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In the nineties and noughties, the web was talked about as more measurable than any other medium.
The idea was that attribution of sales would be completely sewn up before long. Last click analysis was duly mastered and dashboarded. However, there remain difficulties in identifying customers and tracking them as web usage has splintered across devices.
There are plenty of other issues, technical and cultural. Let’s take a look at the challenges in data analysis for marketers.
For guidance in selecting a digital analytics supplier, see our Digital Analytics Buyer’s Guide.
Companies are well aware of the need for digital transformation in a world where their customers are 'always online'.
Consumers are using computers, mobile devices and social platforms as integral parts of their day-to-day lives.
While technological advancements are empowering consumers, they are also creating new opportunities for businesses that can acquire and process the data from these activities and use the insights to drive decision making and action.
But according to the Econsultancy and Adobe 2014 Digital Trends report, only 23% of marketers believe they have the marketing technology they need to be successful.
This highlights the need for organisations to replace their legacy systems with technology that positions them to capitalise on current and future opportunities.
The value in web analytics comes not from the tool but from using the data it provides.
Web analytics can be an amazing driver of business performance when it's supplying insights that are used to inform business actions. For this, you need more than the technology, you need the people and the processes as well.
Let’s narrow our focus though to just the web analytics tool, whether a (technically) free solution such as Google Analytics or the paid solutions such as Adobe Analytics, Webtrends, etc.
So many companies say they are doing web analytics because they have a tool installed. Simply adding the basic page tag to your website is not enough to give you useful insights.
For the second year in a row 50% of businesses have cited lack of resource and budget as the main barrier to implementing a successful online measurement strategy.
The second most common reasons were siloed organisation/lack of co-ordination and lack of strategy, both of which were identified by 25% of respondents.
The findings come from the Econsultancy/Lynchpin Online Measurement and Strategy Report 2013 which contains a comprehensive analysis of issues affecting the web analytics industry and valuable insights into the use of analytics and business intelligence tools.
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%.
The first week of July heralds not only the second week of Wimbledon and the start of Henley Regatta, but also the beginning of Q3.
That means it’s the perfect time to take a glance back at some of the interesting reports that our excellent research team published in Q2.
The topics include customer engagement, content management, personalisation, email marketing and web analytics.
So, here are the stats...
More than half of businesses rely exclusively on Google Analytics (GA) for their web analytics while just 11% don’t use the tool at all, according to data included in the new Econsultancy/Lynchpin Online Measurement and Strategy Report 2013.
This is a massive increase since 2009 when just 23% of respondents said they used GA exclusively.
With GA having a reputation as both free and easy to use, and having a strong community around getting the most out of the tool, it is no surprise to see the majority use it.
The increase since 2011 could, however, be partly due to the discontinuation of Yahoo’s free analytics tool, which was used by 8% of companies and 18% of agencies last year.
Econsultancy has today published a new best practice guide aimed at companies wanting to join up online and offline data, bringing together their often separate web analytics and offline business intelligence platforms.
Below, the report's author Julian Brewer answers some questions about the widespread challenges and opportunities that inspired him to write this report.
An innumerate marketer begs the new species of click-sniffer to make a bit of an effort and translate your undisputed brilliance into some language other than Klingon or Ithkuil.
If you believe the bloggers (and who doesn't?), marketing departments all over the world are clearing out the desks of their PR, advertising and 'corporate communications' dinosaurs to make room for the new breed of data geek.
On the whole, that’s good, but data is only useful if the lessons it provides can be communicated in terms that people can understand.
Just over two-thirds (71%) of businesses are planning to increase their spend on digital marketing technology this year, down marginally from 74% in 2012.
In comparison, just 3% of companies plan to decrease the amount spent on digital technology.
The findings come from the new Econsultancy/Responsys Marketing Budgets 2013 Report, which looks in detail at how companies are allocating their online and offline marketing budgets in 2013.
More than 800 companies, mainly from the UK, participated in this research, which took the form of an online survey between December 2012 and January 2013.
Web analytics is now seen as a standard part of the site owner’s tool box and the data it provides has become a staple of web marketing.
However, the technology and approaches underpinning analytics are moving on, but the market is failing to keep up to speed with these changes.
For this month’s post I thought I’d share a practical example of how you can use testing to validate the impact of your paid search campaigns.
This is aimed at client-side digital marketing teams and agency staff who are learning the paid search ropes and might not fully understand the interaction between SEO and PPC.
The example I’m using is a test plan that seeks to answer the question “Does investment in brand keywords cannibalise or deliver incremental sales?”
This is based on the most common form of paid search, Google Adwords.