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  • Market Data / Supplier Selection / Event Presentations / User Experience Benchmarking / Best Practice /

    Template Files /

    Online Measurement and Strategy Report 2011

    in association with Lynchpin

  • Online Measurement and Strategy Report 2011 in association with Lynchpin

    Econsultancy London

    4th Floor, The Corner

    91-93 Farringdon Road

    London EC1M 3LN

    United Kingdom

    Telephone:

    +44 (0)20 7269 1450

    http://econsultancy.com

    help@econsultancy.com

    Econsultancy New York

    41 East 11th St., 11th Floor

    New York, NY 10003

    United States

    Telephone:

    +1 212 699 3626

    All rights reserved. No part of this publication may be

    reproduced or transmitted in any form or by any means,

    electronic or mechanical, including photocopy, recording

    or any information storage and retrieval system, without

    prior permission in writing from the publisher.

    Copyright Econsultancy.com Ltd 2011

    Published June 2011

  • Online Measurement and Strategy Report 2011in association with Lynchpin

    All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage

    and retrieval system, without prior permission in writing from the publisher. Copyright Econsultancy.com Ltd 2011

    Contents

    1. About Econsultancy ......................................................... 1

    2. About Lynchpin (research sponsor) ................................ 2

    3. Executive Summary and Highlights ................................ 3

    4. Introduction ..................................................................... 6

    4.1. Introduction by Lynchpin ........................................................... 6

    5. Methodology and Sample ................................................ 7

    6. Findings ........................................................................... 8

    6.1. Information requirements .......................................................... 8 6.1.1. Which data requirements are business priorities? .................................... 10

    6.2. Business performance and measurement tools ........................ 13 6.2.1. Use of business performance tools ............................................................. 13

    6.2.2. Measuring online reputation and social media activity ............................. 15

    6.2.3. Use of enterprise web analytics technologies ............................................. 17

    6.2.4. Selecting an appropriate web analytics tool ............................................... 19

    6.2.5. Interaction with online measurement tools .............................................. 20

    6.2.6. Sharing online measurement data .............................................................. 21

    6.3. Google Analytics ........................................................................ 22 6.3.1. Use of Google Analytics ............................................................................... 22

    6.3.2. What is Google Analytics used for? ............................................................. 24

    6.3.3. Frequency of Google Analytics usage (compared to other tool) ................ 25

    6.3.4. Reasons for using additional paid-for analytics tools ................................ 26

    6.3.5. Reasons for not using Google Analytics ...................................................... 27

    6.3.6. Tools used for reporting or insight (Google or other vendor) ................... 28

    6.3.7. ROI from paid-for analytics tool ................................................................. 31

    6.4. Resourcing and budget ............................................................. 32 6.4.1. Number of dedicated web analysts ............................................................. 32

    6.4.2. Number of regular contractors .................................................................... 33

    6.4.3. Days of outsourced analysis ........................................................................ 34

    6.4.4. Outsourced analytics functions ................................................................... 35

    6.4.5. Web analytics resourcing (increase or decrease) ....................................... 36

    6.4.6. Total web analytics spend ............................................................................ 37

    6.4.7. Breakdown of web analytics expenditure ................................................... 38

    6.4.8. Annual change in web analytics budget ...................................................... 39

    6.4.9. Ownership of budget .................................................................................... 42

    6.5. Joined-up strategy and measurement ...................................... 44 6.5.1. Company-wide strategy ............................................................................... 44

  • Online Measurement and Strategy Report 2011in association with Lynchpin

    All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage

    and retrieval system, without prior permission in writing from the publisher. Copyright Econsultancy.com Ltd 2011

    6.5.2. Driving actionable recommendations from analytics ................................ 46

    6.5.3. Percentage of useful data .............................................................................48

    6.5.4. Integration into broader business strategy ................................................ 50

    6.5.5. Integration of analytics data with data from other sources ....................... 52

    6.5.6. Analysing customer journeys that cross online and offline ....................... 55

    6.5.7. Barriers preventing frameworks for analysing online and offline data .... 56

    6.5.8. Attribution modelling .................................................................................. 58

    6.6. Barriers to success ..................................................................... 59 6.6.1. Barriers preventing an effective online measurement strategy ................ 59

    6.6.2. Main frustrations involved in managing web analytics ............................. 61

    7. Appendix ........................................................................ 63

    7.1. Respondent profiles .................................................................. 63 7.1.1. Company turnover ....................................................................................... 64

    7.1.2. Business sector ............................................................................................. 65

    7.1.3. B2B or B2C focus ......................................................................................... 65

    7.1.4. Type of supply-side company ...................................................................... 66

    7.1.6. Geography .................................................................................................... 67

  • Online Measurement and Strategy Report 2011in association with Lynchpin

    Page 1

    All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage

    and retrieval system, without prior permission in writing from the publisher. Copyright Econsultancy.com Ltd 2011

    1. About Econsultancy

    Econsultancy is a digital publishing and training group used by more than 200,000 Internet professionals every month.

    The company publishes practical and time-saving research to help marketers make better decisions about the digital environment, build business cases, find the best suppliers, look smart in meetings and accelerate their careers.

    Econsultancy has offices in New York and London, and hosts more than 100 events every year in the US and UK. Many of the world's most famous brands use Econsultancy to educate and train their staff.

    Some of Econsultancys members include: Google, Yahoo, Dell, BBC, BT, Shell, Vodafone, Virgin Atlantic, Barclays, Deloitte, T-Mobile and Este Lauder.

    Join Econsultancy today to learn whats happening in digital marketing and what works.

    Call us to find out more on +1 212 699 3626 (New York) or +44 (0)20 7269 1450 (London). You can also contact us online.

  • Online Measurement and Strategy Report 2011in association with Lynchpin

    Page 2

    All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage

    and retrieval system, without prior permission in writing from the publisher. Copyright Econsultancy.com Ltd 2011

    2. About Lynchpin (research sponsor) Lynchpin is an independent web analytics consultancy. Since 2005, we've been unlocking the

    power of data to help our clients meet their online objectives.

    Lynchpin matches commercial experience with technical expertise at every stage of the analytics

    journey. We're equally at home providing a complete outsourced analytics function as supporting

    experienced in-house analyst teams.

    We forge genuine partnerships with our clients. Lynchpin works with Turner Broadcasting,

    HSBC, Experian Interactive, Cadbury, Lloyds Banking Group, 3i and Apex Hotels amongst others.

    Our Services:

    Pl