1. Web Analytics Survey-Study 2012
THE STATUS OF WEB ANALYTICS IN
RUSSIA
Published 04th May 2012 by Ralf Haberich,
web-analytics-blog.de
Twitter.com/RalfHaberich

2. SURVEY METHODOLOGY
• CONDUCTED BETWEEN 19 April AND 02 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 = 71
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © 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 ANALYTICS
MARKETING IN RUSSIA AND FUTURE
TRENDS WITHIN THIS SECTOR AS
WELL AS PUBLISH THE CURRENT
STANDING OF WEB ANALYTICS
IN AN ORGANIZATION.
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

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

5. EXECUTIVE SUMMARY I/II
• RUSSIAN MARKET IS ONE OF THE FASTEST GROWING
MARKETS IN ONLINE MARKETING
• USAGE OF WEB ANALYTICS IS VERY WIDELY SPREAD
• GOOGLE ANALYTICS IS THE MOST USED TOOL
• ADOBE, COREMETRICS AND WEBTREKK ARE THE MOST
USED HIGH-END SOLUTIONS
• FREE TOOLS ARE NOT AS RELIABLE AS PAID VERSIONS
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

6. EXECUTIVE SUMMARY II/II
• INCREASE OF CONVERSION RATE HAS BEEN THE BEST
SUCCESS
• MARKETING IS THE KEY DEPARTMENT FOR BUDGET AND
PROJECT MANAGEMENT
• INCREASE OF ONLINE REVENUE IS GOAL NR 1 IN THE
FUTURE
• ANALYTICS IS IMPORTANT FOR THE WHOLE COMPANY
• JOB AS ANALYST GIVES STRONG PERSONAL
DEVELOPMENT
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

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

8. THE CONCLUSION
• MARKETING DEPARTMENT FEELS THE STRONG
NEED TO RAISE AWARENESS OF ANALYTICS
WITHIN TOP MANAGEMENT ALSO TO COLLECT
BUDGET FOR A HIGH-END SOLUTION
• WEB ANALYTICS IS AN ENVIRONMENT WITH
FUTURE PRODUCTIVITY AND GROWING
IMPORTANCE
• RUSSIAN KNOWLEDGE LEVEL WILL GROW INTO
EXPERT STATUS WITHIN NEAR FUTURE
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

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

10. PROFILE OF PARTICIPANTS
Sector of your company?
Media
Agency/Consulting
Travel
Finance
Retail/eCommerce
28,5%
High Tech/IT
Telecommunications
Other
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

11. PROFILE OF PARTICIPANTS
Function within the company?
Founder
C-Level (CEO, CCO, CMO)
Upper Management (Head of, VP)
1
Middle Management
Junior Management
42,5%
0 5 10 15 20 25 30 35 40 45
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

12. PROFILE OF PARTICIPANTS
Connection to Web Anaytics?
Other
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 -
30,4% as End User
Web Analytics User -
Advanced - as End User
Web Analytics User - Beginner
0 5 10 15 20 25 30 35 - as End User
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

13. PROFILE OF PARTICIPANTS
How long in Web Analytics space?
45 Male
41%
Female
40
35
69%
30
25 Your Gender?
20
15
10
5
0
Less than 1 year 1 to 2 years 2 to 4 years 5 to 7 years 8 to 10 years More than 10 Don´t know
years
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

14. 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 RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

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

16. POSITIONING OF WEB ANALYTICS
Operating in Russia only?
Yes
No Service/Products
online only?
60,3%
Yes
No
68,9%
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

17. POSITIONING OF WEB ANALYTICS
Usage status of Web Analytics?
Data Collection
Reporting
Analysis
Website Optimization
Business Integration
Business Optimization
25,9%
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

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

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

20. IMPORTANCE OF WEB ANALYTICS
Outcome for your company at all?
Not important at all
Not so important
Relatively important
Important 42,8%
Very important
0 5 10 15 20 25 30 35 40 45 50
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

21. IMPORTANCE OF WEB ANALYTICS
Outcome comparison!
Not important at all
Not important at all
Direct work environment
Yes
No
Company overall
Not so important 68,9%
Not so important
Relatively important
Relatively important
Important 42,8%
Important
Very important
Very important 45,5%
0 5 10 15 20 25 30 35 40 45 50
0 5 10 15 20 25 30 35 40 45 50
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

22. IMPORTANCE OF WEB ANALYTICS
Purpose of Usage?
Campaign Analysis
19,2%
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 RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

23. IMPORTANCE OF WEB ANALYTICS
Achievements through Analytics?
25
20
19,3%
15
10
5
0
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

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

25. WEB ANALYTICS TOOL USAGE
Implemented Analytics solution?
Google Analytics
Other free tool
Adobe
44,3% comScore
Corementrics
Webtrends
Webtrekk
Other
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

26. WEB ANALYTICS TOOL USAGE
Regular usage when 2 or more?
Google Analytics
Other free tool
Adobe
65,5%
comScore
Webtrekk
Other
Only one tool
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

27. WEB ANALYTICS TOOL USAGE
Budgetholder dept. location?
Other
External
HR
Sales
IT
Management
Marketing 71,2%
0 10 20 30 40 50 60 70 80
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

28. WEB ANALYTICS TOOL USAGE
Project Leader dept. location?
Other
External
HR
Sales
IT
Management
Marketing 75,4%
0 10 20 30 40 50 60 70 80
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

29. WEB ANALYTICS TOOL USAGE
Should Analytics be an own unit?
Yes
No
63,3%
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

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

31. SATISFACTION AND RELIABILITY
Do you trust the Analytics data?
100
92,7%
90
80
70
60
50 Yes
40
No
30
20
10
0
1
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

32. SATISFACTION AND RELIABILITY
Free tool as reliable as paid?
70 65,5%
60
50
40
Yes
30 No
20
10
0
1
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

33. SATISFACTION AND RELIABILITY
Next solution you choose will be?
Free
68,5% Paid
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

34. PRESENCE VS. FUTURE
Focus in 2013-2015? Planning to…
…implement a High End Web Analytics solution
…improve Conversion
…increase Online Revenue
…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 5 10 15 20 25 30 35 40
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

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

36. PRESENCE VS. FUTURE
Focus in 2012? Planning to…
…implement a High End Web Analytics solution
…improve Conversion
…increase Online Revenue
…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 5 10 15 20 25 30 35 40
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

37. PRESENCE VS. FUTURE
Where to increase budget?
Web Analytics tool
54,9%
Web Analytucs users
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

38. PRESENCE VS. FUTURE
Still work at Analytics in 5 years?
Yes
No
Not sure
80,4%
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

39. PRESENCE VS. FUTURE
Personal Development given?
Yes
No
Not sure
74,5%
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

40. PRESENCE VS. FUTURE
Who to report to as Web Analyst?
90 82,4%
80
70
60
50
40
30
20
10
0
Head of Marketing / Chief Head of IT / Chief CEO Other
Marketing Officer Inforamtion Officer / Chief
Technology Officer
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

41. 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 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

42. CONTACT
RALF HABERICH.
blogger, author, co-chairman / mail@ralf-haberich.de / twitter.com/ralfhaberich
WWW.RALF-HABERICH.DE
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

43. STUDY QUOTE
This report is licensed under
creative commons attribution noncommercial license
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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“
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You may not use this work for commercial purposes
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You may not alter or transform or build upon this work.
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

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