Web Analytics in Argentina (South America, Part III)
An interview with German Herebia, regional sales director for the online division of Fox International Channels. He also writes for The Digital Marketing Blog.
How mature do you think the market for web analytics is in Argentina?
It’s not as mature as we’d like it to be, but that fact gives us an opportunity to add value to our services and keep our jobs!
Since 2000 a couple of companies have been selling web analytics services. Certifica.com from Chile and WebSideStory were companies that were used to measure the most important sites: Clarin.com, Bumeran.com, UOL.com, Ambitoweb.com etc.
When the dot-com bubble crashed many sites went belly-up and the survivors decided to save money on premium ASP services and went back to log file analysis using WebTrends or free services such as NetStats.
Which is the biggest challenge for web analytics in Argentina?
The biggest challenge is getting on the CEOs and CMOs agenda. It’s mainly IT departments that are aware of the benefits of these kinds of services, marketing and management frequently aren’t.
There are only a few people who worry about what happen after the click.
All over Latin America we are suffering from a huge disconnect between Internet ad inventory and Internet ad revenues because marketers are only investing 2% of their budgets online.
When we reach the tipping point the need for ROI measurement will impact web analytics usage.
Which are the three most popular web analytics vendors in Argentina?
Certifica.com is big here because IAB in Chile and Argentina selected them in order to make the market more transparent. They hoped to grow the market for online ads that way.
Nielsen//NetRatings and comScore are not offering their panel services here yet.
Agencies can look for stats for the most popular sites on Certifica.com.
On the other hand you have Google Analytics. Since Google opened their Latin American headquarters in Buenos Aires not only webmasters are using their tool.
WebTrends still have a high penetration and some companies like inZearch.com are testing Omniture.
If web analytics companies want to do business in our region, I highly recommend coming here.
Posted in Web Analytics |
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February 29th, 2008 at 1:40 pm
[…] buena iniciativa para tener especialistas en web analytics, disciplina realmente súper subutilizada en nuestras tierras por los grandes […]
March 3rd, 2008 at 8:08 pm
I`m strongly agree with German webanalytics is bellow the radar for C-level executives as well as agencies.
The only point that I want to clarify is that comScore panel is available for many countries in LATAM: Argentina, Brazil, Chile, Colombia, Venezuela and Mexico in their basic service.
They have to an upgrade that provide a panel in agregate way for other countries in region.
Regards, Justo.
April 15th, 2008 at 4:53 am
[…] buena iniciativa para tener especialistas en web analytics, disciplina realmente súper subutilizada en nuestras tierras por los grandes […]