Linus Gregoriadis (Research Director Econsultancy) presentation on some of the findings of the Measure and analytics report for 2015. Presented at the launch of the report at Web Analytics Wednesday July 2015.

1. 28 July 2015 Copyright © Econsultancy
Measurement and Analytics
Report 2015
In association with Lynchpin
Linus Gregoriadis
Research Director, Econsultancy

2. Background and methodology
• Eighth annual study
• Online survey in April and May 2014
• Nearly 900 respondents, including:
– 57% are client-side marketers and analysts
– 43% are supply-side respondents
• Range of sectors
228 July 2015

3. 3
Starting with a
measurement framework
and strategy...

4. Two in five organisations don’t use a framework to
structure their measurement requirements
28 July 2015 4
58%
42%
57%
43%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
Company respondents Agency respondents

5. Two-thirds are lacking a formally documented data
analytics strategy
28 July 2015 5
18% 16%
66%
16%
24%
60%
0%
10%
20%
30%
40%
50%
60%
70%
Yes, with digital as part
of this
Yes, but for digital
analytics only
No
Company respondents Agency respondents

6. Less than a fifth have strategies which straddle the
digital and non-digital worlds
28 July 2015 6
18% 16%
66%
16%
24%
60%
0%
10%
20%
30%
40%
50%
60%
70%
Yes, with digital as part
of this
Yes, but for digital
analytics only
No
Company respondents Agency respondents

7. 7

8. More companies are looking to grow their in-house
analytics teams
28 July 2015 8
61% 56%
46% 50%
44%
36%
37%
42%
50% 44%
49%
55%
2% 2%
4% 6% 7% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 2015 2014 2015 2014 2015
Technology Internal staff Consulting and services
Increase Keep the same Decrease

9. Fewer organisations are planning to increase their
technology and consulting budgets
28 July 2015 9
61% 56%
46% 50%
44%
36%
37%
42%
50% 44%
49%
55%
2% 2%
4% 6% 7% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2014 2015 2014 2015 2014 2015
Technology Internal staff Consulting and services
Increase Keep the same Decrease

10. 10
Data-driven customer insight
drives business strategy

11. The vast majority (86%) indicate that their
‘understanding of customers is increasing over time’
28 July 2015 11
31%
55%
9%
5%
1%
Strongly agree Partially agree Neutral
Partially disagree Strongly disagree

12. More than half (55%) ‘use data effectively to build
their understanding of customers’
28 July 2015 12
10%
45%
19%
21%
6%
Strongly agree Partially agree Neutral
Partially disagree Strongly disagree

13. 13
Moving
from
DATA
to
ACTION

14. Two in five companies say more than half of their collated
analytics data is useful for driving decision-making
28 July 2015 14
30%
22% 27% 25% 29% 27% 29%
32%
40% 35% 34%
33% 37% 32%
26% 27% 28% 31% 26% 27% 29%
12% 10% 10% 10% 12% 10% 11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2009 2010 2011 2012 2013 2014 2015
0-25% 26-50% 51-75% 76-100%

15. Significantly fewer say that analytics ‘definitely’ drive actionable
recommendations which make a difference to their organisation
28 July 2015 15
26% 27% 31% 28% 23%
29%
40%
23%
58% 55%
58%
57% 63% 54%
52%
60%
16% 18%
11% 14% 13% 15%
7%
16%
1% 1% 2% 1% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2008 2009 2010 2011 2012 2013 2014 2015
Yes, definitely Yes, sometimes No, not really Never

16. 16
Tag management
and
data layers

17. The proportion of companies using a TMS has more than
doubled since 2013: from 24% to 54%
28 July 2015 17
22%
32%
19%
27%
21%
30%
28%
22%
0%
5%
10%
15%
20%
25%
30%
35%
Yes, we / they use a
paid-for solution
Yes, we / they use a
free solution
No, but we / they are
considering this
No
Company respondents Agency respondents

