Weitere ähnliche Inhalte Ähnlich wie Status of Web Analytics - Survey Turkey 2015 (20) Mehr von Ralf Haberich (15) Kürzlich hochgeladen (20) Status of Web Analytics - Survey Turkey 20152. 2!
FOREWORD…………………………………………!
!
GOALS & METHODOLOGY……………………….!
!
EXECUTIVE SUMMARY……………………………!
!
PROFILE OF PARTICIPANTS…...…………………!
!
IMPORTANCE OF WEB ANALYTICS DATA……...!
!
PURPOSE OF WEB ANALYTCS …………............!
!
USAGE OF WEB ANALYTICS……………………..!
!
ORGANIZATION OF WEB ANALYTICS…………..!
!
OUTLOOK FOR WEB ANALYTICS………………..!
!
APPENDIX……………………………………………!
!
!
!
!
!
!
3!
!
4!
!
5!
!
7!
!
8!
!
9!
!
12!
!
13!
!
15!
!
16!
!
!
!
!
!
!
© Webtrekk GmbH
3. !
!
This survey investigates the
status of Web Analytics in Turkey
in 2015. The intention is to
perform this study year-on-year,
such that the data unveils the
evolution of this status over time.!
!
For more studies like this one,
including this study in other
regions, please visit
www.webtrekk.com. !
!
!
!
!
!
!
3!
FOREWORD!
!
Digital is transforming industries
and disrupting business models.
Change is the new same. !
!
And with change comes a desire
to understand, and a chance to
benefit.!
!
Nowadays, technology is often at
the heart of benefiting from
change. When it comes to digital
business, technology is at a
critical inflection point: what to do
with and how to manage big data. !
!
Web Analytics data is a key piece
to a digital business.
Understanding its implications, not
just within a business, but also its
status within an industry, is telling
of what can and should happen
next. !
!
!
!
!
!
!
© Webtrekk GmbH
4. 4!
Survey Goals!
!
§ Create a clear overview of
Web Analytics in Turkey!
§ Explore future trends!
§ Compare the evolution of the
market year-on-year!
Survey Methodology!
!
§ Business Platforms!
§ Online Advertising!
§ Direct Approach!
§ N = 83!
!
!
!
!
!
!
5. 5!
EXECUTIVE SUMMARY!
!
§ Turkey is in the middle of the Web Analytics maturity curve.
Focus is predominantly Reporting, Analysis, and Website
Optimization. !
!
§ Agencies / Consultancies and Retail / eCommerce
companies are the most mature.
These sectors are beginning to move further along the maturity
model, into business integration and optimization.!
!
§ Google Analytics (free) is the predominant tool used.
However, a lesser percentage of large companies use it, and
instead have begun opting for high-end solutions like Adobe or
Webtrekk.!
§ 1 out of 5 companies have merged their Web Analytics and
Customer Intelligence Teams.
Still 51% either have separate teams that do not work well
together or do not have teams for either department.
!
§ Training will help to enrich the knowledge.
In all hierarchy levels!
!
!
!
!
!
!
!
© Webtrekk GmbH
6. 6!
SURVEY SECTIONS!
!
!
An overview of the results for each section of the
survey can be found on the next pages:!
!
• Profile of Participants!
• Importance of Web Analytics Data!
• Purpose of Web Analytics!
• Usage of Web Analytics!
• Organization of Web Analytics!
• Outlook for Web Analytics!
© Webtrekk GmbH
7. 7!
PROFILE OF PARTICIPANTS!
!
Specialists and Founders made up over
half of all participants, 31% and 20%
respectively.!
!
Role in Company!
!
!
!
!
!
!
!
!
!
!
!
The founder attention to data is not
surprising, following the trend for greater
upper-management attention to data. !
!
At the same time, half of the respondents
have less than 3 years of experience in
Web Analytics, marking a lower level of
market maturity.!
!
Time Working in Web Analytics!
!
!
!
!
!
!
!
!
!
!
!
!
31%,
Specialist!
16%!
13%!
13%!
7%!
20%!
!
!
Still, 21% of respondents have over 8
years of experience in Web Analytics, and
probably constitute early movers in the
industry.!
!
