1 Web Analytics Association Outlook 2011: Survey Report page 1 Web Analytics Association Outlook 2011: Survey Report Prepared by the Web Analytics Association February 2011 All Rights Reserved
2 Web Analytics Association Outlook 2011: Survey Report page 2 Table of Contents Notice to Readers... 2 A Message from the Chairman... 3 About the WAA... 3 Executive Summary... 4 Survey Findings... 5 About the Participants... 6 Survey Results Part 1: The State of the Industry Part 2: Looking Ahead Part 3: The Industry Up Close About the Survey Notice To Readers Copyright and usage guidelines: Copyright 2011, by Web Analytics Association. All rights reserved. This report is provided to members of the Web Analytics Association (WAA) as a benefit of membership. Specific charts may be used for public presentations by WAA members, but the full report may only be distributed by the WAA. Any public usage of data from this report must include an acknowledgement of the source (Web Analytics Association) and the WAA logo.
3 Web Analytics Association Outlook 2011: Survey Report page 3 A Message from the Chairman We ve come a long way since the Web Analytics Association was founded in The industry is maturing, the respect for web analytics is growing and the application of web analysis to business problems is becoming more mainstream. The individuals we surveyed are growing more experienced. Those with 10 years of more experience went from 5% in 2009 to 10% in 2010 and 17% this year. This is one sign that web analytics as an industry is maturing. Other indications of industrial maturation is that Business Intelligence is more responsible for web analytics than ever. The Marketing Department was in charge of web analytics in 46% of organizations in 2009 and then 41% in This year, that s dropped to 34%. IT is giving up control as well, as ownership of web analytics is shifting more and more to BI. The Business Intelligence and Analytics department was responsible for web analytics in nearly 25% of organizations in 2011 compared to only 19% last year. At the same time, concern about funding for web analytics has become a smaller challenge from previous years. In 2009, 40% said that securing investment for web analytics would be their hardest challenge. That dropped to 27.5% in 2010 and didn t even make the top ten list this year. Organizations are recognizing the value of web analytics and are willing to invest. The final indication of industry maturation is the desire to integrate web data with other marketing data. We may have been sidetracked by the need to get a handle on social media metrics, but we know that it too is yet another stream to be added to the marketing intelligence mix. Driving web decisions with web data has been our private purview. Driving marketing decisions with web data has been our near-term goal. Now it looks like the rest of the organization is recognizing the value of driving business decisions with web data. We seem to be going from strength to strength. Happy reading. Jim Sterne Chairman, Web Analytics Association About the WAA The Web Analytics Association was founded in 2004 and opened to general membership in February The WAA unites and fosters the interests of industry practitioners, vendors, consultants, and educators, who use, sell, install, implement, consult, teach, or train in the field of web analytics. With over 1,500 members, the organization has committees and initiatives for education, advocacy, standards, research, events, marketing, public sector, international, and membership. More information about the WAA can be found at webanalyticsassociation.org.
4 Web Analytics Association Outlook 2011: Survey Report page 4 Executive Summary From November 12 to December 10, 2010, The Web Analytics Association presented a survey to web analytics end-users, who were asked to participate through web analytics-related web sites, s and events. A total of 356 web analytics users from the around the world participated in the survey. The survey examined the current state of the web analytics industry, and asked participants questions such as: What is the purpose of web analytics as a function in your organization? What kind of web analytics solution do you use? Are you satisfied with your vendor? What features or capabilities would you like to see? Does your organization use more than one web analytics solution? Why or why not? The survey asked questions about future initiatives, priorities, and challenges for 2011, such as: What are your biggest challenges likely to be? What do you perceive are the greatest challenges facing the entire web analytics industry? What will be your top web analytics initiatives? How much will your online analysis budget change over 2010? Where will your investments go? Which channels have established key performance indicators (KPIs)? Where do you plan to establish and implement KPIs? The survey also asked about current levels of web analytics expertise and examined how much of a priority organizations are making web analytics: How would you rate your knowledge of the latest web analytics trends, strategies and technologies? In which areas would you most like to improve your knowledge? Which department in your company is primarily responsible for web analytics? How much of a role does IT play in the decision-making process when selecting web analytics solutions or marketing applications? How many full-time employees in your company are responsible for web analytics? In addition to full time employees, which of the following does your company use to provide web analytics support?
5 Web Analytics Association Outlook 2011: Survey Report page 5 Survey Findings Examining the results of the survey, there were three key findings that provide insight into what the future holds for the web analytics industry: 1. Spending Continues to Grow: This year, 54.6% of organizations indicated they d be increasing their spending. That s a very slight dip from last year, when 55% said they would. Of course, a large percentage (42.9%) say they ll keep spending where it is right now. But what s really encouraging is how few only 2.6% plan to decrease their investments in online analysis in the coming year. 2. Data Integration, Training, Tools Top Priorities: Integrating data with external or thirdparty applications will get the most investment, with 49% saying it s the top priority. 44.4% plan to invest in training and education for web analytics staff, and 40.1% will be spending on addon tools. Data integration is a priority but also a potential problem. When asked they perceive are the greatest challenges facing the entire web analytics industry, multichannel measurement received the most overall responses. 3. Social Media is Here, and Mobile is Next: Nearly 65% of organizations are planning to establish and implement social media KPIs in 2011, and 49.5% say they re planning to do so for mobile media. However, only 23.7% of respondents say they have established KPIs for mobile right now. This is a huge opportunity 2011 could be the year of the mobile marketing boom but only if the right measurement strategies are in place. Read on to learn more about the current state of the industry and the future of web analytics, and get an up close look at the survey results, including comparisons to data collected from the previous WAA Outlook survey reports. Before we examine the key findings of the survey, let s take a look at the profile of our participants: their job function, company size, industry, and geographical location.
