Content
Get updates on tests we run to improve conversion...
Analytics gaining popularity among marketers
12/08/2010
Tools such as Google Analytics are now being used by the majority of marketers.
A new report has shown how an increasing number of marketers are using web analytics to measure the success of their activities.
The results of a survey of senior marketing executives by Forbes Insights and MarketShare Partners show that, among those with budgets over $1 million, 85 per cent said they used analytics, according to eMarketer.
Meanwhile, half of those with budgets under $1 million use services such as Google Analytics, although a further 30 per cent have plans to do so in the future.
"Most marketers are on board when it comes to analytics: They recognise the importance of measuring marketing effectiveness, especially when they are asked to justify spending and possible budget increases.
"But there is room for improvement in formalising approaches and communicating results."
One of the advantages of tools such as Google Analytics is that it can help them gauge the success of their efforts across a wide range of devices, including smartphones, which are increasingly becoming important to ecommerce businesses in particular.
Posted by Alexander Horton Smith
The results of a survey of senior marketing executives by Forbes Insights and MarketShare Partners show that, among those with budgets over $1 million, 85 per cent said they used analytics, according to eMarketer.
Meanwhile, half of those with budgets under $1 million use services such as Google Analytics, although a further 30 per cent have plans to do so in the future.
"Most marketers are on board when it comes to analytics: They recognise the importance of measuring marketing effectiveness, especially when they are asked to justify spending and possible budget increases.
"But there is room for improvement in formalising approaches and communicating results."
One of the advantages of tools such as Google Analytics is that it can help them gauge the success of their efforts across a wide range of devices, including smartphones, which are increasingly becoming important to ecommerce businesses in particular.
Posted by Alexander Horton Smith