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Status of Web Analytics in Poland 2013

Ralf Haberich, profile picture
Ralf Haberich

The 2013 web analytics survey in Poland, conducted from April to June, involved 82 participants and aimed to provide insights into the state and trends of web analytics compared to 2012. Key findings include an increase in young professionals choosing analytics as a career, sustained usage of Google Analytics, and a shift towards paid solutions, while the importance of analytics to overall business performance is growing. The report concludes that Poland is becoming a more educated analytics-focused country, with insights from analytics becoming critical for business success.

BusinessTechnology
Related topics:
Web Analytics Overview • Business Intelligence
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THE STATUS OF WEB ANALYTICS IN Web Analytics Survey-Study 2013 POLAND Published by Ralf Haberich & Bluerank POLAND
SURVEY METHODOLOGY • CONDUCTED BETWEEN 29 April AND 17 June 2013 – Online using a software provided by firepoll.de • PARTICIPANTS WERE RECRUITED ONLINE – Business platforms – Online advertising – Direct approach • TOTAL SAMPLE SIZE WAS n =82 • CONDUCTED BETWEEN 29 April AND 17 June 2013 – Online using a software provided by firepoll.de • PARTICIPANTS WERE RECRUITED ONLINE – Business platforms – Online advertising – Direct approach • TOTAL SAMPLE SIZE WAS n =82 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
GOALS OF THIS SURVEY-STUDY WERE TO CREATE A CLEAR OVERVIEW OF WEB ANALYTIS IN POLAND, FUTURE TRENDS & Comparison 2012 vs. 2013. GOALS OF THIS SURVEY-STUDY WERE TO CREATE A CLEAR OVERVIEW OF WEB ANALYTIS IN POLAND, FUTURE TRENDS & Comparison 2012 vs. 2013. STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
EXECUTIVE SUMMARY STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
EXECUTIVE SUMMARY • MORE YOUNG PEOPLE CHOOSE ANALYTICS AS JOB • USAGE OF ANALYTICS ALMOST UNCHANGED • REDUCTION OF ONLINE MARKETING BUDGET THROUGH ANALYTICS • GOOGLE ANALYTICS STILL THE MOST USED TOOL • DECISION TO USE A PAID SOLUTION IN THE FUTURE • REPORTING TO CEO INCREASES • MORE YOUNG PEOPLE CHOOSE ANALYTICS AS JOB • USAGE OF ANALYTICS ALMOST UNCHANGED • REDUCTION OF ONLINE MARKETING BUDGET THROUGH ANALYTICS • GOOGLE ANALYTICS STILL THE MOST USED TOOL • DECISION TO USE A PAID SOLUTION IN THE FUTURE • REPORTING TO CEO INCREASES STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
EXECUTIVE SUMMARY • MORE YOUNG PEOPLE CHOOSE ANALYTICS AS JOB • USAGE OF ANALYTICS ALMOST UNCHANGED • REDUCTION OF ONLINE MARKETING BUDGET THROUGH ANALYTICS • GOOGLE ANALYTICS STILL THE MOST USED TOOL • DECISION TO USE A PAID SOLUTION IN THE FUTURE • REPORTING TO CEO INCREASES • MORE YOUNG PEOPLE CHOOSE ANALYTICS AS JOB • USAGE OF ANALYTICS ALMOST UNCHANGED • REDUCTION OF ONLINE MARKETING BUDGET THROUGH ANALYTICS • GOOGLE ANALYTICS STILL THE MOST USED TOOL • DECISION TO USE A PAID SOLUTION IN THE FUTURE • REPORTING TO CEO INCREASES STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
The ConclcusionThe Conclcusion STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
THE CONCLUSION • POLAND MOVING TO A HIGHLY EDUCATED ANALYTICS COUNTRY • INSIGHTS THROUGH ANALYTICS IMPROVE WHOLE COMPANY PERFORMANCE - PAGEIMPRESSIONS NO LONGER A KEY PRIORITY • CHANGE IN ORGANISATION WILL ENABLE NEW PERFORMANCE - COMPETENT CONSULTANTS ARE KEY TO SUCCESS • ANALYTICS IS A VERY ATTRACTIVE JOB ENVIRONMENT STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de • POLAND MOVING TO A HIGHLY EDUCATED ANALYTICS COUNTRY • INSIGHTS THROUGH ANALYTICS IMPROVE WHOLE COMPANY PERFORMANCE - PAGEIMPRESSIONS NO LONGER A KEY PRIORITY • CHANGE IN ORGANISATION WILL ENABLE NEW PERFORMANCE - COMPETENT CONSULTANTS ARE KEY TO SUCCESS • ANALYTICS IS A VERY ATTRACTIVE JOB ENVIRONMENT
PROFILE OF SURVEY PARTICIPANTS STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
PROFILE OF PARTICIPANTS Sector of your company? Media Agency/Consulting Automotive Travel STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Travel Finance Retail/eCommerce Government High Tech/IT Telecommunications Other 35,7 %
PROFILE OF PARTICIPANTS COMPARISON Media Media Agency/Consulting Automotive Travel Finance Retail/eCommerce COMPARISON 2012/2013 24,7% Media Agency/Consulting Automotive Travel Finance Retail/eCommerce Government High Tech/IT Telecommunications Other2012 Retail/eCommerce Government High Tech/IT Telecommunications Other 35,7 % 2013
