The survey for 2014 is online. Join now: www.bit.ly/Poland21014 Web Analytics Study for Polish Market - 2013 overview plus comparison between 2012 and 2013. Interesting insights about Web Analytics Market in Poland. Survey by Ralf Haberich (Analytics-Blogger, Speaker & Author) and Bluerank.

1. THE STATUS OF WEB ANALYTICS IN
Web Analytics Survey-Study 2013
POLAND
Published by Ralf Haberich & Bluerank
POLAND

2. SURVEY METHODOLOGY
• CONDUCTED BETWEEN 29 April AND 17 June 2013
– Online using a software provided by firepoll.de
• PARTICIPANTS WERE RECRUITED ONLINE
– Business platforms
– Online advertising
– Direct approach
• TOTAL SAMPLE SIZE WAS n =82
• CONDUCTED BETWEEN 29 April AND 17 June 2013
– Online using a software provided by firepoll.de
• PARTICIPANTS WERE RECRUITED ONLINE
– Business platforms
– Online advertising
– Direct approach
• TOTAL SAMPLE SIZE WAS n =82
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

3. GOALS OF THIS SURVEY-STUDY
WERE TO CREATE A CLEAR
OVERVIEW OF
WEB ANALYTIS IN POLAND,
FUTURE TRENDS &
Comparison 2012 vs. 2013.
GOALS OF THIS SURVEY-STUDY
WERE TO CREATE A CLEAR
OVERVIEW OF
WEB ANALYTIS IN POLAND,
FUTURE TRENDS &
Comparison 2012 vs. 2013.
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

4. EXECUTIVE SUMMARY
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

5. EXECUTIVE SUMMARY
• MORE YOUNG PEOPLE CHOOSE ANALYTICS AS JOB
• USAGE OF ANALYTICS ALMOST UNCHANGED
• REDUCTION OF ONLINE MARKETING BUDGET THROUGH
ANALYTICS
• GOOGLE ANALYTICS STILL THE MOST USED TOOL
• DECISION TO USE A PAID SOLUTION IN THE FUTURE
• REPORTING TO CEO INCREASES
• MORE YOUNG PEOPLE CHOOSE ANALYTICS AS JOB
• USAGE OF ANALYTICS ALMOST UNCHANGED
• REDUCTION OF ONLINE MARKETING BUDGET THROUGH
ANALYTICS
• GOOGLE ANALYTICS STILL THE MOST USED TOOL
• DECISION TO USE A PAID SOLUTION IN THE FUTURE
• REPORTING TO CEO INCREASES
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

6. EXECUTIVE SUMMARY
• MORE YOUNG PEOPLE CHOOSE ANALYTICS AS JOB
• USAGE OF ANALYTICS ALMOST UNCHANGED
• REDUCTION OF ONLINE MARKETING BUDGET THROUGH
ANALYTICS
• GOOGLE ANALYTICS STILL THE MOST USED TOOL
• DECISION TO USE A PAID SOLUTION IN THE FUTURE
• REPORTING TO CEO INCREASES
• MORE YOUNG PEOPLE CHOOSE ANALYTICS AS JOB
• USAGE OF ANALYTICS ALMOST UNCHANGED
• REDUCTION OF ONLINE MARKETING BUDGET THROUGH
ANALYTICS
• GOOGLE ANALYTICS STILL THE MOST USED TOOL
• DECISION TO USE A PAID SOLUTION IN THE FUTURE
• REPORTING TO CEO INCREASES
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

7. The ConclcusionThe Conclcusion
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

8. THE CONCLUSION
• POLAND MOVING TO A HIGHLY EDUCATED ANALYTICS
COUNTRY
• INSIGHTS THROUGH ANALYTICS IMPROVE WHOLE
COMPANY PERFORMANCE - PAGEIMPRESSIONS NO
LONGER A KEY PRIORITY
• CHANGE IN ORGANISATION WILL ENABLE NEW
PERFORMANCE - COMPETENT CONSULTANTS ARE KEY
TO SUCCESS
• ANALYTICS IS A VERY ATTRACTIVE JOB ENVIRONMENT
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
• POLAND MOVING TO A HIGHLY EDUCATED ANALYTICS
COUNTRY
• INSIGHTS THROUGH ANALYTICS IMPROVE WHOLE
COMPANY PERFORMANCE - PAGEIMPRESSIONS NO
LONGER A KEY PRIORITY
• CHANGE IN ORGANISATION WILL ENABLE NEW
PERFORMANCE - COMPETENT CONSULTANTS ARE KEY
TO SUCCESS
• ANALYTICS IS A VERY ATTRACTIVE JOB ENVIRONMENT

