Yahoo! acquires IndexTools Analytics Platform
Yesterday’s news about Yahoo! giving ad space to Google ads has somewhat buried the news that Yahoo! has bought the analytics platform IndexTools in a move that may challenge Google’s dominance of the free analytics arena – or at the very least will give Yahoo! customers a better understanding of their traffic. IndexTools Analytics is a web based tracking system in both e-commerce and enterprise packages and Yahoo! has also acquired the R&D division of IndexTools, Tensa R&D ktf.
Google has offered the re-branded Urchin platform free of service to all since acquisition in 2005. Yahoo! has not yet confirmed how it will make IndexTools available, it has said in a press statement that:
"Following the acquisition, the first group of customers to benefit from these enhanced tools will be more than 150,000 small-to-medium businesses marketing on the Web… "
– so just for paying customers at the moment and therefore unlikely to make a dent in Google Analytics’s use.