sample online-measurement-and-strategy-report-2011

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The fourth annual Online Measurement and Strategy Report, carried out in association with web analytics consultancy Lynchpin, contains a comprehensive analysis of the web analytics industry and valuable insights into the use of both paid-for and free analytics tools. Beyond web analytics, the report also looks at a range of data sources and information requirements, and the extent to which companies are able to develop a coherent measurement strategy. There isRead and order at http://econsultancy.com/uk/reports/online-measurement-and-strategy-report

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  • Market Data / Supplier Selection / Event Presentations / User Experience Benchmarking / Best Practice /Template Files /Online Measurementand Strategy Report2011in association with LynchpinSAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/online-measurement-and-strategy-report
  • OnlineMeasurementand StrategyReport 2011Published June 2011 Econsultancy London Econsultancy New York 4th Floor, The Corner 41 East 11th St., 11th Floor 91-93 Farringdon Road New York, NY 10003 London EC1M 3LN United StatesAll rights reserved. No part of this publication may be United Kingdomreproduced or transmitted in any form or by any means, Telephone:electronic or mechanical, including photocopy, recording Telephone: +1 212 699 3626or any information storage and retrieval system, without +44 (0)20 7269 1450prior permission in writing from the publisher. http://econsultancy.comCopyright Econsultancy.com Ltd 2011 help@econsultancy.com
  • 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 2011 in 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 ............................. 617. 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 .................................................................................................... 67Online Measurement and Strategy Report 2011 in association with LynchpinAll 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 storageand 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 worlds most famous brands use Econsultancy to educate and train their staff. Some of