Digital Analytics Expert Insights

by Marshall Sponder

On what major criteria should a buyer assess digital analytics solutions?

Complicated question - price, obviously, but its way more involved than that - you need to know how your going use the analytics system before you can decide weather it will meet your needs or not.

What major trends do you see in the digital analytics space right now?

Extensible design, merging web analytics data with profile data, better tools and tracking for geo-coded data, and some merging of social media tracking with web analytics, which in the past, only looked at the data on a website, not so much around it, or around the brand.

How do these trends and the direction the industry is moving toward affect companies using and evaluating analytics solutions now?

It puts Web Analytics squarely in the marketing and pr department when it used to be mainly for the IT people.

About the Expert
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Marshall Sponder
FT Lecturer at Baruch College, Adjunct Instructor, Rutgers University, CEO of WebMetricsGuru INC
For more than a decade, Marshall Sponder has influenced the development of the digital analytics field with his Blog that focuses on how to better understand the data associated with social media metrics and web intelligence. In 2011 Marshall created a special and much loved course on Social Media for the Arts at Rutgers University ( that prepares performing and fine artists to succeed and broaden their audiences by the artful use of Social Media and Social/Web Analytics. Marshall is also a full time lecturer at the Zicklin School of Business where he authors and teaches cutting edge Digital Analytics courses to undergraduate and graduate business students ( Marshall is the author of "Social Media Analytics, published by McGraw-Hill in 2011 ( and has considerable in house experience in organizations such as IBM, Monster, Omnicom, along with small businesses, start-ups and non-profits.