Analytics Budget Shifts from Tools to People

Analysts not tools see budget increases!

According to the Online measurement & Strategy Survey 2010. spending on internal staff now commands more than half (53%) of web analytics budget.

Spending on technology accounts for almost a third of companies‟ web analytics budgets (30%), whereas spending on consulting and services is approximately 17%.

Looking at the change in results from 2009, spending on internal staff has increased by 11%, and spending on technology has dropped 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.

Organisations are beginning to understand that it is the interpretation of the data and how this is used to inform strategy that is of key importance.

The agency results suggest that 45% of clients‟ web analytics expenditure is attributed to consulting and services, and spending on internal staff commands only a quarter of the budget(25%).

Technology is responsible for a third of total web analytics expenditure (33%), according to supply-side respondents.

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