Web Analytics! Survey-Study!

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Web Analytics

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Survey-Study

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2014

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FOREWARD……….…….

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GOALS………

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METHODOLOGY……….….

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EXECUTIVE SUMMARY……….….

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THE CONCLUSION……….…..

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PROFILE OF PARTICIPANTS……….…

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POSITIONING OF WEB ANALYTICS…….….

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IMPORTANCE OF WEB ANALYTICS…….…

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USAGE OF WEB ANALYTICS……….

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SATISFACTION & RELIABILITY OF

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WEB ANALYTICS………

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PRESENT V. FUTURE……….….

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APPENDIX………

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4

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5

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7

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10

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11

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12

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13

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14

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15

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16

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FOREWARD

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Digital is transforming

industries and disrupting

business models. Change is

the new same.

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And with change comes a

desire to understand, and a

desire to benefit from it.

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Nowadays, technology is often

at the heart of benefiting from

change. When it comes to

digital business, technology is

at a critical inflection point:

what to do with and how to

manage big data.

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Web Analytics data is a key

piece to a digital business.

Understanding its implications,

not just within a business, but

also its status within an

industry is telling of what can

and should happen next.

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.

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This survey investigates the

status of Web Analytics in

Poland. With data over the last

three years, we place an

emphasis on the evolution of

this status over time.

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For more studies like this one,

including this study in other

regions, please visit

www.webtrekk.com.

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SURVEY GOALS

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The goals of the survey

included the following:

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- Create a clear overview of

Web Analytics in Poland

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- Explore future trends

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- Compare the evolution of

results from 2012 to 2013 to

2014

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SURVEY METHODOLOGY

The 2014 survey was conducted between April and

November 2014 using an online software provided by firepoll.

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Participants were recruited online via

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§

Business Platforms

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§

Online Advertising

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§

Direct Approach

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This survey was also conducted in 2012 and 2013, and this

report includes comparative data from these years.

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The average sample size for the survey across the three

years of study was 63.

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EXECUTIVE SUMMARY

The role of Management in Web

Analytics has grown

The role of management as the

key department for budget and

project management has

increased

The role of IT in Web Analytics

has declined

The IT-Department’s involvement

in analytics has decreased

The importance of analytics for

the whole company has grown

Business focus on big data and

achievements through web

analytics has likely spawned this

growth.

The job of Analyst gives strong

personal development

Those in the industry more often

than not confirmed they would stay

in the industry

More young people choose

analytics as a job

The effects of the talent gap prove

attractive for young professionals.

The usage of analytics remains

almost unchanged from 2013

The top 5 Web Analytics priorities

persist.

Google Analytics still reigns as

the most used tool in Poland

Despite this, its dominance has

decreased over time.

The decision to use a paid

solution in the future has

increased from 2013

Participants trust the data from a

free tool less than before.

Reporting to the CEO has

increased

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THE CONCLUSION

§

Poland is moving to a highly educated analytics country

§

Insights through analytics improve the whole company

performance. Page impressions are no longer a key priority.

§

The change in organisation will enable new performance:

competent consultants are the key to success

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SURVEY SECTIONS

An overview of the results for each section in the survey can

be found on the next pages.

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§

Profile of Participants

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§

Positioning of Web Analytics

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§

Importance of Web Analytics

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§

Usage of Web Analytics

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§

Satisfaction & Reliability of Web Analytics

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§

Present v. Future in Web Analytics

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PROFILE OF PARTICIPANTS

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As the years pass, study

participants are younger in the

Web Analytics space. This change

likely demonstrates the talent gap,

as companies begin to hire more

and more, even less experienced,

web analytics professionals.

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Likewise, the trend for increasing

C-level attention to data shows up

in our profile participation.

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The profile of the survey

participants remained highly

consistent from 2012 through

2014. This stayed true across

sectors and genders.

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Agencies and consultancies

accounted for the largest

percentage of participants in each

year.

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The gender gap shows up in our

participants’ profiles, and persists

throughout the years.

