SlideShare a Scribd company logo
Web Analytics Survey-Study 2012
THE STATUS OF WEB ANALYTICS IN


       RUSSIA
                         Published 04th May 2012 by Ralf Haberich,
                                                 web-analytics-blog.de
                                                 Twitter.com/RalfHaberich
SURVEY METHODOLOGY
    • CONDUCTED BETWEEN 19 April AND 02 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 = 71



STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012   © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
THE GOALS OF THIS SURVEY-STUDY
        WERE TO CREATE A CLEAR OVERVIEW
             OF THE WEB ANALYTICS
        MARKETING IN RUSSIA AND FUTURE
          TRENDS WITHIN THIS SECTOR AS
           WELL AS PUBLISH THE CURRENT
          STANDING OF WEB ANALYTICS
                IN AN ORGANIZATION.
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012   © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
EXECUTIVE SUMMARY




STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012   © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
EXECUTIVE SUMMARY I/II
    • RUSSIAN MARKET IS ONE OF THE FASTEST GROWING
      MARKETS IN ONLINE MARKETING
    • USAGE OF WEB ANALYTICS IS VERY WIDELY SPREAD
    • GOOGLE ANALYTICS IS THE MOST USED TOOL
    • ADOBE, COREMETRICS AND WEBTREKK ARE THE MOST
      USED HIGH-END SOLUTIONS
    • FREE TOOLS ARE NOT AS RELIABLE AS PAID VERSIONS



STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012   © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
EXECUTIVE SUMMARY II/II
    • INCREASE OF CONVERSION RATE HAS BEEN THE BEST
      SUCCESS
    • MARKETING IS THE KEY DEPARTMENT FOR BUDGET AND
      PROJECT MANAGEMENT
    • INCREASE OF ONLINE REVENUE IS GOAL NR 1 IN THE
      FUTURE
    • ANALYTICS IS IMPORTANT FOR THE WHOLE COMPANY
    • JOB AS ANALYST GIVES STRONG PERSONAL
      DEVELOPMENT

STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012   © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
The Conclcusion

STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012   © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
THE CONCLUSION
    • MARKETING DEPARTMENT FEELS THE STRONG
      NEED TO RAISE AWARENESS OF ANALYTICS
      WITHIN TOP MANAGEMENT ALSO TO COLLECT
      BUDGET FOR A HIGH-END SOLUTION
    • WEB ANALYTICS IS AN ENVIRONMENT WITH
      FUTURE PRODUCTIVITY AND GROWING
      IMPORTANCE
    • RUSSIAN KNOWLEDGE LEVEL WILL GROW INTO
      EXPERT STATUS WITHIN NEAR FUTURE
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012   © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
PROFILE OF SURVEY PARTICIPANTS




STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012   © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
PROFILE OF PARTICIPANTS
          Sector of your company?



                                                                                   Media
                                                                                   Agency/Consulting
                                                                                   Travel
                                                                                   Finance
                                                                                   Retail/eCommerce
                                    28,5%
                                                                                   High Tech/IT
                                                                                   Telecommunications
                                                                                   Other




STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012   © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
PROFILE OF PARTICIPANTS
  Function within the company?




                                                                                          Founder

                                                                                          C-Level (CEO, CCO, CMO)

                                                                                          Upper Management (Head of, VP)
                 1
                                                                                          Middle Management

                                                                                          Junior Management
                                                                     42,5%




                     0     5      10      15     20   25   30   35      40       45


STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012                  © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
PROFILE OF PARTICIPANTS
   Connection to Web Anaytics?

                                                                                                 Other

                                                                                                 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 -
                                                                30,4%                            as End User
                                                                                                 Web Analytics User -
                                                                                                 Advanced - as End User
                                                                                                 Web Analytics User - Beginner
                        0       5        10      15   20   25          30        35              - as End User



STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012                   © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
PROFILE OF PARTICIPANTS
How long in Web Analytics space?


               45                                                                                                                          Male
                                                         41%
                                                                                                                                           Female
               40

               35
                                                                                                                            69%

               30

               25                                                                                           Your Gender?
               20

               15

               10

                5

                0
                     Less than 1 year   1 to 2 years   2 to 4 years   5 to 7 years     8 to 10 years    More than 10      Don´t know
                                                                                                           years

  STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012                               © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
PROFILE OF PARTICIPANTS
Employees 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 RUSSIA - STUDY 2012   © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
POSITIONING OF WEB ANALYTICS
               WITHIN THE COMPANY




STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012   © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
POSITIONING OF WEB ANALYTICS
          Operating in Russia only?




                                                         Yes
                                                         No                    Service/Products
                                                                                 online only?
                            60,3%



                                                                                                                Yes

                                                                                                                No
                                                                                  68,9%




STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012   © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
POSITIONING OF WEB ANALYTICS
 Usage status of Web Analytics?




