Market Data

Measurement and Analytics Report 2014

By Econsultancy,

There is a newer version of this report available: 2017 Measurement and Analytics Report



Never have marketers, analysts and ecommerce professionals had more data to work with as part of their ongoing efforts to improve business and organisational performance.

At the same time, the growing challenge for individuals and organisations alike has been to avoid being overwhelmed by proliferating sources of data and metrics across a burgeoning number of marketing channels and technology platforms.

The Measurement and Analytics Report 2014, produced by Econsultancy in partnership with analytics consultancy Lynchpin, seeks to provide both a survey-based snapshot of the digital analytics sector and commentary which outlines the challenges and opportunities we are all facing. This research, now in its seventh year, was previously known as the Online Measurement and Strategy Report.

What you'll learn from this research

  • Understand how analytics can help to meet financial goals and what the most common growth and profit-related requirements are.
  • Discover what digital marketers, analysts and business professionals actually think of the industry jargon and how that relates to the way they approach data in their organisations.
  • Benchmark the make-up of your analytics or data team and investment plans against those of your peers, and discover if you're well equipped to achieve 'analytics nirvana'.
  • Find out where the biggest analytics skills gaps are and what the most common challenges related to deploying tools and technologies organisations face.

Key findings from the report

  • There has been a positive step change in the proportion of companies who say that analytics 'definitely' drive actionable insights which make a difference for their organisations.
  • Companies are significantly more likely than last year to be planning analytics budget increases for technology, consulting & services, and internal staff.
  • When asked about the most important analytics requirements in the context of understanding the customer, the top choice was the tracking of behaviour across devices and channels. 

Additional resources

Download the accompanying infographic for this report


Features of the report

Based on a survey of more than 1,000 digital business professionals, this report also aims to cut through the noise to understand how companies are using measurement and analytics to boost revenue and profit growth, while also looking at the types of technology and data which are used to meet these ends.

Table of contents

  1. Executive Summary and Highlights
    1. Methodology
    2. About Econsultancy
    3. About Lynchpin
  2. Foreword by Lynchpin
  3. Analytics: the Commercial Imperative
  4. Know your Customer
  5. From Big Data to Data Scientists
  6. Investment, Resources, Team Structure: Achieving Analytics Nirvana
  7. Mind the Skills Gap
  8. Use and Value of Analytics Tools
  9. Free versus Paid-for Tools
  10. The Jump in Analytics ‘Actionability’
  11. Appendix 1: Additional Charts
    1. Industry terms
    2. Analytics requirements
    3. Data
    4. Skills
    5. Analytics budgets
  12. Appendix 2: Respondent Profiles
    1. Job roles
    2. Business sector
    3. Geography
    4. Turnover

Download a copy of the report to learn more.

A free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: Measurement and Analytics Report (612 KB PDF)
  • Pdf Disabled Measurement and Analytics Report (2.51 MB PDF)
  • Pdf Disabled Infographic: The Era of Data Driven Marketing (3.42 MB PDF)
  • Excel Disabled Measurement and Analytics Report Data (54.1 KB Microsoft Excel)

Access the full report

Econsultancy subscribers have full access to all our online research as well as a host of other services designed to help save you time, make better decisions and look smart in meetings.

Learn more and buy today