Function within the company? PROFILE OF PARTICIPANTS Founder STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 30 35 1 Founder C-Level (CEO, CCO, CMO) Upper Management (Head of, VP) Middle Management Junior Management 32,4 %
Function within the company? PROFILE OF PARTICIPANTS COMPARISON C-Level (CEO, CCO, CMO) Founder COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 30 35 Junior Management Middle Management Upper Management (Head of, VP) 2012 2013
Connection to Web Anaytics? PROFILE OF PARTICIPANTS Other Sales Representative at Web Analytics Vendor Consultant at Web Analytics Vendor STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 30 35 1 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
Connection to Web Anaytics? PROFILE OF PARTICIPANTS Individual Web Analytics Consultant Consultant at Web Analytics Vendor Sales Representative at Web Analytics Vendor Other COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 30 35 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 2012 2013
How long in Web Analytics space? PROFILE OF PARTICIPANTS 30,0 35,0 40,0 36,5 % STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0,0 5,0 10,0 15,0 20,0 25,0 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
How long in Web Analytics space? PROFILE OF PARTICIPANTS 30 35 40 45 50 2013 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 30 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 2013 2012
Your Gender? PROFILE OF PARTICIPANTS 2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 85,5 % Male Female 91,5 % 2012 2013
Employees within your company? PROFILE OF PARTICIPANTS 1 2 to 10 11 to 50 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 11 to 50 51 to 100 101 to 500 501 to 1.000 More than 1.000 24,3 %
Employees within your company? PROFILE OF PARTICIPANTS COMPARISON 1 2 to 10 11 to 50 1 2 to 10 11 to 50 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 51 to 100 101 to 500 501 to 1.000 More than 1.000 24,3 % 2013 22,1% 51 to 100 101 to 500 501 to 1.000 More than 1.0002012
POSITIONING OF WEB ANALYTICS WITHIN THE COMPANY POSITIONING OF WEB ANALYTICS WITHIN THE COMPANY STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
POSITIONING OF WEB ANALYTICS Operating in Poland only? Service/Products online only? Yes Service/Products online only? STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de No 67,6 % 56,8 %
POSITIONING OF WEB ANALYTICS Operating in Poland only? Yes No 56,8 % 2013 2013 COMPARISON 2012/2013 Service/Products online only? STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de No 67,6 % 56,8 % 60,4 % 71,7 %2012 2012
Usage status of Web Analytics? POSITIONING OF WEB ANALYTICS Data Collection Reporting STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Reporting Analysis Website Optimization Business Integration Business Optimization 24,9 %
Usage status of Web Analytics? POSITIONING OF WEB ANALYTICS Data Collection Reporting Analysis Website Optimization Business Integration 2013 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Business Integration Business Optimization 24,9 % 23,1% Data Collection Reporting Analysis Website Optimization Business Integration Business Optimization 2012
IMPORTANCE OF WEB ANALYTICS STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
IMPORTANCE OF WEB ANALYTICS Outcome for your direct work? Not so important Not important at all STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 30 35 40 45 Very important Important Relatively important 39,2 %
IMPORTANCE OF WEB ANALYTICS Outcome for your direct work? Not so important Not important at all COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 30 35 40 45 50 Very important Important Relatively important 2012 2013
Outcome for your company at all? IMPORTANCE OF WEB ANALYTICS Not so important Not important at all STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 30 35 40 Very important Important Relatively important 36,5 %
Outcome for your company at all? IMPORTANCE OF WEB ANALYTICS Not so important Not important at all COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 30 35 40 Very important Important Relatively important 2012 2013
Purpose of Usage? IMPORTANCE OF WEB ANALYTICS Campaign Analysis Landing Page Optimization Customer Segmentation 17,9 % STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Customer Segmentation Internal Site Search Analysis Conversion Optimization A/B Testing Multivariate Testing Enrichment of Data Business Intelligence