                                                                                     Data Collection
                                                                                     Reporting
                                                                                     Analysis
                                                                                     Website Optimization
                                                                                     Business Integration
                                                                                     Business Optimization
                                                 25,9%




STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012           © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
IMPORTANCE OF WEB ANALYTICS




STATUS of WEB ANALYTICS in RUSSIA - 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                                                                           45,5%

                                0     5          10   15   20     25         30         35        40         45         50


STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012                  © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
IMPORTANCE OF WEB ANALYTICS
Outcome for your company at all?


           Not important at all




              Not so important




           Relatively important




                     Important                                                                     42,8%


                Very important


                                  0     5          10   15   20     25         30         35        40         45         50


  STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012                  © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
IMPORTANCE OF WEB ANALYTICS
               Outcome comparison!


         Not important at all
         Not important at all
                                                                                              Direct work environment
                                                                                             Yes

                                                                                             No
                                                                                              Company overall
            Not so important                                    68,9%
            Not so important


         Relatively important
         Relatively important


                   Important                                                                         42,8%
                   Important


              Very important
              Very important                                                                               45,5%
                                0     5          10   15   20           25       30         35        40         45         50
                                0     5          10   15   20           25       30         35        40         45         50

STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012                      © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
IMPORTANCE OF WEB ANALYTICS
                     Purpose of Usage?



                                                                              Campaign Analysis
                                                 19,2%
                                                                              Landing Page Optimization
                                                                              Customer Segmentation
                                                                              Internal Site Search Analysis
                                                                              Conversion Optimization
                                                                              A/B Testing
                                                                              Multivariate Testing
                                                                              Enrichment of Data
                                                                              Business Intelligence




STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012           © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
IMPORTANCE OF WEB ANALYTICS
Achievements through Analytics?

                   25

                   20
                                     19,3%

                   15

                   10

                    5

                    0




 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012   © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
WEB ANALYTICS TOOL USAGE




STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012   © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
WEB ANALYTICS TOOL USAGE
Implemented Analytics solution?



                                                                               Google Analytics
                                                                               Other free tool
                                                                               Adobe
                                                  44,3%                        comScore
                                                                               Corementrics
                                                                               Webtrends
                                                                               Webtrekk
                                                                               Other




 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012       © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
WEB ANALYTICS TOOL USAGE
Regular usage when 2 or more?



                                                                            Google Analytics
                                                                            Other free tool
                                                                            Adobe
                                                 65,5%
                                                                            comScore
                                                                            Webtrekk
                                                                            Other
                                                                            Only one tool




STATUS of WEB ANALYTICS in RUSSIA - 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                                                                    71,2%

                                 0         10    20   30      40          50          60           70          80




STATUS of WEB ANALYTICS in RUSSIA - 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                                                                         75,4%

                                 0         10    20   30      40          50          60           70          80




STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012             © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
WEB ANALYTICS TOOL USAGE
Should Analytics be an own unit?




                                                                                 Yes
                                                                                 No
                                  63,3%




 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012   © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
SATISFACTION AND RELIABILITY OF
                 WEB ANALYTICS




STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012   © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
SATISFACTION AND RELIABILITY
Do you trust the Analytics data?

                       100
                                                 92,7%
                        90

                        80

                        70

                        60

                        50                                                                              Yes

                        40
                                                                                                        No

                        30

                        20

                        10

                         0
                                                         1




STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012               © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
SATISFACTION AND RELIABILITY
     Free tool as reliable as paid?

                           70                    65,5%

                           60


                           50


                           40
                                                                                                        Yes
                           30                                                                           No

                           20


                           10


                            0
                                                         1




STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012               © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
SATISFACTION AND RELIABILITY
Next solution you choose will be?




                                                                                                     Free
                                                  68,5%                                              Paid




 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012           © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
PRESENCE VS. FUTURE
Focus in 2013-2015? Planning to…


        …implement a High End Web Analytics solution

                                     …improve Conversion

                                …increase Online Revenue

                                    …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   5     10      15       20      25      30       35      40



  STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012                    © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
PRESENCE VS. FUTURE IN
                             WEB ANALYTICS




STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012   © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
PRESENCE VS. FUTURE
     Focus in 2012? Planning to…


      …implement a High End Web Analytics solution

                                   …improve Conversion

                              …increase Online Revenue

                                  …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   5     10      15       20      25      30       35      40



STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012                    © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
PRESENCE VS. FUTURE
       Where to increase budget?




                                                                       Web Analytics tool
                                    54,9%
                                                                       Web Analytucs users




STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012   © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
PRESENCE VS. FUTURE
Still work at Analytics in 5 years?




                                                                                 Yes
                                                                                 No
                                                                                 Not sure
                                                 80,4%




STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012           © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
PRESENCE VS. FUTURE
   Personal Development given?




