THE STATUS OF WEB ANALYTICS IN
Web Analytics Survey-Study 2013
POLAND
Published by Ralf Haberich & Bluerank
POLAND
SURVEY METHODOLOGY
• CONDUCTED BETWEEN 29 April AND 17 June 2013
– Online using a software provided by firepoll.de
• PARTI...
GOALS OF THIS SURVEY-STUDY
WERE TO CREATE A CLEAR
OVERVIEW OF
WEB ANALYTIS IN POLAND,
FUTURE TRENDS &
Comparison 2012 vs. ...
EXECUTIVE SUMMARY
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytic...
EXECUTIVE SUMMARY
• MORE YOUNG PEOPLE CHOOSE ANALYTICS AS JOB
• USAGE OF ANALYTICS ALMOST UNCHANGED
• REDUCTION OF ONLINE ...
EXECUTIVE SUMMARY
• MORE YOUNG PEOPLE CHOOSE ANALYTICS AS JOB
• USAGE OF ANALYTICS ALMOST UNCHANGED
• REDUCTION OF ONLINE ...
The ConclcusionThe Conclcusion
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www...
THE CONCLUSION
• POLAND MOVING TO A HIGHLY EDUCATED ANALYTICS
COUNTRY
• INSIGHTS THROUGH ANALYTICS IMPROVE WHOLE
COMPANY P...
PROFILE OF SURVEY PARTICIPANTS
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www...
PROFILE OF PARTICIPANTS
Sector of your company?
Media
Agency/Consulting
Automotive
Travel
STATUS of WEB ANALYTICS in POLAN...
PROFILE OF PARTICIPANTS
COMPARISON
Media
Media
Agency/Consulting
Automotive
Travel
Finance
Retail/eCommerce
COMPARISON
201...
Function within the company?
PROFILE OF PARTICIPANTS
Founder
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberic...
Function within the company?
PROFILE OF PARTICIPANTS
COMPARISON
C-Level (CEO, CCO, CMO)
Founder
COMPARISON
2012/2013
STATU...
Connection to Web Anaytics?
PROFILE OF PARTICIPANTS
Other
Sales Representative at Web Analytics Vendor
Consultant at Web A...
Connection to Web Anaytics?
PROFILE OF PARTICIPANTS
Individual Web Analytics Consultant
Consultant at Web Analytics Vendor...
How long in Web Analytics space?
PROFILE OF PARTICIPANTS
30,0
35,0
40,0
36,5 %
STATUS of WEB ANALYTICS in POLAND - STUDY 2...
How long in Web Analytics space?
PROFILE OF PARTICIPANTS
30
35
40
45
50
2013
COMPARISON
2012/2013
STATUS of WEB ANALYTICS ...
Your Gender?
PROFILE OF PARTICIPANTS
2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics E...
Employees within your company?
PROFILE OF PARTICIPANTS
1
2 to 10
11 to 50
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 ©...
Employees within your company?
PROFILE OF PARTICIPANTS
COMPARISON
1
2 to 10
11 to 50
1
2 to 10
11 to 50
COMPARISON
2012/20...
POSITIONING OF WEB ANALYTICS
WITHIN THE COMPANY
POSITIONING OF WEB ANALYTICS
WITHIN THE COMPANY
STATUS of WEB ANALYTICS in...
POSITIONING OF WEB ANALYTICS
Operating in Poland only?
Service/Products
online only?
Yes
Service/Products
online only?
STA...
POSITIONING OF WEB ANALYTICS
Operating in Poland only?
Yes
No 56,8 %
2013 2013
COMPARISON
2012/2013
Service/Products
onlin...
Usage status of Web Analytics?
POSITIONING OF WEB ANALYTICS
Data Collection
Reporting
STATUS of WEB ANALYTICS in POLAND - ...
Usage status of Web Analytics?
POSITIONING OF WEB ANALYTICS
Data Collection
Reporting
Analysis
Website Optimization
Busine...
IMPORTANCE OF WEB ANALYTICS
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.we...
IMPORTANCE OF WEB ANALYTICS
Outcome for your direct work?
Not so important
Not important at all
STATUS of WEB ANALYTICS in...
IMPORTANCE OF WEB ANALYTICS
Outcome for your direct work?
Not so important
Not important at all
COMPARISON
2012/2013
STATU...
Outcome for your company at all?
IMPORTANCE OF WEB ANALYTICS
Not so important
Not important at all
STATUS of WEB ANALYTICS...
Outcome for your company at all?
IMPORTANCE OF WEB ANALYTICS
Not so important
Not important at all
COMPARISON
2012/2013
ST...
Purpose of Usage?
IMPORTANCE OF WEB ANALYTICS
Campaign Analysis
Landing Page Optimization
Customer Segmentation
17,9 %
STA...
Purpose of Usage?
IMPORTANCE OF WEB ANALYTICS
Campaign Analysis
Landing Page Optimization
Customer Segmentation
Internal S...
Achievements through Analytics?
IMPORTANCE OF WEB ANALYTICS
6
8
10
12
14
16
18
20
17,5 %
STATUS of WEB ANALYTICS in POLAND...
Achievements through Analytics?
IMPORTANCE OF WEB ANALYTICS
6
8
10
12
14
16
18
20
COMPARISON
2012/2013
STATUS of WEB ANALY...
WEB ANALYTICS TOOL USAGE
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-a...
WEB ANALYTICS TOOL USAGE
Implemented Analytics solution?
Google Analytics
Other free tool
Adobe
STATUS of WEB ANALYTICS in...
WEB ANALYTICS TOOL USAGE
Implemented Analytics solution?
Google Analytics
Other free tool
Adobe
AT Internet
comScore
56,
C...
Regular usage when 2 or more?
WEB ANALYTICS TOOL USAGE
Google Analytics
Other free tool
Adobe
STATUS of WEB ANALYTICS in P...
Regular usage when 2 or more?
WEB ANALYTICS TOOL USAGE
Google Analytics
Other free tool
Adobe
AT Internet
comScore
Coremen...
Budgetholder dept. location?
WEB ANALYTICS TOOL USAGE
HR
External
Other
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © R...
Budgetholder dept. location?
WEB ANALYTICS TOOL USAGE
HR
External
Other
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in PO...
Project Leader dept. location?
WEB ANALYTICS TOOL USAGE
HR
External
Other
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 ©...
Project Leader dept. location?
WEB ANALYTICS TOOL USAGE
HR
External
Other
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in ...
