Most marketers plan to the same amount of money or more on web analytics this year compared with what they invested in 2008, according to a poll by the Web Analytics Association.