                                                                                 Yes
                                                                                 No
                                                                                 Not sure
                                                 74,5%




STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012           © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
PRESENCE VS. FUTURE
Who to report to as Web Analyst?


                90            82,4%
                80

                70

                60

                50

                40

                30

                20

                10

                 0
                      Head of Marketing / Chief      Head of IT / Chief                    CEO                          Other
                         Marketing Officer      Inforamtion Officer / Chief
                                                    Technology Officer



 STATUS of WEB ANALYTICS in RUSSIA - 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 RUSSIA - 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.DE


STATUS of WEB ANALYTICS in RUSSIA - 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 RUSSIA - STUDY 2012            © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
THANK   YOU.




STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012           © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de

More Related Content

Similar to The status of web analytics in Russia 2012

Status of Web Analytics in Poland 2013
Status of Web Analytics in Poland 2013Status of Web Analytics in Poland 2013
Status of Web Analytics in Poland 2013
Ralf Haberich
 
Analytics tool vendors comparison study 2017
Analytics tool vendors comparison study 2017Analytics tool vendors comparison study 2017
Analytics tool vendors comparison study 2017
Metriplica
 
Digital Renewal - White Elephants on the Web
Digital Renewal - White Elephants on the WebDigital Renewal - White Elephants on the Web
Digital Renewal - White Elephants on the Web
Ayantek LLC
 
Transform your Analytics Practice into Insights Practice
Transform your Analytics Practice into Insights PracticeTransform your Analytics Practice into Insights Practice
Transform your Analytics Practice into Insights Practice
Ramkumar Ravichandran
 
Analyze this all things analytics- without presenter notes
Analyze this  all things analytics- without presenter notesAnalyze this  all things analytics- without presenter notes
Analyze this all things analytics- without presenter notes
Carole Mahoney
 
Lead Tracking Software Comparison
Lead Tracking Software ComparisonLead Tracking Software Comparison
Lead Tracking Software Comparison
Paddu Govindaraj
 
NetCentered: The New Marketing Paradigm
NetCentered: The New Marketing ParadigmNetCentered: The New Marketing Paradigm
NetCentered: The New Marketing Paradigm
Cirrus ABS
 
Wpaper 005 functionalism_new_approach
Wpaper 005 functionalism_new_approachWpaper 005 functionalism_new_approach
Wpaper 005 functionalism_new_approach
Roman Zykov
 
xx EAEC0141311SYN Scripps_final
xx EAEC0141311SYN Scripps_finalxx EAEC0141311SYN Scripps_final
xx EAEC0141311SYN Scripps_final
Chuck Hurst
 
Optimizing the Online Business Channel With Web Analytics
Optimizing the Online Business Channel With Web AnalyticsOptimizing the Online Business Channel With Web Analytics
Optimizing the Online Business Channel With Web Analytics
Chris McFadden
 
Project "Visual Lean: Audit Tracking System" by LeanSoft company
Project "Visual Lean: Audit Tracking System" by LeanSoft companyProject "Visual Lean: Audit Tracking System" by LeanSoft company
Project "Visual Lean: Audit Tracking System" by LeanSoft company
LeanSoft_Rus
 
Web analytics
Web analyticsWeb analytics
Web analytics
Abhimanyu Sood
 
Learn Best Practices of a True Hybrid IT Management Approach
Learn Best Practices of a True Hybrid IT Management ApproachLearn Best Practices of a True Hybrid IT Management Approach
Learn Best Practices of a True Hybrid IT Management Approach
Enterprise Management Associates
 
Web Analytics Architecture
Web Analytics ArchitectureWeb Analytics Architecture
Web Analytics Architecture
Infosys
 
Customer Experience Management for Startups
Customer Experience Management for StartupsCustomer Experience Management for Startups
Customer Experience Management for Startups
Business Over Broadway
 
20160210 webinarslides
20160210 webinarslides20160210 webinarslides
20160210 webinarslides
Jim Kaplan CIA CFE
 
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...
Gleanster Research
 
Sce
SceSce
Webtrends/Marketing Sherpa Webinar
Webtrends/Marketing Sherpa Webinar Webtrends/Marketing Sherpa Webinar
Webtrends/Marketing Sherpa Webinar
Michael Ricci
 
Joan Kelly Resume Technical
Joan Kelly Resume TechnicalJoan Kelly Resume Technical
Joan Kelly Resume Technical
JoanCKelly
 

Similar to The status of web analytics in Russia 2012 (20)

Status of Web Analytics in Poland 2013
Status of Web Analytics in Poland 2013Status of Web Analytics in Poland 2013
Status of Web Analytics in Poland 2013
 
Analytics tool vendors comparison study 2017
Analytics tool vendors comparison study 2017Analytics tool vendors comparison study 2017
Analytics tool vendors comparison study 2017
 
