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The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
The State of Web Analytics in Middle East 2012 Survey Results
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The State of Web Analytics in Middle East 2012 Survey Results

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This individual research was conducted by Mohit Jain from Analytics.ae to identify trends in current analytics practices used by organizations & agencies based in Middle East (KSA, UAE, Qatar, Kuwait, …

This individual research was conducted by Mohit Jain from Analytics.ae to identify trends in current analytics practices used by organizations & agencies based in Middle East (KSA, UAE, Qatar, Kuwait, Bahrain, Oman, Lebanon, Syria, Egypt & Jordan) and to understand how organizations take advantage of digital data to optimize the business.

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  • 1. The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 2. Survey Aims & Methodology • The intention behind they research was to identify trends in current analytics practices used by organizations & agencies based in Middle East (KSA, UAE, Qatar, Kuwait, Bahrain, Oman, Lebanon, Syria, Egypt & Jordan) and to understand how organizations take advantage of digital data to optimize the business. No sample quotas were imposed. • The research was conducted between Jan 20th and April 5th, 2012. • The survey was conducted online using survey tool provided by FluidSurveys.com. • Survey respondents were recruited through email invitations, advertising on LinkedIn.com and social media outreach. • All incomplete and inaccurate responses were ignored from final results. • Total Sample Size was n=50The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 3. KEY FINDINGSThe State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 4. Key Findings • Web Analytics is still young discipline in Middle East with wide variations in experience, resources and value gained. However there is a growing interest as a majority are reporting gains from their activities. • It seems that the task of web analytics has shifted away from IT teams as majority of respondents reported web analytics to be managed by eCommerce, marketing & BI teams. Web Analytics function travels with whoever owns the web function. • 64% respondents said they trust data from web analytics tool 75% of time or mostly. Client side organizations expressed more trust in web analytics data then compared to agencies & consultants. There is a correlation between who expressed low trust in data and those who have less experience and resources assigned to web analytics. • The main web analytics activities conducted are Campaign Analysis and Landing Page Optimization whereas more insightful techniques such as A/B and multivariate testing are rarely performed.The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 5. Key Findings • Majority of respondents realized gain from adopting web analytics in all areas except reducing customer support costs. We also found less number of respondents reported to augment web analytics data with CRM & customer data. • There seems to be a disconnect between what client side organizations are expecting vs. what agencies & consultants wants to achieve this year. – 71% of Client side respondents seek to improve site performance with use of web analytics data vs. 57% of agencies & consultants desire it this year. – Only 21% of client side respondents wants to take business decisions based on data whereas 40% of agencies & consultants seek their clients to take decisions based on data. – 60% of agency & consultant respondents wants to increase their level of knowledge for Social Media Analytics vs. only 29% of client side respondents. • Overall investment in web analytics is improving but client side respondents wants to prioritize in achieving results by „Optimizing the site through analysis” whereas agencies and consultants wants to prioritize in „Training” and establishing „KPIs‟ for their clients.The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 6. Conclusion • There is a desperate need of aligning the analysis results closely with the organizations business strategy which can provide quick wins and increase the trust in the web analytics data and establish it as an important function. • Acting on data & analysis is critically important for agencies, consultants & clients and analysis should not be done just for the sake of analysis.The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 7. PROFILE OF SURVEY RESPONDENTSThe State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 8. Profile of Survey Respondents Web Analytics User (Client) 42%Agency (Advertising, Digital, Analytics, etc) 30% Individual Web Analytics Consultants 28% Type of Users Web Analytics Software Vendor 0% Other 0% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% A Multinatonal 56% Type of Organization A Regional Organization (Middle East) 24% A Local Based Organization 20% 0% 10% 20% 30% 40% 50% 60% The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 9. Profile of Survey Respondents United Arab Emirates Target Business Geography Saudi Arabia Majority of respondents are Qatar conducting business in multiple countries where a significant Egypt individuals responded doing business in UAE followed by Saudi Lebanon Arabia & Qatar. Jordan Kuwait Bahrain Oman SyriaOther Middle Eastern Countries 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 10. Profile of Survey Respondents Enterprise Size Segmentation The research sample contained representation from various enterprise sizes. Respondents were asked to indicate the number of staff employed by their organization. 