'BtoB' study: Web analytics adoption lags

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New York—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. It can be accessed at BtoB's online Intelligence Center.
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