Status of Web Analytics Russia 2013

THE STATUS OF WEB ANALYTICS IN
Web Analytics Survey-Study 2013
RUSSIA
Published 02nd July 2013 by Ralf Haberich,
web-analytics-blog.de
Twitter.com/RalfHaberich
RUSSIA

SURVEY METHODOLOGY
• CONDUCTED BETWEEN 28 March AND 10 May 2013
– Online using a software provided by freepoll.com
• PARTICIPANTS WERE RECRUITED ONLINE VIA
– Business platforms
– Online advertising
– Direct approach
• TOTAL SAMPLE SIZE WAS n = 38
• CONDUCTED BETWEEN 28 March AND 10 May 2013
– Online using a software provided by freepoll.com
• PARTICIPANTS WERE RECRUITED ONLINE VIA
– Business platforms
– Online advertising
– Direct approach
• TOTAL SAMPLE SIZE WAS n = 38
STATUS of WEB ANALYTICS in RUSSIA - STUDY 2013 © 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 ANALYTIS MARKETING
IN RUSSIA AND FUTURE TRENDS AS
WELL AS COMPARISON 2012 vs 2013.
THE GOALS OF THIS SURVEY-STUDY
WERE TO CREATE A CLEAR OVERVIEW
OF THE WEB ANALYTIS MARKETING
IN RUSSIA AND FUTURE TRENDS AS
WELL AS COMPARISON 2012 vs 2013.

EXECUTIVE SUMMARY

EXECUTIVE SUMMARY
• RUSSIAN MARKET IS ONE OF THE FASTEST GROWING
MARKETS IN ONLINE MARKETING
• USAGE OF WEB ANALYTICS IS VERY WIDELY SPREAD
• GOOGLE ANALYTICS MARKET SHARE DECREASING
• ADOBE & WEBTREKK WINNING MARKET SHARES
• TRUST IN FREE TOOLS IS DECREASING
• ANALYTICS GETS A C-LEVEL PRIORITY
• RUSSIAN MARKET IS ONE OF THE FASTEST GROWING
MARKETS IN ONLINE MARKETING
• USAGE OF WEB ANALYTICS IS VERY WIDELY SPREAD
• GOOGLE ANALYTICS MARKET SHARE DECREASING
• ADOBE & WEBTREKK WINNING MARKET SHARES
• TRUST IN FREE TOOLS IS DECREASING
• ANALYTICS GETS A C-LEVEL PRIORITY

EXECUTIVE SUMMARY
• MORE AGENCIES & EXTERNAL SOURCES ARE ACTIVE TO
SUPPORT WITH ANALYTICS KNOWLEDGE
• ABOUT 70% PROVE ANALYTICS TO BE IMPORTANT OR
VERY IMPORTANT
• CAMPAIGN ANALYSIS & WEBSITE OPTIMIZATION ARE
KEY TASKS
• MORE JUNIOR PROFILES MOVE INTO ANALYTICS
• PERSONAL DEVELOPMENT IS A CRITICAL ISSUE
• MORE AGENCIES & EXTERNAL SOURCES ARE ACTIVE TO
SUPPORT WITH ANALYTICS KNOWLEDGE
• ABOUT 70% PROVE ANALYTICS TO BE IMPORTANT OR
VERY IMPORTANT
• CAMPAIGN ANALYSIS & WEBSITE OPTIMIZATION ARE
KEY TASKS
• MORE JUNIOR PROFILES MOVE INTO ANALYTICS
• PERSONAL DEVELOPMENT IS A CRITICAL ISSUE

The Conclcusion
The Conclcusion

THE CONCLUSION
• REPORTING TO THE CEO WILL BE A CRUCIAL
TASK FOR ANALYTICS MANAGERS
• FREE TOOLS NEED TO JUSTIFY THEIR EXISTENCE
OVER HIGH-END SOLUTIONS
• REQUIREMENTS IN RUSSIAN MARKET CHANGES
RAPIDLY
• REPORTING TO THE CEO WILL BE A CRUCIAL
TASK FOR ANALYTICS MANAGERS
• FREE TOOLS NEED TO JUSTIFY THEIR EXISTENCE
OVER HIGH-END SOLUTIONS
• REQUIREMENTS IN RUSSIAN MARKET CHANGES
RAPIDLY