6 Web Analytics Association Outlook 2011: Survey Report page 6 About the Participants Job Function Web Analyst 34.4% Marketing: Primarily Online 16.9% Other (please specify) Consultant 11.2% 11.1% Executive Management Business Intelligence ECommerce Project Manager Product Management IT Business Development 5.2% 5.2% 4.4% 4.1% 2.9% 2.9% 1.7% n=342 As we can see here, the survey respondents have a wide range of job functions, with web analysts in the lead with 34.4% and online marketers following at 16.9%. The other category, at 11.2%, includes those with jobs in finance, content development, market research, public relations, communications, and offline marketers. Consultants are next, with 11.1%, and then we see executive management, Business Intelligence, and ECommerce following.
7 Web Analytics Association Outlook 2011: Survey Report page 7 About the Participants Company Size 5,001+ employees 27% 1-50 employees 32% 1,001-5,000 employees 9% 501-1,000 employees 7% employees 18% employees 7% n=340 This year, there are more respondents working for large employers in fact, 27% said they were with a company with over 5001 employees. Last year, it was 21%, and the year before it was 15%. The number of smaller employers has also shifted. Last year, 46% of respondents said they were part of businesses with fewer than 100 employees, and this year, that percentage has dropped to 39%.
8 Web Analytics Association Outlook 2011: Survey Report page 8 About the Participants Industry Agency/Consultancy 28.5% High Tech Other (please specify) Business Services Retail Financial Services Media Education Government Healthcare Insurance Travel & Hospitality Automotive Manufacturing Telecommunications Entertainment 10.6% 9.7% 9.1% 7.6% 6.2% 5.6% 4.4% 4.1% 3.2% 2.9% 2.4% 2.1% 1.2% 1.2% 1.2% n=339 When it comes to the type of industry we ll be looking at, agencies and consultancies are first with 28.5%, and next we have high tech at 10.6%. The other category includes non-profit, energy, and real estate. After that, we have business services, retail, financial services and media industries.
9 Web Analytics Association Outlook 2011: Survey Report page 9 About the Participants Geographical Location Canada 14% Latin America 3% Asia Pacific 8% Europe Middle East Africa 19% US 56% n=336 The majority of respondents are currently located in the US (56%) and Canada (14%), with 19% located in Europe, the Middle East, and Africa, 8% in Asia Pacific, and 3% in Latin America.
10 Web Analytics Association Outlook 2011: Survey Report page 10 Survey Results We surveyed over 350 professionals in the web analytics industry to find out what their outlook will be in What are their challenges? Where will they be spending their budgets? What are the most important issues they foresee, and how will they be turning those potential pitfalls into growth opportunities? Survey Results, Part 1: The State of the Industry Before we dive into the outlook for 2011, let s take a look at the current state of the industry. What is the purpose of web analytics as a function in these organizations? What kind of web analytics solution do they use? Are they satisfied with their vendors? What features or capabilities would they like to see? Do these organizations use more than one web analytics solution? Why or why not?
11 Web Analytics Association Outlook 2011: Survey Report page 11 Survey Results, Part 1: The State of the Industry What is the purpose of web analytics as a function in your organization? Optimizing web site functionality and conversion 79.7% Analysis of past performance 73.7% Optimizing performance of and conversions from marketing campaigns 67.3% Determining the best creative executions through A/B and multivariate testing 49.8% Baseline information for site redesign 48.6% Predictive metrics for developing future marketing campaigns 41.0% Budgeting and planning for upcoming business objectives Other (please specify) 5.6% 32.7% n=251 Most organizations have been primarily using web analytics to optimize their web site functionality and that hasn t changed much over the past two years. Last year, 78% were using web analytics for optimizing site functionality and conversion, and this year, 79.7% are. However, more organizations are using web analytics for determining the best creative executions through A/B and multivariate testing this year 49.8%, compared to 36.9% last year. It s interesting to note how many organizations 73.7% are using web analytics for a rearview mirror look at past performance, while less than half 41% are using them as predictive metrics for future campaigns.
12 Web Analytics Association Outlook 2011: Survey Report page 12 Survey Results, Part 1: The State of the Industry What kind of web analytics solution do you use? Large-scale vendor solution across global enterprise and multiple domains 45.2% Free vendor solution 26.6% Moderate vendor solution across departments, more than one domain 14.9% Other (please specify) 6.9% Home-grown solution 2.8% Small vendor solution in one department, one domain 2.8% None 0.8% n=248 Large-scale vendor solutions lead the pack with 45.2% that s up from last year, when 40.2% said they were using them. And there has been an interesting shift in the use of free vendor solutions the percentage of organizations using them has gone down. This year, 26.6% are using free solutions, while nearly 30% of organizations said they were using them last year. Moderate vendor solutions are being used by 14.9% of organizations, 2.8% are using home-grown solutions, and 2.8% have a small vendor solution in one department with one domain. The other category, at 6.9%, represents organizations that use multiple solutions or hybrid solutions. And the number of organizations who don t use any kind of solution is negligible 0.8%. That s down from 1.1% in 2010 and 2.7% in 2009.
