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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<ul><li> 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 </li> <li> 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 </li> <li> 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 </li> <li> 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 </li> <li> 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 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.SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/online-measurement-and-strategy-report SAMPLE: Online Measurement and Strategy Report 2011 http://econsultancy.com/reports/online-measurement-and-strategy-report 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 </li> <li> 2. About Lynchpin (research sponsor) Lynchpin is an independent web analytics consultancy. Since 2005, weve 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. Were 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: Planning: Consultancy We plan web analytics strategies with the right metrics, processes and technologies. Then we empower teams to make insight core to their ongoing success Measuring: Technology We get the most out of web analytics technology. Vendor neutral, flexible and capable - we find or build the right tools for the job. Discovering: Analytics We deliver results that matter: actionable insight, continuous performance improvement, the right information to the right people at the right time. Please visit our website www.lynchpin.com to find out more, or contact us on 0845 838 1136.SAMPLE ONLY. Please download the full report from: http://econsultancy.com/reports/online-measurement-and-strategy-report SAMPLE: Online Measurement and Strategy Report 2011 http://econsultancy.com/reports/online-measurement-and-strategy-report 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 </li> <li> 3. Executive Summary and Highlights This is the fourth annual Online Measurement and Strategy Report published by Econsultancy in association with Lynchpin. The research is based on a survey of more than 800 companies (including both client-side organisations and agencies) which was carried out in March and April 2011. Key findings: Companies continue to wrestle with a joined-up approach to data collection and analysis, which incorporates web data into broader business strategy. Only a minority of companies have common KPIs (key performance indicators) for online and offline data. Disappointingly, fewer companies than last year say they have a company-wide strategy in place that ties data collection and analysis to business objectives (22% compared to 25% last year). Only 28% of respondents say that web analytics definitely drive actionable recommendations that make a difference to their organisation, down from 31% last year. Reliance on Google Analytics (GA) continues to grow, but many companies still prefer to use their other analytics vendor for a range of reporting requirements. The proportion of companies using Google exclusively for web analytics now stands at 44%, up from 38% in 2010 and only 23% in 2009. Companies plan to bolster their resourcing of data analysis for both in-house staff and outsourced analysts. Companies are more likely than last year to be increasing budgets for consulting and other third-party services relating to web analytics. 42% of companies are planning to increase the number of employees d...</li></ul>