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An oft-cited rules of thumb within web analytics states that companies should spend 90% of their budget on staff to analyse data and 10% on the technology to power web analytics.

However a new survey from Econsultancy and Lynchpin indicates that not all businesses are willing to adhere to this suggested level of investment.

A quarter of respondents (26%) in the Online Measurement and Strategy Report 2013 stated that they do not have an employee dedicated to analysing web data.

However the good news is that since 2012 (when 49% of companies said they were to increase their resourcing of dedicated employees) the number of companies that don’t have a dedicated analyst for web data has fallen by 4%.

At the other end of the scale, 14% of respondents stated that they have more than five staff dedicated to analysing web data.

How many dedicated employees does your organisation have doing analysis of web data?

The sixth annual Online Measurement and Strategy Report contains a comprehensive analysis of issues affecting the web analytics industry and valuable insights into the use of analytics and business intelligence tools.

The 98-page report is based on a survey of almost 900 client-side respondents, and follows five similar studies carried out between 2008 and 2012.

Outsourcing web analysis

The survey also asked respondents how many days per month of outsourced analysis they take from agencies and other third parties.

The results show that the number of companies that use zero days of outsourced analysis has risen from 51% in 2012 to 61% in 2013.

Looking at the type of analytics that are outsourced on a regular basis, the most significant changes are in the areas of implementation support, which has fallen from 43% in 2012 to 37% in 2013.

This was followed by regular reporting, which rose from 23% to 27%, and data integration which also saw a rise from 23% to 27%.

Which of the following analytics functions do you outsource on a regular basis?

David Moth

Published 17 July, 2013 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1688 more posts from this author

Comments (5)

dan barker

dan barker, E-Business Consultant at Dan Barker


At this stage of 'web analytics maturity', is it more sensible for companies to have a single dedicated analyst, or for everyone to have analysis included within their roles?

over 3 years ago


Sam Lempriere, HSBC Expat

Dan, I think everyone in the relevant teams should understand the purpose and benefits of analysis.

However, a dedicated analyst will have a better understanding of the overall picture.

For example, someone who is targeted on improving a specific part of an online journey, could improve their own KPIs, but create a problem down the line without realising.

The dedicated analyst will have a better view of the overall journey (as it is their job to know this) and can address these issues much more quickly with further optimisation in the relevant area.


over 3 years ago


Barry Mills, Offpeakluxury

Hilarious headline, which ironically brilliantly illustrates one of the central points of the article, namely the dangers of misinterpreting data.

"26% of businesses don't have an employee dedicated to analysing web data".

Let's just think about that for a moment. A lot more than 26% of business don't have ANY employees. Over 90% have 5 or less I think, and I can't imagine too many are devoting 20% of their workforce to analytics. The headline makes the fatal assumption that the survey covers a representative sample of all business, which clearly it doesn't.

over 3 years ago


Simon Roberts

We have many clients who have spent months, sometimes years, trying to find a talented full time analyst. However they were simply not able to find one that met up to expectations. I would say currently that demand far exceeds supply.

A good analyst needs a good understanding of marketing, analytical concepts, ideally some coding and general business acumen as well as understanding solutions across CRM, Testing, Email, marketing automation, web analytics etc to make things really happen.

It is quite a tall order and normally you would need someone with many year of experience across all of these areas before that person might be able to drive serous insight from what all the numbers are telling them.

Speaking from my own experience out sourcing to a highly specialist team that does this day in and day out is likely to ensure you get the best thinking/technology applied and often work out a lot cheaper than a full time employee as a lot of the day to day work can be automated. It can also mean work can start immediately while a suitable employee is sourced so can also fill the gap when the analyst leaves or a new one is being sourced but the company needs a burst of activity and new ideas to make some step changes.

Often by the time a suitable person is found they have a great start as the setup will have been nailed and often a lot of project plans will be ongoing.

Obviously if a great person has all the required skills lock them in or send them to Cognesia as we are constantly on the look out for experienced people.

over 3 years ago

Linus Gregoriadis

Linus Gregoriadis, Research Director at Econsultancy, Centaur Marketing

@ Barry Fair point, and we need to be careful about the conclusions we draw from our survey-based reports where the sample is the Econsultancy user base. The methodology is set out clearly in the actual report, including the split of responding companies by size and turnover.

over 3 years ago

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