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THE STATUS OF WEB ANALYTICS IN
Web Analytics Survey-Study 2013
RUSSIA
Published 02nd July 2013 by Ralf Haberich,
web-analytics-blog.de
Twitter.com/RalfHaberich
RUSSIA
SURVEY METHODOLOGY
• CONDUCTED BETWEEN 28 March AND 10 May 2013
– Online using a software provided by freepoll.com
• PARTICIPANTS WERE RECRUITED ONLINE VIA
– Business platforms
– Online advertising
– Direct approach
• TOTAL SAMPLE SIZE WAS n = 38
• CONDUCTED BETWEEN 28 March AND 10 May 2013
– Online using a software provided by freepoll.com
• PARTICIPANTS WERE RECRUITED ONLINE VIA
– Business platforms
– Online advertising
– Direct approach
• TOTAL SAMPLE SIZE WAS n = 38
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
THE GOALS OF THIS SURVEY-STUDY
WERE TO CREATE A CLEAR OVERVIEW
OF THE WEB ANALYTIS MARKETING
IN RUSSIA AND FUTURE TRENDS AS
WELL AS COMPARISON 2012 vs 2013.
THE GOALS OF THIS SURVEY-STUDY
WERE TO CREATE A CLEAR OVERVIEW
OF THE WEB ANALYTIS MARKETING
IN RUSSIA AND FUTURE TRENDS AS
WELL AS COMPARISON 2012 vs 2013.
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
EXECUTIVE SUMMARY
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
EXECUTIVE SUMMARY
• RUSSIAN MARKET IS ONE OF THE FASTEST GROWING
MARKETS IN ONLINE MARKETING
• USAGE OF WEB ANALYTICS IS VERY WIDELY SPREAD
• GOOGLE ANALYTICS MARKET SHARE DECREASING
• ADOBE & WEBTREKK WINNING MARKET SHARES
• TRUST IN FREE TOOLS IS DECREASING
• ANALYTICS GETS A C-LEVEL PRIORITY
• RUSSIAN MARKET IS ONE OF THE FASTEST GROWING
MARKETS IN ONLINE MARKETING
• USAGE OF WEB ANALYTICS IS VERY WIDELY SPREAD
• GOOGLE ANALYTICS MARKET SHARE DECREASING
• ADOBE & WEBTREKK WINNING MARKET SHARES
• TRUST IN FREE TOOLS IS DECREASING
• ANALYTICS GETS A C-LEVEL PRIORITY
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
EXECUTIVE SUMMARY
• MORE AGENCIES & EXTERNAL SOURCES ARE ACTIVE TO
SUPPORT WITH ANALYTICS KNOWLEDGE
• ABOUT 70% PROVE ANALYTICS TO BE IMPORTANT OR
VERY IMPORTANT
• CAMPAIGN ANALYSIS & WEBSITE OPTIMIZATION ARE
KEY TASKS
• MORE JUNIOR PROFILES MOVE INTO ANALYTICS
• PERSONAL DEVELOPMENT IS A CRITICAL ISSUE
• MORE AGENCIES & EXTERNAL SOURCES ARE ACTIVE TO
SUPPORT WITH ANALYTICS KNOWLEDGE
• ABOUT 70% PROVE ANALYTICS TO BE IMPORTANT OR
VERY IMPORTANT
• CAMPAIGN ANALYSIS & WEBSITE OPTIMIZATION ARE
KEY TASKS
• MORE JUNIOR PROFILES MOVE INTO ANALYTICS
• PERSONAL DEVELOPMENT IS A CRITICAL ISSUE
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
The Conclcusion
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
The Conclcusion
THE CONCLUSION
• REPORTING TO THE CEO WILL BE A CRUCIAL
TASK FOR ANALYTICS MANAGERS
• FREE TOOLS NEED TO JUSTIFY THEIR EXISTENCE
OVER HIGH-END SOLUTIONS
• REQUIREMENTS IN RUSSIAN MARKET CHANGES
RAPIDLY
• REPORTING TO THE CEO WILL BE A CRUCIAL
TASK FOR ANALYTICS MANAGERS
• FREE TOOLS NEED TO JUSTIFY THEIR EXISTENCE
OVER HIGH-END SOLUTIONS
• REQUIREMENTS IN RUSSIAN MARKET CHANGES
RAPIDLY
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
PROFILE OF SURVEY PARTICIPANTS
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
PROFILE OF PARTICIPANTS
Sector of your company?
Media
Agency/Consulting
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
22 %
Travel
Finance
Retail/eCommerce
High Tech/IT
Telecommunications
Other
PROFILE OF PARTICIPANTS
Sector of your company?
22 %
Media
Agency/Consulting
Travel
Finance
Retail/eCommerce
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
22 %
High Tech/IT
Telecommunications
Other
2013
28,5%
2012
Function within the company?
PROFILE OF PARTICIPANTS
Founder
C-Level (CEO, CCO, CMO)
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 10 20 30 40 50
1
C-Level (CEO, CCO, CMO)
Upper Management (Head of, VP)
Middle Management
Junior Management
Function within the company?
PROFILE OF PARTICIPANTS
C-Level (CEO, CCO, CMO)
Founder
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 5 10 15 20 25 30 35 40 45
Junior Management
Middle Management
Upper Management (Head of, VP) 2012
2013
Connection to Web Anaytics?
PROFILE OF PARTICIPANTS
Other
Consultant at Web Analytics Vendor
Individual Web Analytics Consultant
Web Analytics User - Expert - Agency
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 5 10 15 20
1
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 RUSSIA - 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
2012
2013
How long in Web Analytics space?
PROFILE OF PARTICIPANTS
30
35
40
45
52 %
Male
Female
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
Your Gender?
0
5
10
15
20
25
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
52 %
30
35
40
45
2013
2012
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
Your Gender?
2013
0
5
10
15
20
25
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
69%
Male
Female
2012
Employees within your company?
PROFILE OF PARTICIPANTS
31 %
1
2 to 10
11 to 50
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
31 % 11 to 50
51 to 100
101 to 500
501 to 1.000
More than 1.000
Employees within your company?
PROFILE OF PARTICIPANTS
31 %
1
2 to 10
11 to 50
51 to 100
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - 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
22,1%
2012
2013
POSITIONING OF WEB ANALYTICS
WITHIN THE COMPANY
POSITIONING OF WEB ANALYTICS
WITHIN THE COMPANY
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
POSITIONING OF WEB ANALYTICS
Operating in Russia only?
Yes
No
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
Service/Products
online only?
55,2 %
65,5 %
POSITIONING OF WEB ANALYTICS
Operating in Russia only?
55,2 %
Yes
No
65,5 %
2013
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
Service/Products
online only?
55,2 % 65,5 %
60,3%
2012
68,9%
2012
2013
Usage status of Web Analytics?
POSITIONING OF WEB ANALYTICS
Data Collection
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
23 %
Reporting
Analysis
Website Optimization
Business Integration
Business Optimization
Usage status of Web Analytics?
POSITIONING OF WEB ANALYTICS
Data Collection
Reporting
Analysis
2013
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
23 %
Website Optimization
Business Integration
Business Optimization
25,9%
2012
IMPORTANCE OF WEB ANALYTICS
STATUS of WEB ANALYTICS in RUSSIA - 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 RUSSIA - 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
IMPORTANCE OF WEB ANALYTICS
Outcome for your direct work?
Not so important
Not important at all
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - 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 RUSSIA - 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
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 RUSSIA - 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 comparison!
IMPORTANCE OF WEB ANALYTICS
Not so important
Not important at all
STATUS of WEB ANALYTICS in RUSSIA - 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 Company overall
Direct work environment
Purpose of Usage?
IMPORTANCE OF WEB ANALYTICS
20 %
Campaign Analysis
Landing Page Optimization
Customer Segmentation
STATUS of WEB ANALYTICS in RUSSIA - 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
20 %
Campaign Analysis
Landing Page
Optimization
Customer Segmentation
Internal Site Search
Analysis
Conversion Optimization
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
Conversion Optimization
A/B Testing
Multivariate Testing
Enrichment of Data
Business Intelligence
2013 19,2%
2012
Achievements through Analytics?
IMPORTANCE OF WEB ANALYTICS
6
8
10
12
14
16
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0
2
4
Achievements through Analytics?
IMPORTANCE OF WEB ANALYTICS
10
15
20
25
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0
5
2013
2012
WEB ANALYTICS TOOL USAGE
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
WEB ANALYTICS TOOL USAGE
Implemented Analytics solution?
42,3 %
Google Analytics
Other free tool
Adobe
STATUS of WEB ANALYTICS in RUSSA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
42,3 %
Adobe
comScore
Corementrics
Webtrends
Webtrekk
Other
WEB ANALYTICS TOOL USAGE
Implemented Analytics solution?
42,3 %
Google Analytics
Other free tool
Adobe
comScore
Corementrics
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
Corementrics
Webtrends
Webtrekk
Other
44,3%
2012
2013
Regular usage when 2 or more?
WEB ANALYTICS TOOL USAGE
Google Analytics
Other free tool
STATUS of WEB ANALYTICS in RUSSA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
53,8 %
Adobe (Omniture)
Corementrics
Other
Only one tool
Regular usage when 2 or more?
WEB ANALYTICS TOOL USAGE
Google Analytics
Other free tool
Adobe (Omniture)
Corementrics
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
53,8 %
Corementrics
Other
Only one tool
2013
65,5%
2012
Budgetholder dept. location?
WEB ANALYTICS TOOL USAGE
HR
External
Other
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 10 20 30 40 50 60 70
Marketing
Management
IT
Sales
HR
Budgetholder dept. location?
WEB ANALYTICS TOOL USAGE
HR
External
Other
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 10 20 30 40 50 60 70 80
Marketing
Management
IT
Sales
HR
2012
2013
Project Leader dept. location?
WEB ANALYTICS TOOL USAGE
HR
External
Other
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 10 20 30 40 50 60
Marketing
Management
IT
Sales
HR
Project Leader dept. location?
WEB ANALYTICS TOOL USAGE
HR
External
Other
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 10 20 30 40 50 60 70 80
Marketing
Management
IT
Sales
HR
2012
2013
Should Analytics be an own unit?
WEB ANALYTICS TOOL USAGE
Yes
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
69,6 %
Yes
No
Should Analytics be an own unit?
WEB ANALYTICS TOOL USAGE
Yes
2013
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
69,6 %
Yes
No
63,3%
2013
SATISFACTION AND RELIABILITY OF
WEB ANALYTICS
SATISFACTION AND RELIABILITY OF
WEB ANALYTICS
STATUS of WEB ANALYTICS in RUSSIA - 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
STATUS of WEB ANALYTICS in RUSSIA - 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?
60
70
80
90
100
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0
10
20
30
40
50
60
Yes No
2013
2012
Free tool as reliable as paid?
SATISFACTION AND RELIABILITY
40
50
60
70
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0
10
20
30
40
1
Yes
No
Free tool as reliable as paid?
SATISFACTION AND RELIABILITY
40
50
60
70
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0
10
20
30
40
Yes No
2013
2012
Next solution you choose will be?
SATISFACTION AND RELIABILITY
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
56 % Free
Paid
Next solution you choose will be?
SATISFACTION AND RELIABILITY
56 %
Free
Paid
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
56 % Paid
68,5%
2012
2013
PRESENCE VS. FUTURE IN
WEB ANALYTICS
PRESENCE VS. FUTURE IN
WEB ANALYTICS
STATUS of WEB ANALYTICS in RUSSIA - 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
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
0 2 4 6 8 10 12 14 16 18
…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 2013? Planning to…
…reduce Website costs
…increase Online Revenue
…improve Conversion
…implement a High End Web Analytics solution
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - 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
STATUS of WEB ANALYTICS in RUSSIA - 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 2014-2016? Planning to…
PRESENCE VS. FUTURE
…reduce Website costs
…increase Online Revenue
…improve Conversion
…implement a High End Web Analytics solution
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - 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
Where to increase budget?
PRESENCE VS. FUTURE
36 %
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
36 %
Web Analytics tool
Web Analytucs users
Budget will not be inreased
Where to increase budget?
PRESENCE VS. FUTURE
36 %
Web Analytics tool
Web Analytucs users
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
Budget will not be
inreased
54,9%
2012
2013
Still work at Analytics in 5 years?
PRESENCE VS. FUTURE
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
72 %
Yes
No
Not sure
Still work at Analytics in 5 years?
PRESENCE VS. FUTURE
Yes
No
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
72 %
No
Not sure
80,4%
2013
2012
Personal Development given?
PRESENCE VS. FUTURE
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
60 %
Yes
No
Not sure
Personal Development given?
PRESENCE VS. FUTURE
60 %
Yes
No
COMPARISON
2012/2013
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
60 %
No
Not sure
74,5%
2012
2013
Who to report to as Web Analyst?
PRESENCE VS. FUTURE
40
50
60
70
80
STATUS of WEB ANALYTICS in RUSSIA - 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 RUSSIA - 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
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 RUSSIA - 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 RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
STUDY QUOTE
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The reader is free to share or copy or distribute or transmit the work under following
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Haberich, web-analytics-blog.de“
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STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
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STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

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Status of Web Analytics Russia 2013

  • 1. THE STATUS OF WEB ANALYTICS IN Web Analytics Survey-Study 2013 RUSSIA Published 02nd July 2013 by Ralf Haberich, web-analytics-blog.de Twitter.com/RalfHaberich RUSSIA
  • 2. SURVEY METHODOLOGY • CONDUCTED BETWEEN 28 March AND 10 May 2013 – Online using a software provided by freepoll.com • PARTICIPANTS WERE RECRUITED ONLINE VIA – Business platforms – Online advertising – Direct approach • TOTAL SAMPLE SIZE WAS n = 38 • CONDUCTED BETWEEN 28 March AND 10 May 2013 – Online using a software provided by freepoll.com • PARTICIPANTS WERE RECRUITED ONLINE VIA – Business platforms – Online advertising – Direct approach • TOTAL SAMPLE SIZE WAS n = 38 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 3. THE GOALS OF THIS SURVEY-STUDY WERE TO CREATE A CLEAR OVERVIEW OF THE WEB ANALYTIS MARKETING IN RUSSIA AND FUTURE TRENDS AS WELL AS COMPARISON 2012 vs 2013. THE GOALS OF THIS SURVEY-STUDY WERE TO CREATE A CLEAR OVERVIEW OF THE WEB ANALYTIS MARKETING IN RUSSIA AND FUTURE TRENDS AS WELL AS COMPARISON 2012 vs 2013. STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 4. EXECUTIVE SUMMARY STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 5. EXECUTIVE SUMMARY • RUSSIAN MARKET IS ONE OF THE FASTEST GROWING MARKETS IN ONLINE MARKETING • USAGE OF WEB ANALYTICS IS VERY WIDELY SPREAD • GOOGLE ANALYTICS MARKET SHARE DECREASING • ADOBE & WEBTREKK WINNING MARKET SHARES • TRUST IN FREE TOOLS IS DECREASING • ANALYTICS GETS A C-LEVEL PRIORITY • RUSSIAN MARKET IS ONE OF THE FASTEST GROWING MARKETS IN ONLINE MARKETING • USAGE OF WEB ANALYTICS IS VERY WIDELY SPREAD • GOOGLE ANALYTICS MARKET SHARE DECREASING • ADOBE & WEBTREKK WINNING MARKET SHARES • TRUST IN FREE TOOLS IS DECREASING • ANALYTICS GETS A C-LEVEL PRIORITY STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 6. EXECUTIVE SUMMARY • MORE AGENCIES & EXTERNAL SOURCES ARE ACTIVE TO SUPPORT WITH ANALYTICS KNOWLEDGE • ABOUT 70% PROVE ANALYTICS TO BE IMPORTANT OR VERY IMPORTANT • CAMPAIGN ANALYSIS & WEBSITE OPTIMIZATION ARE KEY TASKS • MORE JUNIOR PROFILES MOVE INTO ANALYTICS • PERSONAL DEVELOPMENT IS A CRITICAL ISSUE • MORE AGENCIES & EXTERNAL SOURCES ARE ACTIVE TO SUPPORT WITH ANALYTICS KNOWLEDGE • ABOUT 70% PROVE ANALYTICS TO BE IMPORTANT OR VERY IMPORTANT • CAMPAIGN ANALYSIS & WEBSITE OPTIMIZATION ARE KEY TASKS • MORE JUNIOR PROFILES MOVE INTO ANALYTICS • PERSONAL DEVELOPMENT IS A CRITICAL ISSUE STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 7. The Conclcusion STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de The Conclcusion
  • 8. THE CONCLUSION • REPORTING TO THE CEO WILL BE A CRUCIAL TASK FOR ANALYTICS MANAGERS • FREE TOOLS NEED TO JUSTIFY THEIR EXISTENCE OVER HIGH-END SOLUTIONS • REQUIREMENTS IN RUSSIAN MARKET CHANGES RAPIDLY • REPORTING TO THE CEO WILL BE A CRUCIAL TASK FOR ANALYTICS MANAGERS • FREE TOOLS NEED TO JUSTIFY THEIR EXISTENCE OVER HIGH-END SOLUTIONS • REQUIREMENTS IN RUSSIAN MARKET CHANGES RAPIDLY STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 9. PROFILE OF SURVEY PARTICIPANTS STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 10. PROFILE OF PARTICIPANTS Sector of your company? Media Agency/Consulting STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 22 % Travel Finance Retail/eCommerce High Tech/IT Telecommunications Other
  • 11. PROFILE OF PARTICIPANTS Sector of your company? 22 % Media Agency/Consulting Travel Finance Retail/eCommerce COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 22 % High Tech/IT Telecommunications Other 2013 28,5% 2012
  • 12. Function within the company? PROFILE OF PARTICIPANTS Founder C-Level (CEO, CCO, CMO) STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 1 C-Level (CEO, CCO, CMO) Upper Management (Head of, VP) Middle Management Junior Management
  • 13. Function within the company? PROFILE OF PARTICIPANTS C-Level (CEO, CCO, CMO) Founder COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 30 35 40 45 Junior Management Middle Management Upper Management (Head of, VP) 2012 2013
  • 14. Connection to Web Anaytics? PROFILE OF PARTICIPANTS Other Consultant at Web Analytics Vendor Individual Web Analytics Consultant Web Analytics User - Expert - Agency STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 1 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 RUSSIA - 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 2012 2013
  • 16. How long in Web Analytics space? PROFILE OF PARTICIPANTS 30 35 40 45 52 % Male Female STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Your Gender? 0 5 10 15 20 25 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 52 % 30 35 40 45 2013 2012 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Your Gender? 2013 0 5 10 15 20 25 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 69% Male Female 2012
  • 18. Employees within your company? PROFILE OF PARTICIPANTS 31 % 1 2 to 10 11 to 50 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 31 % 11 to 50 51 to 100 101 to 500 501 to 1.000 More than 1.000
  • 19. Employees within your company? PROFILE OF PARTICIPANTS 31 % 1 2 to 10 11 to 50 51 to 100 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - 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 22,1% 2012 2013
  • 20. POSITIONING OF WEB ANALYTICS WITHIN THE COMPANY POSITIONING OF WEB ANALYTICS WITHIN THE COMPANY STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 21. POSITIONING OF WEB ANALYTICS Operating in Russia only? Yes No STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Service/Products online only? 55,2 % 65,5 %
  • 22. POSITIONING OF WEB ANALYTICS Operating in Russia only? 55,2 % Yes No 65,5 % 2013 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Service/Products online only? 55,2 % 65,5 % 60,3% 2012 68,9% 2012 2013
  • 23. Usage status of Web Analytics? POSITIONING OF WEB ANALYTICS Data Collection STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 23 % Reporting Analysis Website Optimization Business Integration Business Optimization
  • 24. Usage status of Web Analytics? POSITIONING OF WEB ANALYTICS Data Collection Reporting Analysis 2013 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 23 % Website Optimization Business Integration Business Optimization 25,9% 2012
  • 25. IMPORTANCE OF WEB ANALYTICS STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 26. IMPORTANCE OF WEB ANALYTICS Outcome for your direct work? Not so important Not important at all STATUS of WEB ANALYTICS in RUSSIA - 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
  • 27. IMPORTANCE OF WEB ANALYTICS Outcome for your direct work? Not so important Not important at all COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - 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
  • 28. Outcome for your company at all? IMPORTANCE OF WEB ANALYTICS Not so important Not important at all STATUS of WEB ANALYTICS in RUSSIA - 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
  • 29. 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 RUSSIA - 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
  • 30. Outcome comparison! IMPORTANCE OF WEB ANALYTICS Not so important Not important at all STATUS of WEB ANALYTICS in RUSSIA - 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 Company overall Direct work environment
  • 31. Purpose of Usage? IMPORTANCE OF WEB ANALYTICS 20 % Campaign Analysis Landing Page Optimization Customer Segmentation STATUS of WEB ANALYTICS in RUSSIA - 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 20 % Campaign Analysis Landing Page Optimization Customer Segmentation Internal Site Search Analysis Conversion Optimization COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Conversion Optimization A/B Testing Multivariate Testing Enrichment of Data Business Intelligence 2013 19,2% 2012
  • 33. Achievements through Analytics? IMPORTANCE OF WEB ANALYTICS 6 8 10 12 14 16 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 2 4
  • 34. Achievements through Analytics? IMPORTANCE OF WEB ANALYTICS 10 15 20 25 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 2013 2012
  • 35. WEB ANALYTICS TOOL USAGE STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 36. WEB ANALYTICS TOOL USAGE Implemented Analytics solution? 42,3 % Google Analytics Other free tool Adobe STATUS of WEB ANALYTICS in RUSSA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 42,3 % Adobe comScore Corementrics Webtrends Webtrekk Other
  • 37. WEB ANALYTICS TOOL USAGE Implemented Analytics solution? 42,3 % Google Analytics Other free tool Adobe comScore Corementrics COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Corementrics Webtrends Webtrekk Other 44,3% 2012 2013
  • 38. Regular usage when 2 or more? WEB ANALYTICS TOOL USAGE Google Analytics Other free tool STATUS of WEB ANALYTICS in RUSSA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 53,8 % Adobe (Omniture) Corementrics Other Only one tool
