Final Report of the 2007 Analytics Shoot Out Now Available! | Perficient Digital

Final Report of the 2007 Analytics Shoot Out Now Available!

The 2007 Analytics Shoot Out Final Report is now available. This report is the final report in our study of 7 different analytics packages running across 4 different web sites simultaneously. Here are the sections you will find in this new report:

  1. Section 1. An executive summary of the report, findings, and key takeaways.
  2. Section 2. Overview of study methodology.
  3. Section 3. First party v.s. third-party cookie updated analysis.
  4. Section 4. Detailed analysis of the traffic data – this has been updated extensively from the Interim Report.
  5. Section 5. A brand new section on “Why Accuracy Matters”
  6. Section 6. Our first look at why JavaScript placement is a BIG issue in analytics – much bigger than anyone has thought to date.
  7. Section 7. A detailed review of the strengths and weaknesses of 5 of the packages we worked with during the study.

Ultimately, our goal with the report was to provide readers with more insight into what analytics packages are good at, what they are not good at, as well as to better understand which analytics package is more suited to which types of web sites.

We also welcome any comments you want to make on the report, which you can make by commenting on this blog post below.

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7 responses to “Final Report of the 2007 Analytics Shoot Out Now Available!”

  1. Insider says:

    You analysis in section 7.5 with regard to VS HBX Analytics contains a few inaccuracies.
    3. Can’t measure ROI on a keyword without an additional tool: The basic HBX Analytics tool does not come with the ability to measure ROI on a keyword by keyword basis. However, Visual Sciences offers a separate bid management tool with this capability.
    This is not accurate. ROI can be measured on a per-keyword basis without the VS Bid service if desired.
    4. Can’t trap on URLs to look back in time: HBX does not store URL data by default, and this means if you want to do an Ad Hoc analysis that you need to rely on other parameters (such as Page Name and Content Group as defined in the JavaScript) to do this type of analysis.
    This is not accurate. URL is not captured by default but it can be captured if desired.

  2. Eric Enge says:

    Hi Insider,
    I had the help of professional services at Visual Sciences on both of these, and this portion of the report was reviewed by product management at Visual Sciences for accuracy.
    If you are an Insider at Visual Sciences, please contact me by email (, because I want to correct any inaccuracies.

  3. Chris says:

    This report is exactly what I have been looking for. Thanks for the excellent analysis!
    – Chris

  4. Eric,
    This report is really great…fantastic job. I hope your company gets to enjoy the fruit of its labor in the coming months.
    – Tyson

  5. simon says:

    Hi Eric
    You have done great job. I did Chinese translation of the Executive Summary part to help Chinese readers who can appreciate your work.

  6. Marc says:

    Hi Eric!
    Great report – excellent analysis! I’ll do a german translation in a few weeks.
    Best regards!

  7. Melissa says:

    This report just saved my sanity! Thank you so much for conducting this study. It has provided a great wealth of information as well as validity for analytics (even with a 39 inch yard stick).

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