So IndexTools is now Free - free is your already a client and you'll get to use Rubix soon; otherwise, the rest of us have to wait several months before we'll be able to freely deploy it, or deply it at all.
In Free IndexTools: Analysis and Market Implications Eric Peterson goes all the way and predicts what is going to happen next.
As most us who work with Web Analytics data know, segmentation, as currently understood by web analysts, is not possible in Google Analytics; it is possible to do the above (Free) IndexTools segmentation in Coremetrics or Omniture - but it will cost you up to several hundred thousand dollars, at the end of the day, to do so.
To get the advanced features of Omniture - you pay through the nose,but what happens to the web analytics industry when Yahoo IndexTools (or Yahoo! Analytics) gives you the the power to segment your data? Peterson says:
"...For the existing for-fee vendors to continue to thrive, they will need to move quickly up-market and focus on the needs of a very sophisticated audience. This is really very interesting since it highlights a growing schism between vendors trying to own the Enterprise and those trying to play nice with others. Don’t know what I mean? Look around for things like “Closed-loop Marketing” and the implication that you should be bringing all your Enterprise data into your web analytics system; compare that messaging to the idea of open architectures and the notion of integrating appropriate web analytic data back into the rest of the business. In fact, now that the pricing battle is coming to an end, I think that this is the next really interesting conversation we’re going to have …"
So all the data that now is in separate systems will need to be merged into a comprehensive system - and that's where Omniture can go - otherwise, it's market will dry up and the start moving over to Yahoo! Analytics. That's what it sounds like to me.
The next two years are going to be very, very interesting. BTW, I'll be speaking with Dennis Mortensen in SF at Emetrics Summit in a few weeks - and perhaps, I'll have more to say then.
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