Lynchpin

50% of businesses cite lack of budget as main barrier to successful online measurement

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.

26% of businesses don’t have an employee dedicated to analysing web data

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%.