9. PROFILE OF SURVEY PARTICIPANTS
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

10. PROFILE OF PARTICIPANTS
Sector of your company?
Media
Agency/Consulting
Automotive
Travel
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
Travel
Finance
Retail/eCommerce
Government
High Tech/IT
Telecommunications
Other
35,7 %

11. PROFILE OF PARTICIPANTS
COMPARISON
Media
Media
Agency/Consulting
Automotive
Travel
Finance
Retail/eCommerce
COMPARISON
2012/2013
24,7%
Media
Agency/Consulting
Automotive
Travel
Finance
Retail/eCommerce
Government
High Tech/IT
Telecommunications
Other2012
Retail/eCommerce
Government
High Tech/IT
Telecommunications
Other
35,7 %
2013

12. Function within the company?
PROFILE OF PARTICIPANTS
Founder
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 5 10 15 20 25 30 35
1
Founder
C-Level (CEO, CCO, CMO)
Upper Management (Head of, VP)
Middle Management
Junior Management
32,4 %

13. Function within the company?
PROFILE OF PARTICIPANTS
COMPARISON
C-Level (CEO, CCO, CMO)
Founder
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 5 10 15 20 25 30 35
Junior Management
Middle Management
Upper Management (Head of, VP) 2012
2013

14. Connection to Web Anaytics?
PROFILE OF PARTICIPANTS
Other
Sales Representative at Web Analytics Vendor
Consultant at Web Analytics Vendor
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 5 10 15 20 25 30 35
1
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

15. Connection to Web Anaytics?
PROFILE OF PARTICIPANTS
Individual Web Analytics Consultant
Consultant at Web Analytics Vendor
Sales Representative at Web Analytics Vendor
Other
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 5 10 15 20 25 30 35
Web Analytics User - Beginner - as End User
Web Analytics User - Advanced - as End User
Web Analytics User - Expert - as End User
Web Analytics User - Beginner - Agency
Web Analytics User - Advanced - Agency
Web Analytics User - Expert - Agency
Individual Web Analytics Consultant
2012
2013

16. How long in Web Analytics space?
PROFILE OF PARTICIPANTS
30,0
35,0
40,0
36,5 %
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0,0
5,0
10,0
15,0
20,0
25,0
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

17. How long in Web Analytics space?
PROFILE OF PARTICIPANTS
30
35
40
45
50
2013
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0
5
10
15
20
25
30
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
2013
2012

18. Your Gender?
PROFILE OF PARTICIPANTS
2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
85,5 %
Male
Female
91,5 %
2012
2013

19. Employees within your company?
PROFILE OF PARTICIPANTS
1
2 to 10
11 to 50
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
11 to 50
51 to 100
101 to 500
501 to 1.000
More than 1.000
24,3 %

20. Employees within your company?
PROFILE OF PARTICIPANTS
COMPARISON
1
2 to 10
11 to 50
1
2 to 10
11 to 50
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
51 to 100
101 to 500
501 to 1.000
More than 1.000
24,3 %
2013
22,1% 51 to 100
101 to 500
501 to 1.000
More than 1.0002012

21. POSITIONING OF WEB ANALYTICS
WITHIN THE COMPANY
POSITIONING OF WEB ANALYTICS
WITHIN THE COMPANY
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

22. POSITIONING OF WEB ANALYTICS
Operating in Poland only?
Service/Products
online only?
Yes
Service/Products
online only?
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
No
67,6 %
56,8 %

23. POSITIONING OF WEB ANALYTICS
Operating in Poland only?
Yes
No 56,8 %
2013 2013
COMPARISON
2012/2013
Service/Products
online only?
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
No
67,6 %
56,8 %
60,4 %
71,7 %2012
2012

24. Usage status of Web Analytics?
POSITIONING OF WEB ANALYTICS
Data Collection
Reporting
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
Reporting
Analysis
Website Optimization
Business Integration
Business Optimization
24,9 %

25. Usage status of Web Analytics?
POSITIONING OF WEB ANALYTICS
Data Collection
Reporting
Analysis
Website Optimization
Business Integration
2013
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
Business Integration
Business Optimization
24,9 %
23,1%
Data Collection
Reporting
Analysis
Website Optimization
Business Integration
Business Optimization
2012

26. IMPORTANCE OF WEB ANALYTICS
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

27. IMPORTANCE OF WEB ANALYTICS
Outcome for your direct work?
Not so important
Not important at all
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 5 10 15 20 25 30 35 40 45
Very important
Important
Relatively important
39,2 %

