Web analytics not initial priority for 66% of companies - study

Wednesday, November 2, 2011

Some 66% of Brazilian companies do not consider web analytics a priority when launching a website, according to a study by the Interactive Advertising Bureau (IAB) of Brazil.

The study was developed to provide a snapshot of local web analytics use - the measurement, collection, analysis and reporting of internet data to better understand and optimize web usage.

The researchers interviewed 174 web analytics professionals from major Brazilian companies between August and September.

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According to the findings, 89% of Brazilian enterprises use some web analytics tools, though reportedly without taking advantage of their full potential. Of the total, 36% still do not use data collection tools with tagging methodology.

Another finding was that 82% of local companies use free web analytics tools, compared to just 18% in the US and 35% in Europe.

And roughly 12% of companies use data comparison web analytics solutions. "That means that 88% of Brazilian companies do not use an architecture to compare their own performance with that of competitors," said one of the study's researchers, Amanda Gasperini.

On the other hand, the study noted that website analytics within companies is increasingly being seen as vital, and not only to the IT department.

"The [web analytics] job is no longer directly connected to the IT department, which means that internet audience analysis is no longer simply a technology issue. It's starting to be seen as an important planning and decision making tool," Gasperini said.