Here at Econsultancy we’re in the process of updating the way we analyse our content marketing efforts.

It’s not that we don’t have any KPIs in place, but they haven’t been updated in a while and we feel our measurement process can be improved.

With this in mind I took a look at our recent Measurement and Analytics Report 2016, published in association with Lynchpin, to gain some insight on how we stack up against other businesses.

The report, which is based on a survey of almost 1,000 digital professionals, shows that 42% of businesses don’t have a framework for structuring their measurement requirements.

Structuring data and processes is essential when it comes to building an overall view of the current analytics capabilities within your organisation which, in turn, allows progress and improvement based on testing and learning.

Perhaps unsurprisingly, the likelihood of an organisation having a measurement framework increases with turnover. Companies with an annual turnover of more than £50m are 58% more likely to have a framework in place.

The size of the team designated to handle data also has a profound impact, with a larger team (five or more) increasing the likelihood of having a framework by 35%.

Econsultancy remains a small business, so I’m pleased that we are among the minority of SMEs with a measurement framework in place.

Data strategy

The research also asked respondents about the strategy that underpins their measurement and analytics.

Almost two-thirds (62%) of companies do not have a formally documented data analytics strategy, which is only a 6% decrease on the 2015 survey.

The fact that more organisations do not have a formal strategy implies this is an area where there is room for improvement in terms of a framework. Without a strategy in place, it is difficult to take clear measurements and consistently track whether or not KPIs are being met.

Furthermore, around a fifth (19%) of companies who do have a formal data analytics strategy report that it is for digital analytics only.

Having a merged strategy incorporating both offline and online channels should be the goal for most companies, particularly as almost two-thirds (64%) of client-side respondents said they don’t have a marketing attribution model.

For more on this topic, download the full Measurement and Analytics Report.

David Moth

Published 18 January, 2017 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (2)


Matt Lovell, Head of Customer Data, Insight & Analytics at Eurostar International Ltd.

Nice article David.

I think the most alarming thing about these stats is that they've been shown a few times now and all that happens is people smile and nod.

While there is a reasonably appreciation of the need to properly plan out and align data and analytics strategies within business, there are very few businesses that are actually willing to properly commit to making it happen, especially when this needs resource, time and money.

The only problem is the downfall of this is that, as we regularly find internally, if you ask different departments for the same thing, they won't give you the same information back as their interpretation is different - their setup, focus and everything else that said strategies would provide isn't aligned to ours.

The question from my side is if this will change as generally things only change because there is a need to and unfortunately many companies are surviving just fine, even if they are doing things a bit backwards... in which case I don't see it becoming a priority for them!

over 1 year ago

David Moth

David Moth, Managing Editor at Barclaycard

@Matt, very true. Analytics are often used to track a particular campaign or element on a website, with no overall strategy behind it. But as with a lot of things in digital, we’ve been writing about it for a number of years but nothing has really changed all that much.

over 1 year ago

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