Forrester Forecast: US Web Analytics Market To Reach Nearly $1 Billion By 2014

Web Analytics To Become Part Of Broader Integrated Marketing Services
CAMBRIDGE, Mass.--(Business Wire)--
Fueled by a need for marketing organizations to be more accountable to the
business and a shift in marketing budgets' allocation for interactive channels,
in order to match consumers` migration online, the US Web analytics market will
grow to $953 million by 2014 - an impressive 17 percent compound annual growth
rate - according to a new report by Forrester Research, Inc. (Nasdaq: FORR). The
top-line, five-year forecast is available to Forrester RoleView clients;
subscribers to Forrester`s ForecastView receive more detailed forecast data.

"Market usage of Web analytics is in the awkward adolescence stage," said
Forrester Senior Analyst John Lovett. "While the analytics market is beginning
to develop, significant change is imminent, and maturity is still off in the
distance."

The report notes that the introduction of highly capable free analytics tools is
forcing a change in the value proposition among vendors, from a point solution
to an underlying service embedded within broader marketing applications. The
transformation will only have a positive effect as customer intelligence data
will be shared more widely across organizations. Significant challenges remain
however, including the need for human analysis of mountains of data, the ability
to develop metrics that can tie to larger business objectives, and the necessity
to integrate marketing and IT organizations in order to achieve true data
integration.

"The democratization of data is looming," said Lovett. "Ultimately, Web
analytics will become part of a broader array of integrated services supporting
marketing professionals who focus on customer intelligence," said Lovett.

The Forrester report "US Web Analytics Forecast, 2008-2014" is currently
available to Forrester clients and can be purchased directly at
http://www.forrester.com/go?docid=53629.

About ForecastView

ForecastView is a syndicated subscription service that provides access to up to
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company and industry sources. ForecastView forecasts provide insights into the
development of online, mobile, and emerging technology markets. More information
about ForecastView is available at
http://www.forrester.com/consumerdata/forecastview.

About Forrester Research

Forrester Research, Inc. (Nasdaq: FORR) is an independent research company that
provides pragmatic and forward-thinking advice to global leaders in business and
technology. Forrester works with professionals in 19 key roles at major
companies providing proprietary research, consumer insight, consulting, events,
and peer-to-peer executive programs. For more than 25 years, Forrester has been
making IT, marketing, and technology industry leaders successful every day. For
more information, visit www.forrester.com.

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Forrester Research, Inc.
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press@forrester.com

Copyright Business Wire 2009