Web Analytics! Survey-Study!
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1 Web Analytics Survey-Study 2014 POLAND POLAND WEB ANALYTICS 2014 Webtrekk GmbH 1
2 FOREWARD.. 3 GOALS 3 METHODOLOGY.. 4 EXECUTIVE SUMMARY.. 5 THE CONCLUSION... 7 PROFILE OF PARTICIPANTS. 10 POSITIONING OF WEB ANALYTICS.. 11 IMPORTANCE OF WEB ANALYTICS. 12 USAGE OF WEB ANALYTICS. 13 SATISFACTION & RELIABILITY OF WEB ANALYTICS 14 PRESENT V. FUTURE.. 15 APPENDIX 16 2 POLAND WEB ANALYTICS 2014 Webtrekk GmbH
3 FOREWARD Digital is transforming industries and disrupting business models. Change is the new same. And with change comes a desire to understand, and a desire to benefit from it. Nowadays, technology is often at the heart of benefiting from change. When it comes to digital business, technology is at a critical inflection point: what to do with and how to manage big data. Web Analytics data is a key piece to a digital business. Understanding its implications, not just within a business, but also its status within an industry is telling of what can and should happen next.. This survey investigates the status of Web Analytics in Poland. With data over the last three years, we place an emphasis on the evolution of this status over time. For more studies like this one, including this study in other regions, please visit SURVEY GOALS The goals of the survey included the following: - Create a clear overview of Web Analytics in Poland - Explore future trends - Compare the evolution of results from 2012 to 2013 to 2014 POLAND WEB ANALYTICS 2014 Webtrekk GmbH 3
4 SURVEY METHODOLOGY The 2014 survey was conducted between April and November 2014 using an online software provided by firepoll. Participants were recruited online via Business Platforms Online Advertising Direct Approach This survey was also conducted in 2012 and 2013, and this report includes comparative data from these years. The average sample size for the survey across the three years of study was 63. POLAND WEB ANALYTICS 2014 Webtrekk GmbH 4
5 EXECUTIVE SUMMARY POLAND WEB ANALYTICS 2014 Webtrekk GmbH 5
6 EXECUTIVE SUMMARY More young people choose analytics as a job The effects of the talent gap prove attractive for young professionals. The usage of analytics remains almost unchanged from 2013 The top 5 Web Analytics priorities persist. Google Analytics still reigns as the most used tool in Poland Despite this, its dominance has decreased over time. The decision to use a paid solution in the future has increased from 2013 Participants trust the data from a free tool less than before. Reporting to the CEO has increased C-Suite individuals also focus on raising Web Analytics awareness among top management The role of Management in Web Analytics has grown The role of management as the key department for budget and project management has increased The role of IT in Web Analytics has declined The IT-Department s involvement in analytics has decreased The importance of analytics for the whole company has grown Business focus on big data and achievements through web analytics has likely spawned this growth. The job of Analyst gives strong personal development Those in the industry more often than not confirmed they would stay in the industry POLAND WEB ANALYTICS 2014 Webtrekk GmbH 6
7 THE CONCLUSION POLAND WEB ANALYTICS 2014 Webtrekk GmbH 7
8 THE CONCLUSION Poland is moving to a highly educated analytics country Insights through analytics improve the whole company performance. Page impressions are no longer a key priority. The change in organisation will enable new performance: competent consultants are the key to success Analytics is still a very attractive job environment POLAND WEB ANALYTICS 2014 Webtrekk GmbH 8
9 SURVEY SECTIONS An overview of the results for each section in the survey can be found on the next pages. Profile of Participants Positioning of Web Analytics Importance of Web Analytics Usage of Web Analytics Satisfaction & Reliability of Web Analytics Present v. Future in Web Analytics POLAND WEB ANALYTICS 2014 Webtrekk GmbH 9
