• What are their challenges?
• Where will they be spending their budgets?
• What are the most important issues they foresee, and how will they be turning those potential pitfalls into huge growth opportunities?

1. Spending Growth is Decreasing: In 2008, nearly 70% of the organizations we polled said they would be increasing their spending on web analytics in 2008. Roughly 30% said they’d be maintaining current levels of investment, with a mere 1.5% planning to decrease their spending. This year, the numbers suggest some belt-tightening: 52.1% will be continually investing in new tools and staff, 44% said they’d maintain current levels, and 3.9% will be decreasing investments. But when we consider the current economic outlook, the fact that 96.1% of organizations will be maintaining or growing their investments, it’s actually quite encouraging.
2. Expertise is Still Needed: Like last year, most of the investments made in the coming year will go to training, consulting, and staffing. And since over 62% of respondents said they have less than three years of web analytics experience, clearly, there’s still a need for expertise. When asked where their investments will go in 2009, 43% of organizations said they will invest in training, and 38% will invest in best practices consulting.
3. Funding is the Biggest Hurdle: Over 40% of organizations say getting funding is their biggest challenge next year. Last year, the top challenge was getting executive management awareness and support of web analytics. This year, funding challenges are followed closely by executive awareness (with 32%), staffing (30.5%) and making sure business decisions are driven by analytics (30.5%).

Labels: Web Analytics

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