PROFILE OF SURVEY PARTICIPANTS

PROFILE OF PARTICIPANTS
Sector of your company?
Media
Agency/Consulting
22 %
Travel
Finance
Retail/eCommerce
High Tech/IT
Telecommunications
Other

Sector of your company?
22 %
Media
Agency/Consulting
Travel
Finance
Retail/eCommerce
COMPARISON
2012/2013
22 %
High Tech/IT
Telecommunications
Other
2013
28,5%
2012

Function within the company?
Founder
C-Level (CEO, CCO, CMO)
0 10 20 30 40 50
1
Upper Management (Head of, VP)
Middle Management
Junior Management

Function within the company?
Founder
COMPARISON
2012/2013
0 5 10 15 20 25 30 35 40 45
Junior Management
Middle Management
Upper Management (Head of, VP) 2012
2013

Connection to Web Anaytics?
Other
Consultant at Web Analytics Vendor
Individual Web Analytics Consultant
Web Analytics User - Expert - Agency
0 5 10 15 20
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
Web Analytics User - Beginner - as End User

Connection to Web Anaytics?
Individual Web Analytics Consultant
Consultant at Web Analytics Vendor
Sales Representative at Web Analytics Vendor
Other
COMPARISON
2012/2013
0 5 10 15 20 25 30 35
Web Analytics User - Beginner - as End User
Web Analytics User - Advanced - as End User
Web Analytics User - Expert - as End User
Web Analytics User - Beginner - Agency
Web Analytics User - Advanced - Agency
2012
2013

How long in Web Analytics space?
30
35
40
45
52 %
Male
Female
Your Gender?
0
5
10
15
20
25
Less than 1
year
1 to 2 years 2 to 4 years 5 to 7 years 8 to 10 years More than 10
years
Don´t know

How long in Web Analytics space?
52 %
30
35
40
45
2013
2012
COMPARISON
2012/2013
Your Gender?
2013
0
5
10
15
20
25
Less than 1
year
1 to 2 years 2 to 4 years 5 to 7 years 8 to 10
years
More than
10 years
Don´t know
69%
Male
Female
2012

Employees within your company?
31 %
1
2 to 10
11 to 50
31 % 11 to 50
51 to 100
101 to 500
501 to 1.000
More than 1.000

Employees within your company?
31 %
1
2 to 10
11 to 50
51 to 100
COMPARISON
2012/2013
51 to 100
101 to 500
501 to 1.000
More than 1.000
22,1%
2012
2013

POSITIONING OF WEB ANALYTICS
WITHIN THE COMPANY
WITHIN THE COMPANY

Operating in Russia only?
Yes
No
Service/Products
online only?
55,2 %
65,5 %

Operating in Russia only?
55,2 %
Yes
No
65,5 %
2013
COMPARISON
2012/2013
Service/Products
online only?
55,2 % 65,5 %
60,3%
2012
68,9%
2012
2013

Usage status of Web Analytics?
Data Collection
23 %
Reporting
Analysis
Website Optimization
Business Integration
Business Optimization

Usage status of Web Analytics?
Data Collection
Reporting
Analysis
2013
COMPARISON
2012/2013
23 %
Website Optimization
Business Integration
Business Optimization
25,9%
2012

IMPORTANCE OF WEB ANALYTICS

Outcome for your direct work?
Not so important
Not important at all
0 5 10 15 20 25 30 35 40 45
Very important
Important
Relatively important

Outcome for your direct work?
Not so important
COMPARISON
2012/2013
0 5 10 15 20 25 30 35 40 45 50
Very important
Important
Relatively important 2012
2013

