For one interested in web analytics, even a quick look at the niche conferences and events discussions topics could be enough to see that we are facing two strong trends in the world of web data mining and analysis. An in-depth research will only prove that we are in the process of a new web analytics paradigm being born.
The two cornerstones of the emerging approach are:
breaking the limits of web (migration to Digital definition), and
stepping away from click-streamed session-based analytics (Personas/Visitors concept revitalizing).
Both trends have very strong time, industry and consumer demands behind, and quite astonishing technical and business perspectives ahead.
Web to Digital: Words Game or a Strong Move?
Quick note: one of the most influential and opinions forming institution, Web Analytics Association, was renamed to Digital Analytics Association in March, 2012, “to reflect growth across mobile, social and evolving marketing channels”.