The 44-page report is based on an online survey of more than 700 respondents carried out in March and April 2008. Those taking part in the survey included company (client-side), agency and vendor respondents.
The report findings are divided into the following sections:
-) Role of Web Analytics and Use of Tools
-) Resourcing and Budget
-) Data Collection
-) Online Measurement Strategy
-) Barriers to Success.
Highlights include:
-) Just over two thirds of companies (68%) have access to one or two analytics tools. Only 15% of organisations have used just one web analytics tool in the past five years. A fifth of companies have used at least four tools over that period.
-) Two thirds of those organisations surveyed (66%) are using the free Google Analytics tool, which makes it far and away the most widely used web analytics technology.
-) Spend on technology accounts for 45% of company spending on web analytics compared to 18% for consulting and services, and 36% on internal staff.
-) The vast majority of both company and agency respondents believe that a common currency is needed for web metrics. Exactly three-quarters (75%) of company respondents and 69% of agency respondents think that this is necessary.
-) Less than a fifth of responding organisations (18%) have an internal strategy that ties data collection and analysis to business objectives. However, encouragingly, more than half (56%) say they are “working on this”, and only 22% say this is an outright “no”.
Download a copy of the report (below) to learn more.
A free sample is available for those who want more details about what is in the report.
Online Measurement and Strategy Report 2008