Web Analytics Survey-Study 2015 TURKEY

Transcription

1 Web Analytics Survey-Study 2015 TURKEY

2 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 Online Advertising Direct Approach

3 Participant Profiles

4 Sector / Industry of Company 9% 14% 17% 7% 21%, Retail/eCommerc e 18% 11% 3% Media Agency/Consulting Tourism & Travel Finance Retail/eCommerce Hi-Tech/IT Telecommunications Other

5 Role in Company 20% Specialist 7% 13% 31%, Specialist 16% Junior Management Middle Management Upper Management (Head of, VP) C-Level (CEO, CCO, CMO) Founder 13%

6 Time working in the Web Analytics space 25% 25% 16% 14% 12% 7% 1% Less than 1 year 1 to 2 years 3 to 4 years 5 to 7 years 8 to 10 years 10+ years Don t know

7 Importance of Web Analytics Data

8 Importance of Web Analytics Data To participant s direct work To participant s company 2% 2% 9% 5% 4% 21% Very important Important 10% 23% Very important Important Relatively important Relatively important 61%, Important Not so important Not important at all 63%, Important Not so important Not important at all

9 Purpose of Web Analytics

10 Web Analytics Maturity Curve Business Optimization Business Integration Website Optimization Analysis Data Collection Reporting

11 Purpose of Web Analytics Usage in the Company Web Analytics Maturity Curve 24% 20% 16% 17% 11% 11% Data Collection Reporting Analysis Website Optimization Business Integration Business Optimization

12 Achievements through Web Analytics Increase of Brand Awareness & Visibility Increase of Page Impressions Increase of Online Revenue Shift of Marketing Budget Reduction of Online Marketing Budget 12% 13% 10% 12% 9% Achievements in Web Analytics vary. Conversion rate is most often cited. Reduction of (Website) Costs 6% Increase of customer perception 10% Increase of Conversion Rate 17% Improved campaign design 11%

13 Achievements through Web Analytics C-Suite v. Specialists: Largest Discrepancies Reduction of Online Marketing Budget 7% 13% Shift of Marketing Budget 7% 14% Specialist Founder / C-Suite Increase of Online Revenue 10% 14%

14 Usage of Web Analytics

15 Current Web Analytics Solution 41% 5% 1% 6% 5% 7% 2% 7% 5% 11% 8%

16 Current Web Analytics Solution Large v. Small Companies Larger companies less likely to use GA (free) than smaller; larger opt more for paid solutions 29% 47% 17% 4% 2% 5% 0% 12% 2% 7% 5% 0% 2% 2% 7% 7% 7% 5% 12% 11% 13% Companies > 500 Employees 5% Companies < 500 Employees

17 Data from a free solution: as reliable as data from a paid one? Those who place a high importance on Web Analytics data believe data from the free version is less reliable. 31% 22% Yes No 78% 69%

18 Reliability of the Data: Does not change between levels of the Organization 69% 77% 31% 23% Yes No Founder / C-Suite Specialist

19 Next Solution: Free or Paid? 41% 59% Free Paid

20 Outlook for Web Analytics

21 Focus for the short-term (2015) Planning to Implement a High-end Web Analytics solution 5% Improve Conversion 21% Increase Online Revenue 16% Reduce Website costs 4% Hire staff for the Web Analytics team 6% Train more staff 2% Raise awareness at top-management 9% Develop relevant KPIs 21% Increase website performance 14%

22 Focus for the mid-term ( ) Planning to Implement a High-end Web Analytics solution 7% Improve Conversion 20% Increase Online Revenue 16% Reduce Website costs 4% Hire staff for the Web Analytics team 8% Train more staff 5% Raise awareness at top-management 9% Develop relevant KPIs 17% Increase website performance 13%

23 Change in focus from short-term to mid-term 2% Implement a High-End Web Analytics Solution Improve Conversion -1% 0% 0% Increase Online Revenue Reduce Website Costs 2% Hire Staff for the Web Analytics Team 3% Train More Staff -4% Develop Relevant KPIs 0% Raise Awareness at Top Management Increase Website Performance -1% -5% -4% -3% -2% -1% 0% 1% 2% 3% 4%

24 More Training Web Analytics Needed? 17% 16% Yes No Not Sure 67%

25 What did we learn? Turkey in the middle of the Web Analytics maturity curve. Focus is predominantly Reporting, Analysis, and Website Optimization. Agencies / Consultancies and Retail / ecommerce companies are the most mature. These sectors are beginning to move further along the maturity model, into business integration and optimization. Google Analytics (free) is the predominant tool used. However, a lesser percentage of large companies use it, and instead have begun opting for high-end solutions like Adobe or Webtrekk 1 out of 5 companies have merged their Web Analytics and Customer Intelligence Teams. Still 51% either have separate teams that do not work well together or do not have teams for either department. Training will help to enrich the knowledge In all hierarchy levels

26 About Webtrekk High-End Digital Intelligence Company Global Offices in Europe and Asia 42 billion actions every single month Multilingual support Individual consulting Data privacy confirmation webtrekk.com About ebrain Digital Business & Strategy Consultancy Turkish market & international clients e-commerce, Omni-channel Retail Digital Project Management Digital Marketing Online CRM and Brand Management about.me/ebraintr

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28 One thing less that keeps Marketing Directors awake at night.

29 THANK YOU! Web Analytics Survey-Study 2015 TURKEY Get the full survey: