The UK market for web analytics technology and services will grow by 12% this year to an estimated value of £78 million by the end of 2008, according to research published today by E-consultancy.

Total UK revenues, specifically for web analytics vendors, will amount to £40 million in 2008, with the remaining £38 million split between client-side investment on internal staff and money spent on third-party agency and consultancy services.

E-consultancy’s Head of Research Linus Gregoriadis said: “The profile of web analytics continues to grow as it becomes more integral to business decision-making and organisational strategy.

“The credit crunch is putting the spotlight on analytics as organisations work harder to understand where they are getting the best return on investment and where real value is being added.”

According to E-consultancy’s Web Analytics Buyer’s Guide 2008, free analytics tools offered by the likes of Google and Yahoo! are increasing pressure on vendors to provide similar technology at no cost or to add more value to existing analytics solutions.

Gregoriadis added: “Vendors have continued to grow their revenues because many businesses, particularly larger organisations, are using the free tools in addition to paid-for services, rather than as a replacement.

“However, as free tools offered by the likes of Google, Yahoo! and Microsoft become more sophisticated, it will be interesting to see how the established vendors defend their territory.”

Headline market trends

- Credit crunch drives companies to adopt strategic approach to web analytics as organisations become more focused on spending as efficiently as possible.

- Consolidation of industry continues as bigger players acquire to broaden offering - but there are still opportunities for niche players who take a specialised approach.

- Increased sophistication of free tools leads to greater awareness about measurement and tracking, but puts pressure on vendors to offer similar solutions at no cost.

- Privacy continues to be a contentious issue, particularly as new browser types with additional privacy settings create challenges for the web analytics industry.

About this report

This buyer's guide is aimed at companies who are investigating the market for web analytics providers, with profiles of 22 leading suppliers.

The guide, which has a UK focus, also provides detail on the issues and trends affecting this sector, as well as guidance about how to select the right technology.

There is also guidance about pricing models and costs, and a market analysis to build your understanding of this sector. There is also a section on how to find the right supplier, with tips and pitfalls for companies looking for the most suitable supplier.

Which vendors are featured in the buyer’s guide?

Amethon, AT Internet, Coremetrics, DC Storm, eVisit Analyst, Facilitate Digital, Google Analytics, IndexTools (Yahoo!), Intellitracker, iPerceptions, Lynchpin, Marketwave, Nedstat, Nielsen Online, Omniture, RedEye, Site Intelligence, Speed-Trap, Unica, WebAbacus (Foviance), WebTrends and WiredMinds.

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Please contact E-consultancy for more information about this report.

Media contacts

Linus Gregoriadis, Head of Research, E-consultancy
(e: linus AT t: 0207 681 4051)

About E-consultancy

E-consultancy is the UK’s leading online publisher of best practice internet marketing reports, research and how-to guides.

Since moving to a paid-content model in 2003 E-consultancy has amassed thousands of paying subscribers, more than 75,000 registered users and 145,000+ unique users sessions per month.

Its weekly newsletter is sent to 30,000 users. Subscribers pay from £195 per year to access the exclusive and highly practical content, which helps internet marketers get the most out of their websites.

E-consultancy has more than 100 events lined up for 2008, including roundtables and monthly Supplier Showcases, where six suppliers pitch to an audience of pre-qualified buyers (typically between 100-150) in a Central London venue. E-consultancy also provides a range of public and in-house training programmes, such as seminars and workshops.

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Published on: 12:00AM on 6th November 2008