I ran across this article about two months ago, so this will be old news to some. Regardless, I thought I would take a moment, to share my thoughts on why this is not only good news to analytics software providers, but important news for marketers.
The reality is that more and more marketers are beginning to engage their customers and prospective customers in new and more social ways. With this fact staring many marketers in the face, the tracking and measurement of these new mediums will become more and more important. I believe the saying is; “He who owns the data makes the decisions.” Well with more and more users owning their own data (sort of) I would venture to say that it’s actually he who understands the data makes the better choices. The truth is new media and new technology usage will continue to rise, and analysis and qualitative measurement tools will be required in order to show the true effectiveness of these new mediums.