One giant leap for analytics?

Tam Harbert

Web 2.0 has the potential to deliver a lot more data, but not necessarily easy answers. While a number of options are available beyond simply measuring clickthrough rates, most marketers are struggling to construct effective measurement models to truly gain an understanding of consumer activity on their websites.

One Giant Leap for Analytics?

Tam Harbert

Just when you thought you were getting a firm handle on the data you can wring from your Web site traffic, along comes Web 2.0. A collection of new technologies, including Ajax, flash, blogs, and streaming media, Web 2.0 is changing the nature of Web analytics, making it both more complex and potentially a much more powerful marketing weapon.

In Web 1.0, the predominant method for measuring how someone interacted with a Web site was counting page views. But Web 2.0 enables a whole new level of interaction that happens without a page...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands