Online analytics survey

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1 Online analytics survey SCREENERS Qa. Can I confirm that your business has a website? Yes 1 No 2 Any companies responding as No were screened out from the survey Qb. Can I confirm that you are in a position to discuss how your business collects and uses online data about its customers? Yes 1 No 2 Any companies responding as No were screened out from the survey Qc. Does your business generate any revenues directly from its website? This could include revenue from e-commerce sales, from selling online advertising space or from online subscriptions. Yes 1 No 2 Don t know 3 Qd. Does your business advertise on other websites? Yes 1 No 2 Don t know 3 Any companies who responded as No or Don t know to both Qc and Qd were screened out from the survey

2 2 NESTA Online analytics survey A. Online and business strategy Before asking about the role of online customer data in your business, I d like to understand a bit more about your website Q1. Which, if any, of the following activities is the website used for? Y yes No Don t know Online sales to businesses Online sales to consumers Generating revenues through selling advertising Gathering data about your customers (such as pages or products viewed, or through registration forms) Gathering feedback from customers Hosting a community or discussion forum for your customers Generating sales leads Other (please specify) Q2. Approximately, how many unique visitors per month does your website receive? Write down the number Q3. Approximately how many visits in total per month does your website receive? Write down the number Q4. Approximately what percentage of your business is generated through your website? SINGLE CODE Write down the percentage

3 3 NESTA Online analytics survey Q5. How important, if at all, are the following online services and platforms for the operation of your business? Please tell me using a scale of 1 to 5, where 1 describes not at all important and 5 describes very important. 1 = not at all 5 = very Don t We don t important important know do this Search Engine Advertising Pay Per Click Search Engine Optimisation Advertising on other websites (excluding search engine advertising) Cloud-based data storage Cloud-based office applications Online tools which enable collaboration, such as wikis Social media, such as Twitter, Facebook or Google+ Secure payment services Mobile applications (Apps) sold or distributed to customers

4 4 NESTA Online analytics survey B. Data driven decision making I would now like to ask you some questions about decision making in general in your business, not just about your website Q6. When your business is attempting to grow its sales, would you say that decisions are based more on data and analysis or more on experience and intuition? Decisions are based exclusively on data and analysis 1 Decisions are based mostly on data and analysis 2 Decisions are based equally on data and analysis and on experience and intuition 3 Decisions are based mostly on experience and intuition 4 Decisions are based exclusively on experience and intuition 5 Don t know 6 Q7. To what extent do the following statements describe the work practices and environment of your business? 1 = not at all 5 = completely Don t know We depend on data to support our decision making We have all of the data we need to make decisions

5 5 NESTA Online analytics survey C. Storage and management of online data I would now like to explore storage and management of online customer data in your business. Q8. Thinking about the online data your business collects from your customers and website users, how comprehensive would you say each of the following types of data are that you hold? Please tell me using a scale of 1 to 5, where 1 describes not at all comprehensive and 5 describes very comprehensive. 1 = not at all 5 = very not Don t comprehensive comprehensive relevant know istransaction data, such as products or services purchased by individuals Service or support data (including complaints and feedback data) Online activity data, such as the pages on your website they have visited and where visitors arrive from Marketing data such as campaign activity sent out and associated responses (including use of promotional code data) Life stage data, such as new enquiry, new customer, lapsed or loyal customer

6 6 NESTA Online analytics survey Q9. How well do the following statements describe the online customer data practices and environment of your company? Please tell me using a scale of 1 to 5, where 1 describes not at all well and 5 describes my organisation very well. 1 = not at 5 = very not Don t all well well relevant know iswe often find it difficult to access data that are generated by our online activities We often find it difficult to combine online customer data with other datasets My company has a formal data governance policy in place to manage the availability, usability, integrity and security of our customer data

7 7 NESTA Online analytics survey D. Analysis of online customer data Q10a. Currently, which, if any, of the following types of online customer data analysis does your business do? Q10b. Have you been doing this for more than two years? Q10a Currently Q10b At least 2 years 1 = No 2 = Yes Don t 1 = No 2 = Yes Don t know know Controlled trials and experiments such as A/B testing Basic analysis of trends and business information reporting Forecasting Produce dashboards and data visualisation Segmentation Regression analysis and propensity score modelling Text and Data Mining OTHER Write in

8 8 NESTA Online analytics survey Q11. Which, if any, web analytics packages has your business used in the last 12 months? Google Analytics Piwik Clicky Coremetrics Crazy Egg Omniture Webtrends Yahoo web analytics Other (WRITE IN) Q12. As far as you are aware over the last two years, has your business made a significant investment in any of the following areas that affect your ability to gather and use insights from online customer data? Y yes No Don t know Data storage capacity Recruiting new staff Training existing staff Management skills External analytics consultancy Business processes Change in the organisation of the business 1 2 3

9 9 NESTA Online analytics survey Q13. Currently, how important is your online data for your decision making in each of the following areas? Please tell me using a scale of 1 to 5, where 1 describes not at all important and 5 describes very important. 1 = not at all 5 = very Don t important important know Segmenting customers Developing tailored marketing or sales campaigns Developing products or services to better meet customers needs Improving the website to better meet customers needs Predicting customers future behaviour Reporting on the performance of the business Informing business strategy Optimising pricing Designing and evaluating social media strategy Q14. What is your approximate total spend on marketing activities, excluding employee costs, in your financial year that ended in 2011? Please remember that we are looking for marketing spend for your business rather than for any related group of companies. We are looking for your best estimate rather than an exact figure. Write down the number Q15. Approximately what proportion of your total marketing budget is spent on collecting and analysing customer data from your website? Please do not include any employee costs in this. Please give me your best estimate. Write down the percentage

10 10 NESTA Online analytics survey E. Perceived business value Q16. How significant a contribution has your ability to collect and analyse online customer data made to your business performance? Please tell me using a scale of 1 to 5, where 5 describes very significant contribution and 1 describes no contribution. Q17. How, if at all, do you measure and evaluate how well you analyse online customer data? No formal mechanism 1 Ad hoc reporting and analysis 2 Retrospective Key Performance Indicators and reporting 3 Real time Key Performance Indicators 4 Other (specify) 5 Don t know 6 Q18. What is the single most effective thing your business has done to analyse online customer data? Write in Q19. What would you say are the biggest challenges your business faces in making more effective use of online customer data? Write in

11 11 NESTA Online analytics survey f. Challenges/barriers Q20. To what extent do you agree or disagree with each of the following statements about your business? (Note: not just online). Please tell me using a scale of 1 to 5, where 1 describes not at all well and 5 describes my organisation very well. 1= 2= 3= 4= 5= 6= 7= strongly tend to neither/ tend to strongly not don t disagree disagree nor agree agree applicable know Senior management understands the potential value of customer data as a source of competitive advantage We have the skills within the business to make strategic decisions based on detailed analysis of customer data We are able to build the business case to justify investment in people, tools and technology to support data analysis The existing culture encourages the sharing of data in the business Concerns about data security are a barrier to the greater use of customer data Concerns around privacy laws in particular are a barrier to greater use of customer data Dealing with legacy technical systems is a significant challenge to improving our use of customer data Our internal processes are a significant barrier to improving our use of customer data

12 12 NESTA Online analytics survey G. Conditional/Complementary activities Q21. To what extent do each of the following statements describe your business? Please tell me using a scale of 1 to 5, where 1 describes not at all well and 5 describes very well. 1 = not at 5 = very not Don t all well well relevant know People are free to try new things We generally launch product and services which are then imitated by our competitors Decision makers tend to place a high level of importance on analysis We are willing to make substantial/disruptive changes to our business processes Our employees set the pace of work Our employees decide how tasks should be performed Team working is important for career progression

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