Digital Renewal - White Elephants on the Web
Digital Renewal - White Elephants on the WebDigital Renewal - White Elephants on the Web
Digital Renewal - White Elephants on the Web
 
Transform your Analytics Practice into Insights Practice
Transform your Analytics Practice into Insights PracticeTransform your Analytics Practice into Insights Practice
Transform your Analytics Practice into Insights Practice
 
Analyze this all things analytics- without presenter notes
Analyze this  all things analytics- without presenter notesAnalyze this  all things analytics- without presenter notes
Analyze this all things analytics- without presenter notes
 
Lead Tracking Software Comparison
Lead Tracking Software ComparisonLead Tracking Software Comparison
Lead Tracking Software Comparison
 
NetCentered: The New Marketing Paradigm
NetCentered: The New Marketing ParadigmNetCentered: The New Marketing Paradigm
NetCentered: The New Marketing Paradigm
 
Wpaper 005 functionalism_new_approach
Wpaper 005 functionalism_new_approachWpaper 005 functionalism_new_approach
Wpaper 005 functionalism_new_approach
 
xx EAEC0141311SYN Scripps_final
xx EAEC0141311SYN Scripps_finalxx EAEC0141311SYN Scripps_final
xx EAEC0141311SYN Scripps_final
 
Optimizing the Online Business Channel With Web Analytics
Optimizing the Online Business Channel With Web AnalyticsOptimizing the Online Business Channel With Web Analytics
Optimizing the Online Business Channel With Web Analytics
 
Project "Visual Lean: Audit Tracking System" by LeanSoft company
Project "Visual Lean: Audit Tracking System" by LeanSoft companyProject "Visual Lean: Audit Tracking System" by LeanSoft company
Project "Visual Lean: Audit Tracking System" by LeanSoft company
 
Web analytics
Web analyticsWeb analytics
Web analytics
 
Learn Best Practices of a True Hybrid IT Management Approach
Learn Best Practices of a True Hybrid IT Management ApproachLearn Best Practices of a True Hybrid IT Management Approach
Learn Best Practices of a True Hybrid IT Management Approach
 
Web Analytics Architecture
Web Analytics ArchitectureWeb Analytics Architecture
Web Analytics Architecture
 
Customer Experience Management for Startups
Customer Experience Management for StartupsCustomer Experience Management for Startups
Customer Experience Management for Startups
 
20160210 webinarslides
20160210 webinarslides20160210 webinarslides
20160210 webinarslides
 
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...
Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Di...
 
Sce
SceSce
Sce
 
Webtrends/Marketing Sherpa Webinar
Webtrends/Marketing Sherpa Webinar Webtrends/Marketing Sherpa Webinar
Webtrends/Marketing Sherpa Webinar
 
Joan Kelly Resume Technical
Joan Kelly Resume TechnicalJoan Kelly Resume Technical
Joan Kelly Resume Technical
 

More from Ralf Haberich

RETAIL REALITY Markt-Studie zu Omnichannel im DACH Bereich 2023
RETAIL REALITY Markt-Studie zu Omnichannel im DACH Bereich 2023RETAIL REALITY Markt-Studie zu Omnichannel im DACH Bereich 2023
RETAIL REALITY Markt-Studie zu Omnichannel im DACH Bereich 2023
Ralf Haberich
 
Aktuelles Whitepaper Omnichannel Commerce
Aktuelles Whitepaper Omnichannel CommerceAktuelles Whitepaper Omnichannel Commerce
Aktuelles Whitepaper Omnichannel Commerce
Ralf Haberich
 
Status of Web Analytics - Survey Turkey 2015
Status of Web Analytics  - Survey Turkey 2015Status of Web Analytics  - Survey Turkey 2015
Status of Web Analytics - Survey Turkey 2015
Ralf Haberich
 
The Status of Web Analytics - Poland 2014/2015
The Status of Web Analytics - Poland 2014/2015The Status of Web Analytics - Poland 2014/2015
The Status of Web Analytics - Poland 2014/2015
Ralf Haberich
 
Webit Congress 2013 - Digital Intelligence & Online Marketing in Istanbul
Webit Congress 2013 - Digital Intelligence & Online Marketing in IstanbulWebit Congress 2013 - Digital Intelligence & Online Marketing in Istanbul
Webit Congress 2013 - Digital Intelligence & Online Marketing in Istanbul
Ralf Haberich
 
World Brand Congress 2013 in India, Mumbai - Digital Intelligence
World Brand Congress 2013 in India, Mumbai - Digital IntelligenceWorld Brand Congress 2013 in India, Mumbai - Digital Intelligence
World Brand Congress 2013 in India, Mumbai - Digital Intelligence
Ralf Haberich
 
From Data Integration to Digital Intelligence
From Data Integration to Digital IntelligenceFrom Data Integration to Digital Intelligence
From Data Integration to Digital Intelligence
Ralf Haberich
 
