Online Measurement and Strategy Survey 2009 Breakfast Event

The Lynchpin presentation can be found here.

Key Analytics Results Revealed

• Companies have invested more web analytics budget on internal staff over the past year but are still struggling to make the data meaningful and useful for shaping digital strategy.

• Shift away from spending on technology to spending on internal staff, with companies now spending more of this budget on human resources than on software and licences.

• Proportion of budget for internal staff has increased from 36% to 42% of total web analytics spend while spending on technology has decreased from 45% to 38%.

• 1/5th of companies have an internal strategy that ‘ties data collection and analysis to business objectives’ and only 27% say their web analytics definitely drive actionable insights. 

• The decrease in spending on technology comes at a time when more companies are using free tools such as Google Analytics. The research found that 80% of companies are now using Google for analytics compared to 66% last year, although many of these companies are also using paid-for tools.

• Less than half of responding organisations said they are getting return on investment from their paid-for analytics tool, however businesses using these tools are more likely to have the confidence to change something frequently as a result of insights than those using Google Analytics.

• Companies are putting an emphasis on information requirements which relate directly to hard business goals.

Thanks to everyone who attended the event, with double the numbers from last year this ensured it was even more of a success.

We hope you enjoyed the coffee and muffins.

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