13 Web Analytics Association Outlook 2011: Survey Report page 13 Survey Results, Part 1: The State of the Industry Are you satisfied with your vendor? 28.8% 27.2% 21.0% 5.8% 8.2% 7.0% 2.1% 1 Extremely dissatisfied Neither satisfied nor dissatisfied Extremely satisfied n=243 Good news for web analytics vendors most respondents in this survey indicated they are satisfied with the vendors they re using. In fact, 7% said they are extremely satisfied. Only 21% said that they re neither satisfied nor dissatisfied with their vendor, and 16.1% ranged from mildly to extremely dissatisfied. When asked what they d like to see in their web analytics solution, the most common comment from survey respondents is that they d like to have better customer service and support. Advanced segmentation features were also high on the list, as well as more efficient ways to integrate web analytics with other solutions. One respondent said they d like to see More seamless integration between the vendor s modules, and stronger, more organized relationships between the vendor and their third-party partners. And as we ll see, data integration is going to see a large amount of investment in the coming year.
14 Web Analytics Association Outlook 2011: Survey Report page 14 Survey Results, Part 1: The State of the Industry Does your organization use more than one web analytics solution? No, we all use the same solution 39% Yes, various departments use different vendors 61% n=246 For the first time since we ve conducted this survey, a clear majority of respondents (61%) say they are using more than one solution. Last year, 49% of organizations indicated that various departments were using different vendors, and two years ago, 44.3% said that was the case. When asked why they do or do not have multiple solutions, the responses varied. Many of those who said they are using a single solution indicated also that they are using Google Analytics, and they said that cost savings was the reason. The majority of those using more than one solution said that one web analytics solution was unable to fill all the different needs in their organization. Survey Results, Part 2: Looking Ahead Now let s take a look at the future to understand the challenges organizations will face for themselves and for the entire web analytics industry. We ll also find out which web analytics initiatives will be top priority in 2011, and how much online analysis budgets will change over We ll see where those investments will go, and which channels, technologies and strategies will get the most focus with established key performance indicators (KPIs).
15 Web Analytics Association Outlook 2011: Survey Report page 15 Survey Results, Part 2: Looking Ahead In 2011, your biggest challenges will likely be which of the following? Actionability of the data 36.0% Business decisions driven by analytics 35.3% Social Media 34.9% Executive management awareness and support of web analytics 31.4% Failure to take action on the data 31.0% Mobile 29.1% Staffing 27.1% Data integration with external or third-party applications 26.0% Internal collaboration between departments 25.6% Best practices implementation 21.7% n=258 Here s an interesting shift. In 2009, the largest hurdle organizations predicted for themselves was funding 40% said it would be their biggest challenge. In 2010, funding dropped to sixth place, with 27.5% predicting that it would be a big challenge for them. This year, funding didn t even make the top ten shown here only 15.5% said it would be a challenge. What do they see as the biggest challenge? Like last year, actionability of the data is at the top, according to 36% of respondents. Making sure business decisions are driven by analytics was next with 35.3% it also came in second last year. Social media will also be a big challenge for many in 2011, according to 34.9% of respondents.
16 Web Analytics Association Outlook 2011: Survey Report page 16 Survey Results, Part 2: Looking Ahead What do you perceive are the greatest challenges facing the entire web analytics industry? (select top 3) Multi-channel measurement Perceived value of web analytics Actionable data Lack of standards Privacy Lack of qualified staff Data accuracy Lack of process in web analytics Integration Measuring new media Education Consumer education n=258 Top challenge Second challenge Third challenge Here are the top results that survey respondents see as the greatest challenges facing the entire web analytics industry, listed in order of the total number of responses they received. Multichannel measurement, while not a leader as a top challenge, got the most overall responses, with perceived value of web analytics coming in second and actionable data in third place (it was also seen as the top challenge for the majority of survey respondents).
17 Web Analytics Association Outlook 2011: Survey Report page 17 Survey Results, Part 2: Looking Ahead What will be your top web analytics initiatives in 2011? Business decisions driven by analytics 69.3% Acting on the data to improve site performance 61.0% Best practices implementation 46.0% Executive management awareness and support 40.1% Developing process/ implementing process 39.7% Training and education 39.0% Integration of current and new solutions 38.3% KPI development 38.0% n=453 According to our survey respondents, the top initiative in 2011 will be making sure business decisions are driven by analytics, with 69.3% selecting it as their main priority. And 61% said that acting on the data to improve site performance would be key. Most organizations seem to have all the information they need but they realize that they aren t using that information effectively Next on the list of top initiatives is best practices implementation at 46%, and ensuring executive management awareness and support, with 40.1%. Developing and implementing processes, training and education, integration of current and new solutions and KPI development round out the first part of the list of top web initiatives.
18 Web Analytics Association Outlook 2011: Survey Report page 18 Survey Results, Part 2: Looking Ahead Top web analytics initiatives compared to Business decisions driven by analytics 47.8% 63.5% 65.1% 69.3% Acting on the data to improve site performance 61.0% 69.2% Best practices implementation 39.3% 46.0% 48.1% 49.4% Executive management awareness and support 40.1% 41.0% 39.4% 43.5% n=287 n= Let s take a look at the top four web analytics initiatives compared to those in 2010, 2009 and They were very similar, and respondents were equally focused on productivity enhancement such as developing best practices and getting executive management awareness and support. Acting on the data to improve site performance was an option added last year, and it continues to be a top initiative this year.