The industry spread was quite
representative, showing a healthy cross-
industry focus on Web Analytics. Retail
and eCommerce industries accounted for
over 20% of respondents, followed closely
by agencies and consultancies, making up
about 18% of respondents.!
!
From a gender perspective, more than
two-thirds of respondents were male,
leaving just under a third female. This
gender gap is common in most markets,
but typically starts to diminish as the
market matures.!
!
Gender!
25%!
12%!
25%!
16%!14%!
7%!
1%!
68%,
Male!
32%!
© Webtrekk GmbH
8. 8!
IMPORTANCE OF WEB
ANALYTICS DATA!
!
Generally speaking, Web Analytics data
was cited as “Important” or “Very
Important” 80% of the time, to both
participants’ direct work and also to the
company. !
!
!
To Participants’ Direct Work!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
To Participants’ Companies!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
What’s interesting is to look at how these
figures break down when isolating only C-
Suite and Founders.!
!
We can see in the graphic below that the
C-Suite perceives Web Analytics data as
more important to the company than to
their direct work.!
!
!
Importance to Company minus
Importance to Direct Work!
!
!
!
!
!
!
!
!
!
!
!
!
The graphic is read, for example, that
Founders & C-Suite see the importance of
Web Analytics to the company as 6%
higher than to their direct work.!
!
+6%! +6%!
-6%!
0%!
-6%!
Very
Important!
!
!
!
!
!
!
Important!
!
!
!
!
!
!
Relatively!
Important!
!
!
!
!
!
!
Not so!
Important!
!
!
!
!
!
!
Not!
Important at
all!
!
!
!
!
!
!
21%!
61%,
Important!
9%!
5%! 4%! Very
important!
Important!
Relatively
important!
Not so
important!
Not
important at
all!
23%!
63%,
Important!
10%!
2%!
2%!
Very
important!
Important!
Relatively
important!
Not so
important!
Not
important at
all!
© Webtrekk GmbH
9. 9!
PURPOSE OF WEB ANALYTICS!
!
A typical Web Analytics maturity curve
follows the path below:!
!
!
!
!
!
!
!
!
When asking participants what they
believe the purpose of Web Analytics to
be in their company, the data reveals their
thinking sits in the middle of this maturity
curve. !
!
Purpose of Web Analytics in the
Company!
!
!
!
!
!
!
!
!
!
!
!
It is helpful to look at this data by role.
Generally speaking, the C-Level &
Founders are higher on the maturity curve
when it comes what they believe the
purpose of Web Analytics to be than are
the specialists. !
!
!
!
!
!
!
!
!
Purpose of Web Analytics in the
Company: By Role!
!
!
!
!
!
!
!
!
!
!
This slight gap may be explained by the
likelihood that specialists are more
tactically- inclined whereas the C-Suite is
more strategic. In other words, Specialists
might see what currently is the purpose
whereas the C-Suite & Founders see what
should be the purpose.!
!
Purpose of Web Analytics to
Participants’ Direct Work!
!
!
!
!
!
!
!
!
!
!
When asking the same question, but with
the focus on the purpose within the
participant’s own work, we see a quite
varied response, which could signify a lack
of clear focus as to how to operationally
apply the data !
to one’s daily activities. !
!
!
Business
Optimization!
!
!
!
!
!
!
Business
Integration!
!
!
!
!
!
!
Website Optimization!
!
!
!
!
!
!
Analysis!
!
!
!
!
!
!
Reporting!
!
!
!
!
!
!
Data
Collection!
!
!
!
!
!
!
16%!
20%!
24%!
17%!
11%! 11%!
Web Analytics
Maturity Curve!
!
!
!
!
!
!
11%!
19%!
23%! 23%!
11%!
13%!
22%!
18%!
22%!
16%!
10%! 10%!
Founder & C-Level!
Specialist!
16%!
11%!
15%!
12%!
16%!
8%!
4%!
10%!
9%!
Campaign Analysis!
Landing Page Optimization!
Customer Segmentation!
Internal Site Search Analysis!
Conversion Optimization!
A/B Testing!
Multivariate Testing!
Data Enrichment!
Business Intelligence!
Web Analytics
Maturity Curve!
!
!
!
!
!
!
© Webtrekk GmbH
10. 10!
