Web analytics market thrives despite threatsby
The recession slows growth of the UK web analytics market to single figures, as mobile web browsing and increased pressure from free tools pose threat to paid-for services.
A second report from Econsultancy, Online Measurement and Strategy, highlights a shift in the number of businesses spending more on analysts than analytics software and licences. The company describes the trend as positive for the industry, and says it reflects the recognition of analytical data interpretation as a way to empower business decisions. Gregoriadis comments: "Companies using web analytics tools are typically getting more from the technology because they have realised that they need to invest in analysts who can translate the data into something useful for their businesses."