In August 2002, Aberdeen Group did an informal survey of Web analytics users, Guy Creese wrote in a recent Aberdeen Insight. The companies surveyed included enterprises in a variety of businesses: food, retail, consulting, software and entertainment were among those represented. This small sample uses software or services to understand Web site visitor behavior. The companies are relatively happy with their vendors – 10 out of 12 felt that their current vendor met, exceeded, or greatly exceeded their overall expectations. However, the satisfaction did not come easily. A number of them are on their second or third solution, having de-installed well-known names such as Accrue, Keylime and WebTrends.

One user summarized his experience of Web analytics: “[A] complete disconnect between promised results and delivered results from some vendors. Web analytics is part science and part art – this opens the door to some extreme exaggerations on the part of some vendors struggling to stay alive.”

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