eMarketer: Analytics the Latest Must-Have CRM App

Online retailers are big fans of web analytics, optimization and keeping an eye on those conversion rates. That might be why the industry has seen relatively consistent gains in conversion rates over the past three years. Hitting four percent or higher, in both DoubleClick's figures and those from the e-tailing group, these figures have been rising from 2002's levels of about 3.2 percent. eMarketer's own figures show a four percent conversion rate in 2004, rising from rates between 2.4 percent and 3.8 percent in 2003.