In more than 10 years of experience I had the chance of trying almost all the well known web analytics tools, and I found some points that in my opinion Web Analytics tools developers must consider for their products.
1- Flexibility: Web Analytics tools are becoming more and more simple but at the same time less flexible. The possibility of manipulate the information inside the tool is a must, and in a lot of cases is not even available an API.
2- Cost: Prices are in general ridiculous. When Google Analytics was launched I thought that prices should decrease but they don’t. So in one hand you have Omniture, Webtrends, Coremetrix and others with unaffordable prices and on the other hand Google analytics for free.
3- Heterogeneous information: every web analytics tool has different technologies and the ones with similar technologies have a different way of processing it, so comparisons became very difficult.
4- Heterogeneous technology: There are two main technologies, “log file analyzers” and “page tagging”, but also hybrid and packet sniffers among others. All seems to be technological correct, but at the same time track and process the information in a completely different way.