Stone Temple Consulting Publishes Web Analytics Shootout Results

What started as a great idea for linkbait turned into a comprehensive analysis of Web analytics packages rivaling research from the largest firms.

Stone Temple Consulting has published the 55-page 2007 Web Analytics Shootout, the results of a nine-month study of seven top Web analytics packages on four sites. The report looks at performance, accuracy, and capabilities of Clicktracks, Google Analytics, IndexTools, Omniture SiteCatalyst, Unica Affinium NetInsight, Visual Sciences' HBX Analytics, and WebTrends.

The report is not intended to identify a "best" package, but rather to identify the strengths and weaknesses of the various applications so that potential buyers can understand how their own site structure might work with or against them, according to Eric Enge, president of Stone Temple Consulting. A major section of the report is a qualitative comparison of the various packages to help webmasters find the right fit for their situation.

I spoke to Eric about the results for today's SearchDay, "Comparing Web Analytics Packages."