PURPOSE OF WEB ANALYTICS (cont’d)!
!
!
The purpose of Web Analytics also varies to some degree by industry.!
!
Purpose of Web Analytics in the Company: By Industry!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
As can be seen above, Agencies / Consultancies and Retail /
eCommerce companies are the first to move further along the maturity
model, as their tail ends show an upward trend towards business
integration and business optimization.!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
0%!
5%!
10%!
15%!
20%!
25%!
30%!
35%!
40%!
45%!
50%!
Agency/Consulting !
Finance!
Hi-Tech / IT!
Media!
Other!
Retail/eCommerce !
Telecom!
Tourism & Travel!
7%!
7%!
14%!
9%!
Data Enrichment!
Business
Intelligence!
Specialist!
Founder / C-Suite!
Likewise, Specialists see the
potential for Web Analytics Data in
their own department to include
Business Intelligence and Data
Enrichment, whereas the C-Suite
sees that less.!
© Webtrekk GmbH
Purpose of Web Analytics to !
Participants’ Direct Work (Extract)!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
11. 11!
PURPOSE OF WEB ANALYTICS (cont’d)!
!
Achievements through Web Analytics vary. An increase in the conversion rate
was cited most frequently. !
!
Achievements through Web Analytics!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
11%!
17%!
10%!
6%!
9%!
12%!
10%!
13%!
12%!
Improved campaign design!
Increase of Conversion Rate!
Increase of customer perception!
Reduction of (Website) Costs!
Reduction of Online Marketing Budget!
Shift of Marketing Budget!
Increase of Online Revenue!
Increase of Page Impressions!
Increase of Brand Awareness & Visibility!
14%!
14%!
13%!
10%!
7%!
7%!
Increase of Online Revenue!
Shift of Marketing Budget!
Reduction of Online
Marketing Budget!
Specialist!
Founder / C-Suite!
!
Below are listed the largest discrepancies among different levels of
the organization for the perceived achievements from Web
Analytics.!
!
Achievements in Web Analytics!
!
!
!
!
!
!
!
!
!
Founders / C-Suite are twice as likely to believe that achievements
in Web Analytics include Reduction of the Online Marketing Budget,
Shifting of the Marketing Budget, and an Increase in Online
Revenue. !
!
!
!© Webtrekk GmbH
12. 12!
USAGE OF WEB ANALYTICS!
!
!
Google Analytics free (GA) is the most
popular Web Analytics tool in Turkey.!
!
Current Web Analytics Solution !
!
!
!
!
!
!
!
!
!
!
!
When looking only at high-end solutions,
we find that the top tools include Yandex,
Other Solutions, Webtrekk, and Google
Analytics Premium. Together these
account for 33% of the market, showing a
healthy margin for investment in Web
Analytics.!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
Most companies still consider their next
solution will be a free solution:!
!
Next Solution: Free or Paid?!
!
!
!
!
!
!
!
!
!
These numbers change to 42% free and
58% paid when looking only at companies
with more than 500 employees.!
!
Despite the tendency for sampling and
aggregating in free tools, 69% of
respondents believe that data from a free
tool is as reliable as data from a paid tool.
And while there is a 10% decrease in this
belief at the C-Level, even a majority of
the C-Level still believes this to be true. !
5%!
1%!
6%!5%!
41%!
7%!
2%!
7%!5%!
11%!8%!
Adobe
ATInternet!
comScore
Coremetrics!
Google
Google
Kissmetrics!
Webtrekk!
Visilabs
Yandex
Other!
2%!
5%!
12%!
5%!
29%!
17%!
2%!
7%!
5%!
12%!
5%!4%!
0%!
2%!
7%!
47%!
0%!
2%!
7%! 7%!
11%!
13%!
Companies > 500 Employees!
Companies < 500 Employees!
Larger companies less likely
to use GA (free) than smaller;
larger opt more for paid
solutions !
!
!
!
!
!
!
!
Current Web Analytics Solution: By Company Size!
It is interesting to look at solution usage for large companies only.
There we see that larger companies are less likely to use GA free
and more likely to opt for paid solutions.!
78%,
Free!
22%!
Paid!
© Webtrekk GmbH
13. 13!
