After watching some interesting videos about advanced segments in Google Analytics, I think that the measuring the Web 2.0 Internet sites is something different than what it was a few years ago. Today there is a lost of demand form web analytics consultants, as well as website business owners and marketers, to get insight not only from the traffic on your website, but also get insight of what is going on outside your website, on the WWW. Some analytics experts call it Web 3.0 web analytics features. It means that as a website owners or marketer, you want to know what people are saying about your website outside of your website. Having a link to your website can be the first string to link to other things that go on on Twitter or forum posts for example.
Lets say that you have a product, and some people are talking bad things about your product, and we are talking like a very popular post on one of the big forums. It there wasn’t a link to that place, you didn’t even know that someone is mentioning your website out there in the wild. And in many circumstances, this is the case. Marketers maybe want to take actions if someone bashes the product and there isn’t based on real facts. By knowing where, when and what, you can react and call out the fire in time, before it spreads.
Social networks are mostly where all that actions takes place. We can see some new behavioral targeting tools with BI capabilities that enables website owners to get insight of what is outside their website. Many of them segment the behavior being either: Bad, Good or Neutral. so website owners can get a wide assessment of what people think of their website, products or services. Furthermore, those behavior web analytics tools, are smart enough to track, analyze and identify the source of those places in forums, twitter, Facebook, Digg, Stumbleupon, Buzz and many other social networking sites and social places where people can comments and talkback and leave their opinion.
I can even call it “User Opinion Analytics”. If such really advanced product emerges out (tough, I think that Omniture and Webtrends already have their facebook analytics kind of product integrated with their solutions), I am sure that it will complement the web analytics solutions that we have today and further enhance the ability of website owner to get the most accurate and wide insight with better resolution, so they can analyze this data and sometimes react to this in real-time. Let’s just hope that Google will come up with such feature, so we can get it for free.