1) The explosive growth of Social media & Smartphones is fuelling for more & more analytical information. Companies are promoting their products/services using these new mediums & metrics data is playing a crucial role in business decision making.
2) Integrated Marketing Communication (IMC) is another field where a huge amount of data is gathered & analytics plays a role in providing meaningful insights. This is important to gain a meaningful ROI on the IMC.
3) Research companies are using Time spent on the website as an important parameter to judge the popularity of the website. People are spending huge amount of time on social networking sites & this provides an opportunity for marketers to engage with them easily.
4) With online shopping on the rise, web analytics data plays a crucial role in ecommerce decision making as well to analyze the visitor pattern & checkout process.