2012 WAA Outlook Survey Presentation March 2012 By Research Committee
Methodology • Web survey 2 weeks in Feb 2012 • Membership list of ~2,000 from Feb 2012 • 454 total responses, ~22% response rate • Members, former members, and non- members saw the same survey
Respondent Profile N=452 The respondents are members, former members and non-members. Although they are mostly North American , there is global representation.
Who Participated in the WAA 2012 Outlook Survey?
Respondent Profile N=235 65% have been members of WAA < 3 years.
Respondent Profile Agencies/consultancies, media, high tech and business services account for 54%. Coverage is broad.
Respondent Profile N=437 22% are analysts. Analysts, managers and directors account for 53% of the total respondents. These are individuals responsible for analytics.
Respondent Profile Respondents were from all sizes of companies, but are grouped heavily in very large and very small companies.
Respondent Profile Experience appears almost evenly distributed, but it in fact skews to those with less than 6 years of analytics experience.
Respondent Profile N=432 Users predominate followed by agencies and consultants.
What Are the Challenges Facing Survey Participants?
Assessing Organizational Strength Scale : 1= No 5=Definite Yes Most respondents consider analytic horsepower a key to success, but there are gaps in talent availability and in leaders’ following best practices
Analytics Industry Challenges N=294 Measuring beyond the website and gaining acceptance and use of the data are perceived as industry challenges. There is a perceived talent shortage.
Respondent’s Top Challenges Acceptance and executive support remain as critical challenges. Respondents continue to struggle with talent crunch and a changing discipline.
How Did They Rate Their Knowledge in Analytics? N=314 Most rate their knowledge of the latest analytics trends, strategies and technologies in the field as “good” to “Expert.”
Knowledge Improvement Is Desired Respondents indicated that they want to increase their depth of knowledge in testing and statistics but also are looking for more knowledge on new and emerging media – social media and mobile. N=307
Establishing KPIs Beyond the Website Is a Challenge N=332 Although most respondents have set KPIs for their websites, less than half have set KPIs for new media. Only 63% have set KPIs for e-mail, a established on-line media.
In 2012 Respondents Plan to Set KPIs N=279 Most respondents plan to set KPIs for social media and mobile. Online video, CGC and widgets lag.
Where Is Responsibility for Analytics and How Are They Using Analytics?
Responsibility for Digital Analytics N=328 Marketing, BI and Analytics, IT and web services are primarily responsible for digital analytics.
How Are Analytics Being Used? N=322 Most are using analytics for site optimization, performance measurement and marketing campaign optimization.
WAA 2012 Outlook Survey Showed • Survey sample was representative of the industry -- global in scope and broad in industry representation • Respondents are challenged with securing: – Executive and managerial support that leads to actions based on analytics – Adequate talent to support activities • Multichannel and new media are presenting measurement challenges for most respondents. • Although most are already quite knowledgeable, most are looking to improve and increase their knowledge and skills. • Marketing, business intelligence are largely responsible for analytics. • Most uses are focused on optimization and assessment of past performance, predicative metrics do not dominate.
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