An oft-cited rules of thumb within web analytics states that companies should spend 90% of their budget on staff to analyse data and 10% on the technology to power web analytics.

However a new survey from Econsultancy and Lynchpin indicates that not all businesses are willing to adhere to this suggested level of investment.

A quarter of respondents (26%) in the Online Measurement and Strategy Report 2013 stated that they do not have an employee dedicated to analysing web data.

However the good news is that since 2012 (when 49% of companies said they were to increase their resourcing of dedicated employees) the number of companies that don’t have a dedicated analyst for web data has fallen by 4%.

At the other end of the scale, 14% of respondents stated that they have more than five staff dedicated to analysing web data.

How many dedicated employees does your organisation have doing analysis of web data?

The sixth annual Online Measurement and Strategy Report contains a comprehensive analysis of issues affecting the web analytics industry and valuable insights into the use of analytics and business intelligence tools.

The 98-page report is based on a survey of almost 900 client-side respondents, and follows five similar studies carried out between 2008 and 2012.

Outsourcing web analysis

The survey also asked respondents how many days per month of outsourced analysis they take from agencies and other third parties.

The results show that the number of companies that use zero days of outsourced analysis has risen from 51% in 2012 to 61% in 2013.

Looking at the type of analytics that are outsourced on a regular basis, the most significant changes are in the areas of implementation support, which has fallen from 43% in 2012 to 37% in 2013.

This was followed by regular reporting, which rose from 23% to 27%, and data integration which also saw a rise from 23% to 27%.

Which of the following analytics functions do you outsource on a regular basis?