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The status of web analytics in Poland
 

The status of web analytics in Poland

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World´s first Web Analytics Study for the Polish market. ...

World´s first Web Analytics Study for the Polish market.

The following criteria has been asked for:
- Profile of Survey Participants (Gender, Knowledge Level etc.)
- Position of Web Analytics within the company (usage status, online support)
- Importance of Web Analytics (achievements, usage purpose, outcome for direct work vs. company outcome etc.)
- Web Analytics Tool Usage (most used tools, double usage of tools, tool reliability etc.)
- Satisfaction and Reliability of Web Analytics (free as reliable as paid etc.)
- Presence vs. Future in Web Analytics (personal development, budget increase etc.)

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    The status of web analytics in Poland The status of web analytics in Poland Presentation Transcript

    • Web Analytics Survey-Study 2012THE STATUS OF WEB ANALYTICS INPOLAND Published 15th May 2012 by Ralf Haberich & Bluerank
    • SURVEY METHODOLOGY • CONDUCTED BETWEEN 23 April AND 15 May 2012 – Online using a software provided by freepoll.com • PARTICIPANTS WERE RECRUITED ONLINE VIA – Business platforms – Online advertising – Direct approach • TOTAL SAMPLE SIZE WAS n = 65STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © 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 AND FUTURE TRENDS WITHIN THIS SECTOR AS WELL AS PUBLISH CURRENT STANDING OF WEB ANALYTICS IN AN ORGANIZATION.STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • EXECUTIVE SUMMARYSTATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • EXECUTIVE SUMMARYSTATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • EXECUTIVE SUMMARYSTATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • The ConclcusionSTATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • THE CONCLUSIONSTATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • PROFILE OF SURVEY PARTICIPANTSSTATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • PROFILE OF PARTICIPANTS Sector of your company? Media Agency/Consulting Automotive Travel Finance 24,7% Retail/eCommerce Government High Tech/IT Telecommunications OtherSTATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • PROFILE OF PARTICIPANTS Function within the company?STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • PROFILE OF PARTICIPANTS Connection to Web Anaytics? Other Sales Representative at Web Analytics Vendor Consultant at Web Analytics Vendor Individual Web Analytics Consultant Web Analytics User - Expert - Agency 1 Web Analytics User - Advanced - Agency Web Analytics User - Beginner - Agency Web Analytics User - Expert - as End User Web Analytics User - Advanced - as End User 29,2% Web Analytics User - Beginner - as End User 0 5 10 15 20 25 30 35STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • PROFILE OF PARTICIPANTSHow long in Web Analytics space? Male Female 91,5% Your Gender? STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • PROFILE OF PARTICIPANTSEmployees within your company? 1 2 to 10 11 to 50 22,1% 51 to 100 101 to 500 501 to 1.000 More than 1.000 STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • POSITIONING OF WEB ANALYTICS WITHIN THE COMPANYSTATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • POSITIONING OF WEB ANALYTICS Operating in Poland only? Service/Products online only? Yes 60,4% No 71,7%STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • POSITIONING OF WEB ANALYTICS Usage status of Web Analytics?STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • IMPORTANCE OF WEB ANALYTICSSTATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • IMPORTANCE OF WEB ANALYTICS Outcome for your direct work? Not important at all Not so important Relatively important Important Very important 43,4% 0 5 10 15 20 25 30 35 40 45 50STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • IMPORTANCE OF WEB ANALYTICSOutcome for your company at all? STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • IMPORTANCE OF WEB ANALYTICS Purpose of Usage? 18,1% Campaign Analysis Landing Page Optimization Customer Segmentation Internal Site Search Analysis Conversion Optimization A/B Testing Multivariate Testing Enrichment of Data Business IntelligenceSTATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • IMPORTANCE OF WEB ANALYTICSAchievements through Analytics? STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • WEB ANALYTICS TOOL USAGESTATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • WEB ANALYTICS TOOL USAGEImplemented Analytics solution? STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • WEB ANALYTICS TOOL USAGERegular usage when 2 or more?STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • WEB ANALYTICS TOOL USAGE Budgetholder dept. location? Other External HR Sales IT Management Marketing 46,9% 0 5 10 15 20 25 30 35 40 45 50STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • WEB ANALYTICS TOOL USAGE Project Leader dept. location? Other External HR Sales IT Management Marketing 53,5% 0 10 20 30 40 50 60STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • WEB ANALYTICS TOOL USAGEShould Analytics be an own unit? Yes 54,1% No STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • SATISFACTION AND RELIABILITY OF WEB ANALYTICSSTATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • SATISFACTION AND RELIABILITYDo you trust the Analytics data?STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • SATISFACTION AND RELIABILITY Free tool as reliable as paid?STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • SATISFACTION AND RELIABILITYNext solution you choose will be? Free 51,1% Paid STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • PRESENCE VS. FUTURE IN WEB ANALYTICSSTATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • PRESENCE VS. FUTURE Focus in 2012? Planning to…STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • PRESENCE VS. FUTUREFocus in 2013-2015? Planning to… STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • PRESENCE VS. FUTUREFocus in 2013-2015? Planning to… …implement a High End Web Analytics solution …improve Conversion …increase Online Revenue 17,9% …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 0 2 4 6 8 10 12 14 16 18 20 STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • PRESENCE VS. FUTURE Where to increase budget? Web Analytics tool 51,1% Web Analytics usersSTATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • PRESENCE VS. FUTUREStill work at Analytics in 5 years? Yes No 70,2% Not sureSTATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • PRESENCE VS. FUTURE Personal Development given?STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • PRESENCE VS. FUTUREWho to report to as Web Analyst? STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © 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 2012 © 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.DESTATUS of WEB ANALYTICS in POLAND - STUDY 2012 © 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.STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
    • THANK YOU.STATUS of WEB ANALYTICS in POLAND - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de