Although many marketing budgets are being cut tremendously as a result of the economic downturn, one area of marketing that is remaining strong is search marketing. The reason for this is because search marketing efforts are easily measured.

However, there are still challenges to understanding web analytics as Ben Hanna of Business.com told WebProNews. Marketers need to determine which metrics will bring them success. Hanna says marketers and businesses need to recognize that there are, in fact, challenges and take them seriously because it is “critical to their growth and development.”

To help overcome these challenges, Business.com introduced Conversion Tracking, which provides advertisers and marketers with metrics that are not available in other web analytics programs. In addition, Hanna explains how the BuyerSphere Project also offers very useful information on B2B buying and how businesses use the Internet.

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