20% 1000+ Employees 30% 501-1000 Employees 251-500 Employees 8% 101-250 Employees 51-100 Employees 6% 4% 26-50 Employees 11-25 Employees 10% 10% 1-10 Employees 12%The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 11. Profile of Survey Respondents Media 30% Agency/Consultancy 28% Business Services 8% High Tech 8% Multiple Industries 6% Travel & Hospitality 6% Industry Manufactuing 4% Segmentation Telecommunications 2% Automotive 2% Retail 2% Government 2% 0% 5% 10% 15% 20% 25% 30% 35% Provide self service support to existing customers Communicate with customers and business partners How respondent Generate leads including online quotesorganizations uses Sell products and supporting services online channels Provide information about products and services Provide secure transactions, statements, documents, etc 0% 20% 40% 60% 80% 100% The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 12. Profile of Survey Respondents Critical (Business is Highly Impacted) 64% Semi Critical (Business is some what Business impact if 28% impacted) online channel has availability issuesNon Critical (Its ok we can live without it) 8% 0% 10% 20% 30% 40% 50% 60% 70% Extremely Important 52% Equal importance to other functions 32%How web analytics is perceived? Less important in comparison to other functions 14% Not important at all 2% 0% 10% 20% 30% 40% 50% 60% The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 13. WEB ANALYTICS CURRENT STATEThe State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 14. Web Analytics Responsibility Respondents were asked to indicate which department is primarily responsible for digital analytics in their organizations. A majority of respondents indicated that the function lies with eCommerce, business intelligence & marketing teams and only few responded about the function being managed by IT. 2%2% 6% eCommerce / Digital Team 6% 26% Business Intelligence / Analytics 8% Marketing Not Sure Other IT 24% Customer Experience 26% External AgencyThe State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 15. Technology Adoption Respondents were asked to indicate about what kind of web analytics tools they use and if these tools are free, paid or both. Paid versus Free or Both Web Analytics Tool Adoption 3% Google Analytics 6% 4% 6% 2% Omniture SiteCatalyst 8% Webtrends Analytics 18% 40% Other 92% 52% Google Analytics Premium 20% Woopra Urchin from Google 8% 26% IBM (Core Metrics or Unica) Yahoo Web Analytics Free Paid Both comScore Digital AnalytixThe State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 16. Technology Adoption Over 5 years 30%Between 2-5 years 28%Between 1-2 years 16% Use of Web Analytics Less than 1 year 12% Tools in years Unknown 4% 0% 5% 10% 15% 20% 25% 30% 35% Yes (100% of the time) 26% Mostly (75% of the time) 64% Trust on Web Analytics Data Sometimes (50% of the time) 10% Rarely (25% of the time) 0% 0% 10% 20% 30% 40% 50% 60% 70% The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 17. Internal & External Web Analytics Resources 1 or less Employees 36% Full time internal 2-3 Employees 38% employees dedicated to 4-5 Employees 0% Web Analytics in respondent More than 5 Employees 26% organization’s 0% 5% 10% 15% 20% 25% 30% 35% 40% Employees with partial commitment to web analytics Consultants Analytics Agencies Additional WebAnalytics Resources None Contract Employees Part Time Employees 0% 5% 10% 15% 20% 25% 30% 35% 40% The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 18. Web Analytics Activities Performed Regularly Sometimes Never 120% 100% 6% 14% 16% 22% 22% 22% 80% 42% 32% 40% 32% 40% 60% 40% 40% 72% 40% 44% 54% 46% 44% 20% 38% 20% 14% 0%The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 19. Gains from adopting Web Analytics Yes No Not Sure 120% 100% 16% 16% 16% 24% 32% 26% 44% 80% 8% 8% 10% 10% 8% 18% 60% 40% 76% 76% 74% 30% 66% 60% 56% 20% 26% 0%The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 20. Augmenting Web Analytics Data 120% Yes No Not Applicable 100% 6% 11% 11% 11% 17% 17% 17% 11% 11% 80% 28% 17% 28% 39% 33% 60% 40% 78% 78% 72% 67% 56% 50% 20% 44% 0%The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 21. WEB ANALYTICS FUTURE OUTLOOKThe State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 22. Top Digital Analytics Initiatives in 2012Acting on the data to improve site performance To understand what priorities organizations are placing on Business decisions driven by analytics web analytics activities KPI development respondents were asked to identify from a list of activities Best practices implementation what they are planning to undertake this year.Executive management awareness and support Training and education Systems integration Integration of current and new solutions Developing process/implementing process Tools selection and transition Other Product trials 0% 10% 20% 30% 40% 50% 60% 70% The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 23. Top Areas for Knowledge Improvements Social Media Analytics To understand the top areas Targeting and Segmentation where organizations are considering improving the Predictive Analytics knowledge respondents wereNatural Search Marketing or SEO asked to identify from a list of activities what they are planning to Campaign Management undertake this year. Creating Custom Reports Paid Search Marketing Email Marketing A/B and Multivariate Testing Content Management Affiliate MarketingMeasuring Web 2.0 Technologies Other 0% 10% 20% 30% 40% 50% 60% The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 24. Web Analytics Investment Outlook This survey investigates the levels of web analytics related investments to be made this year and asked respondents to confirm if they are improving the investment or keeping it flat. 4% 28% Improving Flat Not Sure 67%The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 25. Priorities for Web Analytics in 2012 120% Yes No Considering 100% 7% 11% 13% 15% 17% 20% 17% 20% 26% 80% 26% 24% 24% 22% 26% 60% 39% 33% 57% 63% 40% 67% 65% 63% 63% 54% 20% 43% 41% 26% 17% 0%The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 26. Thanks to all who participated in first Middle Eastern web analytics survey.The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb
  • 27. Quoting This Report • This report is licensed under a Creative Commons Attribution-NonCommercial- NoDerivs 3.0 Unported License. • You are free to share, to copy, distribute or transmit the work under following conditions: You‟re also welcome to quote any part of this report attributing any quoted information to “Mohit Jain OR Analytics.ae” Noncommercial — You may not use this work for commercial purposes. No Derivative Works — You may not alter, transform, or build upon this work.The State of Web Analytics in Middle East Survey 2012 Results © Mohit Jain | Analytics.ae | @mohitdxb

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