Analytics produces insights which drive business improvements, though more companies need to provide the staff and resources to make the most of this technology.
Our Measurement and Analytics report, produced in association with Lynchpin, found that there is an analytics skills gap which is holding back implementation.
Skills shortages are most apparent in the use of digital analytics tools, statistical modelling and Conversion Rate Optimisation (CRO).
This infographic summarises some of the findings from the report...
(Click image for a larger version)