Purpose of Usage? IMPORTANCE OF WEB ANALYTICS Campaign Analysis Landing Page Optimization Customer Segmentation Internal Site Search Analysis Conversion Optimization 17, 17,9 % COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de A/B Testing Multivariate Testing Enrichment of Data Business Intelligence 2013 18,1% Campaign Analysis Landing Page Optimization Customer Segmentation Internal Site Search Analysis Conversion Optimization A/B Testing Multivariate Testing Enrichment of Data Business Intelligence 2012
Achievements through Analytics? IMPORTANCE OF WEB ANALYTICS 6 8 10 12 14 16 18 20 17,5 % STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 2 4 6
Achievements through Analytics? IMPORTANCE OF WEB ANALYTICS 6 8 10 12 14 16 18 20 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 2 4 6 2013 2012
WEB ANALYTICS TOOL USAGE STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
WEB ANALYTICS TOOL USAGE Implemented Analytics solution? Google Analytics Other free tool Adobe STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Adobe AT Internet comScore Corementrics Webtrends Webtrekk Other 56,9 %
WEB ANALYTICS TOOL USAGE Implemented Analytics solution? Google Analytics Other free tool Adobe AT Internet comScore 56, COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de comScore Corementrics Webtrends Webtrekk Other 56, 2013 59,8% Google Analytics Other free tool Adobe AT Internet comScore Corementrics Webtrends Webtrekk Other 2012 56,9 %
Regular usage when 2 or more? WEB ANALYTICS TOOL USAGE Google Analytics Other free tool Adobe STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de AT Internet comScore Corementrics Webtrends Webtrekk Other Only one tool 64,2 %
Regular usage when 2 or more? WEB ANALYTICS TOOL USAGE Google Analytics Other free tool Adobe AT Internet comScore Corementrics COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Corementrics Webtrends Webtrekk Other Only one tool 64,2 % 2013 55,1% Google Analytics Other free tool Adobe AT Internet comScore Corementrics Webtrends Webtrekk Other Only one tool 2012
Budgetholder dept. location? WEB ANALYTICS TOOL USAGE HR External Other STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 60 Marketing Management IT Sales HR 52,1 %
Budgetholder dept. location? WEB ANALYTICS TOOL USAGE HR External Other COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 60 Marketing Management IT Sales HR 2012 2013
Project Leader dept. location? WEB ANALYTICS TOOL USAGE HR External Other STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 60 Marketing Management IT Sales HR 52,4 %
Project Leader dept. location? WEB ANALYTICS TOOL USAGE HR External Other COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 60 Marketing Management IT Sales HR 2012 2013
Should Analytics be an own unit? WEB ANALYTICS TOOL USAGE STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Yes No 53,1 %
Should Analytics be an own unit? WEB ANALYTICS TOOL USAGE Yes 2013 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de No 53,1 % 54,1% Yes No 2012
SATISFACTION AND RELIABILITY OF WEB ANALYTICS SATISFACTION AND RELIABILITY OF WEB ANALYTICS STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
SATISFACTION AND RELIABILITY Do you trust the Analytics data? 70 80 90 100 Yes 92,5 % STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 60 1 Yes No
SATISFACTION AND RELIABILITY Do you trust the Analytics data? 80 100 120 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 20 40 60 Yes No 2013 2012
Free tool as reliable as paid? SATISFACTION AND RELIABILITY 60 70 80 90 Yes 78,3 % STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 1 Yes No
Free tool as reliable as paid? SATISFACTION AND RELIABILITY 60 70 80 90 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 Yes No 2013 2012
Next solution you choose will be? SATISFACTION AND RELIABILITY STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Free Paid57,4 %
Next solution you choose will be? SATISFACTION AND RELIABILITY Free 57,4 % COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Paid57,4 % 2013 51,1% 2012
PRESENCE VS. FUTURE IN WEB ANALYTICS PRESENCE VS. FUTURE IN WEB ANALYTICS STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
