Web Analytics Survey-Study 2012
THE STATUS OF WEB ANALYTICS IN
POLAND
Published 15th May 2012 by Ralf Haberich & Bluerank

SURVEY METHODOLOGY
• CONDUCTED BETWEEN 23 April AND 15 May 2012
– Online using a software provided by freepoll.com
• PARTICIPANTS WERE RECRUITED ONLINE VIA
– Business platforms
– Online advertising
– Direct approach
• TOTAL SAMPLE SIZE WAS n = 65
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © 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
AND FUTURE TRENDS WITHIN THIS
SECTOR AS WELL AS PUBLISH
CURRENT STANDING OF WEB
ANALYTICS IN AN ORGANIZATION.
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

EXECUTIVE SUMMARY
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

EXECUTIVE SUMMARY
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

EXECUTIVE SUMMARY
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

The Conclcusion
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

THE CONCLUSION
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

PROFILE OF SURVEY PARTICIPANTS
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

PROFILE OF PARTICIPANTS
Sector of your company?
Media
Agency/Consulting
Automotive
Travel
Finance
24,7% Retail/eCommerce
Government
High Tech/IT
Telecommunications
Other
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

PROFILE OF PARTICIPANTS
Function within the company?
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

PROFILE OF PARTICIPANTS
Connection to Web Anaytics?
Other
Sales Representative at Web Analytics Vendor
Consultant at Web Analytics Vendor
Individual Web Analytics Consultant
Web Analytics User - Expert - Agency
1 Web Analytics User - Advanced - Agency
Web Analytics User - Beginner - Agency
Web Analytics User - Expert - as End User
Web Analytics User - Advanced - as End User
29,2% Web Analytics User - Beginner - as End User
0 5 10 15 20 25 30 35
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

PROFILE OF PARTICIPANTS
How long in Web Analytics space?
Male
Female
91,5%
Your Gender?
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

PROFILE OF PARTICIPANTS
Employees within your company?
1
2 to 10
11 to 50
22,1% 51 to 100
101 to 500
501 to 1.000
More than 1.000
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

POSITIONING OF WEB ANALYTICS
WITHIN THE COMPANY
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

POSITIONING OF WEB ANALYTICS
Operating in Poland only?
Service/Products
online only?
Yes
60,4%
No
71,7%
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

POSITIONING OF WEB ANALYTICS
Usage status of Web Analytics?
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

IMPORTANCE OF WEB ANALYTICS
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

IMPORTANCE OF WEB ANALYTICS
Outcome for your direct work?
Not important at all
Not so important
Relatively important
Important
Very important 43,4%
0 5 10 15 20 25 30 35 40 45 50
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

IMPORTANCE OF WEB ANALYTICS
Outcome for your company at all?
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

IMPORTANCE OF WEB ANALYTICS
Purpose of Usage?
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
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

IMPORTANCE OF WEB ANALYTICS
Achievements through Analytics?
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

WEB ANALYTICS TOOL USAGE
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

WEB ANALYTICS TOOL USAGE
Implemented Analytics solution?
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

WEB ANALYTICS TOOL USAGE
Regular usage when 2 or more?
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

WEB ANALYTICS TOOL USAGE
Budgetholder dept. location?
Other
External
HR
Sales
IT
Management
Marketing 46,9%
0 5 10 15 20 25 30 35 40 45 50
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

WEB ANALYTICS TOOL USAGE
Project Leader dept. location?
Other
External
HR
Sales
IT
Management
Marketing 53,5%
0 10 20 30 40 50 60
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

WEB ANALYTICS TOOL USAGE
Should Analytics be an own unit?
Yes
54,1%
No
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

SATISFACTION AND RELIABILITY OF
WEB ANALYTICS
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

SATISFACTION AND RELIABILITY
Do you trust the Analytics data?
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

SATISFACTION AND RELIABILITY
Free tool as reliable as paid?
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

SATISFACTION AND RELIABILITY
Next solution you choose will be?
Free
51,1%
Paid
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

PRESENCE VS. FUTURE IN
WEB ANALYTICS
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

PRESENCE VS. FUTURE
Focus in 2012? Planning to…
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

PRESENCE VS. FUTURE
Focus in 2013-2015? Planning to…
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

PRESENCE VS. FUTURE
Focus in 2013-2015? Planning to…
…implement a High End Web Analytics solution
…improve Conversion
…increase Online Revenue 17,9%
…reduce Website costs
…hire new people for Web Analytics team
…train additional employees on tool
…raise awareness at Top Management
…develop relevant KPIs
…increase Website performance
0 2 4 6 8 10 12 14 16 18 20
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

PRESENCE VS. FUTURE
Where to increase budget?
Web Analytics
tool
51,1%
Web Analytics
users
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

PRESENCE VS. FUTURE
Still work at Analytics in 5 years?
Yes
No
70,2% Not sure
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

PRESENCE VS. FUTURE
Personal Development given?
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

PRESENCE VS. FUTURE
Who to report to as Web Analyst?
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © 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 2012 © 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
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

STUDY QUOTE
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STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

THANK YOU.
STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de