Forrester Research Inc.
Forrester Research Inc., an independent research company, provides advice about technologys impact on business, including web retailers, and consumers. In May 2009, Forrester forecast that the U.S. web analytics market would reach nearly $1 billion by 2014, fueled by a need for marketing organizations to be more accountable to business. The report notes that the introduction of free analytics tools is forcing a change in the value proposition among vendors, from a point solution to an underlying service embedded within broader marketing applications. The transformation will have a positive effect as customer intelligence data will be shared more widely across organizations, Forrester says.