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91%! 80%! 81%! 9%! 20%! _19%_! Male! Female! C-Level (CEO, Founder! 2014! 2013! 0 - 4 years! 5 + years! 2012! 2013! 2014!

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POLAND WEB ANALYTICS 2014 ! © Webtrekk GmbH!

POSITIONING OF WEB

ANALYTICS

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Digital has made it much easier for

companies to operate outside of

their national borders. Thus,

confinement of digital operations to

a national level is diminishing.

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While website optimization and

analysis remain the leading

purposes for the usage of web

analytics data, the trend for

integration with the rest of the

business is rising.

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That is an important evolution

pointing to the increased

importance of web analytics data

and understanding of how it can be

integrated with the rest of the

business.

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40%! 41%! 16%! 60%! 59%! 84%! 2012! 2013! 2014! International Operations! Poland Only! INTL! Business Integration! Business Optimization! 0! 0.02! 0.04! 0.06! 0.08! 0.1! 0.12! 0.14! 0.16! 0.18! 0.2! 2012! 2013! 2014!

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IMPORTANCE OF WEB

ANALYTICS

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Yet at the same time, that gap

decreases as the years pass.

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There is also a smaller emphasis

placed on increasing page

impressions as an achievement of

analytics. In each year of study,

this achievement has decreased.

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While this could mean web

analytics is less effective in

generating traffic, it is more likely

to imply that web analytics has

The importance of expected

outcomes for Web Analytics have

remained positively skewed in

Poland over the last years.

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What’s interesting to look at is the

difference between a participant’s

view on the importance of web

analytics outcomes on their direct

network versus on their company

overall. In all three years, the direct

network has been voted higher.

This could be a reflection on their

own direct involvement in Web

2012! 2013! 2014!

Increase of Page Impressions!

Importance of Web Analytics Outcomes!

2012!

2013!

2014!

2012! 2013! 2014!

Importance Web Analytics: Team v. company!

Direct!

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USAGE OF WEB ANALYTICS

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And while we see an upward trend

for the Marketing department as

both budget-holder and

project-leader, we see a simultaneous

decline in the IT department as

both the budget-holder and

project-leader.

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Google Analytics (GA) still reigns

as the leading Web Analytics

solution in Poland. Despite that,

the trend in the past years has

been a downward one for GA.

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The department of the budget

holder and project leader tends to

be marketing, and this trend has

not only remained in Poland over

time, but it has also increased in

percentage.

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2012! 2013! 2014!

Google Analytics Usage

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Budget

Holder!

Project

Leader!

2012! 2013! 2014!

Department of Budget-Holder and Project-Leader for Web Analytics!

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SATISFACTION & RELIABILITY

OF WEB ANALYTICS

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With that, Marketing departments

are opting more and more for paid

solutions.

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When asked whether their next

solution would be a free or a paid

solution, participants’ responses

have grown towards paid.

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As seen on the previous page,

Marketing holds more of the

responsibility for the budget and

projects of web analytics.

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And to pick a system, these

individuals will need to determine

how comfortable they are with the

data from each. As can be seen

below, there is a decreasing trust

in the reliability of the data from a

free tool in comparison to a paid

solution.

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2013! 2014!

Reliability of Free Tool!

2012! 2014!

Opt for a Paid Solution

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PRESENT V. FUTURE IN

WEB ANALYTICS

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Participants also confirmed in all

three years that these priorities

would remain steady looking into

the next 2-3 years.

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What’s interesting is to distill these

results to only the responses at the

C-Suite and Founder level.

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In 2014, the results remain the

same except for one difference:

raising awareness at top

management. This is a positive

development for attention to Web

Analytics.

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In 2015, the top 5 Web Analytics

priorities for Polish companies

include training additional

employees, improving conversion,

increasing online revenue,

developing relevant KPIs, and

increasing website performance.

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These top 5 priorities have been

relatively consistent across the

past 3 years.

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…increase Website performance! …develop relevant KPIs! …increase Online Revenue! …improve Conversion! …train additional employees on tool!

Top 5 Web Analytics Priorities!

2014!

2013!

2012!

...develop relevant Key Performance Indicators ...hire new people for the

Web Analytics team!