18. But less than half (46%) have mapped out a data layer for
their TMS
28 July 2015 18
46%
42%
13%
37%
40%
23%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Yes No, but we / they want
to do this
No
Company respondents Agency respondents

19. 19

20. Areas where support from vendors is most in demand
28 July 2015 20
31%
41%
44%
44%
51%
53%
54%
44%
47%
41%
35%
31%
29%
33%
25%
13%
15%
20%
18%
19%
13%
Advising what tools are most appropriate for a
specific task
Recommending the best way of making the
most of a specific tool
Supporting integration with other tools and
technologies from the same vendor
Supporting integration with other tools and
technologies from other vendors
Training end users to make the most of the tool
Translating business requirements into
analytics requirements
Supporting deployment
Critical Important Nice to have

21. Criticality of support or consultancy requirements
versus performance of analytics vendors
28 July 2015 21
75%
80%
81%
82%
85%
87%
87%
35%
48%
52%
51%
57%
55%
59%
Advising what tools are most appropriate for a
specific task
Supporting integration with other tools and
technologies from other vendors
Translating business requirements into analytics
requirements
Training end users to make the most of the tool
Supporting integration with other tools and
technologies from the same vendor
Recommending the best way of making the most
of a specific tool
Supporting deployment
Proportion of companies saying these requirements are 'critical' or 'important'
Proportion of companies rating their analytics vendor as 'excellent' or 'good'

22. At an overall level, companies are significantly more likely
to be happy than unhappy with their vendors
28 July 2015 22

23. At an overall level, companies are significantly more likely
to be happy than unhappy with their vendors
28 July 2015 23

24. Generally respondents are also satisfied with the pace of
technology changes
28 July 2015 24

25. 25
BIG DATA tech

26. Those who have deployed a big data technology solution are still in
the minority (11%), but a further 24% are considering one
28 July 2015 26
11%
24%
65%
6%
29%
65%
0%
10%
20%
30%
40%
50%
60%
70%
Yes, we / they have
deployed a solution
No, but we / they are
considering this
No
Company respondents Agency respondents

27. Among those that use a big data solution, just under half
(45%) say they use cloud-based technologies
28 July 2015 27
45%
55%
75%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Yes, cloud-based solution No, we / they use our / their own
hardware
Company respondents Agency respondents

28. Just under a third (30%) say they use Hadoop
28 July 2015 28
30% 30%
11%
5%
3% 3% 3%
16%
0%
5%
10%
15%
20%
25%
30%
35%
Hadoop In-house
solution
Google
BigQuery
MongoDB Amazon
Redshift
Cloudera Oracle
ExaData
Other

29. 29
A crisis in confidence about
marketing attribution?

30. More than half (58%) of companies are using attribution
28 July 2015 30
58%
42%
57%
43%
0%
10%
20%
30%
40%
50%
60%
70%
Yes No
Company respondents Agency respondents

31. But only 8% of those using a model are ‘very confident’
that it is based on facts about their data and business
28 July 2015 31
8%
45%
34%
13%
9%
36%
38%
17%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Very confident Quite confident Unsure Not confident at all
Company respondents Agency respondents

32. Summary
• Companies increasingly using data to build
understanding of customers and then adapt
customer experience accordingly.
28 July 2015 32

33. Summary
• Companies increasingly using data to build
understanding of customers and then adapt
customer experience accordingly.
• Many organisations lacking both a multichannel
data analytics strategy and a measurement
framework.
28 July 2015 33

34. Summary
• Companies increasingly using data to build
understanding of customers and then adapt
customer experience accordingly.
• Many organisations lacking both a multichannel
data analytics strategy and a measurement
framework.
• Respondents positive about vendors though room
for improvement.
28 July 2015 34

35. Thank you
Download the full Econsultancy / Lynchpin
Measurement and Analytics Report
ecly.co/lynchpin-2015
28 July 2015 35