Select Page

Companies are typically failing to adopt a coherent strategy that ties in web analytics data with business objectives – just 18% of surveyed firms do so – according to the Online Measurement and Strategy Report from E-consultancy and Lynchpin.

More than half (56%) of responding organizations – 434 client-side and 229 supplier-side companies – said they are still “working on this,” and 22% say they don’t have such a strategy.

e-consultancy-web-analytics-business-objectives-strategy.jpg

Just a quarter of company respondents (25%) say their web analytics “definitely” provide actionable insights; 56% say web analytics only sometimes provides such insight:

e-consultancy-web-analytics-actionable-insights.jpg

Spending on technology accounts for 45% of company spending on web analytics, compared with 18% for consulting and services and 36% on internal staff.

“Our research shows that many organizations are under-investing in internal analytics staff and failing to implement a coherent measurement strategy which can help them turn their data into something of real value to their business,” said Linus Gregoriadis, head of research at E-consultancy.

Other key findings:

The majority of company respondents (58%) say half or less of their web analytics data is useful for driving decision-making; more than a third (38%) say 30% or less of their data is useful:

e-consultancy-web-analytics-decision-making.jpg

The most widespread use of web analytics tools is for reporting traffic figures: 88% of all organizations said this is an “important use” of web analytics:

e-consultancy-web-analytics-uses.jpg

The next most important function is to help understand customer behavior – deemed an important use by 70% of company respondents.

The vast majority of both company and agency respondents say a common currency is needed for web metrics: 75% of company respondents and 69% of agency respondents say so.

From the perspective of client-side respondents, lack of budget and resources is seen as the most widespread barrier to an effective online measurement strategy, with 41% of organizations saying so.

Some 43% of organizations do not have any dedicated web analysts.

About one-third o responding organizations are spending less than ?5,000 a year on web analytics. A fifth (21%) of companies are spending at least ?50,000 a year.

Two-thirds of those organizations surveyed (66%) are using the free Google Analytics tool, which makes it far and away the most widely used web analytics tool.

About the study: Some 700 companies took part in the survey including 434 “client-side” respondents and 229 supplier-side companies (including agencies, consultancies and analytics vendors). Some 77% of company respondents and 74% of agency respondents are based in the UK. The rest are split between Europe (non-UK), North America (US or Canada) and other countries, including Australia, South Korea, India and Israel.

Feel Like You're Always Playing Catchup?

Stay ahead of the curve with our free newsletter. It’s fast. It’s factual. And it’s clear

marketing charts logo

Error: Please enter a valid email address

Error: Invalid email

Error: Please enter your first name

Error: Please enter your last name

Error: Please enter a username

Error: Please enter a password

Error: Please confirm your password

Error: Password and password confirmation do not match