ORGANIZATION OF WEB
ANALYTICS!
!
The need for Web Analytics data is
increasing for companies that want to take
a customer-centric approach. With that,
the working relationship between the Web
Analytics team and the Customer
Intelligence team is being placed under
the microscope.!
!
What was interesting to find is that over
20% of respondents indicated that the
Web Analytics and Customer Intelligence
teams are not separate teams. This could
indicate that companies have recognized
the value of merging them together, or it
could indicate that the teams are not large
enough to stand alone.!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
At the same time, the data shows that
close to 40% of respondents do not have
a Web Analytics nor a Customer
Intelligence team. !
!
On average, when these teams do exist,
there are more individuals within the Web
Analytics team than in the Customer
Intelligence team.!
!
Typically, markets that are more mature in
Web Analytics have individuals dedicated
to both Web Analytics and Customer
Intelligence and a closer working
relationship amongst them.!
37%
22%
20%
8%
10%
4%
We do not have neither a Customer Intelligence nor a Web
Analytics Teams
Customer Intelligence and Web Analytics Teams are NOT
separate teams.
We work closely together and Customer Intelligence Team
drives getting value out of the Web Analytics data,
We work closely together and Web Analytics Team drives
getting value out of the Web Analytics data,
We do not work closely together and Customer Intelligence
Team has a 'higher standing' in the company than the Web
Analytics Team.
We do not work closely together and Web Analytics Team has
a 'higher standing' in the company than the Web Analytics
Customer Intelligence Team
© Webtrekk GmbH
Relationship Between the Web Analytics Team and the Customer
Intelligence Team!
14. 14!
ORGANIZATION OF WEB
ANALYTICS (cont’d)!
!
65% of the respondents believe that the
Web Analyst should be reporting to the
Head of Marketing / CMO.!
!
Who to Analyst Should Report To!
!
!
!
!
!
!
!
!
!
!
!
!
These results show a more advanced
perception of Web Analytics - more
individuals believe that Web Analytics is
important enough for top level
management to have visibility and
oversight into it.!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
Curious, when looking at these results by
role, that the C-Suite/Founder level is
more inclined to believe that the Analyst
should be reporting to them than does the
Analysts themselves.!
!
!
Belief that the Analyst should report to
the CEO!
65%!
10%!
15%!
10%!
Head of
Marketing /
CMO!
Head of IT /
CIO / CTO!
CEO! Other!
42%,
Founder/C-
Suite!
9%,
Specialist!
© Webtrekk GmbH
15. 15!
OUTLOOK FOR WEB ANALYTICS!
!
Short-term and mid-term focus are very
much aligned and include improving
conversion and developing relevant KPIs.!
!
Short-Term (2015) Focus*!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
*For mid-term details, go to slide 50.!
!
There tended to be a small misalignment
of focus between lower and upper levels
of the organization when it comes to hiring
staff for the Web Analytics team and
increasing Web Analytics awareness of
top management. Lower level
management placed a greater emphasis
on these than did top level management.!
!
!
!
!
!
!
!
!
!
!
We saw this trend continue when asking
about planned increases in budget. !
!
In general, the C-Suite first sees increased
budget for a Web Analytics solution, then
for staff, then neither.!
!
Nearly 40% of specialists believe that
neither solutions nor staff would have a
planned budget increase. !
!
This gap may match their belief that upper
management needs to place more
importance on Web Analytics.!
!
More Training Needed?!
!
!
!
!
!
!
!
!
!
!
!
!
The market appears to believe that more
training is needed in Web Analytics. Yet
when looking at these numbers by roles,
only 36% of the C-Suite believes that
more training is needed.!
67%, Yes!
16%, No!
17%, Not
Sure!
14%
21%
9%
2%
6%
4%
16%
21%
5%
Increase website
performance
Develop relevant KPIs
Raise awareness at top-
management
Train more staff
Hire staff for the Web
Analytics team
Reduce Website costs
Increase Online Revenue
Improve Conversion
Implement a High-end
Web Analytics solution
© Webtrekk GmbH
18. 18!
Sector / Industry of Company!
!
!
!
!
!
!
7%!
18%!
3%!
11%!
21%, Retail/
eCommerce!
14%!
9%!
17%!
Media!
Agency/Consulting!
Tourism & Travel!
Finance!
Retail/eCommerce!
Hi-Tech/IT!
Telecommunications!
Other!
© Webtrekk GmbH
19. 19!
Role in Company!
!
!
!
!
!
!
31%, Specialist!
16%!
13%!
13%!
7%!
20%! Specialist!
Junior Management!
Middle Management!
Upper Management (Head
of, VP)!
C-Level (CEO, CCO, CMO)!
Founder!
© Webtrekk GmbH
20. 20!
Experience Level in Web Analytics!
!
!
!
!
!
!
35%!
41%, Power User!
2%!
4%!
1%!
4%!
13%! User - Beginner!
Power User - Advanced!
User - Beginner @Agency!
Power User - Advanced @Agency!
Consultant @Freelance!
Consultant @Partner!
© Webtrekk GmbH
21. 21!
Time Working in the Web Analytics Space !
!
!
!
!
!
!
25%!
12%!
25%!
16%!
14%!
7%!
1%!
Less than
1 year!
1 to 2
years!
3 to 4
years!
5 to 7
years!
8 to 10
years!
10+ years! Don´t
know!
© Webtrekk GmbH
25. 25!
Importance of Web Analytics Data!
!
!
!
!
!
! 21%!
61%,
Important!
9%!
5%!
4%!
Very important!
Important!
Relatively
important!
Not so
important!
Not important
at all!
23%!
63%,
Important!
10%!
2%! 2%!
Very important!
Important!
Relatively
important!
Not so
important!
Not important
at all!
To participants’ !
direct work!
!
!
!
!
!
!
To participants’ !
companies!
!
!
!
!
!
!
© Webtrekk GmbH
26. 26!
Importance of Web Analytics Data!
!
!
!
!
!
! +6%! +6%!
-6%!
0%!
-6%!
C-Suite & Founders: Importance to Company Minus Importance to Direct
Work!
The C-Suite’s perceives Web
Analytics data more important
on the company level versus to
their direct work.!
!
!
!
!
!
!
© Webtrekk GmbH
28. 28!
Web Analytics Maturity Curve!
!
!
!
!
!
!
Business Optimization!
!
!
!
!
!
!
Business Integration!
!
!
!
!
!
!
Website Optimization!
!
!
!
!
!
!
Analysis!
!
!
!
!
!
!
Reporting!
!
!
!
!
!
!
Data Collection!
!
!
!
!
!
!
© Webtrekk GmbH
29. 29!
Purpose of Web Analytics Usage in the Company!
!
!
!
!
!
!
16%!
20%!
24%!
17%!
11%!
11%!
Data
Collection!
Reporting! Analysis! Website
Optimization!
Business
Integration!
Business
Optimization!
Web Analytics
Maturity Curve!
!
!
!
!
!
!
© Webtrekk GmbH
30. 30!
Purpose of Web Analytics Usage in the Company:!
C-Level v. Specialists!
!
!
!
!
!
!
Web Analytics
Maturity Curve!
!
!
!
!
!
!
11%!
19%!
23%! 23%!
11%!
13%!
22%!
18%!
22%!
16%!
10%! 10%!
Data
Collection!
Reporting! Analysis! Website
Optimization!
Business
Integration!
Business
Optimization!
Founder & C-Level!
Specialist!
© Webtrekk GmbH
31. 31!
Purpose of Web Analytics Usage in Your Department!
!
!
!
!
!
16%!
11%!
15%!
12%!
16%!
8%!
4%!
10%!
9%!
Campaign Analysis!
Landing Page Optimization!
Customer Segmentation!
Internal Site Search Analysis!
Conversion Optimization!
A/B Testing!
Multivariate Testing!
Data Enrichment!
Business Intelligence!
The
purpose
varies
without a
clear focus.!
!
!
!
!
!
!
© Webtrekk GmbH
32. 32!
Purpose of Web Analytics Usage in Your Department!
!
!
!
!
!
0%!
5%!
10%!
15%!
20%!
25%!
30%!
35%!
40%!
45%!
50%!
Agency/Consulting !
Finance!
Hi-Tech / IT!
Media!
Other!
Retail/eCommerce !
Telecom!
Tourism & Travel!
Agencies / Consultancies and Retail / eCommerce companies are
more beginning to move further along the maturity model.!
!
!
!
!
!
!
Specialists see the potential for Web Analytics Data in their own
department to include BI and Data Enrichment, whereas the C-
Suite sees that less.!
!
!
!
!
!
!
7%!
7%!
14%!
9%!
Data Enrichment!
Business
Intelligence!
Specialist!
Founder / C-Suite!
C-Level v. Specialists!
!
!
!
!
!
!
By Industry!
!
!
!
!
!
!
© Webtrekk GmbH
33. 33!
Achievements through Web Analytics!
!
!
!
!
!
11%!
17%!
10%!
6%!
9%!
12%!
10%!
13%!
12%!
Improved campaign design!
Increase of Conversion Rate!
Increase of customer perception!
Reduction of (Website) Costs!
Reduction of Online Marketing
Budget!
Shift of Marketing Budget!
Increase of Online Revenue!
Increase of Page Impressions!
Increase of Brand Awareness &
Visibility!
Achievements in
Web Analytics vary.
Conversion rate is
most often cited.!
!
!
!
!
!
!
© Webtrekk GmbH
34. 34!
Achievements through Web Analytics!
!
!
!
!
!
14%!
14%!
13%!
10%!
7%!
7%!
Increase of Online Revenue!
Shift of Marketing Budget!
Reduction of Online
Marketing Budget!
Specialist!
Founder / C-Suite!
C-Suite v. Specialists: Largest
Discrepancies!
!
!
!
!
!
!
© Webtrekk GmbH
37. 37!
Current Web Analytics Solution!
!
Small v. Large Companies!
!
!
!
!
!
2%!
5%!
12%!
5%!
29%!
17%!
2%!
7%!
5%!
12%!
5%!4%!
0%!
2%!
7%!
47%!
0%!
2%!
7%! 7%!
11%!
13%!
Companies > 500
Employees!
Companies < 500
Employees!
Larger
companies less
likely to use GA
(free) than
smaller; larger
opt more for paid
solutions !
!
!
!
!
!
!
© Webtrekk GmbH
38. 38!
Data from a Free Solution: As Reliable as a Paid?!
!
!
!
!
!
78%!
22%!
Yes!
No!
69%!
31%!
Those who place a high
importance on Web Analytics
data believe data from the free
version is less reliable.!
!
!
!
!
!
!
All respondents!
!
!
!
!
!
Respondents who believe Web
Analytics is “Important” or
“Very Important”!
!
!
!
!
!
© Webtrekk GmbH
39. 39!
Reliability of the Data!
!
!
!
!
!
69%!
77%!
31%!
23%!
Founder / C-Suite! Specialist!
Yes!
No!
Reliability of the data does not
change within different levels of
the organization.!
!
!
!
!
!
!
© Webtrekk GmbH
41. 41!
Next Solution: Free or Paid?!
!
!
!
!
!
69%!
31%!
42%!
58%!
Free! Paid!
Companies < 500 Employees!
Companies > 500 Employees!
Smaller companies are more likely to choose a free solution
next whereas larger companies are more likely to choose a
paid one.!
!
!
!
!
!
!
© Webtrekk GmbH
44. 44!
Relationship Between the Web Analytics Team and the
Customer Intelligence Team!
!
!
!
!
!
37%
22%
20%
8%
10%
4%
We do not have neither a Customer Intelligence nor a Web
Analytics Teams
Customer Intelligence and Web Analytics Teams are NOT
separate teams.
We work closely together and Customer Intelligence Team
drives getting value out of the Web Analytics data,
We work closely together and Web Analytics Team drives
getting value out of the Web Analytics data,
We do not work closely together and Customer Intelligence
Team has a 'higher standing' in the company than the Web
Analytics Team.
We do not work closely together and Web Analytics Team has
a 'higher standing' in the company than the Web Analytics
Customer Intelligence Team
© Webtrekk GmbH
45. 45!
Ratio of Team Members: Web Analytics to Customer
Intelligence!
!
!
!
!
!
37%
16%
6%
6%
14%
0%
2%
4%
16%
We do not have neither Customer
Intelligence nor Web Analytics Teams
Customer Intelligence and Web Analytics
Teams are NOT separate teams.
