Resourcing has been identified as a key issue limiting how effectively companies use web analytics data, with companies failing to keep up with the pace of change in the industry, according to research carried out by Econsultancy in association with Lynchpin.
On average, only 52% of web analytics expenditure is spent on internal staff, a figure which has not changed since 2011. This is despite 40% of companies in 2011 having planned to increase their budget on staff to analyse web data, which highlights that finding the right people is proving a difficult challenge.
The Online Measurement and Strategy Report, now in its fifth year, also found that the proportion of companies who employ no dedicated web analysts has increased from 25% in 2011 to 30% in 2012, while the proportion of companies who employ up to four analysts has decreased from 65% to 58%.
According to the research, the lack of budget and resources was listed as one of the main barriers to an effective online measurement strategy, with 50% of respondents listing this as a problem.
This year’s report is based on a survey of 700 digital marketers and web analysts. Since 2008, the research has surveyed both those working directly for companies (i.e. in-house or client-side) and those supporting them on the supply-side (i.e. agencies, vendors and consultancies), providing an opportunity to look back at the developments within online measurement since then.
Lynchpin Managing Director, Andrew Hood, said: “Resourcing is clearly an issue, with businesses struggling to recruit experienced analysts. However there is often little clarity around exactly what the ‘web analyst’ skillset should be with the boundaries between technical, analytical and commercial often loosely defined.”
He added: “Getting the basics right looks to be a key (and respectable) focus, with persistent buzzwords of late like attribution actually showing little practical adoption. This again hints at process being key to getting actionable recommendations in front of the key decision makers, rather than more complex data models.”
The research also covers trends in the use of business intelligence software, the products and vendors they use for web analytics and business intelligence, the tasks web analysts are asked to focus on, and the resources that companies currently invest in online measurement.
Other findings from the report include:
-) Just 23% of companies state that their web analytics “definitely” drives actionable recommendations that make a difference, while 59% of companies believe that less than half of the data they collect is useful.
-) One in 20 companies using Google Analytics are now using the paid-for Premium product, with a further 26% considering paying for it in the future.
-) Over a third of companies (34%) state that web analytics is not integrated at all into their business intelligence strategy, with 14% stating that their company has no business intelligence strategy.
-) A quarter of companies (25%) state that they do attribution modelling, a figure which is almost the same as 2011 (24%). The lack of increase is likely due to a lack of staff coupled with internal organisational challenges.
-) The proportion of companies who have a framework for analysing customer journeys that cross online and offline has decreased from 22% to 19% in the past year.
-) Only 22% of companies state that they have a company-wide strategy that ties data collection and analysis to company objectives.
Journalists and bloggers can email Linus Gregoriadis for a complimentary copy of the report and / or further information.
Linus Gregoriadis, Research Director,
(e: linus AT econsultancy.com)
Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and e-commerce, and used by over 400,000 internet professionals every month.
Our hub has 120,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, consultancy, face-to-face conferences, forums and professional networking.
Econsultancy has offices in London, New York, Dubai, Singapore and Sydney and we are a leading provider of digital marketing training and consultancy. We are providing consultancy and custom training in the Middle East, and extensively across Europe and Asia. We trained more than 5,000 marketers and ran over 200 public training courses in 2011.
Call us to find out more on +44 (0)20 7269 1450 London) or +1 212 699 3626 (New York). You can also contact us online at
Lynchpin is an independent web analytics consultancy. Since 2005, we've been unlocking the power of data to help our clients meet their online objectives.
Lynchpin matches commercial experience with technical expertise at every stage of the analytics journey. We're equally at home providing a complete outsourced analytics function as supporting experienced in-house analyst teams.
We forge genuine partnerships with our clients. Lynchpin works with Turner Broadcasting, HSBC, Experian Interactive, Cadbury, Lloyds Banking Group, 3i and Apex Hotels amongst others.
Please visit our website www.lynchpin.com to find out more, or contact us on 0845 838 1136.
Published on: 3:15PM on 5th July 2012