New Bounce Rate Definition by Ralf Haberich
New Bounce Rate Definition by Ralf HaberichNew Bounce Rate Definition by Ralf Haberich
New Bounce Rate Definition by Ralf Haberich
Ralf Haberich
 
CeBIT 2012 - Conversion in Online Marketing
CeBIT 2012 - Conversion in Online MarketingCeBIT 2012 - Conversion in Online Marketing
CeBIT 2012 - Conversion in Online Marketing
Ralf Haberich
 
11 golden rules for web analysts 2010 ralf_haberich
11 golden rules for web analysts 2010 ralf_haberich11 golden rules for web analysts 2010 ralf_haberich
11 golden rules for web analysts 2010 ralf_haberich
Ralf Haberich
 
Web Analytics Leitfaden Bitkom
Web Analytics Leitfaden BitkomWeb Analytics Leitfaden Bitkom
Web Analytics Leitfaden Bitkom
Ralf Haberich
 
Mobile Analytics and Video Analytics - Marketing On Tour November 2008
Mobile Analytics and Video Analytics - Marketing On Tour November 2008Mobile Analytics and Video Analytics - Marketing On Tour November 2008
Mobile Analytics and Video Analytics - Marketing On Tour November 2008
Ralf Haberich
 
Web Analytics Workshop
Web Analytics WorkshopWeb Analytics Workshop
Web Analytics Workshop
Ralf Haberich
 
Video Analytics in Web Analytics
Video Analytics in Web AnalyticsVideo Analytics in Web Analytics
Video Analytics in Web Analytics
Ralf Haberich
 
Internet World Kongress - Case Study Karstadt eCommerce 2008
Internet World Kongress - Case Study Karstadt eCommerce 2008Internet World Kongress - Case Study Karstadt eCommerce 2008
Internet World Kongress - Case Study Karstadt eCommerce 2008
Ralf Haberich
 

More from Ralf Haberich (15)

RETAIL REALITY Markt-Studie zu Omnichannel im DACH Bereich 2023
RETAIL REALITY Markt-Studie zu Omnichannel im DACH Bereich 2023RETAIL REALITY Markt-Studie zu Omnichannel im DACH Bereich 2023
RETAIL REALITY Markt-Studie zu Omnichannel im DACH Bereich 2023
 
Aktuelles Whitepaper Omnichannel Commerce
Aktuelles Whitepaper Omnichannel CommerceAktuelles Whitepaper Omnichannel Commerce
Aktuelles Whitepaper Omnichannel Commerce
 
Status of Web Analytics - Survey Turkey 2015
Status of Web Analytics  - Survey Turkey 2015Status of Web Analytics  - Survey Turkey 2015
Status of Web Analytics - Survey Turkey 2015
 
The Status of Web Analytics - Poland 2014/2015
The Status of Web Analytics - Poland 2014/2015The Status of Web Analytics - Poland 2014/2015
The Status of Web Analytics - Poland 2014/2015
 
Webit Congress 2013 - Digital Intelligence & Online Marketing in Istanbul
Webit Congress 2013 - Digital Intelligence & Online Marketing in IstanbulWebit Congress 2013 - Digital Intelligence & Online Marketing in Istanbul
Webit Congress 2013 - Digital Intelligence & Online Marketing in Istanbul
 
World Brand Congress 2013 in India, Mumbai - Digital Intelligence
World Brand Congress 2013 in India, Mumbai - Digital IntelligenceWorld Brand Congress 2013 in India, Mumbai - Digital Intelligence
World Brand Congress 2013 in India, Mumbai - Digital Intelligence
 
From Data Integration to Digital Intelligence
From Data Integration to Digital IntelligenceFrom Data Integration to Digital Intelligence
From Data Integration to Digital Intelligence
 
New Bounce Rate Definition by Ralf Haberich
New Bounce Rate Definition by Ralf HaberichNew Bounce Rate Definition by Ralf Haberich
New Bounce Rate Definition by Ralf Haberich
 
CeBIT 2012 - Conversion in Online Marketing
CeBIT 2012 - Conversion in Online MarketingCeBIT 2012 - Conversion in Online Marketing
CeBIT 2012 - Conversion in Online Marketing
 
11 golden rules for web analysts 2010 ralf_haberich
11 golden rules for web analysts 2010 ralf_haberich11 golden rules for web analysts 2010 ralf_haberich
11 golden rules for web analysts 2010 ralf_haberich
 
Web Analytics Leitfaden Bitkom
Web Analytics Leitfaden BitkomWeb Analytics Leitfaden Bitkom
Web Analytics Leitfaden Bitkom
 
Mobile Analytics and Video Analytics - Marketing On Tour November 2008
Mobile Analytics and Video Analytics - Marketing On Tour November 2008Mobile Analytics and Video Analytics - Marketing On Tour November 2008
Mobile Analytics and Video Analytics - Marketing On Tour November 2008
 