19 Web Analytics Association Outlook 2011: Survey Report page 19 Survey Results, Part 2: Looking Ahead In 2011, how much will your online analysis budget change over 2010? Increase more than 30% 13.5% Increase 20-29% 10.2% Increase 10-19% 17.1% Increase 0-9% 13.8% Flat 42.9% Decrease 0-9% 0.4% Decrease 10-19% 1.5% Decrease 20-29% 0.7% Decrease more than 30% 0.0% n=275 Great news in uncertain times online analysis spending will be increasing significantly in Of course, a large percentage (42.9%) say they ll keep spending where it is right now. But what s really encouraging is how few plan to decrease their investments in online analysis. All together, only 2.6% will decrease their budget any amount. And no one is making drastic, 30% level cuts. It makes sense that as web analytics budgets will increase or remain steady. According to emarketer, The economy may be on an upward trajectory, but continued caution among advertisers will lead to a continued shift toward online advertising... emarketer projects a 10.5% increase in US online ad spending next year, followed by double-digit growth every year through 2014 when spending will reach $40.5 billion. It may seem ironic, but marketers economic concerns are leading them to spend more for online advertising, said David Hallerman, principal analyst at emarketer. This trend reflects how most forms of internet advertising are now seen as more of a sure thing than most traditional media. ( Online Ad Spend Continues Double-Digit Growth. December 6, 2010)
20 Web Analytics Association Outlook 2011: Survey Report page 20 Survey Results, Part 2: Looking Ahead Online analysis budget change: % Increasing 55.2% 52.1% 68.8% Remaining flat Decreasing 2.6% 1.3% 3.9% 1.5% 29.7% 42.9% 43.5% 44% n= In the 2008 survey, 68.8% of respondents said they would be increasing their investment in web analytics. In 2009, that number went down to 52.1%. In 2010, it increased to 55.2%, and now it s decreased just a bit, to 54.5%. So, we re still not seeing increases at the levels of 2008, but analysis budgets are still seeing a significant boost. In 2009, 3.9% said they would be decreasing their spend in 2010, 1.3% said so, and this year, it s doubled to 2.6%. It s still not as high as in 2009 however, when it was 3.9%.
21 Web Analytics Association Outlook 2011: Survey Report page 21 Survey Results, Part 2: Looking Ahead In 2011, your investments will go towards which of the following? Data integration with external or third-party applications Increase investment in training and education for web analytics staff Add-on tools, such as behavioral targeting or paid search management 40.1% 44.4% 49.0% Increase web analytics staffing 35.8% Increase investment in training and education for consumers of web analytics reports and analysis 26.8% Engage web analytics consulting 24.5% Upgrade of primary web analytics tools migrating to a new platform with the same solution/vendor 19.5% Switching your primary web analytics solution/vendor 8.6% Purchase of primary web analytics tool first installation Purchase of primary web analytics tools migrating to a new platform with the same solution/vendor 4.7% 4.7% n=257 When it comes to following where the money will go, we see that data integration with external or third-party applications leads the list, with 49% saying that they re planning to invest in this area. 44.4% will increase investment in training and education for web analytics staff, and 40.1% will invest in add-on tools such as behavioral targeting or paid search management. In addition, 35.8% will use the money to increase web analytics staffing. When we look at current staffing levels for many of these organizations, we ll see that it s a good thing.
22 Web Analytics Association Outlook 2011: Survey Report page 22 Survey Results, Part 2: Looking Ahead For which channels do you have established key performance indicators (KPIs)? (select all that apply) 75.3% Facebook Social Media Online Video Twitter Print Media Mobile Media Consumer-generated Content RSS Widgets Viral Marketing Television Other (please specify) Location-based Media Radio 39.3% 39.3% 37.4% 32.9% 27.4% 23.7% 16.4% 16.0% 15.5% 12.8% 12.3% 11.0% 11.0% 7.8% n=219 is clearly the marketing channel that is most established as far as KPI measurement goes 75% of respondents say that they have KPIs for this channel. However, when it comes to Facebook, just 39.3% say they have key performance indicators in place, and the same goes for other social media channels. For online video, 37.4% have KPIs, and for Twitter, it s 32.9%. Print is at 27.4%, and only 23.7% have KPIs for mobile media. And that s likely to become a problem for marketers and web analysts alike in According to Forrester, Mobile is a hot topic among interactive marketers but has yet to prove its usefulness as a dedicated media channel. Budget owners need proof that a mobile-specific spend will have a positive ROI before they carve out a special budget just for the smaller screen, which means that budgets will stay test-sized until marketers establish measurement metrics or benchmarks. ( Midyear Planning: Predictions For 2011: Marketers Move Toward Multichannel Planning And Execution, July 29, 2010)
23 Web Analytics Association Outlook 2011: Survey Report page 23 Survey Results, Part 2: Looking Ahead Indicate whether you plan to establish and implement KPIs for measuring the following technologies and strategies in 2011: (select all that apply) Social Media 64.9% Facebook Mobile Media Twitter Online Video 49.5% 49.5% 42.1% 40.6% 40.1% Consumer-generated Content Location-based Media Viral Marketing Widgets RSS Print Media Television Radio 24.8% 19.8% 19.3% 14.4% 14.4% 12.9% 9.9% 4.0% n=202 Nearly 65% of respondents are planning to establish and implement social media KPIs in % plan to do so for Facebook, and 42.1% for Twitter. And 49.5% say they re planning to implement KPIs for mobile media. As MarketingSherpa put it, Marketers have not adopted mobile strategies in large numbers. However, many have started experimenting with SMS, mobile web sites and mobile apps similar to how marketers experimented with social marketing in It s clear that mobile marketing is still emerging in 2011, mobile looks to become what social media was for ( Consumer Marketing Trends from 2010, Dec 16, 2010.) It could be that 2011 is the year of the mobile marketing boom. We ll see what happens and find out how web analytics is going to measure the results in the coming year.
