The status of web analytics in Poland

THE STATUS OF WEB ANALYTICS INWeb Analytics Survey-Study 2012

POLAND

Published 15th May 2012 by Ralf Haberich & Bluerank

POLAND

SURVEY METHODOLOGY

• CONDUCTED BETWEEN 23 April AND 15 May 2012

– Online using a software provided by freepoll.com

• PARTICIPANTS WERE RECRUITED ONLINE VIA

– Business platforms– Business platforms

– Online advertising

– Direct approach

• TOTAL SAMPLE SIZE WAS n = 65

STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

GOALS OF THIS SURVEY-STUDY

WERE TO CREATE A CLEAR OVERVIEW

OF

WEB ANALYTIS IN POLAND

AND FUTURE TRENDS WITHIN THIS AND FUTURE TRENDS WITHIN THIS

SECTOR AS WELL AS PUBLISH

CURRENT STANDING OF WEB

ANALYTICS IN AN ORGANIZATION.


EXECUTIVE SUMMARY


The ConclcusionThe Conclcusion


THE CONCLUSION


PROFILE OF SURVEY PARTICIPANTS


PROFILE OF PARTICIPANTSSector of your company?

Media

Agency/Consulting

Automotive

Travel


24,7%

Finance

Retail/eCommerce

Government

High Tech/IT

Telecommunications

Other

Function within the company?

PROFILE OF PARTICIPANTS


Connection to Web Anaytics?


Other

Sales Representative at Web Analytics Vendor

Consultant at Web Analytics Vendor


29,2%

0 5 10 15 20 25 30 35

1

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

How long in Web Analytics space?


91,5%

Male

Female

Your Gender?


91,5%

1

2 to 10

Employees within your company?


22,1%

11 to 50

51 to 100

101 to 500

501 to 1.000

More than 1.000


POSITIONING OF WEB ANALYTICS

WITHIN THE COMPANYWITHIN THE COMPANY


POSITIONING OF WEB ANALYTICSOperating in Poland only?

Service/Products

online only?


60,4%Yes

No

71,7%

Usage status of Web Analytics?

POSITIONING OF WEB ANALYTICS


IMPORTANCE OF WEB ANALYTICS


IMPORTANCE OF WEB ANALYTICSOutcome for your direct work?

Not so important

Not important at all


43,4%

0 5 10 15 20 25 30 35 40 45 50

Very important

Important

Relatively important

Outcome for your company at all?



Purpose of Usage?


18,1% Campaign Analysis

Landing Page Optimization


Customer Segmentation

Internal Site Search Analysis

Conversion Optimization

A/B Testing

Multivariate Testing

Enrichment of Data

Business Intelligence

Achievements through Analytics?



WEB ANALYTICS TOOL USAGE


WEB ANALYTICS TOOL USAGEImplemented Analytics solution?


Regular usage when 2 or more?



Budgetholder dept. location?


HR

External

Other


46,9%

0 5 10 15 20 25 30 35 40 45 50

Marketing

Management

IT

Sales

HR

Project Leader dept. location?


HR

External

Other


53,5%

0 10 20 30 40 50 60

Marketing

Management

IT

Sales

HR

Should Analytics be an own unit?



54,1%

Yes

No

SATISFACTION AND RELIABILITY OF

WEB ANALYTICSWEB ANALYTICS


SATISFACTION AND RELIABILITYDo you trust the Analytics data?


Free tool as reliable as paid?

SATISFACTION AND RELIABILITY


Next solution you choose will be?

SATISFACTION AND RELIABILITY


51,1%Free

Paid

PRESENCE VS. FUTURE IN

WEB ANALYTICSWEB ANALYTICS


PRESENCE VS. FUTUREFocus in 2012? Planning to…


Focus in 2013-2015? Planning to…

PRESENCE VS. FUTURE


Focus in 2013-2015? Planning to…

PRESENCE VS. FUTURE

17,9%

…reduce Website costs

…increase Online Revenue

…improve Conversion

…implement a High End Web Analytics solution


0 2 4 6 8 10 12 14 16 18 20

…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

Where to increase budget?

PRESENCE VS. FUTURE

Web Analytics


51,1%

Web Analytics

tool

Web Analytics

users

Still work at Analytics in 5 years?

PRESENCE VS. FUTURE

Yes


70,2%

Yes

No

Not sure

Personal Development given?

PRESENCE VS. FUTURE


Who to report to as Web Analyst?

PRESENCE VS. FUTURE


ACKNOWLEDGEMENT

THANKS TO ALL PARTICIPANTS THAT HAVE BEEN

SPENDING THEIR TIME AND KNOWLEDGE TO SHARE

CURRENT STATUS OF THEIR WEB ANALYTICS APPRAISAL.


CONTACT

RALF HABERICH.blogger, author, co-chairman / [email protected] / twitter.com/ralfhaberich

WWW.RALF-HABERICH.DE


STUDY QUOTE

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THANK YOU.


The status of web analytics in Poland

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