Which departments or roles are typically responsible for analytics activities within smaller organizations with a marketing team of 5 or less people?

Online Marketing Body of Knowledge from OMCP

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In the context of Web Analytics:

Which departments or roles are typically responsible for analytics activities within smaller organizations with a marketing team of 5 or less people?

Answers must include: Definition of terminology, Importance of the concept or process, and the Process of how a professional marketer approaches the practice

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Analytics activity can be broken into three pieces: Data collection, data reporting and data analysis.

In marketing teams of five or fewer, these responsibilities could be distributed across Marketers who might have technical skills, or often outsourced to a small external agency who can perform these functions for a small fee.

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