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By The Drum Team | Editorial

April 13, 2012 | 2 min read

The Drum has published its analytics supplement - which examines web analytics, from mobile tracking to attribution modelling.

As multi-channel user behaviour and content consumption continue to evolve, how can clients best utilise data measurement and analysis as a key part of their online marketing strategies? In this supplement The Drum showcases opinions and ideas from industry experts including Adobe, Webtrends and Sitecore, exploring why web analytics is so important in business, what to expect from analytics moving forward, and how innovation will be key in overcoming the problems posed by the upcoming cookie legislation which threatens to cause problems for the industry.According to a recent IBM Tech Trends report, a survey of more than 4,000 IT professionals from 93 countries and 25 industries, business analytics saw the highest rate adoption tendency at 90% when compared with other technology areas.This finding shows that the IT industry recognises the importance of analytics, as companies are challenged to automate processes and make sense of ever-increasing amounts of data. Web analytics is a key component in turning that data into actionable information and insights. Additionally, half of those who are not currently using analytics plan to do so within the next 24 months, to increase automation, streamline processes and do more with less in faster time.However, a 2011 study by Massachusetts Institute of Technology found that only 17% of companies use more than 75% of data they collect. The same study says that companies who do use data to drive decision making are 40% more efficient than those who don’t. The conclusion here is companies understand the need for data but are still struggling to make the most out of it.From the myriad of analytics systems available, to the constant challenges of multi-channel measurement and developments in mobile tracking, it can be hard to keep track of web analytics. We spoke to analytics experts from across the industry to take measure of their insight into this complex, often daunting arena.

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