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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
• 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
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
EXECUTIVE SUMMARY
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
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
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
The ConclcusionThe Conclcusion
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
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
PROFILE OF SURVEY PARTICIPANTS
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
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 %
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
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 %
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
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
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
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
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
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
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 %
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
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
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 %
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
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 %
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
IMPORTANCE OF WEB ANALYTICS
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
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 %
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
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 %
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
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
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
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
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
WEB ANALYTICS TOOL USAGE
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
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 %
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 %
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 %
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
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 %
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
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 %
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
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 %
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
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
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
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
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
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
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 %
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
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
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
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
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
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
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 %
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
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
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
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
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
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
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
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
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
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
STUDY QUOTE
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STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
THANK YOU.
STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

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Status of Web Analytics in Poland 2013

  • 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 %
  • 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