Last summer I looked at the different web statistics available for benchmarking the competition. From a marketing point of view, the result wasn’t very good. Poor methodology and a lack of transparency mean that most publicly available web statistics are worse than useless: by providing a false sense of confidence, they can lead to bad business decisions.
It is thus with much interest that I note the announcement of a new web marketing benchmarking comparison service from Google.
Integrated into Google Analytics, this functionality will be limited in scope:
- Sites must use Google Analytics and enable their participation in the program.
- Competitors such as Fireclick’s web analytics benchmark index make some data publicly available without having to use the tracking tool. I can already think of the work-arounds some companies will find to this issue.
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