August 23, 2006

Web Analytics Spending Trends 2007

by Megan Burns

with Harley Manning, Caroline L. Carney

Executive Summary (This is a document excerpt)

We surveyed Forrester's Web Analytics Peer Research Panel to determine how Web analytics budgets in 2007 will be different from those of 2006, and how priorities have changed since 2005. We expect spending to continue to grow next year, although more modestly than in the past, with A/B testing seeing a bigger lift than other categories and licensed software starting to slow. The most interesting change came in plans to increase analytics headcount. This category leapt up from the bottom of the priority list to fourth place in just one year. These shifts reflect a desire among Web analytics users to maximize value from existing tools and move up the maturity continuum.

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