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Part 3  Implementation

Selecting a web analytics tool

There is a bewildering range of hundreds of web analytics tools varying from shareware pack-

ages with often primitive reporting through to complex systems which may cost hundreds of 

thousands of dollars a year for a popular site. You can gain an idea of the range of tools by visiting 

the Web Analytics Demystified ‘Vendor Discovery Tool’ (

www.webanalytics demystified.com/

vendor_ discovery_ tool.asp

) to find the tools used to monitor your sites or competitors’ sites.

Given this, it is difficult for the Internet marketer to select the best tool or tools to meet 

their needs. One of the first issues to consider is the different types of measures that need to 

be integrated within the performance management system. Figure 12.13 gives an indication 

of the types of data that need to be integrated which include: