Web Analytics Market Set to Defy Recession

In the US, a survey conducted by the Web Analytics Association (WAA) has found that more than 96% of respondents plan to increase or maintain current spending on web analytics during the year.

While the survey of more than 650 marketing and analytics professionals highlighted that more than 40% of respondents see funding as their biggest challenge, WAA says that the investment outlook is positive.

Around 8 in 10 (81%) plan to invest in consulting and staffing to help make the most out of their existing analytics tools, and take action on the data they provide to improve web site performance. Also, 41% say they will be investing in add-on tools, such as those for behavioral targeting and paid search.

Results also reveal a demand to have business decisions driven by analytics, with 65% of respondents claiming this as their top web analytics initiative in 2009. Other top priorities identified include best practices implementation, KPI development, process development and getting executive management awareness and support on web analytics.

Both WAA members and non-members took part in the survey, and respondents represented a wide range of job functions from the US, Canada, Europe, the Middle East, Africa, Latin America and Asia Pacific.

The full results are available at: www.webanalyticsassociation.org .

WAA was founded by web analytics industry leaders in 2005, to develop standards and best practices that facilitate best use of data, technology and processes. The organization has more than 1,800 members worldwide.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.