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

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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 = 71STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

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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

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

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

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

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

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

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

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

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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 45STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

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

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PROFILE OF PARTICIPANTSHow 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

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PROFILE OF PARTICIPANTSEmployees 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

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

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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

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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

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

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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 50STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

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IMPORTANCE OF WEB ANALYTICSOutcome 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

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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 50STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

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

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IMPORTANCE OF WEB ANALYTICSAchievements 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

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

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WEB ANALYTICS TOOL USAGEImplemented 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

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

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

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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 80STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

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WEB ANALYTICS TOOL USAGEShould 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

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

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

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

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SATISFACTION AND RELIABILITYNext 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

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PRESENCE VS. FUTUREFocus 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

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

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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 40STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

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

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PRESENCE VS. FUTUREStill 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

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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

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PRESENCE VS. FUTUREWho 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

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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

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

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

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