PRESENCE VS. FUTURE Focus in 2013? Planning to… …reduce Website costs …increase Online Revenue …improve Conversion …implement a High End Web Analytics solution 20,9 % STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 …increase Website performance …develop relevant KPIs …raise awareness at Top Management …train additional employees on tool …hire new people for Web Analytics team …reduce Website costs
PRESENCE VS. FUTURE Focus in 2012/13? Planning to… 20,9 % …reduce Website costs …increase Online Revenue …improve Conversion …implement a High End Web Analytics solution COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 …increase Website performance …develop relevant KPIs …raise awareness at Top Management …train additional employees on tool …hire new people for Web Analytics team …reduce Website costs 2012 2013
Focus in 2014-2016? Planning to… PRESENCE VS. FUTURE …reduce Website costs …increase Online Revenue …improve Conversion …implement a High End Web Analytics solution 18,4 % 18 % STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 2 4 6 8 10 12 14 16 18 20 …increase Website performance …develop relevant KPIs …raise awareness at Top Management …train additional employees on tool …hire new people for Web Analytics team …reduce Website costs
Focus in 2013-2015/2014-2016? Planning to… PRESENCE VS. FUTURE …reduce Website costs …increase Online Revenue …improve Conversion …implement a High End Web Analytics solution COMPARISON STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 2 4 6 8 10 12 14 16 18 20 …increase Website performance …develop relevant KPIs …raise awareness at Top Management …train additional employees on tool …hire new people for Web Analytics team …reduce Website costs 2012 2013
Where to increase budget? PRESENCE VS. FUTURE Web Analytics tool 35,5 % STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 35,5 % Web Analytics users Budget will not be inreased 35,5 %
Where to increase budget? PRESENCE VS. FUTURE Web Analytics tool Web Analytics users Budget will not be inreased 35,5 % COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 35,5 % Budget will not be inreased 51,1% 2013 2012
Still work at Analytics in 5 years? PRESENCE VS. FUTURE STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 83,9 % Yes Not sure
Still work at Analytics in 5 years? PRESENCE VS. FUTURE Yes Not sure COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 83,9 % 70,2% 2013 2012
Personal Development given? PRESENCE VS. FUTURE STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 82,3 % Yes No Not sure
Personal Development given? PRESENCE VS. FUTURE Yes No COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 82,3 % Not sure 68,1% 2013 2012
Who to report to as Web Analyst? PRESENCE VS. FUTURE 64,5 % 40 50 60 70 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 Head of Marketing / Chief Marketing Officer Head of IT / Chief Inforamtion Officer / Chief Technology Officer CEO Other
Who to report to as Web Analyst? PRESENCE VS. FUTURE 50 60 70 80 90 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 Head of Marketing / Chief Marketing Officer Head of IT / Chief Inforamtion Officer / Chief Technology Officer CEO Other 2013 2012
2012 VS. 2013 IN WEB ANALYTICS 2012 VS. 2013 IN WEB ANALYTICS STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
ACKNOWLEDGEMENT THANKS TO ALL PARTICIPANTS THAT HAVE BEEN SPENDING THEIR TIME AND KNOWLEDGE TO SHARE CURRENT STATUS OF THEIR WEB ANALYTICS APPRAISAL. STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
CONTACT RALF HABERICH. blogger, author, co-chairman / mail@ralf-haberich.de / twitter.com/ralfhaberich WWW.RALF-HABERICH.DE RALF HABERICH. blogger, author, co-chairman / mail@ralf-haberich.de / twitter.com/ralfhaberich WWW.RALF-HABERICH.DE STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
STUDY QUOTE This report is licensed under creative commons attribution noncommercial license * The reader is free to share or copy or distribute or transmit the work under following restrictions: * You are welcome to quote any part of this report attributing any quoted information to „Ralf Haberich, web-analytics-blog.de“ * You may not use this work for commercial purposes * You may not alter or transform or build upon this work. This report is licensed under creative commons attribution noncommercial license * The reader is free to share or copy or distribute or transmit the work under following restrictions: * You are welcome to quote any part of this report attributing any quoted information to „Ralf Haberich, web-analytics-blog.de“ * You may not use this work for commercial purposes * You may not alter or transform or build upon this work. STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
