Analysis V Analytics Software

There has been an increase by companies in employing more web analytics staff to enable for better analysis of website data.

As Managing Director Andrew Hood says; “A recurring theme of previous survey results has been that getting value from analytics is just as much about people as technology.

It's good to see that now starting to play out in terms of increasing investment in analysts from a skills and headcount perspective.”

As Figure 61 shows, there has been an increase of expenditure on internal staff by 11%, whilst technology has decreased in the budget by 9%.

The growth of Google Analytics has played a key role here. Technology is becoming more commoditised, and companies are realising they need to spend more on staff in order to derive actionable insights from the data. Spending on internal staff now commands more than half (53%) of web analytics budget, up from 42% last year.

All these results and more can be found at the Econsultancy website.