Having served in the digital analytics and marketing industry for the past 12 years, I remember waaaay back in maybe 2006 there were passionate voices in the industry advocating that the page tagging layer should be interchangeable, i.e. standardized, between web analytics solutions vendors.
Customers should have it easier to switch out web analytics solutions. Vendors should be competing on the merits of the insights that they help customers derive, not on the mechanics of data collection.
Back then, those proposals went nowhere since all of us back then at Unica, Coremetrics, Omniture, Webtrends, etc. were busy growing business like crazy and getting acquired.
Standardization is poised to become a reality now
I shouldn’t jinx it by speaking too optimistically but all signs are that we are on a very promising path to standardization of data acquisition via page tags now.
And this will be not just for web analytics solutions, but more generally...