THANK YOU. STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

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Status of Web Analytics in Poland 2013

  • 1. THE STATUS OF WEB ANALYTICS IN Web Analytics Survey-Study 2013 POLAND Published by Ralf Haberich & Bluerank POLAND
  • 2. SURVEY METHODOLOGY • CONDUCTED BETWEEN 29 April AND 17 June 2013 – Online using a software provided by firepoll.de • PARTICIPANTS WERE RECRUITED ONLINE – Business platforms – Online advertising – Direct approach • TOTAL SAMPLE SIZE WAS n =82 • CONDUCTED BETWEEN 29 April AND 17 June 2013 – Online using a software provided by firepoll.de • PARTICIPANTS WERE RECRUITED ONLINE – Business platforms – Online advertising – Direct approach • TOTAL SAMPLE SIZE WAS n =82 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 3. GOALS OF THIS SURVEY-STUDY WERE TO CREATE A CLEAR OVERVIEW OF WEB ANALYTIS IN POLAND, FUTURE TRENDS & Comparison 2012 vs. 2013. GOALS OF THIS SURVEY-STUDY WERE TO CREATE A CLEAR OVERVIEW OF WEB ANALYTIS IN POLAND, FUTURE TRENDS & Comparison 2012 vs. 2013. STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 4. EXECUTIVE SUMMARY STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 5. EXECUTIVE SUMMARY • MORE YOUNG PEOPLE CHOOSE ANALYTICS AS JOB • USAGE OF ANALYTICS ALMOST UNCHANGED • REDUCTION OF ONLINE MARKETING BUDGET THROUGH ANALYTICS • GOOGLE ANALYTICS STILL THE MOST USED TOOL • DECISION TO USE A PAID SOLUTION IN THE FUTURE • REPORTING TO CEO INCREASES • MORE YOUNG PEOPLE CHOOSE ANALYTICS AS JOB • USAGE OF ANALYTICS ALMOST UNCHANGED • REDUCTION OF ONLINE MARKETING BUDGET THROUGH ANALYTICS • GOOGLE ANALYTICS STILL THE MOST USED TOOL • DECISION TO USE A PAID SOLUTION IN THE FUTURE • REPORTING TO CEO INCREASES STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 6. EXECUTIVE SUMMARY • MORE YOUNG PEOPLE CHOOSE ANALYTICS AS JOB • USAGE OF ANALYTICS ALMOST UNCHANGED • REDUCTION OF ONLINE MARKETING BUDGET THROUGH ANALYTICS • GOOGLE ANALYTICS STILL THE MOST USED TOOL • DECISION TO USE A PAID SOLUTION IN THE FUTURE • REPORTING TO CEO INCREASES • MORE YOUNG PEOPLE CHOOSE ANALYTICS AS JOB • USAGE OF ANALYTICS ALMOST UNCHANGED • REDUCTION OF ONLINE MARKETING BUDGET THROUGH ANALYTICS • GOOGLE ANALYTICS STILL THE MOST USED TOOL • DECISION TO USE A PAID SOLUTION IN THE FUTURE • REPORTING TO CEO INCREASES STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 7. The ConclcusionThe Conclcusion STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 8. THE CONCLUSION • POLAND MOVING TO A HIGHLY EDUCATED ANALYTICS COUNTRY • INSIGHTS THROUGH ANALYTICS IMPROVE WHOLE COMPANY PERFORMANCE - PAGEIMPRESSIONS NO LONGER A KEY PRIORITY • CHANGE IN ORGANISATION WILL ENABLE NEW PERFORMANCE - COMPETENT CONSULTANTS ARE KEY TO SUCCESS • ANALYTICS IS A VERY ATTRACTIVE JOB ENVIRONMENT STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de • POLAND MOVING TO A HIGHLY EDUCATED ANALYTICS COUNTRY • INSIGHTS THROUGH ANALYTICS IMPROVE WHOLE COMPANY PERFORMANCE - PAGEIMPRESSIONS NO LONGER A KEY PRIORITY • CHANGE IN ORGANISATION WILL ENABLE NEW PERFORMANCE - COMPETENT CONSULTANTS ARE KEY TO SUCCESS • ANALYTICS IS A VERY ATTRACTIVE JOB ENVIRONMENT
  • 9. PROFILE OF SURVEY PARTICIPANTS STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 10. PROFILE OF PARTICIPANTS Sector of your company? Media Agency/Consulting Automotive Travel STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Travel Finance Retail/eCommerce Government High Tech/IT Telecommunications Other 35,7 %
  • 12. Function within the company? PROFILE OF PARTICIPANTS Founder STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 30 35 1 Founder C-Level (CEO, CCO, CMO) Upper Management (Head of, VP) Middle Management Junior Management 32,4 %
  • 13. Function within the company? PROFILE OF PARTICIPANTS COMPARISON C-Level (CEO, CCO, CMO) Founder COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 30 35 Junior Management Middle Management Upper Management (Head of, VP) 2012 2013
  • 14. Connection to Web Anaytics? PROFILE OF PARTICIPANTS Other Sales Representative at Web Analytics Vendor Consultant at Web Analytics Vendor STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 30 35 1 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
  • 15. Connection to Web Anaytics? PROFILE OF PARTICIPANTS Individual Web Analytics Consultant Consultant at Web Analytics Vendor Sales Representative at Web Analytics Vendor Other COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 30 35 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 2012 2013
  • 16. How long in Web Analytics space? PROFILE OF PARTICIPANTS 30,0 35,0 40,0 36,5 % STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0,0 5,0 10,0 15,0 20,0 25,0 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
  • 17. How long in Web Analytics space? PROFILE OF PARTICIPANTS 30 35 40 45 50 2013 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 30 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 2013 2012
  • 18. Your Gender? PROFILE OF PARTICIPANTS 2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 85,5 % Male Female 91,5 % 2012 2013
  • 19. Employees within your company? PROFILE OF PARTICIPANTS 1 2 to 10 11 to 50 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 11 to 50 51 to 100 101 to 500 501 to 1.000 More than 1.000 24,3 %
  • 20. Employees within your company? PROFILE OF PARTICIPANTS COMPARISON 1 2 to 10 11 to 50 1 2 to 10 11 to 50 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 51 to 100 101 to 500 501 to 1.000 More than 1.000 24,3 % 2013 22,1% 51 to 100 101 to 500 501 to 1.000 More than 1.0002012
  • 21. POSITIONING OF WEB ANALYTICS WITHIN THE COMPANY POSITIONING OF WEB ANALYTICS WITHIN THE COMPANY STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 22. POSITIONING OF WEB ANALYTICS Operating in Poland only? Service/Products online only? Yes Service/Products online only? STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de No 67,6 % 56,8 %
  • 23. POSITIONING OF WEB ANALYTICS Operating in Poland only? Yes No 56,8 % 2013 2013 COMPARISON 2012/2013 Service/Products online only? STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de No 67,6 % 56,8 % 60,4 % 71,7 %2012 2012
  • 24. Usage status of Web Analytics? POSITIONING OF WEB ANALYTICS Data Collection Reporting STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Reporting Analysis Website Optimization Business Integration Business Optimization 24,9 %
  • 25. Usage status of Web Analytics? POSITIONING OF WEB ANALYTICS Data Collection Reporting Analysis Website Optimization Business Integration 2013 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Business Integration Business Optimization 24,9 % 23,1% Data Collection Reporting Analysis Website Optimization Business Integration Business Optimization 2012
  • 26. IMPORTANCE OF WEB ANALYTICS STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 27. IMPORTANCE OF WEB ANALYTICS Outcome for your direct work? Not so important Not important at all STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 30 35 40 45 Very important Important Relatively important 39,2 %
  • 28. IMPORTANCE OF WEB ANALYTICS Outcome for your direct work? Not so important Not important at all COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 30 35 40 45 50 Very important Important Relatively important 2012 2013
  • 29. Outcome for your company at all? IMPORTANCE OF WEB ANALYTICS Not so important Not important at all STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 30 35 40 Very important Important Relatively important 36,5 %
  • 30. Outcome for your company at all? IMPORTANCE OF WEB ANALYTICS Not so important Not important at all COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 30 35 40 Very important Important Relatively important 2012 2013
  • 31. Purpose of Usage? IMPORTANCE OF WEB ANALYTICS Campaign Analysis Landing Page Optimization Customer Segmentation 17,9 % STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Customer Segmentation Internal Site Search Analysis Conversion Optimization A/B Testing Multivariate Testing Enrichment of Data Business Intelligence
  • 32. Purpose of Usage? IMPORTANCE OF WEB ANALYTICS Campaign Analysis Landing Page Optimization Customer Segmentation Internal Site Search Analysis Conversion Optimization 17, 17,9 % COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de A/B Testing Multivariate Testing Enrichment of Data Business Intelligence 2013 18,1% Campaign Analysis Landing Page Optimization Customer Segmentation Internal Site Search Analysis Conversion Optimization A/B Testing Multivariate Testing Enrichment of Data Business Intelligence 2012
