Everyone knows Google is by far the leader in online search. In fact, a report covering search traffic for February 2014 from commercial research provider comScore, shows Google with a nearly 68% share of the search market. For marketers, Google's search dominance cannot be overlooked. Marketers must pay very close attention to how Google's search works when listing sites in response to users' search terms and be ready to make adjustments in order to increase their web traffic. But while Google is the almighty power player in search, marketers would be making a mistake to ignore the other search engines, such as Bing and Yahoo. These sites also offer the potential for good-sized web traffic.
While Google's search power is likely not all that surprising to the average person, what most people may not know is that Google also dominates another area that is essential for marketers – web analytics. Analytics is primarily software that enables website owners to collect, measure and understand who is visiting their website. As we noted in a post from 2012, the Internet provides a tremendous amount of information that can help marketers. And to get to the heart of all this information requires a fairly sophisticated analytics tool. Google Analytics has been the go-to tool for many years because it is easy to setup, easy to access results and, maybe best of all, it is free! Of course, just like search, Google may dominate analytics but other commercial products are also available.
In this story from Internet Retailer, we get insight on different analytics software and on how this software is used by online retailers. As the story notes, more than 50% of the top 1000 retailers use Google Analytics in some form. While some retailers rely on Google Analytics exclusively for all of measurement, others use a combination of tools. A description of the other tools and the retailers' reasons for choosing these options are described in the story.