chapter  11
10 Pages

Web Analytics

According to JupiterResearch ( www.jupiterresearch.com ), the US online advertising market is expected to grow from $9.3 billion in 2004 to reach $19 billion in 2010. This rapid growth is partially driven by the fact that with web analytics tools, data on online advertising performance can be collected, analyzed, and optimized timely and efficiently. The growth in online advertising is also driven by the rapid development and increasing influence of search marketing, a topic that we will discuss in depth in Chapter 12.