BtoB study says that while digital increasingly dominates marketing tactics, the rate of adoption for Web analytics solutions has been comparatively slow, according to a new study from BtoB.
"Web Analytics: Practices and Trends From the Field" shows that Google Analytics overwhelmingly is the solution of choice, being used by 85% of respondents, with Adobe/Omniture and Webtrends used by 14% and 13%, respectively. However, Web analytics remains in a nascent period of adoption, with 44% of marketers not at all or only somewhat involved in analyzing website performance.
Among metrics and tactics, 79% of respondents said they are measuring the number of visits each visitor makes to a website, with 60% reporting they are able to measure the activity of individual visitors. Email (71%) and search engine optimization (64%) are other key areas where Web analytics is deployed to gain insight. The study was based on an online survey sent to subscribers in May that generated 458 responses.