SOURCE: Web Analytics Association

June 05, 2007 13:08 ET

Web Analytics Demystified Global Survey Uncovers Significant Risks to Web Measurement Deployments

Largest Ever Global Web Analytics User Survey Highlights Opportunity and Challenges for Companies Already Invested in Web Analytics Technology

PORTLAND, OR and WASHINGTON, DC--(Marketwire - June 5, 2007) - Eric T. Peterson, renowned web analytics author, expert and industry thought leader, and the Web Analytics Association today announced the availability of the largest study to date on web analytics usage and attitudes, conducted by Peterson's company, Web Analytics Demystified. Over 1,000 web analytics practitioners, consultants and end-users around the world participated in this survey, the results of which are freely available at Peterson's web site,

"We were overwhelmed with the response to this survey," said Mr. Peterson, chief executive officer and principal consultant. "I believe that the level of participation we received is a direct reflection of the global interest in web analytics and a strong desire on the part of practitioners to learn how to improve their use of web measurement technologies." Among the most interesting results uncovered include:

--  82 percent of respondents say web analytics is poorly understood in
    their organizations and that the majority of people interacting with web
    data do not understand what the data means
--  56 percent say web analytics is difficult, despite the majority of
    respondents having at least two years of experience with these technologies
    and 23 percent having more than five years of experience
--  50 percent of respondents report having considered looking for a new
    job in the last six months
"While the available technology is quite mature at this point, the Web Analytics Demystified data highlight the nascence of our industry as a whole," says Jim Sterne, co-founder and Chairman of the Web Analytics Association (WAA). "This report is extremely helpful to the WAA as it creates a clear mandate for the types of education and outreach our association provides."

While the need for robust technology and dedicated analytics staff has been largely understood for some time, Web Analytics Demystified believes that this data reiterates the need for well-defined processes that support the "doing" of web analytics throughout the Enterprise. "Only eight percent of companies worldwide are taking a process-oriented approach towards web analytics," says Mr. Peterson, "but, in my experience, process is the key to both success and achieving positive and recurring return on investment from web analytics technology and staff."

Web Analytics Demystified is making the 40-page report and companion data set available for free at Companies and organizations are free to use the data in their own presentations. According to Mr. Sterne, "This is an important report for our industry, and the WAA is proud to sponsor Web Analytics Demystified's efforts. The fact that Eric is giving the research, the analysis and the aggregate dataset away to anyone that wants it is further evidence of his ongoing commitment to the success of our entire community."

The report can be downloaded at

About The Web Analytics Association

The Web Analytics Association is a not-for-profit professional organization dedicated to promoting the understanding of web analytics through education, advocacy, standards, research and technology. Founded by web analytics industry leaders, the mission of the association is to unite and foster the interests of practitioners, vendors, consultants and educators who use, sell, install, implement, consult, teach or train in the field of web analytics. For more information, or to become a member, please visit

About Web Analytics Demystified

Web Analytics Demystified, founded in 2007 by Web Analytics Demystified author and former JupiterResearch analyst Eric T. Peterson, provides objective guidance to companies striving to realize the full potential of their web measurement strategy, bridging the gap between technology and business strategy. Web Analytics Demystified provides multi-day strategic consulting engagements, workshops, and staffing support services for companies looking to hire dedicated web analytics professionals.

For more information on Eric T. Peterson and Web Analytics Demystified, please visit, email, or call (503) 282-2601.

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