B-to-b marketers not taking advantage of Web analytics

摘要

While digital increasingly dominates marketing tactics, the rate of adoption for Web analytics solutions has been comparatively slow, according to a new study by BtoB. The study, "Web Analytics: Practices and Trends From the Field," found that 44% of marketers are not at all or only somewhat involved in analyzing website performance. A sparse 7% say they are fully engaged with Web analytics, and just 6% report they are very effectively using Web analytics for measuring online activities. "I'm not terribly surprised by these numbers," said Jim Sterne, chairman of the Web Analytics Association. "First, the survey is heavily skewed toward smaller companies. Second, it's b-to-b, where adoption also is low.''