Companies are missing brain power

Companies looking to maximise the value of their web analytics packages are lacking investment in the brain power they need, research by E-consultancy has found. Its Online and Strategy Report 2008 revealed of the several hundred organisations surveyed, 45 per cent of their technology budgets went on technology and only 18 per cent on consulting and services. The site explained this figure was way off an oft-quoted rule by industry expert, Avinash Kaushik, which it said suggests "£90 should be spent on people power for every £10 on technology". "It is certainly true to say that it is difficult to find people with the right skill set to turn data into tangible next steps," E-consultancy added. Further analysis of its report found 43 per cent of organisations do not have any dedicated web analysts and only 18 per cent have an internal strategy that ties data collection and analysis to business objectives.