Downturn 'helping to drive web analytics spending'
Friday, 07, Nov 2008 10:33
The economic downturn will help to increase spending on web analytics among internet marketing specialists by the end of 2008, E-consultancy has said in its latest report.
Expenditure on web analytics will reach £78 million by the end of 2008, up 12 per cent compared with last year, the marketing website stated in its forecast.
It said that the credit crunch, coupled with advances in analytics technology, will be the main forces behind this growth.
However, the advent of web browsers with enhanced privacy features that are capable of blocking analytics programs remains a challenge for the sector, the report noted.
"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," Linus Gregoriadis, head of research at E-consultancy, explained.
This follows a recent survey carried out by the eMetrics Marketing Optimisation Summit indicating that almost nine in ten online marketing professionals have upped analytics expenditure in spite of the credit crunch.