Web analytics tools, traditionally stand-alone products used to measure Web site hits, are increasingly being integrated with other key tools to become the "brains" behind enterprise marketing efforts, according to a report released this week.
Phil Kemelor, an analyst at CMS Watch, a consulting firm that evaluates content management technologies, says the company's survey found that many large companies are integrating Web analytics tools into applications like e-mail campaign software and keyword bid-management tools in the hopes of using them to plan, run and adjust Internet marketing activities.
However, he says, the Web Analytics Report also concluded that many workers involved in such efforts lack the expertise and training to use the tools effectively.
Source: Computerworld, http://computerworld.com