Lynchpin is yet again proud to have sponsored the Online Measurement & Strategy Survey which is carried out by Econsultancy on an annual basis. Here are the highlights of this year’s report.
Google Analytics market share is still increasing but is slowing down from its rapid growth over the past few years. But, and this is a big but, the potential growth in Google Analytics Premium is significant. If I were WebTrends, Adobe, etc. I’d be somewhat looking over my shoulder.
Does your organisation pay for Google Analytics Premium?
As we can see here there is a large proportion of organisations that are considering buying Google Analytics Premium (26%) (GAP). This is a considerable threat to existing vendors who work in that market space.It has been mooted that the main reason for the relatively slow uptake in GAP is due to the contractual period for existing vendors being played out. Some note that the 69% that are not considering paying for GAP indicate a lack of interest or confidence in GAP. There may be a more pragmatic reason for this percentage; the larger companies who already pay for their analytics package can consider GAP as part of a vendor review as the budget is already there. However, those companies that are using free tools would need considerable reasons to suddenly fork out £90k.
Why did you choose Google Analytics Premium ?
Interesting that 48% of respondents put Account management & Support as a reason to spend £90k? I’m sure there are agencies and consultants out there who would gladly supply both for a lot less.
Econsultancy can supply the full report
Update: The only measurement survey has generated quite a bit of intereste online, here are some more blogs discussing the outcomes: