How Firms Use Web Analytics

During the Q4 2011 Forrester Wave™ evaluation of web analytics platforms, we surveyed 162 web analytics customers about their web analytics practices. This data shows that web analytics use is pervasive across a wide range of business types and sizes and that it is most common for business functions to own web analytics. But firms still struggle to manage web analytics, frequently leveraging third-party services and multiple tools. As digital marketing evolves, users increasingly look to web analytics to address marketing challenges and provide advanced analytics. The challenges of managing web analytics, combined with increased demands on marketers and analysts, are putting the industry in a position where users and vendors must consider how web analytics solutions should be developed and consumed in the future.