WebTrends survey reveals businesses are not confident in measuring web marketing

Internet Business News, June 10, 2005

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WebTrends Inc, a web analytics company, has revealed the results of its Web Marketing Confidence Survey which polled business professionals on the need for better accuracy and actionability in marketing performance measurement.

Results suggest that while many professionals are 'fairly confident' in the measurements of their web marketing efforts, few are 'very confident' as they have not adopted accuracy best practices and a comprehensive analytics framework, WebTrends said.

Some 43% of respondents said they were 'fairly confident' when it comes to measuring web marketing efforts, while only 5% said they were 'very confident'. The remainder of respondents were equally split, with 26% being 'moderately confident' and 26% admitting to 'flying blind'.

In addition, 39% of respondents said they had 'no idea' what method their web site is currently using to identify unique visitors and just 19% of those questioned utilise legitimate first-party cookies. A total of 13% of survey respondents identify visitors by IP address only and only 20% have a comprehensive set of metrics to measure campaign performance, WebTrends found.

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