10 PROFILE OF PARTICIPANTS Participant Experience Level The profile of the survey participants remained highly consistent from 2012 through This stayed true across sectors and genders. Agencies and consultancies accounted for the largest percentage of participants in each year. The gender gap shows up in our participants profiles, and persists throughout the years. 91% 9% 80% 81% 20% 19% Gender of Participants Male Female As the years pass, study participants are younger in the Web Analytics space. This change likely demonstrates the talent gap, as companies begin to hire more and more, even less experienced, web analytics professionals. Likewise, the trend for increasing C-level attention to data shows up in our profile participation. Founder C-Level (CEO, CCO, CMO) Titles of Participants 0-4 years 5 + years POLAND WEB ANALYTICS 2014 Webtrekk GmbH 10
11 POSITIONING OF WEB ANALYTICS While website optimization and analysis remain the leading purposes for the usage of web analytics data, the trend for integration with the rest of the business is rising Business Optimization Business Integration That is an important evolution pointing to the increased importance of web analytics data and understanding of how it can be integrated with the rest of the business. 11 Digital has made it much easier for companies to operate outside of their national borders. Thus, confinement of digital operations to a national level is diminishing. 84% 60% 40% 59% 41% 16% INTL International Operations Poland Only POLAND WEB ANALYTICS 2014 Webtrekk GmbH
12 IMPORTANCE OF WEB ANALYTICS The importance of expected outcomes for Web Analytics have remained positively skewed in Poland over the last years. Importance of Web Analytics Outcomes What s interesting to look at is the difference between a participant s view on the importance of web analytics outcomes on their direct network versus on their company overall. In all three years, the direct network has been voted higher. This could be a reflection on their own direct involvement in Web Analytics, or in the perception that their company does not value it as much as they do. Yet at the same time, that gap decreases as the years pass. POLAND WEB ANALYTICS 2014 Webtrekk GmbH 12 Importance Web Analytics: Team v. company Direct Company There is also a smaller emphasis placed on increasing page impressions as an achievement of analytics. In each year of study, this achievement has decreased. Increase of Page Impressions While this could mean web analytics is less effective in generating traffic, it is more likely to imply that web analytics has enabled more targeted marketing efforts thus, companies can attract the right traffic.
13 USAGE OF WEB ANALYTICS Google Analytics (GA) still reigns as the leading Web Analytics solution in Poland. Despite that, the trend in the past years has been a downward one for GA. Google Analytics Usage The department of the budget holder and project leader tends to be marketing, and this trend has not only remained in Poland over time, but it has also increased in percentage. And while we see an upward trend for the Marketing department as both budget-holder and projectleader, we see a simultaneous decline in the IT department as both the budget-holder and project-leader. Department of Budget-Holder and Project-Leader for Web Analytics Budget Holder Project Leader POLAND WEB ANALYTICS 2014 Webtrekk GmbH 13
14 SATISFACTION & RELIABILITY OF WEB ANALYTICS As seen on the previous page, Marketing holds more of the responsibility for the budget and projects of web analytics. And to pick a system, these individuals will need to determine how comfortable they are with the data from each. As can be seen below, there is a decreasing trust in the reliability of the data from a free tool in comparison to a paid solution. Reliability of Free Tool With that, Marketing departments are opting more and more for paid solutions. When asked whether their next solution would be a free or a paid solution, participants responses have grown towards paid. Opt for a Paid Solution POLAND WEB ANALYTICS 2014 Webtrekk GmbH 14