28. IMPORTANCE OF WEB ANALYTICS
Outcome for your direct work?
Not so important
Not important at all
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 5 10 15 20 25 30 35 40 45 50
Very important
Important
Relatively important 2012
2013

29. Outcome for your company at all?
IMPORTANCE OF WEB ANALYTICS
Not so important
Not important at all
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 5 10 15 20 25 30 35 40
Very important
Important
Relatively important
36,5 %

30. Outcome for your company at all?
IMPORTANCE OF WEB ANALYTICS
Not so important
Not important at all
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 5 10 15 20 25 30 35 40
Very important
Important
Relatively important 2012
2013

31. Purpose of Usage?
IMPORTANCE OF WEB ANALYTICS
Campaign Analysis
Landing Page Optimization
Customer Segmentation
17,9 %
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
Customer Segmentation
Internal Site Search Analysis
Conversion Optimization
A/B Testing
Multivariate Testing
Enrichment of Data
Business Intelligence

32. Purpose of Usage?
IMPORTANCE OF WEB ANALYTICS
Campaign Analysis
Landing Page Optimization
Customer Segmentation
Internal Site Search Analysis
Conversion Optimization
17,
17,9 %
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
A/B Testing
Multivariate Testing
Enrichment of Data
Business Intelligence
2013
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
2012

33. Achievements through Analytics?
IMPORTANCE OF WEB ANALYTICS
6
8
10
12
14
16
18
20
17,5 %
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0
2
4
6

34. Achievements through Analytics?
IMPORTANCE OF WEB ANALYTICS
6
8
10
12
14
16
18
20
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0
2
4
6
2013
2012

35. WEB ANALYTICS TOOL USAGE
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

36. WEB ANALYTICS TOOL USAGE
Implemented Analytics solution?
Google Analytics
Other free tool
Adobe
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
Adobe
AT Internet
comScore
Corementrics
Webtrends
Webtrekk
Other
56,9 %

37. WEB ANALYTICS TOOL USAGE
Implemented Analytics solution?
Google Analytics
Other free tool
Adobe
AT Internet
comScore
56,
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
comScore
Corementrics
Webtrends
Webtrekk
Other
56,
2013
59,8%
Google Analytics
Other free tool
Adobe
AT Internet
comScore
Corementrics
Webtrends
Webtrekk
Other
2012
56,9 %

38. Regular usage when 2 or more?
WEB ANALYTICS TOOL USAGE
Google Analytics
Other free tool
Adobe
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
AT Internet
comScore
Corementrics
Webtrends
Webtrekk
Other
Only one tool
64,2 %

39. Regular usage when 2 or more?
WEB ANALYTICS TOOL USAGE
Google Analytics
Other free tool
Adobe
AT Internet
comScore
Corementrics
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
Corementrics
Webtrends
Webtrekk
Other
Only one tool
64,2 %
2013
55,1%
Google Analytics
Other free tool
Adobe
AT Internet
comScore
Corementrics
Webtrends
Webtrekk
Other
Only one tool
2012

40. Budgetholder dept. location?
WEB ANALYTICS TOOL USAGE
HR
External
Other
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 10 20 30 40 50 60
Marketing
Management
IT
Sales
HR
52,1 %

41. Budgetholder dept. location?
WEB ANALYTICS TOOL USAGE
HR
External
Other
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 10 20 30 40 50 60
Marketing
Management
IT
Sales
HR
2012
2013

42. Project Leader dept. location?
WEB ANALYTICS TOOL USAGE
HR
External
Other
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 10 20 30 40 50 60
Marketing
Management
IT
Sales
HR
52,4 %

43. Project Leader dept. location?
WEB ANALYTICS TOOL USAGE
HR
External
Other
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 10 20 30 40 50 60
Marketing
Management
IT
Sales
HR
2012
2013

44. Should Analytics be an own unit?
WEB ANALYTICS TOOL USAGE
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
Yes
No
53,1 %

45. Should Analytics be an own unit?
WEB ANALYTICS TOOL USAGE
Yes
2013
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
No
53,1 %
54,1%
Yes
No
2012

46. SATISFACTION AND RELIABILITY OF
WEB ANALYTICS
SATISFACTION AND RELIABILITY OF
WEB ANALYTICS
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

47. SATISFACTION AND RELIABILITY
Do you trust the Analytics data?
70
80
90
100
Yes
92,5 %
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0
10
20
30
40
50
60
1
Yes
No

48. SATISFACTION AND RELIABILITY
Do you trust the Analytics data?
80
100
120
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0
20
40
60
Yes No
2013
2012

49. Free tool as reliable as paid?
SATISFACTION AND RELIABILITY
60
70
80
90
Yes
78,3 %
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0
10
20
30
40
50
1
Yes
No