24 Web Analytics Association Outlook 2011: Survey Report page 24 Survey Results, Part 3: The Industry Up Close Now let s look at the current levels of web analytics expertise and find out how organizations are making web analytics a priority. We ll see how practitioners rate their knowledge of the latest web analytics trends, strategies and technologies, and find out in which areas they would most like to improve their knowledge. We ll also see which department is primarily responsible for web analytics, and how much of a role IT plays in the decision-making process when selecting web analytics or marketing solutions. In addition, we ll discover how many full-time employees are responsible for web analytics, and the many ways organizations have been getting web analytics support. Survey Results, Part 3: The Industry Up Close How would you rate your knowledge of the latest web analytics trends, strategies and technologies? 46.0% 33.5% 16.9% 3.6% Poor: Could be better Fair: Somewhat able Good: Capable at web analysis Expert: Extremely proficient n=248 According to these results, there are more web analytics experts than ever before. This year, 79.5% of respondents rated their knowledge of web analytics trends, strategies and technologies as good or expert. In 2010, 69% did, and in 2009, that number was 62%. Does that mean web analytics practitioners have more experience these days? Let s see.
25 Web Analytics Association Outlook 2011: Survey Report page 25 Survey Results, Part 3: The Industry Up Close How many years of experience do you have in web analytics? 10+ years 17% Less than 1 year 5% 1 to 3 years 33% 7 to 10 years 18% 4 to 6 years 27% n=339 Another year has gone by, and we re seeing a more experienced group of web analytics practitioners. In fact, the percentage of those with 10-plus years of experience has gone up significantly. This year, the number is 17%, up from 10% in 2010, and 5% in Plus, there are fewer respondents with very little experience. Last year, 12% said they had less than one year of experience this year, only 5% said so. So it appears that in 2011, web analytics professionals will have more expertise and more experience than before.
26 Web Analytics Association Outlook 2011: Survey Report page 26 Survey Results, Part 3: The Industry Up Close In which areas would you most like to improve your knowledge? A/B and Multivariate Testing 55.5% Behavior Analysis 53.9% Mobile Analytics 51.4% Predictive Modeling 41.6% Targeting and Segmentation Social Media Marketing Measuring Web 2.0 Technologies 33.9% 33.9% 33.9% Statistical Tests 33.5% Analytics reporting 31.8% n=245 Segmentation 31.0% When it comes to areas where practitioners want to increase their expertise, A/B and multivariate testing takes the lead at 55.5%. Last year, this area came in fourth at 52.3%. Interestingly, last year, Social media was second on the list (63.4%) while this year, it drops to sixth place. It may be that web analytics practitioners have already done their homework and improved their knowledge of social media marketing or else they re not as concerned about it this year. But they should be. According to emarketer, As consumer usage of social media continues to increase in the US and around the world, marketers have transitioned from cautious engagement to full deployment. Next year, four in five US businesses with at least 100 employees will take part in social media marketing, emarketer estimates. That s up from just 42% as recently as 2008, and the number of marketers using the channel will continue to rise through ( Social Media in the Marketing Mix: Budgeting for 2011, December 2010)
27 Web Analytics Association Outlook 2011: Survey Report page 27 Survey Results, Part 3: The Industry Up Close Which department in your company is primarily responsible for web analytics? Marketing 34.4% Business Intelligence/ Analytics 24.9% IT 9.9% Other (please specify) 9.1% Web services 8.3% ecommerce/ Online Operations Customer Experience/ Marketing Science 3.2% 7.5% Product development Audience development 2.0% 0.8% n=253 Of those we surveyed, 34.4% of respondents said that Marketing was the department primarily responsible for their web analytics. Business Intelligence and Analytics were responsible for web analytics in nearly 25% of organizations. IT was responsible for it in nearly 10% of those surveyed. Last year, marketing was at 41.2% and Business Intelligence/Analytics was at 18.8%, whereas IT was at 5.8%. So we ve seen a shift there, especially when we look at 2009, when Marketing was primarily responsible for 46.3% of organizations.
28 Web Analytics Association Outlook 2011: Survey Report page 28 Survey Results, Part 3: The Industry Up Close How much of a role does IT play in the decisionmaking process when selecting web analytics solutions or marketing applications? 35.5% 31.6% 20.7% 7.8% 4.3% Minimal input Average input Major input Primary decision makers Don't Know n=256 When it comes to selecting web analytics solutions or marketing applications, IT continues to play a role in the decision making process. In fact, while only 7.8% said IT was the primary decision maker, 31% indicated that they have major input and 35.5% indicated that IT has an average level of input. Just 20.7% said they had minimal input.
29 Web Analytics Association Outlook 2011: Survey Report page 29 Survey Results, Part 3: The Industry Up Close How many full-time employees in your company are responsible for web analytics? 35.9% 16.3% 12.7% 8.2% 6.9% 8.2% 5.3% 6.5% over 20 n=245 It s interesting that 35.9% said that they have only one full-time employee responsible for web analytics, even though we saw previously that 43% of respondents said they were with a company with over 500 employees. In fact, when we look only at those large organizations, 26.2% said they had only one full-time employee devoted to web analytics. Of course, many companies, both large and small, are getting web analytics support from other areas as well see.
30 Web Analytics Association Outlook 2011: Survey Report page 30 Survey Results, Part 3: The Industry Up Close In addition to full-time employees, which of the following does your company use to provide web analytics support? Employees with a partial commitment to web analytics 61.9% Consultants 40.7% Contract employees 24.3% Analytics agencies 19.0% Part-time employees 4.8% n=189 Here we see where the help is coming from 61.9% are using employees with a partial commitment to web analytics, 40.7% are using consultants, 24.3% have contract employees, and 19% are getting their analytics from agencies. Just 4.8% have part time employees providing web analytics support. About the Survey From November 12 to December 10, 2010, The Web Analytics Association presented a survey to web analytics end-users, who were asked to participate through web analytics-related web sites, s and events. A total of 356 web analytics users from the around the world participated in the survey. Respondents were asked approximately 35 questions about their use of web analytics today and their planned usage in 2011, their personal experience and level of expertise in the field of web analytics, as well as company size, job function, and geographical location. Respondents received an invitation to participate in the survey with a URL linked to the web-based survey form. Many of the questions included multiple-choice answers in which the respondents were asked to choose all that apply. Respondents were not required to answer every question in order to complete the survey.