Should Analytics be an own unit?
WEB ANALYTICS TOOL USAGE
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich |...
Should Analytics be an own unit?
WEB ANALYTICS TOOL USAGE
Yes
2013
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND ...
SATISFACTION AND RELIABILITY OF
WEB ANALYTICS
SATISFACTION AND RELIABILITY OF
WEB ANALYTICS
STATUS of WEB ANALYTICS in POL...
SATISFACTION AND RELIABILITY
Do you trust the Analytics data?
70
80
90
100
Yes
92,5 %
STATUS of WEB ANALYTICS in POLAND - ...
SATISFACTION AND RELIABILITY
Do you trust the Analytics data?
80
100
120
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in P...
Free tool as reliable as paid?
SATISFACTION AND RELIABILITY
60
70
80
90
Yes
78,3 %
STATUS of WEB ANALYTICS in POLAND - STU...
Free tool as reliable as paid?
SATISFACTION AND RELIABILITY
60
70
80
90
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in PO...
Next solution you choose will be?
SATISFACTION AND RELIABILITY
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haber...
Next solution you choose will be?
SATISFACTION AND RELIABILITY
Free
57,4 %
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in...
PRESENCE VS. FUTURE IN
WEB ANALYTICS
PRESENCE VS. FUTURE IN
WEB ANALYTICS
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 ©...
PRESENCE VS. FUTURE
Focus in 2013? Planning to…
…reduce Website costs
…increase Online Revenue
…improve Conversion
…implem...
PRESENCE VS. FUTURE
Focus in 2012/13? Planning to…
20,9 %
…reduce Website costs
…increase Online Revenue
…improve Conversi...
Focus in 2014-2016? Planning to…
PRESENCE VS. FUTURE
…reduce Website costs
…increase Online Revenue
…improve Conversion
…i...
Focus in 2013-2015/2014-2016? Planning to…
PRESENCE VS. FUTURE
…reduce Website costs
…increase Online Revenue
…improve Con...
Where to increase budget?
PRESENCE VS. FUTURE
Web Analytics tool
35,5 %
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © R...
Where to increase budget?
PRESENCE VS. FUTURE
Web Analytics tool
Web Analytics users
Budget will not be inreased
35,5 %
CO...
Still work at Analytics in 5 years?
PRESENCE VS. FUTURE
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | W...
Still work at Analytics in 5 years?
PRESENCE VS. FUTURE
Yes
Not sure
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAN...
Personal Development given?
PRESENCE VS. FUTURE
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analy...
Personal Development given?
PRESENCE VS. FUTURE
Yes
No
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND - STUDY 2013...
Who to report to as Web Analyst?
PRESENCE VS. FUTURE
64,5 %
40
50
60
70
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © R...
Who to report to as Web Analyst?
PRESENCE VS. FUTURE
50
60
70
80
90
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in POLAND...
2012 VS. 2013 IN
WEB ANALYTICS
2012 VS. 2013 IN
WEB ANALYTICS
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberi...
ACKNOWLEDGEMENT
THANKS TO ALL PARTICIPANTS THAT HAVE BEEN
SPENDING THEIR TIME AND KNOWLEDGE TO SHARE
CURRENT STATUS OF THE...
CONTACT
RALF HABERICH.
blogger, author, co-chairman / mail@ralf-haberich.de / twitter.com/ralfhaberich
WWW.RALF-HABERICH.D...
STUDY QUOTE
This report is licensed under
creative commons attribution noncommercial license
*
The reader is free to share...
THANK YOU.
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog....
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Status of Web Analytics in Poland 2013

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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.

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Status of Web Analytics in Poland 2013

  1. 1. THE STATUS OF WEB ANALYTICS IN Web Analytics Survey-Study 2013 POLAND Published by Ralf Haberich & Bluerank POLAND
  2. 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. 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. 4. EXECUTIVE SUMMARY STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  5. 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. 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. 7. The ConclcusionThe Conclcusion STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  8. 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. 9. PROFILE OF SURVEY PARTICIPANTS STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  10. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 26. IMPORTANCE OF WEB ANALYTICS STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  27. 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. 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. 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. 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. 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. 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. 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. 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. 35. WEB ANALYTICS TOOL USAGE STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  36. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 70. THANK YOU. STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

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