The majority of companies are failing to adopt a coherent strategy that ties web analytics data in with business objectives, new research shows.

According to the Online Measurement and Strategy Report from E-consultancy and Lynchpin, just 18 per cent of firms adopt such a strategy, while 56 per cent are still “working on this” and 22 per cent have no such strategy.

A quarter of respondents said their web analytics “definitely” provide actionable insights, while 56 per cent said web analytics only sometimes provide insights.

The study also revealed that technology accounts for 45 per cent of company spending on web analytics compared to 18 per cent for consulting and services and 36 per cent on internal staff.

Linus Gregoriadis, head of research at E-consultancy, said: “Respected analytics experts advise that the amount spent on technology should only really be the tip of the iceberg when it comes to analytics investment.

“Many organisations are under-investing in internal analytics staff and failing to implement a coherent measurement strategy which can help them turn their data into something of real value to their business.”

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