Survey Aims & Methodology The intention behind they research was to identify trends in current analytics practices used by organizations & agencies based in Middle East (KSA, UAE, Qatar, Kuwait, Bahrain,
SOCIAL MEDIA ADVERTISING STRATEGIES THAT WORK ABSTRACT» Social media advertising is a new and fast growing part of digital advertising. In this White Paper I'll present social media advertising trends,
Marketing ROI & Performance Evaluation Study A special report from MarketingProfs, with support from Lenskold Group Copyright 2008. MarketingProfs Research Insights, MarketingProfs, LLC. All rights reserved.
How do you compare with mobile leaders? Adobe Mobile Marketing Survey How do you compare with mobile leaders? Table of contents 1 Introduction 2 Summary of insights 3 Marketing owns mobile 4 A mobile strategy
211 SOCIAL MARKETING SURVEY SOCIAL MARKETING GOES MAINSTREAM BY BRIAN QUINTON What s the tipping point when a channel morphs from niche tactic to mainstream marketing tool? It s arbitrary, but 75% seems
State of SMB IT Semi-Annual Report On Small And Midsize Business Technology Plans & Purchase Intent Spiceworks Inc., 7300 FM 2222, Bldg 3, Ste 100, Austin, TX 78730 Tel: 1-512-628-8280 Fax: 1-866-567-2744
2014 Digital Marketing Optimization Survey results Top lessons learned from the leaders Table of contents 1: Introduction 2: Five lessons from the top 20% #1: They test to make decisions 3: #2: They put
2014 Cloud Computing Exclusive Research from Cloud Computing Continues to Make Inroads Companies are expanding their use of cloud as they work through implementation and organizational challenges Cloud
Benchmark Report Content Marketing in 2014: Sponsored By: 2014 Demand Metric Research Corporation in Partnership with Ascend2. All Rights Reserved. TABLE OF CONTENTS 3 Executive Summary 10 Content Campaign
The ROI of data quality How organizations are getting the most from their solutions An Experian Data Quality White Paper October 2014 Introduction...1 Key findings...2 CONTENTS Expanding data quality tools...2
Important Software Technologies and Trends: 2004 January 29, 2004 Laurie M. Orlov Vice President, Research Director Forrester Research Do technology investments still matter? Theme The technology recession
IS YOUR MARKETING INVESTMENT DELIVERING EXPECTED RETURNS? October 2009 Is your marketing investment delivering expected returns? Just ask Nielsen by Chang Park, Executive Director, Nielsen Analytic Consulting,
INTELLIGENT MOBILE MONETIZATION--POWERED BY BIG DATA Using Predictive Learning to Reach the Right Customers with the Right Mobile App Cohort analysis a Big Data-powered approach for making every ad impression
Own Your Media Channel 2 0 1 1 Mobile Marketing: Plans, Trends and Measurability What Do Marketers Think? Co-Sponsored by: Copyright King Fish Media, 2011 contents 3 Executive summary 5 Mobile marketing
Retail Industry Outlook Survey: Modest Gains Keep Cautious Optimism in Style kpmg.com KPMG s Industry Outlook Survey KPMG LLP, the audit, tax and advisory firm, surveyed C-suite and other top-level executives
2013 ONLINE ADVERTISING PERFORMANCE OUTLOOK *Survey fielded by: EXECUTIVE SUMMARY Over the past several years, digital media has continued to develop as a branding medium, growing beyond its roots as a
Page 1 of 16 Published on The Bloom Group (http://bloomgroup.com) Home > Consulting Firms Retrench with Social Media: A 2013 Research Report Consulting Firms Retrench with Social Media: A 2013 Research
TABLE OF CONTENTS Executive Summary 2 Internet Usage 3 Mobile Internet 6 Advertising Spend 7 Internet Advertising 8 Display Advertising 9 Online Videos 10 Social Media 12 About WSI 14 Source of all statistics:
Five Strategies to Build a Successful Email Marketing Campaign David Daniels, CEO & Co-Founder - The Relevancy Group, LLC Christopher Nash, Senior Business Optimization Consultant Sitecore Reminders for
So the buzz about marketing automation and what the future holds for marketing in general finally got to you. Now you are ready to start using marketing automation and are not really sure where to start.
