Yahoo! have announced they are moving forward in their rollout of Web Analytics with the service being made available to all Yahoo! search and display advertisers with an account manager.
Yahoo! Web Analytics offers some additional benefits over other analytics programs:
“Yahoo! Web Analytics offers user insight that you’re not likely to find in other free analytics tools, including demographic and behavioral insight on your website visitors, near-real-time reporting, and visibility into as many as 50 different types of actions that take place on your site.”
Along with this news, Yahoo! have also improved many of the Web Analytics features and included some new segmentation options. New reports and segmentation options include:
- Age and Gender filtering options
- Interest group segmentation
- New charting capabilities
- New path analysis
Demographic information such as age groups and gender can now be used in conjunction with other metrics like conversion rates and visitor numbers, for example:
You can also use the Interest group data (which places visitors into certain interest groups like entertainment, sports etc.) to filter and segment with other data:
The final upgrade helps to improve charting options in web analytics by giving users more manipulation options and the ability to compare multiple metrics at the same time.
I really like the direction they are heading here, especially with the interest group filtering. For example, Dennis R. Mortensen points out the following:
Imagine YWA being able to tell you, as a travel sector marketer, that those successful individuals who bought the trip to London in June where primarily interested in Politics, Female and between 35-54 years old. Sexy eh!?