Web Analytics Workshop
Web Analytics WorkshopWeb Analytics Workshop
Web Analytics Workshop
 
Video Analytics in Web Analytics
Video Analytics in Web AnalyticsVideo Analytics in Web Analytics
Video Analytics in Web Analytics
 
Internet World Kongress - Case Study Karstadt eCommerce 2008
Internet World Kongress - Case Study Karstadt eCommerce 2008Internet World Kongress - Case Study Karstadt eCommerce 2008
Internet World Kongress - Case Study Karstadt eCommerce 2008
 

Recently uploaded

foodgasm restaurant and Bar pune road.docx
foodgasm restaurant and Bar pune road.docxfoodgasm restaurant and Bar pune road.docx
foodgasm restaurant and Bar pune road.docx
PraghyaBhandari
 
BBA Final SML 501 INTERNATIONAL BUSINESS .pdf
BBA Final SML 501 INTERNATIONAL BUSINESS .pdfBBA Final SML 501 INTERNATIONAL BUSINESS .pdf
BBA Final SML 501 INTERNATIONAL BUSINESS .pdf
mcdopex6
 
Connected Small Boat Protection Solution | July 2024
Connected Small Boat Protection Solution | July  2024Connected Small Boat Protection Solution | July  2024
Connected Small Boat Protection Solution | July 2024
Hector Del Castillo, CPM, CPMM
 
Case study on Indian Ecommerce logistics
Case study on Indian Ecommerce logisticsCase study on Indian Ecommerce logistics
Case study on Indian Ecommerce logistics
UnheardShayari
 
Test Bank For Principles Of Cost Accounting, 17th Edition Edward J. Vander...
Test Bank For Principles Of Cost Accounting, 	  17th Edition Edward J. Vander...Test Bank For Principles Of Cost Accounting, 	  17th Edition Edward J. Vander...
Test Bank For Principles Of Cost Accounting, 17th Edition Edward J. Vander...
kevinkariuki227
 
AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...
Auxis Consulting & Outsourcing
 
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
Newman George Leech
 
Satta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatkaSatta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatka
➑➌➋➑➒➎➑➑➊➍
 
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Aggregage
 
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in CityGirls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
maigasapphire
 
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family FoundationPatrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch
 
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
dimplekumaridk322
 
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAAPETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
lawrenceads01
 
MEA Union Budget 2024-25 Final Presentation
MEA Union Budget 2024-25 Final PresentationMEA Union Budget 2024-25 Final Presentation
MEA Union Budget 2024-25 Final Presentation
PhysicsUtu
 
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAAPETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
lawrenceads01
 
KineMaster Diamond APK v7.3.11.32200 (4K HD, No Watermark)
KineMaster Diamond APK v7.3.11.32200 (4K HD, No Watermark)KineMaster Diamond APK v7.3.11.32200 (4K HD, No Watermark)
KineMaster Diamond APK v7.3.11.32200 (4K HD, No Watermark)
APKs Pure
 
brojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabiabrojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabia
brojjeddah
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
Jindal Global University, Sonipat Haryana 131001
 
You Get Me! Leveraging Communication Styles in Virtual Trainingpptx
You Get Me! Leveraging Communication Styles in Virtual TrainingpptxYou Get Me! Leveraging Communication Styles in Virtual Trainingpptx
You Get Me! Leveraging Communication Styles in Virtual Trainingpptx
Cynthia Clay
 
Best Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management StudentsBest Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management Students
zoyaws1
 

Recently uploaded (20)

foodgasm restaurant and Bar pune road.docx
foodgasm restaurant and Bar pune road.docxfoodgasm restaurant and Bar pune road.docx
foodgasm restaurant and Bar pune road.docx
 
BBA Final SML 501 INTERNATIONAL BUSINESS .pdf
BBA Final SML 501 INTERNATIONAL BUSINESS .pdfBBA Final SML 501 INTERNATIONAL BUSINESS .pdf
BBA Final SML 501 INTERNATIONAL BUSINESS .pdf
 
Connected Small Boat Protection Solution | July 2024
Connected Small Boat Protection Solution | July  2024Connected Small Boat Protection Solution | July  2024
Connected Small Boat Protection Solution | July 2024
 
Case study on Indian Ecommerce logistics
Case study on Indian Ecommerce logisticsCase study on Indian Ecommerce logistics
Case study on Indian Ecommerce logistics
 
Test Bank For Principles Of Cost Accounting, 17th Edition Edward J. Vander...
Test Bank For Principles Of Cost Accounting, 	  17th Edition Edward J. Vander...Test Bank For Principles Of Cost Accounting, 	  17th Edition Edward J. Vander...
Test Bank For Principles Of Cost Accounting, 17th Edition Edward J. Vander...
 
AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...
 
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
 
Satta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatkaSatta matka guessing Kalyan result sattamatka
Satta matka guessing Kalyan result sattamatka
 
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
Don’t Get Left Behind: Leveraging Modern Product Management Across the Organi...
 
