However, marketers have not always been happy with their web analytics packages. Knexus Community, a leading corporate digital business network whose members include BT, Diageo, Honda, O2, RBS and Shell, recently conducted research on web analytics packages that revealed 70% of respondents have changed their web analytics package over the last two years. For most companies, the objective has been to obtain a more powerful web analytics tool.
The research also revealed that good and fast reporting, real time data and user friendliness are the three main advantages of today’s web analytics packages, accounting for 62% of all advantages cited.
Marketers are fairly happy with their current web analytics packages, so much so that 62% of respondents would be happy to recommend their current web analytics package to their peers.
It seems that marketers have become much savvier in the past two years in deciding what their web analytics requirements are. Not only are marketers communicating with clarity what they want from their web analytics packages, they are embracing technology to optimize digital campaigns even further.