Web analytics most effective for campaign evaluation and site optimization, according to DMA

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New York—Web analytics was rated most effective for campaign evaluation, according to the Direct Marketing Association's "Web Analytics Report" published Wednesday.

Respondents rated the effectiveness of Web analytics for a range of marketing goals on a scale of 1 to 7. Campaign evaluation scored a 5.8, followed by Web site optimization at 5.7. "Increasing sales" and "increasing lead generation" both scored 5.2.

The DMA conducted the online survey of 131 marketers and suppliers in September. About half of the respondents work at b-to-b companies.

—Carol Krol

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