The Status of Web Analytics - Poland 2014/2015

POLAND WEB ANALYTICS 2014 ! © Webtrekk GmbH!

Web Analytics !Survey-Study !

2014!POLAND!

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FOREWARD…………………………….…….!!GOALS…………………………………………!!METHODOLOGY………………………….….!!EXECUTIVE SUMMARY………………….….!!THE CONCLUSION……………………….…..!!PROFILE OF PARTICIPANTS…………….…!!POSITIONING OF WEB ANALYTICS…….….!!IMPORTANCE OF WEB ANALYTICS…….…!!USAGE OF WEB ANALYTICS……………….!!SATISFACTION & RELIABILITY OF!WEB ANALYTICS………………………………!!PRESENT V. FUTURE…………………….….!!APPENDIX………………………………………!!!!!!!!!!

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3!!3!!4!!5!!7!!10!!11!!12!!13!!!14!!15!!16!!!!!!!!!


FOREWARD!

Digital is transforming industries and disrupting business models. Change is the new same. !!And with change comes a desire to understand, and a desire to benefit from it.!!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. !!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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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.!!For more studies like this one, including this study in other regions, please visit www.webtrekk.com. !!SURVEY GOALS!!The goals of the survey included the following:!!- Create a clear overview of Web Analytics in Poland!!- Explore future trends!!- Compare the evolution of results from 2012 to 2013 to 2014!!


SURVEY METHODOLOGY The 2014 survey was conducted between April and November 2014 using an online software provided by firepoll.!!Participants were recruited online via!!§  Business Platforms!§  Online Advertising!§  Direct Approach!!This survey was also conducted in 2012 and 2013, and this report includes comparative data from these years.!!The average sample size for the survey across the three years of study was 63.!

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EXECUTIVE SUMMARY

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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

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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 C-Suite individuals also focus on raising Web Analytics awareness among top management


THE CONCLUSION

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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 §  Analytics is still a very attractive job environment

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SURVEY SECTIONS An overview of the results for each section in the survey can be found on the next pages.!!§  Profile of Participants!§  Positioning of Web Analytics!§  Importance of Web Analytics!§  Usage of Web Analytics!§  Satisfaction & Reliability of Web Analytics!§  Present v. Future in Web Analytics!!!!!

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PROFILE OF PARTICIPANTS!

!!!!!!!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.!!Likewise, the trend for increasing C-level attention to data shows up in our profile participation.!

The profile of the survey participants remained highly consistent from 2012 through 2014. This stayed true across sectors and genders. !!Agencies and consultancies accounted for the largest percentage of participants in each year.!!The gender gap shows up in our participants’ profiles, and persists throughout the years.!

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91%!80%! 81%!

9%!20%! 19%!

2012! 2013! 2014!Gender of Participants!

Male!Female!

C-Level (CEO, CCO, CMO)!

Founder!

Titles of Participants!

2014!

2013!

2012!

0 - 4 years!

5 + years!

2012! 2013! 2014!

Participant Experience Level!


POSITIONING OF WEB ANALYTICS!

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.!!!!!!!!!

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. !!!!!!!!!!!!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!


IMPORTANCE OF WEB ANALYTICS!

Yet at the same time, that gap decreases as the years pass.!!!!!!!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. !!!!!!!While this could mean web analytics is less effective in generating traffic, it is more likely to imply that web analytics has enabled more targeted marketing efforts– thus, companies can attract the “right” traffic.!

The importance of expected outcomes for Web Analytics have remained positively skewed in Poland over the last years.!!!!!!!!!!!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 Analytics, or in the perception that their company does not value it as much as they do. !!!

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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!Company!


USAGE OF WEB ANALYTICS!

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. !

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. !!!!!!!!!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!

Budget Holder!

Project Leader!

2012! 2013! 2014!

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


SATISFACTION & RELIABILITY OF WEB ANALYTICS!

With that, Marketing departments are opting more and more for paid solutions. !!When asked whether their next solution would be a free or a paid solution, participants’ responses have grown towards paid.!

As seen on the previous page, Marketing holds more of the responsibility for the budget and projects of web analytics. !!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!


PRESENT V. FUTURE IN WEB ANALYTICS!