web analytics 201 Not just for beginners, This primer is designed to help clarify some of the major challenges faced by marketers today, such as:...and beyond -defining KPIs in a complex environment -organizing
2015 MARKETING BEST PRACTICES SURVEY RESULTS In partnership with INTRODUCTION WE HOPE THIS HELPS We asked for your help identifying today s marketing best practices, and you delivered. In four waves of
WEB ANALYTICS Where to Begin e-book SPOILER ALERT! People love the Internet. A lot. In fact, 92% of online adults rely on search engines when looking for information 1. That means your audience s first
Italian Enterprises Adopt Big Data Solutions Forrester Consulting About Forrester Consulting Forrester Consulting provides independent and objective research-based consulting to help leaders succeed in
Accenture Life Sciences Rethink Reshape Restructure for better patient outcomes The Rising Opportunity for CMO-CIO Collaboration in the Pharmaceutical Industry Demographics Life Sciences Pharma/Biotech:
RESEARCH BRIEF 2006 Getting Personal Across Touchpoints What s Now and What s Next in 1to1 Communications Presented by: Getting Personal Across Touchpoints What s Now and What s Next in 1to1 Communications
2010 Australian Web Analytics Report Assessing the uptake of web analytics in Australia, and providing expert commentary on how Australian businesses can use web analytics to succeed online. April 2010
Mobile Marketing Survey Looking at the use of mobile media, tactics and budgets, by Irish marketers in 2013 and 2014 Paul Dalton 19/3/2014 SURVEY 2014 CONTENTS 1 INTRODUCTION 2 Forward by Tom Trainor CEO
UK Video Advertising Report November 2012 BrightRoll UK Video Advertising Report: November 2012 brightroll.co.uk +44 (0)207 550 5580 22, Long Acre London WC2E 9LY Copyright 2012 BrightRoll, Inc. 64% of
BREAKOUT SESSIONS July 26 11:50 a.m. - 12:35 p.m. Recharge Your Emails Using True Personalization and Remarkable Remarketing Welcome Back! Inactive subscriber engagement strategies that work The Mobile
The Mobile Marketer s Complete Guide to User Acquisition Appia Footer 320 Blackwell Street Durham, NC 27701 1.866.254.2483 user acquisition overview and best practices 2 Introduction User acquisition is
A 7-Step Analytics Reporting Framework By Feras Alhlou, Principal Marketing Consultant 2 Marketing Optimization Imagine that you just attended a conference on digital marketing and analytics. You re pumped
2012 Online Video Marketing Survey and Video Email Trends Report Published by the Web Video Marketing Council and Flimp Media March 2012 Table of Contents Executive Summary...3 Overview...3 Methodology...
The state of Market Intelligence in 2013: Global MI Survey findings The 2013 Global Market Intelligence Survey is the sixth in a series of studies conducted by GIA since 2006 on how companies around the
Interxion Cloud Survey 2011 European IT decision-makers and influencers give their views on cloud computing 1. Introduction Cloud is a hot topic for many of today s business and technology leaders. But
2013 2014 INSERT COMPANY LOGO HERE 20142013 Global North Marketing American Automation SSL Certificate Software Entrepreneurial Product Company Leadership of Award the Year Award Entrepreneurial Company
Module 1 - Introduction Introduction to Internet Brief about World Wide Web and Digital Marketing Basic Description SEM, SEO, SEA, SMM, SMO, SMA, PPC, Affiliate Marketing, Email Marketing, referral marketing,
= Online Marketing Module COMP Certified Online Marketing Professional v2.0 Part 1 - Introduction to Online Marketing - Basic Description of SEO, SMM, PPC & Email Marketing - Search Engine Basics o Major
Transforming Data Into Business Value Dr. Rado Kotorov Chief Innovation Officer & VP November 30th, 2015 1 Information Builders at a Glance Dedicated Software and Services Business Intelligence & Analytics
The State of the PMO 2012» A PM SOLUTIONS RESEARCH REPORT Media Partner 2 The State of the PMO 2012 About the Survey The State of the PMO 2012 was designed to help us understand the nature of current PMO
The 2012 Data Informed Analytics and Data Survey Table of Contents Page 2: Page 2: Page 4: Page 21: Page 36: Page 39 Introduction Who Responded? What They Want to Know What They Don t Understand Managing
Explore the Possibilities Seize the Moment 2013 HR Service Delivery and Technology Survey Executive Summary Report 2 towerswatson.com Explore the Possibilities Seize the Moment Table of Contents What the
Workforce Management in the Cloud Case Studies Reveal Benefits of Cloud Deployment White Paper Sponsored by Table of Contents The Rationale for Cloud Computing 3 Adoption in the Enterprise 4 Human Capital
PRACTICES REPORT BEST PRACTICES SURVEY: AGGREGATE FINDINGS REPORT Business Intelligence and Analytics: Leveraging Information for Value Creation and Competitive Advantage April 2007 Table of Contents Program
A Forrester Consulting Thought Leadership Paper Commissioned By SAP Delivering New Levels Of Personalization In Consumer Engagement A Guide For Marketing Executives: Strategy, Capabilities, And Technologies
Turbocharge Your Email Marketing Through Better Turbocharge Your Email Marketing Through Better How to Use Everyday Transactional Emails for Greater Customer Experiences and More Revenue $ option #3 option
Whitepaper LET S TALK: Social Media ROI With Connie Bensen First Priority for a Social Media Strategy: A Brand Audit Using a Social Media Monitoring Tool 4th in the Social Media ROI Series Executive Summary:
Advertising Effectiveness: Understanding the Value of a Social Media Impression APRIL 2010 INSIDE: How social networking and consumer engagement have changed how brand marketing works An approach for understanding
2013 IT Workforce snapshot TEKsystems IT Workforce Snapshot is designed to provide a high-level view of trends impacting IT spending, IT employment, workforce supply and demand, compensation and geographical
Introduction To Integrated Marketing: BUILDING A HOLISTIC MARKETING STRATEGY Email Social Media Online Events Blogs Web S ite Intelligence Landing Pages Integrated Analytics Many B2B marketers invest fortunes
BUY Mobile Retargeting for Retailers: Recapturing Customers Cross-Platform February 2014 1.877.AMPUSH.1 firstname.lastname@example.org TABLE OF CONTENTS Executive Summary 3 The Mobile Advertising Opportunity 4 E-Commerce
