Analytic services play a large part in determining what pages and aspects of certain campaigns and sites are important to users. This shows what is being used, and therefore worthwhile and this can be tied in further with shifts in advertising and new products. It determines where your market is coming from, how they got there and what they want, it is market research for a new millennia. The reports suggest to the information architect how best they can maximise the impact of a site and service, and how it can be set up to further produce the best results achievable. Whether this is through market analysis or page hits, it shows trends that can be actioned upon, and whilst it may be a tool for existing web pages which need to be updated, or maintained as opposed to building a site from the ground up it is important.

Wolfram Alpha only deals with Facebook but the information garned is important and actionable from a marketing perspective. If you were a company or service and had a Facebook page it is possible to use these results to see where your connections live, their age groups, their most used words and how they interact with your corporation. This analysis can be transferred over into other websites through potential audiences and it is actionable results that suggest trends. These trends can be used by the information architect to create a site to maximise its potential. Both Google Analytics and WebTrends have social analytics and Wolfram Alpha’s operates on similar grounds by analysing the social network Facebook.

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