15 PRESENT V. FUTURE IN WEB ANALYTICS In 2015, the top 5 Web Analytics priorities for Polish companies include training additional employees, improving conversion, increasing online revenue, developing relevant KPIs, and increasing website performance. Top 5 Web Analytics Priorities train additional increase Online Revenue develop relevant KPIs employees on tool improve Conversion increase Website performance These top 5 priorities have been relatively consistent across the past 3 years. Participants also confirmed in all three years that these priorities would remain steady looking into the next 2-3 years. What s interesting is to distill these results to only the responses at the C-Suite and Founder level. In 2014, the results remain the same except for one difference: raising awareness at top management. This is a positive development for attention to Web Analytics Top 5 Web Analytics Priorities for C-Suite...raise awarenss at Top Management...increase Online Revenue...improve Conversion...hire new people for the Web Analytics team...develop relevant Key Performance Indicators POLAND WEB ANALYTICS 2014 Webtrekk GmbH 15
16 APPENDIX POLAND WEB ANALYTICS 2014 Webtrekk GmbH 16
17 PROFILE OF SURVEY PARTICIPANTS POLAND WEB ANALYTICS 2014 Webtrekk GmbH 17
18 Profile of Participants SECTOR OF YOUR COMPANY? Telecom 0% Government 0% High Tech/IT 9% Other 9% Media 15% Automotive 0% Retail/eCommerce 16% Agency/Consulting 38% Finance 9% Travel 4% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 18
19 Profile of Participants Comparison SECTOR OF YOUR COMPANY? Telecom, 2% Media, 14% Other, 7% 2013 Government, 4% High Tech/IT, 14% Retail/ ecommerce, 21% Agency/ Consultancy, 30% Finance, 2% Travel, 4% Automotive, 4% 2014 High Tech/IT 9% Government 0% Telecom 0% Other 9% Media 15% Automotive 0% Retail/ ecommerce 16% Finance 9% Agency/ Consulting 38% Travel 4% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 19
20 Profile of Participants FUNCTION WITHIN THE COMPANY? Founder C-Level (CEO, CCO, CMO) Upper Management (Head of, VP) Middle Management Junior Management POLAND WEB ANALYTICS 2014 Webtrekk GmbH 20
21 Profile of Participants Comparison FUNCTION WITHIN THE COMPANY? Founder C-Level (CEO, CCO, CMO) Upper Management ( Head of, VP) Middle Management Junior Management POLAND WEB ANALYTICS 2014 Webtrekk GmbH 21
22 Profile of Participants CONNECTION TO WEB ANALYTICS? Other Sales Representative at Web Analytics Vendor Consultant at Web Analytics Vendor Individual Web Analytics Consultant Web Analytics User - Expert - Agency Web Analytics User - Advanced - Agency Web Analytics User - Beginner - Agency Web Analytics User - Expert - as End User Web Analytics User - Advanced - as End User Web Analytics User - Beginner - as End User Percent POLAND WEB ANALYTICS 2014 Webtrekk GmbH 22
23 Profile of Participants: Comparison CONNECTION TO WEB ANALYTICS? Web Analytics User - Beginner (as End User) Web Analytics User - Advanced (as End User) Web Analytics User - Expert (as End User) Web Analytics User - Beginner (Agency) Web Analytics User - Advanced (Agency) Web Analytics User - Expert (Agency) Individual Web Analytics Consultant Consultant at Web Analytics Vendor Sales Representative at Web Analytics Vendor Other 0% 5% 10%15%20%25%30%35%40%45% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 23
24 Profile of Participants HOW LONG IN WEB ANALYTICS SPACE? Less than 1 year 1 to 2 years 2 to 4 years 5 to 7 years 8 to 10 years More than 10 years Don t know POLAND WEB ANALYTICS 2014 Webtrekk GmbH 24
25 Profile of Participants: Comparison HOW LONG IN WEB ANALYTICS SPACE? Less than 1 year 1 to 2 years 2 to 4 years 5 to 7 years 8 to 10 years More than 10 years Don t know POLAND WEB ANALYTICS 2014 Webtrekk GmbH 25
26 Profile of Participants: Comparison YOUR GENDER? 20% 2013 Male Female 80% 19% 2014 Male Female 81% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 26
27 Profile of Participants No. EMPLOYEES WITHIN YOUR COMPANY? 0% 19% 15% 9% 16% 1 2 to to to to to More than % 19% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 27
28 Profile of Participants: Comparison No. EMPLOYEES WITHIN YOUR COMPANY? 9% 7% % 16% 1 2 to to to % 20% 101 to to More than % 0% % 19% 15% 16% 1 2 to to to to to % 19% More than POLAND WEB ANALYTICS 2014 Webtrekk GmbH 28
29 POSITIONING OF WEB ANALYTICS WITHIN THE COMPANY POLAND WEB ANALYTICS 2014 Webtrekk GmbH 29
30 Positioning of Web Analytics OPERATING IN POLAND ONLY? 16% Yes No 84% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 30