Accenture Interactive Point of View Series Multichannel Attribution Measuring Marketing ROI in the Digital Era Multichannel Attribution Measuring Marketing ROI in the Digital Era Digital technologies have
Sponsor of the study: Holistic Customer Experience in the Digital Age A Trend Study for Germany, France and the UK PAC 2015 Core findings 1 Everybody talks about digitization but few companies have a profound
O P T I M I Z I N G S A L E S F O R C E S Opportunity Profile Sample Report March 2004 Primary Intelligence, Inc. 12244 South Business Park Drive Suite 115 Draper, UT 84020 Toll free: (800) 400-2174 Local:
The State of Digital Marketing for SMBs While many small businesses already use digital marketing tools, there is still room for growth 1. Introduction: Poised for Growth When something works well in the
BENCHMARK REPORT Research and insights for engaging email subscribers EXCERPT 2012 Email Marketing Benchmark Report Research and insights for engaging email subscribers Author W. Jeffrey Rice, Senior Research
TIP SHEET HOW TO ACCURATELY TRACK YOUR SOCIAL MEDIA BUZZ Ten years ago, marketers had to rely primarily on customer surveys and mainstream media coverage to track the buzz created by a new product launch
Business Solutions Guide: contextualized e-commerce www.coremedia.com Contextualized E-Commerce: The key to an optimized e-commerce channel CoreMedia Business Solutions Guides are intended for operational
whitepaper 16 TIPS FOR BUILDING AN ENGAGING ECOMMERCE EXPERIENCE How to tackle the obvious and not-so obvious challenges - 16 Tips for Building an Engaging Ecommerce Experience INTRODUCTION 1 INTRODUCTION
Technological advances and social networking continue to transform the online shopping experience. Meanwhile shoppers expectations are set by the best-of-breed ecommerce sites they frequently visit. That
TABLE OF CONTENTS Executive Summary 2 United Kingdom Internet Usage 3 Total Advertising 4 Digital Advertising 5 Display Advertising 7 Search and Social 8 Social Media 9 Mobile Marketing 11 Europe Total
Q1 15 Nemertes 2014-15 Benchmark Report Unified Communications in the Cloud Nemertes Research Benchmark Reports provide detailed assessment and analysis of adoption of key technologies and services. Data
Digital River World Payments Survey Report The Hurdles Facing Today s Online Merchants BlueHornet.com Background At the 2011 E-Commerce Payments & Risk Conference hosted by the Merchant Risk Council (MRC)
Web Analytics Survey-Study 2015 TURKEY Survey Goals Create clear overview of Web Analytics in Turkey Explore future trends Compare the evolution of the market year-on-year Survey Methodology Business Platforms
EMAIL MARKETING REPORT How India Reads Emails - A study of 4 billion emails / month - MESSAGE FROM THE CEO A Time to Reflect. A Time to Look Ahead. As we welcome 2016, it's important for email marketers
One-Size-Fits-All Fits None: How to Create Cloud Offers for Industry Verticals Joshua Beil, Director Content Marketing and Research John McMillan, Director Business Consulting Services Agenda 1 SMB cloud
The Informz 2012 Association Email Marketing Benchmark Report Table of Contents Introduction Email Marketing Metrics Key Findings Results Overall Association Metrics Results by Email Type Results by Country
A Little About Me: Patricia Wilson-Smith President and CEO, Online Media Interactive, LLC Author, Lecturer, Radio Show Host David s Mother Workaholic. Sleepy. Always. No, really. ALWAYS. About This Workshop:
Key Metrics for Determining ROI for Business Intelligence Implementations Elliot King, Research Analyst August 2007 Sponsored by Produced by 2 TABLE OF CONTENTS Introduction and Key Findings............................................................................................................................3
The Increasing Role Data is Playing in Travel Marketing Bruce H. Rogers Chief Insights Officer and Head of the CMO Practice Forbes Media Computers are incredibly fast, accurate and stupid. Human beings
Research Study: Cloud-Based Business Solutions Suite Delivers Key Performance Improvements to Services-Based Businesses SL Associates Executive Summary 2 Project-Based Metrics are Critical for Services-Based
10 Steps to a Multichannel Strategy and an Exceptional Customer Experience Jesús Hoyos CRM industry analyst and advisor Brad Herrington Principal Solutions Architect Interactive Intelligence, Inc. Contents
Table of Contents Professional Diploma in Digital Marketing Module 1: Introduction to Digital Marketing Module 2: Search Engine Marketing (SEO) Module 3: Search Engine Marketing (PPC) Module 4: Email Marketing
Datalogix Using IBM Netezza data warehouse appliances to drive online sales with offline data Overview The need Infrastructure could not support the growing online data volumes and analysis required The
The Business Owner s Guide to Selecting CRM A Publication www.collierpickard.co.uk Ltd 2014 Customer Relationship Management Many organisations turn to CRM for one of two primary reasons: They re in growth
Smartphones and Application Trends and Opportunities Trends and Analysis Gabe Ingalls Contents Search Traffic KPIs Traffic Smartphone terms have received 61% more traffic in 2010 than during the same period
Professional Diploma in Digital Marketing Agenda Day 1: Day 2: Day 3: Day 4: Day 5: to Digital Marketing Search Engine Optimisation Search Engine Marketing Email Marketing Digital Display Advertising Mobile
Mothernode CRM ENTERPRISE (ERP) EDITION Everything you need to run your business from sales to order fulfillment, inventory management to invoicing, and much more. Mothernode CRM The easiest way to run
Content Optimization with HitsLink Improve conversion rates through Multivariate and A/B testing. Introduction What is the best way to improve conversion rates on your ecommerce site? Improve the content.
Teradata Marketing Operations Reduce Costs and Increase Marketing Efficiency Product Insight Brochure What Would You Do If You Knew? TM What would you do if you knew your marketing efforts could be freed
Differentiate your business with a cloud contact center A guide to selecting a partner that will enhance the customer experience An Ovum White Paper Sponsored by Cisco Systems, Inc. Publication Date: September