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in CityGirls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
Girls Call Kharghar 9910780858 Provide Best And Top Girl Service And No1 in City
 
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family FoundationPatrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
Patrick Dwyer Merrill Lynch - Founder of the Dwyer Family Foundation
 
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
 
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAAPETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
PETAVIT SIP-05.pdfAAAAAAAAAAAAAAAAAAAAAAAAA
 
MEA Union Budget 2024-25 Final Presentation
MEA Union Budget 2024-25 Final PresentationMEA Union Budget 2024-25 Final Presentation
MEA Union Budget 2024-25 Final Presentation
 
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAAPETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
PETAVIT MICHAEL TAY.pdfAAAAAAAAAAAAAAAAAAAA
 
KineMaster Diamond APK v7.3.11.32200 (4K HD, No Watermark)
KineMaster Diamond APK v7.3.11.32200 (4K HD, No Watermark)KineMaster Diamond APK v7.3.11.32200 (4K HD, No Watermark)
KineMaster Diamond APK v7.3.11.32200 (4K HD, No Watermark)
 
brojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabiabrojjeddah Home Services Company in Saudi Arabia
brojjeddah Home Services Company in Saudi Arabia
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
 
You Get Me! Leveraging Communication Styles in Virtual Trainingpptx
You Get Me! Leveraging Communication Styles in Virtual TrainingpptxYou Get Me! Leveraging Communication Styles in Virtual Trainingpptx
You Get Me! Leveraging Communication Styles in Virtual Trainingpptx
 
Best Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management StudentsBest Practices in Negotiation for Business Management Students
Best Practices in Negotiation for Business Management Students
 

