Marketing News
Web analytics spending 'to rise 12%'
Friday, 7 November 2008Businesses are set to spend 12 per cent more on web analytics technologies and services for internet marketing purposes this year than they did in 2007.
This is according to a new report from E-consultancy, which forecasted that UK expenditure on web analytics will reach £78 million by the end of this year.
Growth will take place as a result of the credit crunch and the addition of advanced features to analytics technology, although the growing take-up of browsers with privacy features is likely to hinder the market as such browsers make it more difficult to track web users' online activities.
E-consultancy said that £40 million will be spent on solutions from vendors of web analytics, while the remaining £38 million will go to those offering third party consultancy services.
"The credit crunch is putting the spotlight on analytics as organisations work harder to understand where they are getting the best return on investment and where real value is being added," stated Linus Gregoriadis, head of research at E-consultancy.
Last month, a poll by the eMetrics Marketing Optimisation Summit suggested that 87.3 per cent of marketers have maintained or increased spending on web analytics despite the economic downturn.