A large part of the companies lacks specialized staff in web analytics
The web analytics is a decisive factor that allows to evaluate the performance of the page, to know in depth the behavior of the users within the web and, based on all this, to be able to optimize the site. However, many of the companies still do not have specialized personnel in this area, according to the Online Measurement and Strategy Report, signed by Econsultancy and Lynchpin.
In view of their results, it seems that these companies do not put into practice the principle of Avinash Kaushik, a great expert in web analytics; Who indicated that companies should spend 90% of the budget on staff to analyze the data, and 90% on technology for this analysis. Although it may seem an exaggerated percentage, it can certainly serve us to get an idea of the importance of web analytics in businesses that operate online and pretend to maintain a prominent presence in the network.
It is also worth mentioning that the number of companies without analytical resources has risen slightly since last year (4%). Although there are companies that do not have their own resources to measure the evolution of their website, we also find those that do. Thus, the study indicates that 30% has an employee dedicated to this function, 18% doubles this figure and 14% has a staff with more than 5 people focused on web analytics.
In the online survey that led to the conclusion of these conclusions, 896 companies participated, in which both companies and specialized agencies participated, and intends to know the investment in web analytics, the tools used and the sectors that are most concerned in this regard.
What web analytics tools do companies use?
The report says that a large majority of people are betting on Google Analytics, only 11% of companies denied using it in their company, along with 6% of the agencies. Last week, the same source indicated that more than half of the companies use GA, a percentage that has increased 9% since last year.
Which sectors are the most aware of the importance of web analytics?
The retail sector is the most represented in the survey (16%) followed by banking and finance (12%), along with travel (8%). For its part, only 2% of those who participated in the study belonged to the telecommunications sector, and 1% to automation.
What services are outsourced?
Thus, we have been able to know that there has also been a decrease in the number of companies that subcontract these services on a regular basis. 42% have support for the area of web analytics and optimization, while 48% demand strategic consulting. Both areas showed a very similar behavior to the previous year. On the other hand, the support for the web implementation was who needed less reinforcements (37% compared to 43% in 2012).
The data show that companies are becoming aware of the importance of the internet for their business and, therefore, the need to work day by day their website, for which they need to have their own resources.