SmallBusinessNewz

eMarketer compiled some data, citing results from a survey conducted by Unica about Web Analytics, and the problems marketers face when using analytics tools.

Web analytics are a critical part of succeeding on the web, but marketers are continuing to struggle with actually using the tools they have. Here are some problems cited by respondents of the survey:

- 46% of respondents said the biggest challenge for marketers was integrating web analytics with other marketing solutions

- 41% said verifying the accuracy of data

- 32% reported trouble with analytics that weren't comprehensive

- 29% said budgets were too small.

eMarketer provides the following graph:

The biggest issue related to the verification of the accuracy of web analytics cited by respondents is that they can't drill into the data to verify numbers. That was what 42% said. 32% said marketing attribution issues, 25% said campaign tracking code issues, 20% said issues with cross-site analysis, 19% said they can't look up definitions of metrics and reports, 11% said issues with cookies, and 9% listed "other."

The biggest issue however, really seems to be that most of the respondents of this survey do not have a full-time worker working on web analytics. This would likely solve some of these problems.