...improve Conversion!

...increase Online Revenue!

...raise awarenss at Top Management!

2014 Top 5 Web Analytics Priorities for C-Suite!

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PROFILE OF SURVEY

PARTICIPANTS

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SECTOR OF YOUR COMPANY?

Media 15% Agency/Consulting 38% Automotive 0% Travel 4% Finance 9% Retail/eCommerce 16% Government 0% High Tech/IT 9% Telecom 0% Other 9%

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Profile of Participants Comparison

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SECTOR OF YOUR COMPANY?

Media 15% Agency/ Consulting 38% Automotive 0% Travel 4% Finance 9% Retail/ eCommerce 16% Government 0% High Tech/IT 9% Telecom 0% Other 9%

2014

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Media, 14%! Agency/ Consultancy, 30%! Automotive, 4%! Travel, 4%! Finance, 2%! Retail/ eCommerce, 21%! Government, 4%! High Tech/IT, 14%! Telecom, 2%! Other, 7%!

2013

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(20)

Profile of Participants

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FUNCTION WITHIN THE COMPANY?

0! 5! 10! 15! 20! 25!

Founder!

C-Level (CEO, CCO, CMO)!

Upper Management (Head of, VP)!

Middle Management!

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Profile of Participants Comparison

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FUNCTION WITHIN THE COMPANY?

0! 0.05! 0.1! 0.15! 0.2! 0.25! 0.3! 0.35! 0.4! 0.45!

Junior Management!

Middle Management!

Upper Management ( Head of, VP)!

C-Level (CEO, CCO, CMO)!

Founder!

2014!

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CONNECTION TO WEB ANALYTICS?

0! 10! 20! 30! 40!

Percent!

Other!

Sales Representative at Web Analytics Vendor!

Consultant at Web Analytics Vendor!

Individual Web Analytics Consultant!

Web Analytics User - Expert - Agency!

Web Analytics User - Advanced - Agency!

Web Analytics User - Beginner - Agency!

Web Analytics User - Expert - as End User!

Web Analytics User - Advanced - as End User!

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Profile of Participants: Comparison

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CONNECTION TO WEB ANALYTICS?

0%! 5%! 10%!15%!20%!25%!30%!35%!40%!45%!

Other!

Sales Representative at Web Analytics Vendor!

Consultant at Web Analytics Vendor!

Individual Web Analytics Consultant!

Web Analytics User - Expert (Agency)!

Web Analytics User - Advanced (Agency)!

Web Analytics User - Beginner (Agency)!

Web Analytics User - Expert (as End User)!

Web Analytics User - Advanced (as End User)!

Web Analytics User - Beginner (as End User)!

2014!

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Profile of Participants

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HOW LONG IN WEB ANALYTICS SPACE?

0! 2! 4! 6! 8! 10! 12! Less than 1 year!

1 to 2 years! 2 to 4 years! 5 to 7 years! 8 to 10 years! More than 10 years!

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Profile of Participants: Comparison

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HOW LONG IN WEB ANALYTICS SPACE?

Less than 1 year!

1 to 2 years!2 to 4 years!5 to 7 years! 8 to 10 years! More than 10 years! Don´t know! 2014! 2013!

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YOUR GENDER?

81%! 19%! Male Female

2014

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80%! 20%! Male! Female!

2013

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Profile of Participants

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No. EMPLOYEES WITHIN YOUR

COMPANY?

0% 15% 16% 19% 22% 9% 19% 1! 2 to 10! 11 to 50! 51 to 100! 101 to 500! 501 to 1.000! More than 1.000!

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No. EMPLOYEES WITHIN YOUR

COMPANY?

0% 15% 16% 9% 19% 1! 2 to 10! 11 to 50! 51 to 100! 101 to 500! 7%! 16%! 20%! 9%! 25%! 14%! 9%! 1! 2 to 10! 11 to 50! 51 to 100! 101 to 500! 501 to 1.000! More than 1.000!

2014

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2013

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POSITIONING OF WEB

ANALYTICS WITHIN THE

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OPERATING IN POLAND ONLY?

