Online business optimisation cures the recessionary blues

For business intelligence vendors, the silver lining in the black cloud of recession is that corporate minds are focusing more than ever on what is really driving profitability...

A few days ago e-consultancy published their annual web analytics buyer’s guide. The guide reveals that despite the recent economic uncertainty, the market for web analytics is still expected to grow by 12% this year. It is expected to have reached a value of £78 million by the end of this year.

For business intelligence vendors, the silver lining in the black cloud of recession is that corporate minds are focusing more than ever on what is really driving profitability. The need to drive, rather than simply run their marketing activities has never been greater.

The importance of marketing performance analysis is only likely to accelerate further in a period of economic instability, as organisations work harder to maximise ROI, allocate resources efficiently and understand where true value comes from. Cognesia expects the market to continue to grow throughout 2009 and believes that the need for Cognesia's services is to a certain extent recession proof.

Commenting on the 2008 Guide, Simon Roberts, Director at Cognesia said “We have seen a marked increase in the number of enquiries for our services over the last 6 months. In particular, users of the simple free of charge services seem to have realised that they need more than just page view stats if they are to understand which of their marketing campaigns is yielding the best results. We have closed more new business in the last 6 months than we did in the preceding 12 months. Our focus on quickly delivering real results in a cost effective manner seems to be exactly what is needed.”

Cognesia believes that their recent launch of Cognesia Explore R6 puts them in a great position to service the growing need for marketing campaign analytics. R6 provides a number of ground breaking visualisation techniques that allow marketing managers to quickly understand the success or otherwise of their campaigns.

“	Cognesia Explore provides certainty at a time when there is not much of this around and helps its users to identify where they can cut costs without damaging their online business.	”
	Simon Roberts Director Cognesia Ltd

David Hudson continued: “Understanding which campaigns are underperforming in comparison with others requires both consistent measurement and the ability to display the information in a way that is accessible and easy to understand. R6 allows its users to compare SEO, PPC, email, banner advertising, affiliate and even offline activities within a single report. R6 provides certainty at a time when there is not much of this around and helps its users to identify where they can cut costs without damaging their online business.”

This content was modified "post-publication" to use up-to-date company and product names (April 2011).