Vergangene Woche hat econsultancy UK Eric T. Peterson von Web Analytics Demystified zum Thema “Web Analytics 2.0″ und der Zukunft der Branche befragt.

Für Peterson bedeutet Web Analytics 2.0 das Messen von neuen (multimedialen) Elementen, wie Silverlight, RSS, Ajax und genaue Analyse des Besuchers durch “Customer Experience Management” (CEM) und “Voice of Customer” Technologien (VoC).

Could you give a real-life example of how this wider view of Analytics is helping e-commerce companies and other websites?

One of the fundamental technology shifts in Web Analytics 2.0 is the inclusion of qualitative data – not just using the clickstream data, but also watching visitor behaviour through ‘Customer Experience Management’ (CEM) and ‘Voice of Customer’ (VoC) technologies to analyse engagement and satisfaction.

“So, when you put this measurement stack together, site operators are suddenly able to answer complex ‘how?’ and ‘why?’ questions. It leads you inevitably to action.

When you roll in CEM with analytics, you can look at sessions that are abandoning the checkout process at a particular step and understand what the problem is – high shipping costs, for example. VoC then enables you to take that a step further and ask people why they abandoned – whether there was a problem or they were planning to use an offline channel.
By doing this, what you can learn about customer behaviour becomes increasingly robust.”

Im weiteren Verlauf des Interviews geht Peterson auf Analytics-Kosten und die Auwirkungen von Partner-Programmen und API’s ein, wobei er vor allem darauf setzt, dass Google Analytics in den nächsten sechs Monaten oder sogar schon zur eMetrics release in San Francisco eine entsprechende Bekanntmachung herausgibt.

Interview: Link