The status of web analytics in Russia 2012

  • 1. Web Analytics Survey-Study 2012 THE STATUS OF WEB ANALYTICS IN RUSSIA Published 04th May 2012 by Ralf Haberich, web-analytics-blog.de Twitter.com/RalfHaberich
  • 2. SURVEY METHODOLOGY • CONDUCTED BETWEEN 19 April AND 02 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 = 71 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 3. THE GOALS OF THIS SURVEY-STUDY WERE TO CREATE A CLEAR OVERVIEW OF THE WEB ANALYTICS MARKETING IN RUSSIA AND FUTURE TRENDS WITHIN THIS SECTOR AS WELL AS PUBLISH THE CURRENT STANDING OF WEB ANALYTICS IN AN ORGANIZATION. STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 4. EXECUTIVE SUMMARY STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 5. EXECUTIVE SUMMARY I/II • RUSSIAN MARKET IS ONE OF THE FASTEST GROWING MARKETS IN ONLINE MARKETING • USAGE OF WEB ANALYTICS IS VERY WIDELY SPREAD • GOOGLE ANALYTICS IS THE MOST USED TOOL • ADOBE, COREMETRICS AND WEBTREKK ARE THE MOST USED HIGH-END SOLUTIONS • FREE TOOLS ARE NOT AS RELIABLE AS PAID VERSIONS STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 6. EXECUTIVE SUMMARY II/II • INCREASE OF CONVERSION RATE HAS BEEN THE BEST SUCCESS • MARKETING IS THE KEY DEPARTMENT FOR BUDGET AND PROJECT MANAGEMENT • INCREASE OF ONLINE REVENUE IS GOAL NR 1 IN THE FUTURE • ANALYTICS IS IMPORTANT FOR THE WHOLE COMPANY • JOB AS ANALYST GIVES STRONG PERSONAL DEVELOPMENT STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 7. The Conclcusion STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 8. THE CONCLUSION • MARKETING DEPARTMENT FEELS THE STRONG NEED TO RAISE AWARENESS OF ANALYTICS WITHIN TOP MANAGEMENT ALSO TO COLLECT BUDGET FOR A HIGH-END SOLUTION • WEB ANALYTICS IS AN ENVIRONMENT WITH FUTURE PRODUCTIVITY AND GROWING IMPORTANCE • RUSSIAN KNOWLEDGE LEVEL WILL GROW INTO EXPERT STATUS WITHIN NEAR FUTURE STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 9. PROFILE OF SURVEY PARTICIPANTS STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 10. PROFILE OF PARTICIPANTS Sector of your company? Media Agency/Consulting Travel Finance Retail/eCommerce 28,5% High Tech/IT Telecommunications Other STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 11. PROFILE OF PARTICIPANTS Function within the company? Founder C-Level (CEO, CCO, CMO) Upper Management (Head of, VP) 1 Middle Management Junior Management 42,5% 0 5 10 15 20 25 30 35 40 45 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 12. PROFILE OF PARTICIPANTS Connection to Web Anaytics? Other 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 - 30,4% as End User Web Analytics User - Advanced - as End User Web Analytics User - Beginner 0 5 10 15 20 25 30 35 - as End User STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 13. PROFILE OF PARTICIPANTS How long in Web Analytics space? 45 Male 41% Female 40 35 69% 30 25 Your Gender? 20 15 10 5 0 Less than 1 year 1 to 2 years 2 to 4 years 5 to 7 years 8 to 10 years More than 10 Don´t know years STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 14. PROFILE OF PARTICIPANTS Employees 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 RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 15. POSITIONING OF WEB ANALYTICS WITHIN THE COMPANY STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 16. POSITIONING OF WEB ANALYTICS Operating in Russia only? Yes No Service/Products online only? 60,3% Yes No 68,9% STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 17. POSITIONING OF WEB ANALYTICS Usage status of Web Analytics? Data Collection Reporting Analysis Website Optimization Business Integration Business Optimization 25,9% STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 18. IMPORTANCE OF WEB ANALYTICS STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 19. IMPORTANCE OF WEB ANALYTICS Outcome for your direct work? Not important at all Not so important Relatively important Important Very important 45,5% 0 5 10 15 20 25 30 35 40 45 50 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 20. IMPORTANCE OF WEB ANALYTICS Outcome for your company at all? Not important at all Not so important Relatively important Important 42,8% Very important 0 5 10 15 20 25 30 35 40 45 50 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 21. IMPORTANCE OF WEB ANALYTICS Outcome comparison! Not important at all Not important at all Direct work environment Yes No Company overall Not so important 68,9% Not so important Relatively important Relatively important Important 42,8% Important Very important Very important 45,5% 0 5 10 15 20 25 30 35 40 45 50 0 5 10 15 20 25 30 35 40 45 50 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 22. IMPORTANCE OF WEB ANALYTICS Purpose of Usage? Campaign Analysis 19,2% Landing Page Optimization Customer Segmentation Internal Site Search Analysis Conversion Optimization A/B Testing Multivariate Testing Enrichment of Data Business Intelligence STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 23. IMPORTANCE OF WEB ANALYTICS Achievements through Analytics? 25 20 19,3% 15 10 5 0 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 24. WEB ANALYTICS TOOL USAGE STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 25. WEB ANALYTICS TOOL USAGE Implemented Analytics solution? Google Analytics Other free tool Adobe 44,3% comScore Corementrics Webtrends Webtrekk Other STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 26. WEB ANALYTICS TOOL USAGE Regular usage when 2 or more? Google Analytics Other free tool Adobe 65,5% comScore Webtrekk Other Only one tool STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 27. WEB ANALYTICS TOOL USAGE Budgetholder dept. location? Other External HR Sales IT Management Marketing 71,2% 0 10 20 30 40 50 60 70 80 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 28. WEB ANALYTICS TOOL USAGE Project Leader dept. location? Other External HR Sales IT Management Marketing 75,4% 0 10 20 30 40 50 60 70 80 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 29. WEB ANALYTICS TOOL USAGE Should Analytics be an own unit? Yes No 63,3% STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 30. SATISFACTION AND RELIABILITY OF WEB ANALYTICS STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 31. SATISFACTION AND RELIABILITY Do you trust the Analytics data? 100 92,7% 90 80 70 60 50 Yes 40 No 30 20 10 0 1 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 32. SATISFACTION AND RELIABILITY Free tool as reliable as paid? 70 65,5% 60 50 40 Yes 30 No 20 10 0 1 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 33. SATISFACTION AND RELIABILITY Next solution you choose will be? Free 68,5% Paid STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 34. PRESENCE VS. FUTURE Focus in 2013-2015? Planning to… …implement a High End Web Analytics solution …improve Conversion …increase Online Revenue …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 5 10 15 20 25 30 35 40 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 35. PRESENCE VS. FUTURE IN WEB ANALYTICS STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 36. PRESENCE VS. FUTURE Focus in 2012? Planning to… …implement a High End Web Analytics solution …improve Conversion …increase Online Revenue …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 5 10 15 20 25 30 35 40 STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 37. PRESENCE VS. FUTURE Where to increase budget? Web Analytics tool 54,9% Web Analytucs users STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 38. PRESENCE VS. FUTURE Still work at Analytics in 5 years? Yes No Not sure 80,4% STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 39. PRESENCE VS. FUTURE Personal Development given? Yes No Not sure 74,5% STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 40. PRESENCE VS. FUTURE Who to report to as Web Analyst? 90 82,4% 80 70 60 50 40 30 20 10 0 Head of Marketing / Chief Head of IT / Chief CEO Other Marketing Officer Inforamtion Officer / Chief Technology Officer STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 41. 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 RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 42. CONTACT RALF HABERICH. blogger, author, co-chairman / mail@ralf-haberich.de / twitter.com/ralfhaberich WWW.RALF-HABERICH.DE STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 43. 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 RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
  • 44. THANK YOU. STATUS of WEB ANALYTICS in RUSSIA - STUDY 2012 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de