The Status of Web Analytics - Poland 2014/2015

POLAND WEB ANALYTICS 2014 ! © Webtrekk GmbH!
Web Analytics !
Survey-Study !
2014!
POLAND!
1!

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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! 2!
3!
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3!
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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!
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. !
. !
3!
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.!
4!

EXECUTIVE SUMMARY
5!

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
6!
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
7!

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
8!

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!
!
!
!
!
9!

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.!
10!
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.!
!
!
!
!
!
! 11!
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. !
!
!
12!
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.!
!
!
!
!
!
!
!
13!
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.!
!
!
!
!
!
!
!
!
!
!
!
14!
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. !
15!
…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
16!

PROFILE OF SURVEY
PARTICIPANTS
17!

Proﬁle of Participants!
18!
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!
19!
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!

20!
FUNCTION WITHIN THE COMPANY?
0! 5! 10! 15! 20! 25!
Founder!
C-Level (CEO, CCO, CMO)!
Upper Management (Head of,
VP)!
Middle Management!
Junior Management!

Proﬁle of Participants Comparison!
21!
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!
2013!

22!
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!
23!
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!

24!
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!

25!
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!

26!
YOUR GENDER?
81%!
19%!
Male

Female

2014!
80%!
20%!
Male!
Female!
2013!

27!
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!

28!
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
29!

Positioning of Web Analytics!
30!
OPERATING IN POLAND ONLY?
16%!
84%!
Yes!
No!

Positioning of Web Analytics:
Comparison!
31!
OPERATING IN POLAND ONLY?
16%!
84%!
Yes!
No!
41%!
59%!
Yes!
No!
2014!
2013!

32!
USAGE STATUS OF WEB ANALYTICS?
15%!
19%!
20%!
17%!
11%!
18%!
Data Collection!
Reporting!
Analysis!
Website Optimization!
Business Integration!
Business Optimization!

33!
USAGE STATUS OF WEB ANALYTICS?
15%!
19%!
20%!
17%!
11%!
18%!
Data Collection!
Reporting!
Analysis!
16%!
20%!
24%!
22%!
5%!
12%!
Data Collection!
Reporting!
Analysis!
2014!
2013!

IMPORTANCE OF WEB
ANALYTICS
34!

Importance of Web Analytics!
35!
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!
36!
OUTCOME FOR YOUR DIRECT NETWORK?
Very important!
Important!
Not so important!
2014!
2013!

37!
OUTCOME FOR YOUR COMPANY AT ALL?
31.3%!
40.6%!
15.6%!
12.5%!
0%!
Very important!
Important!
Not so important!

Comparison!
38!
OUTCOME FOR YOUR COMPANY AT ALL?
Very important!
Important!
Not so important!
2014!
2013!

39!
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!

Comparison!
40!
PURPOSE OF USAGE?
18%!
12%!
12%!
6%!13%!
12%!
6%!
8%!
13%!
Campaign Analysis!
A/B Testing!
Enrichment of Data!
18%!
15%!
13%!
10%!
17%!
9%!
4%! 5%!
9%!
Campaign Analysis!
A/B Testing!
Enrichment of Data!
2014!
2013!

41!
ACHIEVEMENTS THROUGH ANALYTICS?
18%!
17%!
12%!
6%!
11%!
8%!
14%!
6%!
9%!

Comparison!
42!
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
43!

Usage of Web Analytics Solutions!
44!
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!
45!
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!

46!
PREFERRED SYSTEM?
(WHEN 2 OR MORE)
41%!
0%!
10%!
4%! 4%! 4%! 4%!
14%!
21%!

Usage of Web Analytics Solutions
Comparison!
47!
PREFERRED SYSTEM?
(WHEN 2 OR MORE)
62%!
0%! 0%! 0%!
2%!
0%! 0%!
36%!
41%!
10%!
3%! 3%! 3%! 3%!
14%!
21%!
2013!
2014!

48!
DEPARTMENT OF THE BUDGET-HOLDER?
58%!
13%!
10%!
15%!
0%!
0%!
5%!
Marketing !
Management!
IT !
Sales!
HR!
External!
Other!

Comparison!
49!
DEPARTMENT OF THE BUDGET-HOLDER?
53%!
22%!
11%!
9%!
5%!
58%!
13%!
10%!
15%!
5%!
Marketing !
Management!
IT !
Sales!
HR!
External!
Other!
2014!
2013!

50!
DEPARTMENT OF THE PROJECT LEADER?
57%!
23%!
8%!
6%!
3%!
0%!
3%!
Marketing !
Management!
IT !
Sales!
HR!
External!
Other!

Comparison!
51!
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!

52!
SHOULD WEB ANALYTICS BE ITS OWN
UNIT?
Yes,!
42%!
No, !
58%!

SATISFACTION AND
RELIABILITY OF WEB
ANALYTICS
53!

Satisfaction and Reliability!
54!
DO YOU TRUST THE ANALYTICS DATA?
87%!
13%!
Yes! No!

Satisfaction and Reliability:
Comparison!
55!
DO YOU TRUST THE ANALYTICS DATA?
93%!
7%!
87%!
13%!
Yes! No!
2013!
2014!

56!
FREE TOOL AS RELIABLE AS PAID?
77%!
23%!
Yes! No!

Satisfaction and Reliability:
Comparison!
57!
FREE TOOL AS RELIABLE AS PAID?
82%!
18%!
77%!
23%!
Yes! No!
2013!
2014!

58!
NEXT SOLUTION: FREE OR PAID?
Free!
47%!
Paid!
53%!

PRESENT V. FUTURE
IN WEB ANALYTICS
59!

Present v. Future in Web Analytics!
60!
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!
…implement a High End Web Analytics solution!

Present v. Future in Web Analytics:
Comparison!
61!
FOCUS IN CURRENT YEAR?
…implement a High End Web Analytics
solution!
2014!
2013!

Present v. Future in Web Analytics!
62!
FOCUS IN NEXT 2-3 YEARS?
15%!
12%!
8%!
7%!
7%!
8%!
17%!
19%!
7%!
…implement a High End Web Analytics solution!

Present v. Future in Web Analytics
Comparison!
63!
FOCUS IN NEXT 2-3 YEARS?
…hire new people for Web Analytics
team!
…implement a High End Web Analytics
solution!
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!
!
64!
ABOUT BLUERANK!

The Status of Web Analytics - Poland 2014/2015

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