Outcome for your company at all?
Not so important
0 5 10 15 20 25 30 35 40
Very important
Important
Relatively important

Outcome for your company at all?
Not so important
COMPARISON
2012/2013
0 5 10 15 20 25 30 35 40 45 50
Very important
Important
Relatively important 2012
2013

Outcome comparison!
Not so important
0 5 10 15 20 25 30 35 40 45
Very important
Important
Relatively important Company overall
Direct work environment

Purpose of Usage?
20 %
Campaign Analysis
Landing Page Optimization
Customer Segmentation
Internal Site Search Analysis
Conversion Optimization
A/B Testing
Multivariate Testing
Enrichment of Data
Business Intelligence

Purpose of Usage?
20 %
Campaign Analysis
Landing Page
Optimization
Internal Site Search
Analysis
COMPARISON
2012/2013
A/B Testing
Multivariate Testing
Enrichment of Data
Business Intelligence
2013 19,2%
2012

Achievements through Analytics?
6
8
10
12
14
16
0
2
4

Achievements through Analytics?
10
15
20
25
COMPARISON
2012/2013
0
5
2013
2012

WEB ANALYTICS TOOL USAGE

Implemented Analytics solution?
42,3 %
Google Analytics
Other free tool
Adobe
STATUS of WEB ANALYTICS in RUSSA - STUDY 2013 © Ralf Haberich | Web Analytics Europa | www.web-analytics-blog.de
42,3 %
Adobe
comScore
Corementrics
Webtrends
Webtrekk
Other

Implemented Analytics solution?
42,3 %
Google Analytics
Other free tool
Adobe
comScore
Corementrics
COMPARISON
2012/2013
Corementrics
Webtrends
Webtrekk
Other
44,3%
2012
2013

Regular usage when 2 or more?
Google Analytics
Other free tool
53,8 %
Adobe (Omniture)
Corementrics
Other
Only one tool

Regular usage when 2 or more?
Google Analytics
Other free tool
Adobe (Omniture)
Corementrics
COMPARISON
2012/2013
53,8 %
Corementrics
Other
Only one tool
2013
65,5%
2012

Budgetholder dept. location?
HR
External
Other
0 10 20 30 40 50 60 70
Marketing
Management
IT
Sales
HR

Budgetholder dept. location?
HR
External
Other
COMPARISON
2012/2013
0 10 20 30 40 50 60 70 80
Marketing
Management
IT
Sales
HR
2012
2013

Project Leader dept. location?
HR
External
Other
0 10 20 30 40 50 60
Marketing
Management
IT
Sales
HR

Project Leader dept. location?
HR
External
Other
COMPARISON
2012/2013
0 10 20 30 40 50 60 70 80
Marketing
Management
IT
Sales
HR
2012
2013

Should Analytics be an own unit?
Yes
69,6 %
Yes
No

Should Analytics be an own unit?
Yes
2013
COMPARISON
2012/2013
69,6 %
Yes
No
63,3%
2013

SATISFACTION AND RELIABILITY OF
WEB ANALYTICS
SATISFACTION AND RELIABILITY OF
WEB ANALYTICS

SATISFACTION AND RELIABILITY
Do you trust the Analytics data?
70
80
90
100
0
10
20
30
40
50
60
1
Yes
No

Do you trust the Analytics data?
60
70
80
90
100
COMPARISON
2012/2013
0
10
20
30
40
50
60
Yes No
2013
2012

Free tool as reliable as paid?
40
50
60
70
0
10
20
30
40
1
Yes
No

Free tool as reliable as paid?
40
50
60
70
COMPARISON
2012/2013
0
10
20
30
40
Yes No
2013
2012

Next solution you choose will be?
56 % Free
Paid

Next solution you choose will be?
56 %
Free
Paid
COMPARISON
2012/2013
56 % Paid
68,5%
2012
2013