16%!

84%!

Yes

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(31)

Positioning of Web Analytics:

Comparison

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OPERATING IN POLAND ONLY?

16%! 84%!

Yes

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No

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41%! 59%! Yes! No!

2014

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2013

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Positioning of Web Analytics

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USAGE STATUS OF WEB ANALYTICS?

15%! 19%! 20%! 17%! 11%! 18%! Data Collection! Reporting! Analysis! Website Optimization! Business Integration! Business Optimization!

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USAGE STATUS OF WEB ANALYTICS?

15%! 19%! 20%! 17%! 11%! 18%! Data Collection! Reporting! Analysis! Website Optimization! Business Integration! Business Optimization! 16%! 20%! 24%! 22%! 5%! 12%! Data Collection! Reporting! Analysis! Website Optimization! Business Integration! Business Optimization!

2014

!

2013

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IMPORTANCE OF WEB

ANALYTICS

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OUTCOME FOR YOUR DIRECT NETWORK?

44%! 31%! 22%! 3%! 0%! Very important! Important! Relatively important! Not so important!

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Importance of Web Analytics:

Comparison

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OUTCOME FOR YOUR DIRECT NETWORK?

Important!

Relatively important!

Not so important!

Not important at all!

2014!

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OUTCOME FOR YOUR COMPANY AT ALL?

31.3%! 40.6%! 15.6%! 12.5%! 0%! Very important! Important! Relatively important! Not so important!

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Importance of Web Analytics:

Comparison

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OUTCOME FOR YOUR COMPANY AT ALL?

Very important!

Important!

Relatively important!

Not so important!

Not important at all!

2014!

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PURPOSE OF USAGE?

18%! 12%! 12%! 6%! 13%! 12%! 6%! 8%! 13%! Campaign Analysis!

Landing Page Optimization!

Customer Segmentation!

Internal Site Search Analysis!

Conversion Optimization !

A/B Testing!

Multivariate Testing!

Enrichment of Data!

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Importance of Web Analytics:

Comparison

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PURPOSE OF USAGE?

18%! 12%! 12%! 12%! 6%! 8%! 13%! Campaign Analysis!

Conversion Optimization ! A/B Testing! Multivariate Testing! Enrichment of Data! 18%! 15%! 13%! 10%! 17%! 9%! 4%! 5%! 9%! Campaign Analysis!

Conversion Optimization ! A/B Testing! Multivariate Testing! Enrichment of Data! Business Intelligence!

2014

!

2013

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Importance of Web Analytics

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ACHIEVEMENTS THROUGH ANALYTICS?

18%! 17%! 12%! 6%! 11%! 8%! 14%! 6%! 9%!

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Importance of Web Analytics:

Comparison

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ACHIEVEMENTS THROUGH ANALYTICS?

15%! 18%! 7%! 9%! 9%! 6%! 15%! 10%! 10%! 18%! 17%! 12%! 6%! 11%! 8%! 14%! 6%! 9%! 2013! 2014!

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USAGE OF WEB ANALYTICS

SOLUTIONS

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Usage of Web Analytics Solutions

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IMPLEMENTED ANALYTICS SOLUTION?

23%! 4%! 4%! 2%! 2%! 4%! 5%! 12%! 46%! Other! Webtrekk! Webtrends! Corementrics! comScore (Nedstat)! AT Internet! Adobe (Omniture)!

Other free tool!

(45)

Usage of Web Analytics Solutions:

Comparison

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IMPLEMENTED ANALYTICS SOLUTION?

21%! 0%! 1%! 0%! 0%! 0%! 0%! 18%! 60%! 23%! 4%! 4%! 2%! 2%! 4%! 5%! 12%! 46%! Other! Webtrekk! Webtrends! Corementrics! comScore (Nedstat)! AT Internet! Adobe (Omniture)!

Other free tool!

Google Analytics!

2014!

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PREFERRED SYSTEM?

(WHEN 2 OR MORE)

41%! 0%! 10%! 4%! 4%! 4%! 4%! 14%! 21%!

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Comparison

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PREFERRED SYSTEM?

