Today, web analytics may play only a small part in how you develop your marketing strategies and understand your customers. However, with exceptional predicted growth in the web analytics industry and the development of powerful and affordable tools, web analytics is going to play an increasingly bigger role in developing your marketing strategies and campaigns.
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Do you remember in business school when you were presented a case study and there were always detours called “symptoms” which really weren’t the underlying issues but instead pointed you to the real problem? That’s what we have here. This inability to measure ROI for online channels is a function of the lack of skilled web analytics resources and not an inherent problem with web analytics.
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