31 Positioning of Web Analytics: Comparison OPERATING IN POLAND ONLY? % 41% Yes No 16% 2014 Yes No 84% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 31
32 Positioning of Web Analytics USAGE STATUS OF WEB ANALYTICS? 18% 15% 11% 19% Data Collection Reporting Analysis Website Optimization Business Integration Business Optimization 17% 20% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 32
33 Positioning of Web Analytics USAGE STATUS OF WEB ANALYTICS? 12% 16% % 5% 20% Data Collection Reporting Analysis Website Optimization Business Integration Business Optimization 24% 18% 15% Data Collection % 19% Reporting Analysis Website Optimization Business Integration 17% Business Optimization 20% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 33
34 IMPORTANCE OF WEB ANALYTICS POLAND WEB ANALYTICS 2014 Webtrekk GmbH 34
35 Importance of Web Analytics OUTCOME FOR YOUR DIRECT NETWORK? Not important at all 0% Not so important 3% Relatively important 22% Important 31% Very important 44% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 35
36 Importance of Web Analytics: Comparison OUTCOME FOR YOUR DIRECT NETWORK? Not important at all Not so important Relatively important Important Very important POLAND WEB ANALYTICS 2014 Webtrekk GmbH 36
37 Importance of Web Analytics OUTCOME FOR YOUR COMPANY AT ALL? Not important at all 0% Not so important 12.5% Relatively important 15.6% Important 40.6% Very important 31.3% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 37
38 Importance of Web Analytics: Comparison OUTCOME FOR YOUR COMPANY AT ALL? Not important at all Not so important Relatively important Important Very important POLAND WEB ANALYTICS 2014 Webtrekk GmbH 38
39 Importance of Web Analytics PURPOSE OF USAGE? 6% 8% 12% 13% 18% 12% 12% Campaign Analysis Landing Page Optimization Customer Segmentation Internal Site Search Analysis Conversion Optimization A/B Testing Multivariate Testing Enrichment of Data Business Intelligence 13% 6% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 39
40 Importance of Web Analytics: Comparison PURPOSE OF USAGE? 4% 5% 9% 18% Campaign Analysis Landing Page Optimization Customer Segmentation % 15% Internal Site Search Analysis Conversion Optimization A/B Testing 17% 13% Multivariate Testing Enrichment of Data Business Intelligence 10% 13% 18% Campaign Analysis 8% Landing Page Optimization Customer Segmentation % 12% Internal Site Search Analysis Conversion Optimization A/B Testing 12% 12% Multivariate Testing Enrichment of Data 13% 6% Business Intelligence POLAND WEB ANALYTICS 2014 Webtrekk GmbH 40
41 Importance of Web Analytics ACHIEVEMENTS THROUGH ANALYTICS? 18% 17% 12% 11% 14% 6% 8% 6% 9% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 41
42 Importance of Web Analytics: Comparison ACHIEVEMENTS THROUGH ANALYTICS? 18% 18% 15% 17% 15% 14% 12% 7% 9% 9% 6% 11% 6% 8% 10% 6% 10% 9% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 42
43 USAGE OF WEB ANALYTICS SOLUTIONS POLAND WEB ANALYTICS 2014 Webtrekk GmbH 43
44 Usage of Web Analytics Solutions IMPLEMENTED ANALYTICS SOLUTION? Google Analytics 46% Other free tool 12% Adobe (Omniture) 5% AT Internet 4% comscore (Nedstat) 2% Corementrics 2% Webtrends 4% Webtrekk 4% Other 23% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 44
45 Usage of Web Analytics Solutions: Comparison IMPLEMENTED ANALYTICS SOLUTION? Google Analytics 46% 60% Other free tool 12% 18% Adobe (Omniture) 0% 5% AT Internet 4% 0% comscore (Nedstat) 2% 0% Corementrics 2% 0% Webtrends 4% 1% Webtrekk 4% 0% Other 23% 21% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 45
46 Usage of Web Analytics Solutions PREFERRED SYSTEM? (WHEN 2 OR MORE) 41% 21% 10% 14% 0% 4% 4% 4% 4% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 46
47 Usage of Web Analytics Solutions Comparison PREFERRED SYSTEM? (WHEN 2 OR MORE) 62% 41% 36% 21% % 14% 3% 3% 3% 3% 2% 0% 0% 0% 0% 0% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 47
48 Usage of Web Analytics Solutions DEPARTMENT OF THE BUDGET-HOLDER? Other 5% External 0% HR 0% Sales 15% IT 10% Management 13% Marketing 58% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 48
49 Usage of Web Analytics Solutions: Comparison DEPARTMENT OF THE BUDGET-HOLDER? Other 5% 5% External HR Sales 9% 15% IT 10% 11% Management 13% 22% Marketing 53% 58% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 49