PRESENCE VS. FUTURE IN
WEB ANALYTICS
PRESENCE VS. FUTURE IN
WEB ANALYTICS

PRESENCE VS. FUTURE
Focus in 2013? Planning to…
…reduce Website costs
…increase Online Revenue
…improve Conversion
…implement a High End Web Analytics solution
0 2 4 6 8 10 12 14 16 18
…increase Website performance
…develop relevant KPIs
…raise awareness at Top Management
…train additional employees on tool
…hire new people for Web Analytics team

PRESENCE VS. FUTURE
Focus in 2013? Planning to…
COMPARISON
2012/2013
0 5 10 15 20 25
2012
2013

Focus in 2014-2016? Planning to…
PRESENCE VS. FUTURE
0 2 4 6 8 10 12 14 16 18 20

Focus in 2014-2016? Planning to…
PRESENCE VS. FUTURE
COMPARISON
2012/2013
0 5 10 15 20 25
2012
2013

Where to increase budget?
PRESENCE VS. FUTURE
36 %
36 %
Web Analytics tool
Web Analytucs users
Budget will not be inreased

Where to increase budget?
PRESENCE VS. FUTURE
36 %
Web Analytics tool
Web Analytucs users
COMPARISON
2012/2013
Budget will not be
inreased
54,9%
2012
2013

Still work at Analytics in 5 years?
PRESENCE VS. FUTURE
72 %
Yes
No
Not sure

Still work at Analytics in 5 years?
PRESENCE VS. FUTURE
Yes
No
COMPARISON
2012/2013
72 %
No
Not sure
80,4%
2013
2012

Personal Development given?
PRESENCE VS. FUTURE
60 %
Yes
No
Not sure

Personal Development given?
PRESENCE VS. FUTURE
60 %
Yes
No
COMPARISON
2012/2013
60 %
No
Not sure
74,5%
2012
2013

Who to report to as Web Analyst?
PRESENCE VS. FUTURE
40
50
60
70
80
0
10
20
30
40
Head of Marketing / Chief
Marketing Officer
Head of IT / Chief
Inforamtion Officer / Chief
Technology Officer
CEO Other

Who to report to as Web Analyst?
PRESENCE VS. FUTURE
50
60
70
80
90
COMPARISON
2012/2013
0
10
20
30
40
50
Head of Marketing /
Chief Marketing Officer
Head of IT / Chief
Inforamtion Officer /
Chief Technology Officer
CEO Other
2013
2012

ACKNOWLEDGEMENT
THANKS TO ALL PARTICIPANTS THAT HAVE BEEN
SPENDING THEIR TIME AND KNOWLEDGE TO SHARE
CURRENT STATUS OF THEIR WEB ANALYTICS APPRAISAL.

CONTACT
RALF HABERICH.
blogger, author, co-chairman / mail@ralf-haberich.de / twitter.com/ralfhaberich
WWW.RALF-HABERICH.DE
RALF HABERICH.
blogger, author, co-chairman / mail@ralf-haberich.de / twitter.com/ralfhaberich
WWW.RALF-HABERICH.DE

STUDY QUOTE
This report is licensed under
creative commons attribution noncommercial license
*
The reader is free to share or copy or distribute or transmit the work under following
restrictions:
*
You are welcome to quote any part of this report attributing any quoted information to „Ralf
Haberich, web-analytics-blog.de“
*
You may not use this work for commercial purposes
*
You may not alter or transform or build upon this work.
This report is licensed under
creative commons attribution noncommercial license
*
The reader is free to share or copy or distribute or transmit the work under following
restrictions:
*
You are welcome to quote any part of this report attributing any quoted information to „Ralf
Haberich, web-analytics-blog.de“
*
You may not use this work for commercial purposes
*
You may not alter or transform or build upon this work.

THANK YOU.

Status of Web Analytics Russia 2013

Recomendados

Recomendados

Mais conteúdo relacionado

Semelhante a Status of Web Analytics Russia 2013

Semelhante a Status of Web Analytics Russia 2013 (20)

Mais de Ralf Haberich

Mais de Ralf Haberich (12)

Último

Último (20)

Status of Web Analytics Russia 2013