50. Free tool as reliable as paid?
SATISFACTION AND RELIABILITY
60
70
80
90
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0
10
20
30
40
50
Yes No
2013
2012

51. Next solution you choose will be?
SATISFACTION AND RELIABILITY
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
Free
Paid57,4 %

52. Next solution you choose will be?
SATISFACTION AND RELIABILITY
Free
57,4 %
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
Paid57,4 %
2013
51,1%
2012

53. PRESENCE VS. FUTURE IN
WEB ANALYTICS
PRESENCE VS. FUTURE IN
WEB ANALYTICS
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

54. PRESENCE VS. FUTURE
Focus in 2013? Planning to…
…reduce Website costs
…increase Online Revenue
…improve Conversion
…implement a High End Web Analytics solution
20,9 %
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 5 10 15 20 25
…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

55. PRESENCE VS. FUTURE
Focus in 2012/13? Planning to…
20,9 %
…reduce Website costs
…increase Online Revenue
…improve Conversion
…implement a High End Web Analytics solution
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 5 10 15 20 25
…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
2012
2013

56. Focus in 2014-2016? Planning to…
PRESENCE VS. FUTURE
…reduce Website costs
…increase Online Revenue
…improve Conversion
…implement a High End Web Analytics solution
18,4 %
18 %
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
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

57. Focus in 2013-2015/2014-2016? Planning to…
PRESENCE VS. FUTURE
…reduce Website costs
…increase Online Revenue
…improve Conversion
…implement a High End Web Analytics solution
COMPARISON
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
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
2012
2013

58. Where to increase budget?
PRESENCE VS. FUTURE
Web Analytics tool
35,5 %
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
35,5 %
Web Analytics users
Budget will not be inreased
35,5 %

59. Where to increase budget?
PRESENCE VS. FUTURE
Web Analytics tool
Web Analytics users
Budget will not be inreased
35,5 %
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
35,5 %
Budget will not be inreased
51,1%
2013
2012

60. Still work at Analytics in 5 years?
PRESENCE VS. FUTURE
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
83,9 %
Yes
Not sure

61. Still work at Analytics in 5 years?
PRESENCE VS. FUTURE
Yes
Not sure
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
83,9 %
70,2%
2013
2012

62. Personal Development given?
PRESENCE VS. FUTURE
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
82,3 %
Yes
No
Not sure

63. Personal Development given?
PRESENCE VS. FUTURE
Yes
No
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
82,3 %
Not sure
68,1%
2013
2012

64. Who to report to as Web Analyst?
PRESENCE VS. FUTURE
64,5 %
40
50
60
70
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0
10
20
30
40
Head of Marketing / Chief
Marketing Officer
Head of IT / Chief Inforamtion
Officer / Chief Technology
Officer
CEO Other

65. Who to report to as Web Analyst?
PRESENCE VS. FUTURE
50
60
70
80
90
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0
10
20
30
40
50
Head of Marketing / Chief
Marketing Officer
Head of IT / Chief
Inforamtion Officer / Chief
Technology Officer
CEO Other
2013
2012

66. 2012 VS. 2013 IN
WEB ANALYTICS
2012 VS. 2013 IN
WEB ANALYTICS
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

67. ACKNOWLEDGEMENT
THANKS TO ALL PARTICIPANTS THAT HAVE BEEN
SPENDING THEIR TIME AND KNOWLEDGE TO SHARE
CURRENT STATUS OF THEIR WEB ANALYTICS APPRAISAL.
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

68. CONTACT
RALF HABERICH.
blogger, author, co-chairman / mail@ralf-haberich.de / twitter.com/ralfhaberich
WWW.RALF-HABERICH.DE
RALF HABERICH.
blogger, author, co-chairman / mail@ralf-haberich.de / twitter.com/ralfhaberich
WWW.RALF-HABERICH.DE
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

69. STUDY QUOTE
This report is licensed under
creative commons attribution noncommercial license
*
The reader is free to share or copy or distribute or transmit the work under following
restrictions:
*
You are welcome to quote any part of this report attributing any quoted information to „Ralf
Haberich, web-analytics-blog.de“
*
You may not use this work for commercial purposes
*
You may not alter or transform or build upon this work.
This report is licensed under
creative commons attribution noncommercial license
*
The reader is free to share or copy or distribute or transmit the work under following
restrictions:
*
You are welcome to quote any part of this report attributing any quoted information to „Ralf
Haberich, web-analytics-blog.de“
*
You may not use this work for commercial purposes
*
You may not alter or transform or build upon this work.
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

70. THANK YOU.
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de