  • 33. Achievements through Analytics? IMPORTANCE OF WEB ANALYTICS 6 8 10 12 14 16 18 20 17,5 % STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 2 4 6
  • 34. Achievements through Analytics? IMPORTANCE OF WEB ANALYTICS 6 8 10 12 14 16 18 20 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 2 4 6 2013 2012
  • 35. WEB ANALYTICS TOOL USAGE STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 36. WEB ANALYTICS TOOL USAGE Implemented Analytics solution? Google Analytics Other free tool Adobe STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Adobe AT Internet comScore Corementrics Webtrends Webtrekk Other 56,9 %
  • 37. WEB ANALYTICS TOOL USAGE Implemented Analytics solution? Google Analytics Other free tool Adobe AT Internet comScore 56, COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de comScore Corementrics Webtrends Webtrekk Other 56, 2013 59,8% Google Analytics Other free tool Adobe AT Internet comScore Corementrics Webtrends Webtrekk Other 2012 56,9 %
  • 38. Regular usage when 2 or more? WEB ANALYTICS TOOL USAGE Google Analytics Other free tool Adobe STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de AT Internet comScore Corementrics Webtrends Webtrekk Other Only one tool 64,2 %
  • 39. Regular usage when 2 or more? WEB ANALYTICS TOOL USAGE Google Analytics Other free tool Adobe AT Internet comScore Corementrics COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Corementrics Webtrends Webtrekk Other Only one tool 64,2 % 2013 55,1% Google Analytics Other free tool Adobe AT Internet comScore Corementrics Webtrends Webtrekk Other Only one tool 2012
  • 40. Budgetholder dept. location? WEB ANALYTICS TOOL USAGE HR External Other STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 60 Marketing Management IT Sales HR 52,1 %
  • 41. Budgetholder dept. location? WEB ANALYTICS TOOL USAGE HR External Other COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 60 Marketing Management IT Sales HR 2012 2013
  • 42. Project Leader dept. location? WEB ANALYTICS TOOL USAGE HR External Other STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 60 Marketing Management IT Sales HR 52,4 %
  • 43. Project Leader dept. location? WEB ANALYTICS TOOL USAGE HR External Other COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 60 Marketing Management IT Sales HR 2012 2013
  • 44. Should Analytics be an own unit? WEB ANALYTICS TOOL USAGE STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Yes No 53,1 %
  • 45. Should Analytics be an own unit? WEB ANALYTICS TOOL USAGE Yes 2013 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de No 53,1 % 54,1% Yes No 2012
  • 46. SATISFACTION AND RELIABILITY OF WEB ANALYTICS SATISFACTION AND RELIABILITY OF WEB ANALYTICS STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 47. SATISFACTION AND RELIABILITY Do you trust the Analytics data? 70 80 90 100 Yes 92,5 % STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 60 1 Yes No
  • 48. SATISFACTION AND RELIABILITY Do you trust the Analytics data? 80 100 120 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 20 40 60 Yes No 2013 2012
  • 49. Free tool as reliable as paid? SATISFACTION AND RELIABILITY 60 70 80 90 Yes 78,3 % STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 1 Yes No
  • 50. Free tool as reliable as paid? SATISFACTION AND RELIABILITY 60 70 80 90 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 Yes No 2013 2012
  • 51. Next solution you choose will be? SATISFACTION AND RELIABILITY STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Free Paid57,4 %
  • 52. Next solution you choose will be? SATISFACTION AND RELIABILITY Free 57,4 % COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de Paid57,4 % 2013 51,1% 2012
  • 53. PRESENCE VS. FUTURE IN WEB ANALYTICS PRESENCE VS. FUTURE IN WEB ANALYTICS STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 54. PRESENCE VS. FUTURE Focus in 2013? Planning to… …reduce Website costs …increase Online Revenue …improve Conversion …implement a High End Web Analytics solution 20,9 % STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 …increase Website performance …develop relevant KPIs …raise awareness at Top Management …train additional employees on tool …hire new people for Web Analytics team …reduce Website costs
