Ever wondered what the web analytics market share is for B2B web sites?
We just completed a VERY extensive study of over 27,000 B2B web sites and the third-party web analytics programs in use on those sites. This research was made possible by a wonderful Firefox plug-in, WASP (Web Analytics Solution Profiler) from immeria.
In addition to the most current, comprehensive assessment of B2B web analytics market share, the key findings are:
44% of B2B web sites studied used no web analytics or, less likely, used a custom, in-house solution - pretty difficult to optimize B2B online marketing campaigns in a recession (or anytime!) if you don't have any data
43% of B2B web sites used a web analytics program showing only "last click" data which attributes a conversion to the last trackable link clicked before conversion. This only provides a peek at the end of the business buying funnel
Just 6% used a web analytics program that allows users to see the influence of multiple online marketing campaigns with which a business buyer interacts on conversions
The whitepaper also includes recommended solutions for optimizing B2B online marketing campaigns in a recession.
Have a look and let us know what you think!