Fitting the Analytics Code and Producing Reports is less than 10% of the Requirement

Internet marketing consultants may like to increase their use of web analytics in 2010, as new research has revealed that the sector grew by nine per cent in 2009.

This is according to Econsultancy's Web Analytics Buyer's Guide 2010, which found that the industry is now valued at an estimated £85 million, with total revenue reported by analytics vendors reaching £42 million by the end of the year.

Linus Gregoriadis, research director with the firm, noted that this growth could be put down to the economic crisis "forcing companies to become more efficient and to take measurement more seriously".

The study also indicated that companies may need to focus on integrating analytics with other data sources as its role is moving towards providing insight into customers and business intelligence.

And those in the industry face further challenges as a result of the advent of the mobile internet, it was suggested, because web analytics are not easily applicable in this sphere.

Furthermore, it could prove beneficial to invest in proven analysts, as the report stated that a lack of education and skills in this area is preventing businesses from using it most effectively.

This is an opinion recently put forward by Vicky Brock of Highland Business Research, who was quoted by m-Travel.com as saying that for every £1 directed towards analytics, £9 should be spent on those using it.

Tony Thornby comment:  I took Living Streams into analytics early in its life because my formal Chartered Engineering education and experience has given me analytical skills that others in this industry find it hard to match.