Participants also confirmed in all three years that these priorities would remain steady looking into the next 2-3 years. !!What’s interesting is to distill these results to only the responses at the C-Suite and Founder level. !!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.!!!

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.!!!!!!!!!!!!!!!!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!


APPENDIX

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PROFILE OF SURVEY PARTICIPANTS

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Profile of 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%


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!

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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FUNCTION WITHIN THE COMPANY?

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

Founder!


Upper Management (Head of, VP)!Middle Management!

Junior Management!


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)!


Founder!

2014!2013!



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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!

Web Analytics User - Beginner - as End User!


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!2013!



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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!

Don´t know!



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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!

80%!

20%!

Male!Female!

2013!



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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%

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!

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!

2013!


POSITIONING OF WEB ANALYTICS WITHIN THE

COMPANY

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Positioning of Web Analytics!

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OPERATING IN POLAND ONLY?

16%!

84%!

Yes!No!


Positioning of Web Analytics: Comparison!

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OPERATING IN POLAND ONLY?

16%!

84%!

Yes!No!

41%!

59%!

Yes!No!

2014!

2013!



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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%!


16%!

20%!

24%!

22%!

5%!

12%!


2014!

2013!


IMPORTANCE OF WEB ANALYTICS

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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!

Not important at all!


Importance of Web Analytics: Comparison!

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OUTCOME FOR YOUR DIRECT NETWORK?

Very important!

Important!


Not so important!


2014!2013!



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OUTCOME FOR YOUR COMPANY AT ALL?

31.3%!

40.6%!

15.6%!

12.5%!

0%!

Very important!

Important!


Not so important!




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OUTCOME FOR YOUR COMPANY AT ALL?

Very important!

Important!


Not so important!


2014!2013!



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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!Business Intelligence!



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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!

Business Intelligence!

18%!

15%!

13%!

10%!

17%!

9%!

4%! 5%!

9%!Campaign Analysis!

Landing Page Optimization!

Customer Segmentation!

Internal Site Search Analysis!

Conversion Optimization !

A/B Testing!

Multivariate Testing!

Enrichment of Data!

Business Intelligence!

2014!

2013!



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ACHIEVEMENTS THROUGH ANALYTICS?

18%!17%!

12%!

6%!

11%!

8%!

14%!

6%!

9%!



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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!


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!

Google Analytics!


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!2013!



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PREFERRED SYSTEM? (WHEN 2 OR MORE)

41%!

0%!

10%!

4%! 4%! 4%! 4%!

14%!

21%!


Usage of Web Analytics Solutions 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?

58%!

13%!

10%!

15%!

0%!

0%!

5%!

Marketing !

Management!

IT !

Sales!

HR!

External!

Other!



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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?

57%!

23%!

8%!

6%!

3%!

0%!

3%!

Marketing !

Management!

IT !

Sales!

HR!

External!

Other!



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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, !58%!


SATISFACTION AND RELIABILITY OF WEB

ANALYTICS

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Satisfaction and Reliability!

54!

DO YOU TRUST THE ANALYTICS DATA?

87%!

13%!

Yes! No!


Satisfaction and Reliability: Comparison!

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DO YOU TRUST THE ANALYTICS DATA?

93%!

7%!

87%!

13%!

Yes! No!

2013!2014!



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FREE TOOL AS RELIABLE AS PAID?

77%!

23%!

Yes! No!


Satisfaction and Reliability: Comparison!

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FREE TOOL AS RELIABLE AS PAID?

82%!

18%!

77%!

23%!

Yes! No!

2013!2014!



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NEXT SOLUTION: FREE OR PAID?

Free!47%!

Paid!53%!


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!


…raise awareness at Top Management!


…hire new people for Web Analytics team!

…reduce Website costs!



…implement a High End Web Analytics solution!


Present v. Future in Web Analytics: Comparison!

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FOCUS IN CURRENT YEAR?










2014!2013!


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%!











Present v. Future in Web Analytics Comparison!

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FOCUS IN NEXT 2-3 YEARS?










2014!2013!


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.!!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.!!!!!!

www.bluerank.com!!

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.!!!!!!!

www.webtrekk.com!!

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ABOUT BLUERANK!

The Status of Web Analytics - Poland 2014/2015

Data & Analytics

Transcript of The Status of Web Analytics - Poland 2014/2015