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WHITE PAPER

T C Rt  W Aatc

How third‐generation digital analytics tools will change your business forever –digital measurement thought leadership from Web Analytics Demystified

The Coming RevoluTion in Web AnAlyTiCs

Table of Contents

Executive Summary .........................................................................................1The Coming Revolution in Digital Analytics ...................................................2

The Privacy Implications of the Electronic Signature ..................................3Proof that Consumers Will Surrender this Data: Google ..............................3Competing on Analytics in the Online World ................................................4

Digital Analytics Today: A Rear‐View Mirror ..................................................5

An Eye Toward the Future: Second‐Generation Digital Analytics .................6How these Technologies Fail Us Today ........................................................6

The Coming Revolution: Third‐Generation Digital Analytics .........................8

Business Intelligence 2.0 .............................................................................9

Third‐Generation Analytics in Action ............................................................10

Applying Old Techniques to New Technology .............................................11The Inevitable Outcome: Analytics‐Driven Automation ..............................12

Conclusions....................................................................................................13About SAS ......................................................................................................14

The Coming RevoluTion in Web AnAlyTiCs

This white paper was written by Eric T. Peterson, CEO and PrincipalConsultant at Web Analytics Demystifed, and sponsored by SAS.The author welcomes your eedback on this white paper. About the Author

Eric T. Peterson, CEO and Principal Consultant at Web Analytics Demystied,has worked in Web analytics since the late 1990s in a variety o roles includingpractitioner, consultant and analyst or several market‐leading companies.He is the author o three best‐selling books on the subject,

Web AnalyticsDemystied

Web Site Measurement Hacks

and

The Big Book of Key Performance Indicators

, as well as one o the most popular Web analyticsbloggers at

www.Webanalyticsdemystifed.com

. Mr. Peterson has committedmuch o his lie to the betterment o the Web analytics community, so much sothat Jim Sterne, President and co‐ounder o the Web Analytics Association,says, “Eric’s leadership in the industry in unparalleled, his devotion to thecommunity is legendary and his years o experience translate immediatelyinto strategic and tactical competitive advantage or everybody who workswith him.”

Web Analytics Demystifed

Web Analytics Demystied, ounded in 2007 by internationally known authorand ormer Jupiter Research analyst Eric T. Peterson, provides objectivestrategic guidance to companies striving to realize the ull potential o theirinvestment in Web analytics. By bridging the gap between measurementtechnology and business strategy, Web Analytics Demystied has providedguidance to hundreds o companies around the world, including many o thebest-known retailers, nancial services institutions and media properties onthe Internet.For more inormation on Eric T. Peterson and Web Analytics Demystied,please visit

www.Webanalyticsdemystifed.com

, e-mail

eric.peterson@Webanalyticsdemystifed.com

, or call (503) 282‐2601.