New research has found that nearly all web publishers and advertisers employ the use of search log analytics.

According to the latest Vertical Search (B2B) Report 2009, produced by Econsultancy, 91 per cent of those surveyed said they make use of internet data that has been collected, analysed and reported on behalf of their campaigns.

More than a quarter of that figure claimed they refer to the data frequently, while 36 per cent said they derive strategic value from it.

As such, Econsultancy highlighted that performance-based advertising is therefore likely to thrive in 2009.

The organisation's research director Linus Gregoriadis commented: ""Publishers are facing extremely challenging times and, more than ever, need to think about how they can adapt to trends such as the growing appeal of performance-based advertising and the increased use of widgets."

Web analytics equip both publishers and advertisers with a more measurable tool of past success, which in turn enables them to tailor future campaigns based on the data.

This performance-based strategy is particularly necessary in the current economic climate, when organisations across most of the world's industries are having to reign-in their spending and streamline their plan of attack. 

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