2 in 10 Companies Have Cohesive Web Data Strategy

June 23, 2011

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econsultancy-company-strategy-june-2011.JPGOnly two in 10 (22%) US and UK companies have a company-wide strategy for collecting and integrating data analysis with business objectives, according to a survey conducted by Econsultancy and Lynchpin in March and April 2011. Another six in 10 (63%) are working on one, while 15% do not have any strategy for integrating data analysis with business objectives.

Fewer Companies Have Strategy than in 2010

The percentage of companies with this type of cohesive data strategy has slightly declined since 2010. Twenty-five percent said they had one in 2010, representing a 12% decline. In addition, the percentage of respondents saying they are working on it rose 3% from 61%, and the percentage without one at all rose 7% from 14%.

6 in 10 Companies Have 0-1 Dedicated Employees for Web Data

econsultancy-analysts-june-20111.JPGA combined six in 10 (60%) of companies have zero (25%) or one (35%) employees dedicated to doing analysis of web data. Another 18% have two dedicated employees. Interestingly, 10% have more than five, which is 10 times the number who have exactly five (1%), and is also greater than the number having three or four dedicated employees.

Number of Dedicated Analysts Varies from 2010

It is hard to quantify whether companies are dedicating more or fewer employees to analyzing web data this year than last due to a range of variances in the data. For example, the number of companies not dedicating anyone has grown more than 10% from 22%, but the percentage dedicating only one has fallen about 17% from 42%.

Furthermore, the percentages dedicating two, four, five and more than five employees have all remained flat or virtually flat, but the percentage specifically dedicating three employees has more than doubled from 4%.

Cross-channel Interaction Most Commonly Analyzed Web Data

econsultancy-data-analyzed-june-2011.JPGThe most commonly analyzed type of web data is interaction between different online channels (70%). Following are customer survey data (65%), reputation/buzz/social media metrics (55%) and customer engagement data (54%).

A comparison of this year’s most commonly analyzed web data to last year’s results shows some shifts in priority. For example, only 45% of respondents analyzed social media metrics last year, representing 22% year-over-year growth. Similarly, 48% analyzed customer engagement data in 2010, representing 12.5% year-over-year growth. Areas including CRM/customer profiling, online/offline interaction, and customer survey data also showed year-over-year growth.

Conversely, 76% of respondents analyzed interaction between different online channels, an 8% year-over-year decline, and the percentage analyzing competitor information dropped 9%, from 57% to 52%. The percentage analyzing third-party market research slightly declined from 41% to 40%.

Unica: Measurement Top Mktg Bottleneck

Measurement, analysis and learning is the most frequently cited bottleneck affecting marketers, according to a study conducted in Q4 2010 by Unica. Data from “The State of Marketing 2011” indicates 57% of North American and European marketers consider measurement, analysis and learning to be a bottleneck.

About the Data: There were more than 800 respondents to Econsultancy’s research request, which took the form of an online survey in March and April 2011

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