Study finds Web analytics misunderstood

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Washington, D.C.—Web analytics and the data generated by it are largely misunderstood within organizations, according to a global Web analytics survey sponsored by the Web Analytics Association, which released the results earlier this month.

According to the report, 82% of respondents said Web analytics is poorly understood in their organizations and that the majority of people interacting with Web data do not understand what the data mean. In addition, more than half (56%) said Web analytics is difficult, despite the majority of respondents having at least two years of experience with Web analytics technology and 23% having more than five years’ experience.

Jim Sterne, WAA chairman, said in a statement that the report underscores the need for deeper education in the industry.

The online survey was conducted in April by Web Analytics Demystified and generated more than 1,000 responses.

—Carol Krol

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