Forrester: This Forrester study commissioned by Google made five key findings:
Free Web analytics take residence within the enterprise. A staggering 53% of enterprises surveyed currently use a free technology solution as their primary Web analytics tool, and 71% use free tools in some capacity.
The merits of free are compelling. Among respondents currently paying for their primary Web analytics tools, 66% would consider displacing them with a free alternative.
Balancing costs and benefits requires introspection. We found that 52% of practitioners employing both free and fee-based solutions fail to effectively use more than half of the capabilities offered by their tools.
Reliability and ease of use are characteristics that enterprises crave.
Organizations are approaching a point of inflection. Nearly two-thirds of enterprises would abandon their current Web analytics provider given the right circumstances.