status of web analytics - survey turkey 2015

Web Analytics Survey-Study ! 2015 TURKEY !

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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

!!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. !!!!!!!

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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

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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!!!!!!!

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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

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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

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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

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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!


© Webtrekk GmbH

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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!


© Webtrekk GmbH

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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!


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)!

!!!!!!!!!!!!!!!

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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%!




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

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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%!

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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

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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!

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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

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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

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APPENDIX!

© Webtrekk GmbH

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PROFILE OF PARTICIPANTS!

© Webtrekk GmbH

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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

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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

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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

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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

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Company Headcount!!!!!!!

4%!

13%!

19%!

13%!

14%!

16%!

20%!

1!

2-10!

11-50!

51-100!

101-500!

501-1.000!

1.000 +!

© Webtrekk GmbH

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Gender of Participants!!!!!!!

68%!

32%!

Male!Female!

© Webtrekk GmbH

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IMPORTANCE OF WEB ANALYTICS DATA!

© Webtrekk GmbH

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Importance of Web Analytics Data!!!!!!! 21%!

61%, Important!

9%!5%!

4%!Very important!

Important!


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

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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

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PURPOSE OF WEB ANALYTICS!

© Webtrekk GmbH

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Business Optimization!!!!!!!

Business Integration!!!!!!!

Website Optimization!!!!!!!

Analysis!!!!!!!

Reporting!!!!!!!

Data Collection!!!!!!!

© Webtrekk GmbH

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Purpose of Web Analytics Usage in the Company!!!!!!!

16%!

20%!

24%!

17%!

11%!11%!

Data Collection!

Reporting! Analysis! Website Optimization!

Business Integration!

Business Optimization!


© Webtrekk GmbH

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Purpose of Web Analytics Usage in the Company:!C-Level v. Specialists!!!!!!!


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!

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!


The purpose varies without a clear focus.!

!!!!!!

© Webtrekk GmbH

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!


Specialist!

Founder / C-Suite!

C-Level v. Specialists!!!!!!!

By Industry!!!!!!!

© Webtrekk GmbH

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!




Increase of Page Impressions!

Increase of Brand Awareness & Visibility!

Achievements in Web Analytics vary. Conversion rate is most often cited.!

!!!!!!

© Webtrekk GmbH

34!

Achievements through Web Analytics!!!!!!

14%!

14%!

13%!

10%!

7%!

7%!




Specialist!Founder / C-Suite!

C-Suite v. Specialists: Largest Discrepancies!!!!!!!

© Webtrekk GmbH

35!

USAGE OF WEB ANALYTICS!

© Webtrekk GmbH

36!

Current Web Analytics Solution!!!!!!

5%!

1%!

6%! 5%!

41%!

7%!

2%!

7%!5%!

11%!8%!

© Webtrekk GmbH

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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

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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!

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!

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!

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


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!

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


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!

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!

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!

Focus for the short-term (2015) – Planning to…!!!!!!

14%

21%

9%

2%

6%

4%

16%

21%

5%




Train more staff




Improve Conversion


© Webtrekk GmbH

50!

Focus for the mid-term (2016-2018) – Planning to…!!!!!!

13%

17%

9%

5%

8%

4%

16%

20%

7%




Train more staff




Improve Conversion


The circled initiatives are backed more by lower level management.!

!!!!!!

© Webtrekk GmbH

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

52!

Planned Budget Increases!!!!!!

34%!

20%!

46%! Web Analytics Solution!Web Analytics Staff!Neither!

© Webtrekk GmbH

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!

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

About Webtrekk!!!!!!!

About ebrain!!!!!!!

High-End Digital Intelligence Company!

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§  42 billion actions every single month!

§  Multilingual support!

§  Individual consulting ! !

§  Data privacy confirmation!!

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