Web analytics tools have the potential to grow beyond the Web into a general customer analysis platform. But are firms really starting to use them that way? We surveyed Forrester's Web Analytics Peer Research Panel to find out. The result? Firms are most comfortable producing basic reports, but they have also started exploring more valuable, complex uses — like merging Web traffic stats with data from other channels and performing regular ad hoc analysis.

Report Type: Trends
Source: Forrester
Author: Bob Chatham
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 Forrester
Forrester Research identifies and analyzes emerging trends in technology and their impact on business. Forrester provides companies with rigorous research, practical ideas, and objective guidance to help them thrive on technology change. Research topics include Automotive, Financial Services, Healthcare, IT Security and Spending, and Media and Entertainment, to name a few.