Over the course of this year the UK market for web analytics is expected to grow 22 per cent, reports IT Week.
The prediction comes from research and marketing firm E-consultancy, with the value of the UK market expected to rise to £56 million by the end of 2006.
Growth in Internet use and the rising prominence of e-commerce are expecting to fuel a push from businesses towards web analytics, as they try to closer align their business strategy with their online marketing and general presence.
Linus Gregoriadis, one of E-Commerce’s analysts, told IT Week: "There has been a move in ownership of analytics from the IT department to the marketers.
"IT used to look at the data but not necessarily share it with the wider business, but now it is seen as a tool to drive business improvements," he added.
However, he warned that supply for this market may be limited by a lack of trained professionals, which could impact on the growth expectations.
Numerous firms offer web analytics solutions, from basic monitoring of site visitors to more complex systems integrating behaviour monitoring, visitor tracking, revenue information and impact assessments of marketing campaigns.