Businesses 'continuing to measure online marketing'

11:27 11th January 2010

New research has suggested that companies in Lancashire and other parts of the UK are using web analytics to measure the effectiveness of their online marketing.

The study by Econsultancy found that the market for analytics technology and services grew by nine per cent during 2009 to an estimated value of £85 million, as many firms consider the return on investment they are receiving from digital promotions.

Total UK revenues for web analytics vendors, which includes income from software, hosted solutions and consultancy services, amounted to £42 million by the end of the year.

Linus Gregoriadis, research director of Econsultancy, said 2009 was "a very big year" for the industry.

"The acquisition of Omniture by Adobe announced in September last year also put the spotlight on this sector, and underlined the strategic importance of digital measurement," he explained.

Mr Gregoriadis added that the increasing use of free analytics tools has forced many firms in the sector to "raise their game".

Last year, Econsultancy revealed that many companies are planning to spend more on social media platforms over the coming 12 months.

Research revealed that 86 per cent of firms intend to up their social marketing expenditure in 2010.

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