  • 55. PRESENCE VS. FUTURE Focus in 2012/13? Planning to… 20,9 % …reduce Website costs …increase Online Revenue …improve Conversion …implement a High End Web Analytics solution COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 5 10 15 20 25 …increase Website performance …develop relevant KPIs …raise awareness at Top Management …train additional employees on tool …hire new people for Web Analytics team …reduce Website costs 2012 2013
  • 56. Focus in 2014-2016? Planning to… PRESENCE VS. FUTURE …reduce Website costs …increase Online Revenue …improve Conversion …implement a High End Web Analytics solution 18,4 % 18 % STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 2 4 6 8 10 12 14 16 18 20 …increase Website performance …develop relevant KPIs …raise awareness at Top Management …train additional employees on tool …hire new people for Web Analytics team …reduce Website costs
  • 57. Focus in 2013-2015/2014-2016? Planning to… PRESENCE VS. FUTURE …reduce Website costs …increase Online Revenue …improve Conversion …implement a High End Web Analytics solution COMPARISON STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 2 4 6 8 10 12 14 16 18 20 …increase Website performance …develop relevant KPIs …raise awareness at Top Management …train additional employees on tool …hire new people for Web Analytics team …reduce Website costs 2012 2013
  • 58. Where to increase budget? PRESENCE VS. FUTURE Web Analytics tool 35,5 % STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 35,5 % Web Analytics users Budget will not be inreased 35,5 %
  • 59. Where to increase budget? PRESENCE VS. FUTURE Web Analytics tool Web Analytics users Budget will not be inreased 35,5 % COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 35,5 % Budget will not be inreased 51,1% 2013 2012
  • 60. Still work at Analytics in 5 years? PRESENCE VS. FUTURE STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 83,9 % Yes Not sure
  • 61. Still work at Analytics in 5 years? PRESENCE VS. FUTURE Yes Not sure COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 83,9 % 70,2% 2013 2012
  • 62. Personal Development given? PRESENCE VS. FUTURE STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 82,3 % Yes No Not sure
  • 63. Personal Development given? PRESENCE VS. FUTURE Yes No COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 82,3 % Not sure 68,1% 2013 2012
  • 64. Who to report to as Web Analyst? PRESENCE VS. FUTURE 64,5 % 40 50 60 70 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 Head of Marketing / Chief Marketing Officer Head of IT / Chief Inforamtion Officer / Chief Technology Officer CEO Other
  • 65. Who to report to as Web Analyst? PRESENCE VS. FUTURE 50 60 70 80 90 COMPARISON 2012/2013 STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de 0 10 20 30 40 50 Head of Marketing / Chief Marketing Officer Head of IT / Chief Inforamtion Officer / Chief Technology Officer CEO Other 2013 2012
  • 66. 2012 VS. 2013 IN WEB ANALYTICS 2012 VS. 2013 IN WEB ANALYTICS STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 67. ACKNOWLEDGEMENT THANKS TO ALL PARTICIPANTS THAT HAVE BEEN SPENDING THEIR TIME AND KNOWLEDGE TO SHARE CURRENT STATUS OF THEIR WEB ANALYTICS APPRAISAL. STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 68. CONTACT RALF HABERICH. blogger, author, co-chairman / mail@ralf-haberich.de / twitter.com/ralfhaberich WWW.RALF-HABERICH.DE RALF HABERICH. blogger, author, co-chairman / mail@ralf-haberich.de / twitter.com/ralfhaberich WWW.RALF-HABERICH.DE STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 69. STUDY QUOTE This report is licensed under creative commons attribution noncommercial license * The reader is free to share or copy or distribute or transmit the work under following restrictions: * You are welcome to quote any part of this report attributing any quoted information to „Ralf Haberich, web-analytics-blog.de“ * You may not use this work for commercial purposes * You may not alter or transform or build upon this work. This report is licensed under creative commons attribution noncommercial license * The reader is free to share or copy or distribute or transmit the work under following restrictions: * You are welcome to quote any part of this report attributing any quoted information to „Ralf Haberich, web-analytics-blog.de“ * You may not use this work for commercial purposes * You may not alter or transform or build upon this work. STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 70. THANK YOU. STATUS of WEB ANALYTICS in POLAND - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de