March 9, 2006, 12:00 AM

84% of organizations don’t measure web performance, WebTrends says

More than 84% of marketing executives say their organization’s ability to measure web marketing needs improvement, is weak, or is non-existent.

Paul Demery

Managing Editor, B2B E-commerce

More than 84% of marketing executives say their organization’s ability to measure web marketing needs improvement, is weak, or is non-existent, according to a new report from WebTrends Inc. That’s in spite of the fact that 56% of CMOs said the web is the hub of their marketing strategy or will become the hub in the next year.

Of 250 marketing executives surveyed, 56.4% said their web metrics need improvement, 23.6% said they were weak, and 4.9% said they were non-existent, according to WebTrends. Only 15.1% said that measuring results is a strength of their organization.

The survey also found that 52% of organizations make measuring web marketing the part-time responsibility of multiple employees or a single employee. 15.7% said they have a single full-time employee dedicated to analysis while 9.7% had multiple full-time employees dedicated to monitoring site performance.

In addition, 6.9% used an outside agency or consultant to provide analysis and 15.7% said that analysis is non-existent.

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