Web marketing metrics now more important to firms

Internet

Thursday, 29, Jul 2010 09:31

A number of US businesses are increasingly realising the importance of focusing on online marketing metrics, according to a new report.

Research from Forbes Insights and MarketShare Partners shows that many firms - particularly those with budgets of less than $1 million (£641,000) - are using metrics to measure the success of their web marketing campaigns.

Marketers with budgets of more than $1 million were found to be more focused on "big ideas" than metrics, however.

The poll also shows that nearly seven in ten businesses use analytics software for measurement purposes, although just 56 per cent have a defined system in place for implementing metrics.

Jon Vein, co-founder and chief executive of MarketShare Partners, said: "The study provides a compelling case that marketers need to take a second look at their accountability programs to ensure that they are optimising across channels more effectively to have a meaningful impact on the bottom line."

UK firms now spend around 53 per cent of their web analytics budgets on staff, according to a recent Econsultancy and Lynchpin study.

This is compared with a figure of 42 per cent for last year.

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