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Marketers to increase spending on analytics in 2008A new survey of some of the globe’s leading marketers has revealed that seven out of ten plan to increase their spending on web analytics. The study by Web Analytics Association (WAA) found that of the 500 professionals surveyed, training was top of the agenda to make greater use of analytics.
Its 2008 Industry Outlook Survey – which aimed to uncover unique insight about the major issues, challenges and investments in web analytics this year – highlighted the importance of analytics and also hinted at the skills shortage.
The WAA found that 70% of respondents said that they plan to increase their spending on web analytics – primarily to boost web analytics training.
It also found that 74% of respondents plan to invest in consulting and staffing to help make the most of their existing analytics tools and take action on the data they provide to improve website performance and boost ROI from online marketing campaigns.
Industry commentators believe that the figures indicate that companies are having a push on training because skilled staff are thin on the ground and can therefore command very high salaries.
The WAA study also found a demand for better data integration with other applications and nearly half of respondents said they will invest in add-on tools, integrating data from behavioural targeting and paid search into their web analytics solutions.
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