Businesses 'looking to focus on analytics'
Internet Marketing
21 October 2008
Web analytics are becoming more integral to the marketing operations of companies looking to beat the economic downturn, new research has suggested.
Almost nine in ten businesses are maintaining or increasing expenditure on analytics as the economic crisis continues, with a total of 21.3 per cent of respondents stating that they have upped investment.
The majority of those surveyed by the eMetrics Marketing Optimisation Summit also said that interest in analytics from the upper echelons of their company's management ranks has increased in recent times.
Commenting on this trend, report author Jim Sterne said: "This may directly correlate to the increase in budgets for web analytics tools and services and certainly points to an increased need for more analysts and consultants."
Spending on online marketing in general appears to be increasing in some areas as marketers shift away from traditional media, according to a recent survey conducted by MarketingProfs.
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