Digital Intelligence

Entries from Digital Intelligence tagged with "omniture"

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UK firms investing more in people to make sense of web analytics

Companies are finally investing in analysts and developing better strategies to get the most from their business performance and analytics tools, according to research published by Econsultancy and Lynchpin. Spending on internal staff now commands more than half (53%) of web analytics budget, up from 42% last year. Technology spending now accounts for less than a third (30%) of companies’ web analytics budgets, down from 38% last year and 45% in 2008. Spending on consulting and services makes up approximately 17% of budget.

The survey-based research also found that almost half (48%) of companies surveyed are planning to increase the number of employees they have dedicated to web data analysis. Only a fifth (22%) of companies do not have any employees dedicated to web analytics. Last year nearly half of companies (46%) were without any dedicated web analysts. The third annual Online Measurement and Strategy Report, published by Econsultancy in association with analytics consultancy Lynchpin, is based on a survey of more than 600 companies and agencies carried out in March and April 2010.


09/06/2010  |  Full story...

ComScore and Omniture offer audience tracking service

Online research company comScore has partnered with web analytics firm Omniture, to measure online traffic for advertisers and publishers. The deal will see comScore integrate Omniture’s system of using cookies to track unique visitors with its own panel-based audience measurement tools. The goal of this synergistic union is to create more accurate Web data for media and marketers.

Online media outlets and ad buyers often receive conflicting information about how many people are visiting certain sites from industry suppliers. Combing the data they supply may provide a more accurate and comprehensive analysis of Web site traffic. The collaboration follows the purchase of Omniture by software company Adobe for $1.8bn.


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