(WHEN 2 OR MORE)

62%! 0%! _0%_! 0%! 2%! 0%! 0%! 36%! 41%! 10%! 3%! 3%! 3%! 3%! 14%! 21%! 2013! 2014!

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DEPARTMENT OF THE BUDGET-HOLDER?

13%! 10%! 15%! 0%! 0%! 5%! Management! IT ! Sales! HR! External! Other!

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Usage of Web Analytics Solutions:

Comparison

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DEPARTMENT OF THE BUDGET-HOLDER?

53%! 22%! 11%! 9%! 5%! 58%! 13%! 10%! 15%! 5%! Marketing ! Management! IT ! Sales! HR! External! Other! 2014! 2013!

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DEPARTMENT OF THE PROJECT LEADER?

23%! 8%! 6%! 3%! 0%! 3%! Management! IT ! Sales! HR! External! Other!

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Usage of Web Analytics Solutions:

Comparison

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DEPARTMENT OF THE PROJECT LEADER?

51%! 19%! 8%! 9%! 0%! 2%! 11%! 57%! 23%! 9%! 6%! 3%! 0%! 3%! Marketing ! Management! IT ! Sales! HR! External! Other! 2014! 2013!

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SHOULD WEB ANALYTICS BE ITS OWN

UNIT?

Yes,!

42%!

No, !

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SATISFACTION AND

RELIABILITY OF WEB

(54)

Satisfaction and Reliability

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DO YOU TRUST THE ANALYTICS DATA?

87%!

13%!

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Satisfaction and Reliability:

Comparison

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DO YOU TRUST THE ANALYTICS DATA?

93%! 7%! 87%! 13%! Yes! No! 2013! 2014!

(56)

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FREE TOOL AS RELIABLE AS PAID?

77%!

(57)

Satisfaction and Reliability:

Comparison

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FREE TOOL AS RELIABLE AS PAID?

82%! 18%! 77%! 23%! Yes! No! 2013! 2014!

(58)

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NEXT SOLUTION: FREE OR PAID?

Free!

47%!

Paid!

(59)

PRESENT V. FUTURE

IN WEB ANALYTICS

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Present v. Future in Web Analytics

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FOCUS IN CURRENT YEAR?

18%! 15%! 7%! 10%! 5%! 8%! 19%! 11%! 7%!

…increase Website performance!

…develop relevant KPIs!

…raise awareness at Top Management!

…train additional employees on tool!

…hire new people for Web Analytics team!

…reduce Website costs!

…increase Online Revenue!

…improve Conversion!

(61)

Present v. Future in Web Analytics:

Comparison

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FOCUS IN CURRENT YEAR?

…implement a High End Web Analytics solution!

2014!

(62)

Present v. Future in Web Analytics

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FOCUS IN NEXT 2-3 YEARS?

15%! 12%! 8%! 7%! 7%! 8%! 17%! 19%! 7%!

(63)

Present v. Future in Web Analytics

Comparison

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FOCUS IN NEXT 2-3 YEARS?

…implement a High End Web Analytics solution!

2014!

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ABOUT WEBTREKK

!

Bluerank offers comprehensive SEM

and Web Analytics services to drive

quality traffic to the website and

ensure increased conversions.

!

Bluerank is headquartered in Lodz,

Poland and operates internationally

with a deep understanding of

markets such as Austria, Finland,

Germany, Great Britain, Russia,

Ukraine as well as North America

and Africa.

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A member of the ICMA, Bluerank is

recognized for its work on web

positioning in local and global search

engines and believes in structured

analysis to improve web

performance.

!

Webtrekk is a global provider of

digital intelligence solutions,

headquartered in Berlin with

offices in China, Italy, Spain, the

Netherlands and the USA.

!

The Webtrekk Digital Intelligence

Suite is widely recognised for its

advanced analytics, testing and

website customisation solutions,

enabling you to turn data into profit

with personalised, automated

marketing campaigns and

recommendations.

!

Alongside its Digital Intelligence

Suite, Webtrekk offers a wide

range of consulting services.

!

ABOUT BLUERANK

!