Publications

The Online Measurement and Strategy Report 2008, produced in association with analytics consultancy Lynchpin, contains fascinating and previously unavailable information about the web analytics marketplace.

The 44-page report is based on an online survey of more than 700 respondents carried out in March and April 2008. Those taking part in the survey included company (client-side), agency and vendor respondents.

The report findings are divided into the following sections:

• Role of Web Analytics and Use of Tools
• Resourcing and Budget
• Data Collection
• Online Measurement Strategy
• Barriers to Success.

• Just over two thirds of companies (68%) have access to one or two analytics tools. Only 15% of organisations have used just one web analytics tool in the past five years. A fifth of companies have used at least four tools over that period.

• Two thirds of those organisations surveyed (66%) are using the free Google Analytics tool, which makes it far and away the most widely used web analytics technology.

• Spend on technology accounts for 45% of company spending on web analytics compared to 18% for consulting and services, and 36% on internal staff.

• The vast majority of both company and agency respondents believe that a common currency is needed for web metrics. Exactly three-quarters (75%) of company respondents and 69% of agency respondents think that this is necessary.