The web analytics industry in the U.K. is on an upward trend, same as in the U.S., with an expected surge this year boosting revenue to an estimated 46 million pounds sterling, from 37 million last year, writes Internet Retailer, citing a report from U.K.-based E-consultancy. Demand for more sophisticated analytics technology and increasing use among executives and marketers are expected to offset any pricing pressure on providers.
E-retail, financial services and publishing are the primary market sectors investing in web analytics, with demand the greatest for later-generation analytics tools that align analytics with business goals. As in the U.S., the rise of search engine marketing is the key driver behind the growth of the web analytics market.