Executive Summary (This is a document excerpt)

Companies need a way to see what customers do on their Web sites and how those activities contribute to business performance. Because Web analytics is the only practical way to do that, most managers aren't asked to justify their initial investment in commercial Web analytics tools. But when they want increased funding — most often to bring on dedicated analysts who can make the most of the tools and data — they have a hard time making the case. To help companies decide whether or not to invest in full-time Web analytics experts, we developed a model of the economic impact that these people have on an organization. Our research shows that hiring full-time Web analytics staff brings in enough incremental value to cover the extra costs several times over.

Buy Risk-Free

Download and print PDF immediately. Price: US $749

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.