What "measurement" matters most?

Why are companies using web analytics?

What are they trying to find out?

The “cost of acquiring a lead” seems to be highest, with the “drop-off across key site processes” coming in a close second.

The data that companies extract from their web analytics tools are clearly becoming more important to their strategies, with an increase in spending budgets but should companies be looking deeper?

We know that companies are budgeting for web analytics and are realising that it can become a valued tool within their web strategies. What we want to find out now is what they are trying to achieve through analysing their websites.

Analysis can provide a strong basis for future decisions and give information regarding key areas.

The highest priority for the majority of companies is to find the cost of acquiring a customer/lead, enabling a comparison between how much they company is spending on leads to what they are receiving in sales.

At the other end of the scale, it is surprising to see that 32% of companies say that understanding the relationship between online and offline behaviour is a low priority. Only 25% say this is high priority.

This reinforces the conclusion that the understanding of multichannel marketing often relates more to online channels, rather than the online and offline mix.