Industry News
Posted on 19/12/2007
Web analytics most important to marketers
Web analytics and measurement are playing an increasingly important role as marketers aim to deliver the best possible customer experience, new research by E-consultancy shows.
According to the annual Online Customer Engagement Report, the use of web analytics is regarded by marketers as the single most important method for gathering intelligence for improving engagement with customers.
The vast majority of marketers - 91 per cent - said that web analytics are either essential or important for this purpose.
The majority of marketers rated web analytics as more important than usability testing, customer feedback and insights from customer-facing staff.
The 2007 Web Analytics Buyer's Guide, published last month, found that spending on web analytics by UK businesses will grow 25 per cent this year.
This suggests that marketers are becoming better at extracting useful and actionable information to make better business decisions and to improve customer engagement.
E-consultancy stressed that the on-going challenge for marketers is to establish exactly what customer engagement is and how this should be measured.
© Adfero Ltd
Posted on 19/12/2007
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