We do not have individuals dedicated to
Customer Intelligence.
We do not have individuals dedicated to
Web Analytics
1 to 1
1 to 4
2 to 3
3 to 2
4 to 1
On average, there are
more individuals in the
Web Analytics team
than in the Customer
Intelligence Team.!
!
!
!
!
!
!
© Webtrekk GmbH
46. 46!
Who the Web Analyst Should Report To!
!
!
!
!
!
65%!
10%!
15%!
10%!
Head of Marketing /
CMO!
Head of IT / CIO /
CTO!
CEO! Other!
© Webtrekk GmbH
47. 47!
Who the Web Analyst Should Report To!
!
!
!
!
!
42%!
9%!
Founder / C-Suite!
Specialist!
42% of C-Suite / Founders believe that the
Web Analyst should be reporting to the
CEO.!
!
Only 9% of Web Analytics Specialists hold
this belief.!
!
!
!
!
!
© Webtrekk GmbH
49. 49!
Focus for the short-term (2015) – Planning to…!
!
!
!
!
!
14%
21%
9%
2%
6%
4%
16%
21%
5%
Increase website performance
Develop relevant KPIs
Raise awareness at top-
management
Train more staff
Hire staff for the Web Analytics
team
Reduce Website costs
Increase Online Revenue
Improve Conversion
Implement a High-end Web
Analytics solution
© Webtrekk GmbH
50. 50!
Focus for the mid-term (2016-2018) – Planning to…!
!
!
!
!
!
13%
17%
9%
5%
8%
4%
16%
20%
7%
Increase website performance
Develop relevant KPIs
Raise awareness at top-
management
Train more staff
Hire staff for the Web Analytics
team
Reduce Website costs
Increase Online Revenue
Improve Conversion
Implement a High-end Web
Analytics solution
The circled initiatives are
backed more by lower level
management.!
!
!
!
!
!
!
© Webtrekk GmbH
51. 51!
Change in focus from short-term to mid-term!
!
!
!
!
!
-1%!
-4%!
0%!
3%!
2%!
0%!
0%!
-1%!
2%!
-5%! -4%! -3%! -2%! -1%! 0%! 1%! 2%! 3%! 4%!
Implement a High-End Web Analytics
Solution !
Improve Conversion!
Increase Online Revenue!
Reduce Website Costs!
Hire Staff for the Web Analytics
Team!
Train More Staff!
Raise Awareness at Top
Management!
Develop Relevant KPIs!
Increase Website Performance!
© Webtrekk GmbH
53. 53!
Planned Budget Increases!
!
!
!
!
!
44%!
38%!
38%!
23%!
19%!
38%!
Founder / C-Suite!
Specialist!
Neither!
Web Analytics Staff!
Web Analytics Solution!
C-Suite sees increased budget for Web
Analytics solution, then staff, then neither.!
!
Almost 40% of specialists believe that
neither solutions nor staff would have a
planned budget increase. !
!
This gap may match the belief that upper
management needs to place more
importance on Web Analytics…!
!
!
!
!
!
© Webtrekk GmbH
55. 55!
More Web Analytics Training Needed?!
!
!
!
!
!
67%!
16%!
17%!
Yes!
No!
Not Sure!
36%, Yes!
64%, Yes!
Founder / C-Suite!
Specialist!
64% of Specialists said they need
more training whereas only 36% of
Founders / C-Suite believe they need
more training.!
!
!
!
!
!
© Webtrekk GmbH
56. About Webtrekk!
!
!
!
!
!
!
About ebrain!
!
!
!
!
!
!
High-End Digital Intelligence
Company!
§ Global Offices in Europe and Asia!
§ 42 billion actions every single month!
§ Multilingual support!
§ Individual consulting ! !
§ Data privacy confirmation!
!
!
!
!
!
Digital Business & Strategy
Consultancy !
§ Turkish market & international
clients!
§ e-Commerce, Omni-channel Retail!
§ Digital Project Management!
§ Digital Marketing!
§ Online CRM and Brand
Management!
!
!
!
www.webtrekk.com!
!
https://about.me/ebraintr!
!