This Year Lynchpin will be celebrating 10 years of producing the Measurement and Analytics Report in conjunction with Econsultancy. Around 1000 analysts and marketers gave their opinions on the state of the industry.

Sections include technology, capability, strategy. See how your company compares.

10 Key findings from the 2017 Measurement and Analytics Report

1 Top Down Approach

A top-down approach to digital analytics, with senior executives fully committed to data-driven decision making, is crucial for ensuring that a culture of analytics is embedded within the organisation, and to guarantee sufficient investment. However, only 50% of respondents report executive sponsorship of digital measurement and analytics within their organisations, a negligible improvement since last year.

2 Analytics and Digital Transformation 

Half of organisations surveyed regard digital analytics as ‘very important’ to their digital transformation programme (a jump from 43% in 2016), and a further 31% believe this capability is ‘somewhat important’. As companies strive to create a competitive advantage, analytics are vital for helping to optimise and personalise the customer experience.

3 No Written Analytics Strategy

The percentage of companies that have a measurement framework in place remains at 59%. Almost two-thirds (64%) of responding companies are lacking a documented data analytics strategy, up from 62% last year. For those that do have such a strategy, 18% say they have one with digital as part of this, and the same proportion say they have this for digital analytics only.

4 Team Work Makes, The Dream work 

Fewer companies than last year report that they have separate digital analytics and non-digital analytics teams. This percentage now stands at 27%, but rises to 48% for businesses with annual revenues of more than £1bn, showing that many large companies – particularly – still need to break down data and analytics silos that separate digital and traditional business areas.

5 Data Science is important 

The worlds of data science and digital analytics are converging as companies strive to extract valuable insights from a wealth of information relating to digital activity in the context of the wider business. While more than two-thirds (69%) of respondents say that data science will be ‘very important’ to future business success, less than a third (30%) say they have data scientists within their organisations.

6 What is the ROI?

More than half (52%) of responding organisations don’t measure their return on analytics investment, an increase from 48% last year. Understanding ROI is crucial for building the business case for further investment. There needs to be greater focus on showing direct correlations between digital analytics and business outcomes that can be measured in terms of incremental revenue generated and savings made.

CRO is one of the biggest influences on analytics  

Increasing traffic (73%), acquiring new customers (65%), optimising conversion rates (63%) and improving marketing ROI (61%) are the most common use cases for analytics, but conversion rate optimisation (CRO) is where its influence is the greatest. More than half (55%) of respondents rate analytics as ‘very influential’ in driving this discipline. Digital analytics is the cornerstone for the type of test-and-learn approach that is necessary for those wanting to make incremental and tangible improvements to their commercial performance.

8 The biggest investment is in tech

Technology is seen by both in-company and agency respondents as the most buoyant area of investment. There has been a large drop in the proportion of supply-side respondents who expect budgets for internal staff to increase over the next year (from 57% to 51%). The proportion of companies paying for support or consultancy from their digital analytics vendors has almost doubled since 2015, climbing from 24% to 44%. With technology investment remaining buoyant, companies are investing in supporting services to get maximum value from their platforms.

9 Tag Management now common place 

Companies continue to use a wide range of tools and technology platforms for storing, managing and mining data. The fast growth in uptake of tag management systems continues, with usage now at 72%, compared to 62% last year and only 48% in 2015.

10 You cannot Hide from GDPR

Only 10% of companies say they are already compliant with GDPR, while a further 38% say they are in the process of making the changes necessary to be compliant. The remainder are split between those who are still reviewing their current activities and processes and those who are not aware of any changes that might affect their activities and processes.