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Appraising Your Investment In Enterprise Web Analytics

Enterprises rely heavily on their Web analytics programs to produce information and insight about their online marketing initiatives. However, the strategies, resources, and technology employed for this task are often misaligned with enterprise needs. Thus, many enterprises are currently evaluating their Web analytics programs.

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Forrester: This Forrester study commissioned by Google made five key findings:

Free Web analytics take residence within the enterprise. A staggering 53% of enterprises surveyed currently use a free technology solution as their primary Web analytics tool, and 71% use free tools in some capacity.

The merits of free are compelling. Among respondents currently paying for their primary Web analytics tools, 66% would consider displacing them with a free alternative.

Balancing costs and benefits requires introspection. We found that 52% of practitioners employing both free and fee-based solutions fail to effectively use more than half of the capabilities offered by their tools.

Reliability and ease of use are characteristics that enterprises crave.

Organizations are approaching a point of inflection. Nearly two-thirds of enterprises would abandon their current Web analytics provider given the right circumstances.






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