Fortune 500 Analytics: Google, WebTrends or Omniture

The world of Paid Analytics changed earlier this week, when Google released Google Analytics Premimum. The new service costs $150,000 per year– which  is far out of the reach of most small and midsize businesses. At the same time, though, it gives many of the things users have wanted from Google for a while:

  • Extra processing power – increased data collection, more custom variables and downloadable, unsampled reports
  • Advanced analysis – attribution modeling tools that allow you to test different models for assigning credit to conversions
  • Service and support – experts to guide customized installation, and dedicated account management on call – all backed by 24/7 support
  • Guarantees – service level agreements for data collection, processing and reporting

The 24-hour live technical support is especially attractive to the less tech-savvy, or those unwilling to go it alone in hacking the standard Google Analytics.

Before this news, I had started to look at paid solutions, so this was an interesting addition to the discussion. It also makes the data I wish to share even more interesting as the year goes on, and to see if there are any major shifts. I know that for many of you a paid solution is out of the question, but that doesn’t stop one from being curious. Call it my weakness, but my curiosity got the best of me and became  the basis of this study of the Fortune 500 and the analytics solutions they use. And besides this data might come in handy if you start to examine a paid solution even if Google Premium is out of your budget.

If you are in the market for a paid solution or examining that option, I would caution you to observe one rule: selecting the right analytics package, be it Google Analytics or the full package from Omniture or Webtrends, should be made based on your specific needs. It doesn’t matter what your competitor uses, or what they don’t. Your only concern should really be do you track behaviour on your site or not. With this understanding in mind, this is basically an academic study to see which industries and solutions were chosen by the companies on the Fortune 500. Nothing less and nothing more.

The data was collected during the period of September 19th -22nd, where I did a survey of the websites of Fortune 500 companies. I looked at what they were using to track users, and compiled the data.It is important to note, I only listed major analytics packages and those that were easily identifiable. Some sites, do not use Javascript tags, but are log based. For this reason some of  those companies/indsutries, listed as having “none” or no analytics, should be reviewd with caution. I also know, that in some industries, companies do not have analytics or consumer facing sites, but in my view, that does not mean that a site should not be measured.

So now that we have most of the disclaimers/details out of the way, here is what I learnt:

Below is the current Market share of the Fortune 500

The follwing is the list of vendors found: Chart Beat, ClickTale, CoreMetrics, CrazyEgg, Fireclick, Google Analytics, Kiss Insight, Maxymiser, Omniture, Overstat, Unica, and Webtrends. To provide more detail of  the “other” category, here are the industries these alternate solutions appeared:

Now considering this data is prior to the announcement of the Google Premium, this is market share I calculated of the major “Paid Vendors”:

Now for the real fun, below are two data tables for further analysis, that such industry and vendor share. I feel with this data, you can get a good feel for what is used in a particular industry and how the major analytics vendors  cover your industry.

Analytics Industry Coverage:  This table looks at the number of Analytics deployed at each company compared to the number of companies in a particular industry.

Analytics Vendor Market Share by Industry: This table breaks down each industry and the market share of each Web Analytics Vendor.

I must  note, one major omission in my data release. I have decided not to provide a table that shows in detail what each company uses. I figure this data is something anyone can get, if  needed, and I did not want to turn this into a tool for competitors. This was never the goal of this exercise.

I know this data is pretty detailed, so I leave it to you to comb over. To me the interesting story is ultimate dominance that Google Analytics has on the Fortune 500. I look forward to checking back in a year and seeing if there are any major shifts. So now it’s your turn, take a look at the data and share your interesting finds in the comments. Happy  hunting!

Adrian Speyer

About The Author: Adrian has over 12 years experience in Digital Marketing and Analytics. He currently works as a Marketing Manager at Vanilla Forums, a modern forum software platform that allows clients to connect and engage their communities and customers. He lives and works in Montreal.

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