Table of Contents

The Web Analytics Outlook - Increasing online profits

Executive Summary 8
Market position & overview 8
Market shape & size 8
Technology directions 9
Market directions 10
Selected product & vendor analysis 11

Chapter 1 Market Position & Overview 14

Summary 14
Introduction 14
What is web analytics? 15
Key technology elements 16
Key vendors 17
The business case 18
Main business drivers 18
Where web analytics is most useful 19

Chapter 2 Market Shape & Size 22

Summary 22
Introduction 22
Key players in the market 23
Software application vendors 23
Benchmarking services 24
ASPs 24
Key market drivers 25
Market development barriers 26
Lack of an established ROI model 26
Data privacy issues 26
Convergence & consolidation 27
Market consolidation 28
Possible acquirers 29
High-end web analytics player(s) 30
Accrue 30
IBM Global Services 30
Business intelligence vendors 31
CRM analytics vendors 32
Personalization 33
Outside suppliers 34
Potential targets 35
Market observations & predictions 40
Market consolidation 41
Web analytics will become a core part of CRM analytics 42
The high-end needs scalable solutions 43
The ASP model is primed for take-off 43
Web analytics is going vertical 44

Chapter 3 Technology Directions 46

Summary 46
Introduction 46
Main solution elements and processes 47
The profile 48
Creating 'visitor' profiles 48
Creating 'offer' profiles 49
Data capture 50
Back-end systems 51
Network pipes 52
Web browser 52
Data transformation 53
Data storage 54
Data analysis and reporting 56
Integration with the rest of the enterprise 57
Key implementation challenges 58
Collecting all the relevant data 58
Data transformation 59
Accurate definition and logging 59
Creating new metrics and KPIs 60
Focus on process, not content 60

Chapter 4 Market Directions 64

Summary 64
Introduction 64
M&A blurs the web analytics/CRM distinction 65
NetIQ's 2002 66
NetIQ Moves on VoIP Troubleshooting 66
NetIQ aims web analytics at Macromedia developers 67
NetIQ Loss Widens Despite Increasing Revenue 68
NetIQ gives WebTrends reporting center a new facelift 69
Other selected key events 70
NetPerceptions NetP 7.0 launches 70
Pilot upgrades HitList 70
WebSideStory's new HitBox finds ROI 71
Teradata wins warehousing awards 72

Chapter 5 Selected Product & Vendor

Analysis 76
Summary 76
ATG/ATG6 77
NetIQ/WebTrends 78
Overview 78
Competitive positioning 79
Financial performance 81
Antecedents/history 82
Key deals 84
Key partners 85
Conclusions 86
Oracle Corporation/Oracle9iAS 88
Products 89
Standard Edition 89
Enterprise Edition 90
Oracle9iAS Personalization 92
Oracle9iAS Wireless 92
Opinion 92
Strengths 92
Conclusions 94
Company profile 96
Pilot and Accrue's desperate deals 97
Is Accrue on the road to nowhere? 98
Is Pilot back on the road to nowhere? 99
Conclusions 100
Sybase 102
Overview 102
Competitive stance 102
Key products 103
Strategy & directions 104
Channels & partnerships 105
Vertical go-to-market focus 105
Conclusions 106
Torrent Systems/Ascential 108
More transactions, applications, end-users 108
Parrallelism - a better approach to scalability? 110
Torrent Systems - orchestrating parallel systems 111
Products 112
Orchestrate 113
Visual Orchestrate 117
WebHouse 122
Platforms 123
Pricing 124
Opinion 124
Strengths 124
Challenges 126
Conclusion 128
Vividence 131
Main products 132
Vividence Knowledge Library 133
Appendix 137
Glossary 137
Index 141

List of Tables

Table 5.1: NetIQ/WebTrends contact details 88
Table 5.2: Oracle Corporation contact details 97
Table 5.3: Sybase Inc contact details 107