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Web Analytics Failing To Drive Decision Making
By Daya Baran at May 20, 2008 0 CommentsAccording to the Online Measurement and Strategy Report on web analytics companies are failing to adopt a coherent strategy that ties in web analytics data with business objectives. About 18 percent of the firms surveyed said they had a strategy, 22 percent said they didn’t have a strategy and 56 percent said they were “working on it”.
Lack of budget and resources were sited as the most widespread barrier to implementing an effective online measurement strategy. The most widespread use of web
analytics tools was for reporting traffic figures, with 88 percent saying that it was an “important use” of web analytics. Approximately 43 percent of organizations did not have any dedicated web analytics professionals. About 33 percent of respondents spend less than US$7,500 a year on web analytics and 21 percent spent at least US$75,000 a year. Two-thirds of the organizations surveyed used the free Google Analytics tool, which makes it far and away the most widely used web analytics tool.
Some 700 companies took part in the survey including 434 “client-side” respondents and 229 supplier-side companies (including agencies, consultancies and analytics vendors). Some 77% of company respondents and 74% of agency respondents are based in the UK. The rest are split between Europe (non-UK), North America (US or Canada) and other countries, including Australia, South Korea, India and Israel.
Labels: internet trends, measurement, Web Analytics