50 Usage of Web Analytics Solutions DEPARTMENT OF THE PROJECT LEADER? Other 3% External 0% HR 3% Sales 6% IT 8% Management 23% Marketing 57% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 50
51 Usage of Web Analytics Solutions: Comparison DEPARTMENT OF THE PROJECT LEADER? Other 3% 11% External 0% 2% HR 0% 3% Sales 6% 9% IT 9% 8% Management 19% 23% Marketing 51% 57% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 51
52 Usage of Web Analytics Solutions SHOULD WEB ANALYTICS BE ITS OWN UNIT? Yes, 42% No, 58% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 52
53 SATISFACTION AND RELIABILITY OF WEB ANALYTICS POLAND WEB ANALYTICS 2014 Webtrekk GmbH 53
54 Satisfaction and Reliability DO YOU TRUST THE ANALYTICS DATA? 87% 13% Yes No POLAND WEB ANALYTICS 2014 Webtrekk GmbH 54
55 Satisfaction and Reliability: Comparison DO YOU TRUST THE ANALYTICS DATA? 93% 87% % 7% Yes No POLAND WEB ANALYTICS 2014 Webtrekk GmbH 55
56 Satisfaction and Reliability FREE TOOL AS RELIABLE AS PAID? 77% 23% Yes No POLAND WEB ANALYTICS 2014 Webtrekk GmbH 56
57 Satisfaction and Reliability: Comparison FREE TOOL AS RELIABLE AS PAID? 82% 77% % 23% Yes No POLAND WEB ANALYTICS 2014 Webtrekk GmbH 57
58 Satisfaction and Reliability NEXT SOLUTION: FREE OR PAID? Free 47% Paid 53% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 58
59 PRESENT V. FUTURE IN WEB ANALYTICS POLAND WEB ANALYTICS 2014 Webtrekk GmbH 59
60 Present v. Future in Web Analytics FOCUS IN CURRENT YEAR? implement a High End Web Analytics solution 7% improve Conversion 11% increase Online Revenue 19% reduce Website costs 8% hire new people for Web Analytics team 5% train additional employees on tool 10% raise awareness at Top Management 7% develop relevant KPIs 15% increase Website performance 18% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 60
61 Present v. Future in Web Analytics: Comparison FOCUS IN CURRENT YEAR? implement a High End Web Analytics solution improve Conversion increase Online Revenue reduce Website costs hire new people for Web Analytics team train additional employees on tool raise awareness at Top Management develop relevant KPIs increase Website performance POLAND WEB ANALYTICS 2014 Webtrekk GmbH 61
62 Present v. Future in Web Analytics FOCUS IN NEXT 2-3 YEARS? implement a High End Web Analytics solution 7% improve Conversion 19% increase Online Revenue 17% reduce Website costs 8% hire new people for Web Analytics team 7% train additional employees on tool 7% raise awareness at Top Management 8% develop relevant KPIs 12% increase Website performance 15% POLAND WEB ANALYTICS 2014 Webtrekk GmbH 62
63 Present v. Future in Web Analytics Comparison FOCUS IN NEXT 2-3 YEARS? implement a High End Web Analytics solution improve Conversion increase Online Revenue reduce Website costs hire new people for Web Analytics team train additional employees on tool raise awareness at Top Management develop relevant KPIs increase Website performance POLAND WEB ANALYTICS 2014 Webtrekk GmbH 63
64 ABOUT WEBTREKK ABOUT BLUERANK Webtrekk is a global provider of digital intelligence solutions, headquartered in Berlin with offices in China, Italy, Spain, the Netherlands and the USA. The Webtrekk Digital Intelligence Suite is widely recognised for its advanced analytics, testing and website customisation solutions, enabling you to turn data into profit with personalised, automated marketing campaigns and recommendations. Alongside its Digital Intelligence Suite, Webtrekk offers a wide range of consulting services. Bluerank offers comprehensive SEM and Web Analytics services to drive quality traffic to the website and ensure increased conversions. Bluerank is headquartered in Lodz, Poland and operates internationally with a deep understanding of markets such as Austria, Finland, Germany, Great Britain, Russia, Ukraine as well as North America and Africa. A member of the ICMA, Bluerank is recognized for its work on web positioning in local and global search engines and believes in structured analysis to improve web performance. POLAND WEB ANALYTICS 2014 Webtrekk GmbH 64
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