Web Analytics 'Misunderstood'

A study sponsored by the Web Analytics Association (WAA) suggests that in most organisations (82% of those polled) the subject is poorly understood, and those who interact with web data do not understand what the data actually means.

The global online survey, entitled 'Web Analytics Demystified', was conducted in March among 1,077 web analytics practitioners, consultants and end-users around the world by web analytics author Eric T Peterson and former JupiterResearch analyst Zori Bayriamova. Respondents were asked approximately 20 closed-ended questions about the deployment and use of web analytics tools and processes, personal experience and attitudes related to web analytics, as well as company size and salaries.

More than half (56%) said web analytics is difficult, despite most of the respondents having at least two years of experience with the technologies, and nearly a quarter (23%) having more than five years' experience.

Jim Sterne, Co-founder and Chairman of the WAA comments: 'While the available technology is quite mature at this point, the data highlights the nascence of our industry as a whole. This report is extremely helpful to the WAA as it creates a clear mandate for the types of education and outreach our association provides.'

Peterson confirmed that just 8% of companies are taking a process-oriented approach towards web analytics, which he says is the key to both success and achieving positive and recurring return on investment from web analytics technology and staff.

The WAA is a not-for-profit organisation dedicated to promoting the understanding of web analytics through education, advocacy, standards, research and technology, and is online at www.webanalyticsassociation.org . The 40 page report is available as a download at www.webanalyticsdemystified.com/research .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.