Web analytics are driving the next generation of search engine marketers thanks to an increase in availability of tools, the head of web analytics Europe at Google has said.
According to Brian Clifton, web analytics has gone from being a niche industry to integral with online marketing through the ability to measure the success of internet campaigns.
“As the effects can be measured almost immediately, it allows them to feel more confident in trying out new ideas,” Mr Clifton told eyefortravel.com, explaining the success of web analytics.
“The more you can measure, the better informed you will be. This is a key advantage of online marketing compared to the offline world. Without a doubt a better understanding of your website will lead to a better SEM strategy. So web analytics tools are driving the next generation of search engine marketers.”
His comments come as Google Analytics starts providing its services free of charge to allow firms to evaluate the success of their online marketing campaigns, while developing more tools to aid the sector.
Additionally, research from internet marketing and commerce company E-consultancy states that Britain’s web analytics market is set to grow by 22 per cent this year to a total of £56 million by the end of the year.