  • 39. Regular usage when 2 or more? WEB ANALYTICS TOOL USAGE Google Analytics Other free tool Adobe (Omniture) Corementrics COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 53,8 % Corementrics Other Only one tool 2013 65,5% 2012
  • 40. Budgetholder dept. location? WEB ANALYTICS TOOL USAGE HR External Other STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 60 70 Marketing Management IT Sales HR
  • 41. Budgetholder dept. location? WEB ANALYTICS TOOL USAGE HR External Other COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 60 70 80 Marketing Management IT Sales HR 2012 2013
  • 42. Project Leader dept. location? WEB ANALYTICS TOOL USAGE HR External Other STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 60 Marketing Management IT Sales HR
  • 43. Project Leader dept. location? WEB ANALYTICS TOOL USAGE HR External Other COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 60 70 80 Marketing Management IT Sales HR 2012 2013
  • 44. Should Analytics be an own unit? WEB ANALYTICS TOOL USAGE Yes STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 69,6 % Yes No
  • 45. Should Analytics be an own unit? WEB ANALYTICS TOOL USAGE Yes 2013 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 69,6 % Yes No 63,3% 2013
  • 46. SATISFACTION AND RELIABILITY OF WEB ANALYTICS SATISFACTION AND RELIABILITY OF WEB ANALYTICS STATUS of WEB ANALYTICS in RUSSIA - 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 STATUS of WEB ANALYTICS in RUSSIA - 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? 60 70 80 90 100 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 60 Yes No 2013 2012
  • 49. Free tool as reliable as paid? SATISFACTION AND RELIABILITY 40 50 60 70 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 1 Yes No
  • 50. Free tool as reliable as paid? SATISFACTION AND RELIABILITY 40 50 60 70 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 Yes No 2013 2012
  • 51. Next solution you choose will be? SATISFACTION AND RELIABILITY STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 56 % Free Paid
  • 52. Next solution you choose will be? SATISFACTION AND RELIABILITY 56 % Free Paid COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 56 % Paid 68,5% 2012 2013
  • 53. PRESENCE VS. FUTURE IN WEB ANALYTICS PRESENCE VS. FUTURE IN WEB ANALYTICS STATUS of WEB ANALYTICS in RUSSIA - 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 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 2 4 6 8 10 12 14 16 18 …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 2013? Planning to… …reduce Website costs …increase Online Revenue …improve Conversion …implement a High End Web Analytics solution COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - 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 STATUS of WEB ANALYTICS in RUSSIA - 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 2014-2016? Planning to… PRESENCE VS. FUTURE …reduce Website costs …increase Online Revenue …improve Conversion …implement a High End Web Analytics solution COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - 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
  • 58. Where to increase budget? PRESENCE VS. FUTURE 36 % STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 36 % Web Analytics tool Web Analytucs users Budget will not be inreased
  • 59. Where to increase budget? PRESENCE VS. FUTURE 36 % Web Analytics tool Web Analytucs users COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Budget will not be inreased 54,9% 2012 2013
  • 60. Still work at Analytics in 5 years? PRESENCE VS. FUTURE STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 72 % Yes No Not sure
  • 61. Still work at Analytics in 5 years? PRESENCE VS. FUTURE Yes No COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 72 % No Not sure 80,4% 2013 2012
  • 62. Personal Development given? PRESENCE VS. FUTURE STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 60 % Yes No Not sure
  • 63. Personal Development given? PRESENCE VS. FUTURE 60 % Yes No COMPARISON 2012/2013 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 60 % No Not sure 74,5% 2012 2013
  • 64. Who to report to as Web Analyst? PRESENCE VS. FUTURE 40 50 60 70 80 STATUS of WEB ANALYTICS in RUSSIA - 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 RUSSIA - 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. 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 RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 67. 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 RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 68. 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 RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 69. THANK YOU. STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de