Market Data

Online Measurement and Strategy Report 2011

By Econsultancy,

There is a newer version of this report available: 2017 Measurement and Analytics Report


The fourth annual Online Measurement and Strategy Report, carried out in association with web analytics consultancy Lynchpin, contains a comprehensive analysis of the web analytics industry and valuable insights into the use of both paid-for and free analytics tools. 

Beyond web analytics, the report also looks at a range of data sources and information requirements, and the extent to which companies are able to develop a coherent measurement strategy. 

There is also information how much companies are currently spending, the type of analytics and business performance tools used, barriers to success ... plus much more. 

The 67-page report is based on a survey of more than 800 client-side and supply-side respondents, and follows similar studies carried out in 2008, 2009 and 2010. 

A 29-slide PowerPoint presentation summarising the key findings is also available for download. 

The report findings are divided into the following sections: 

  • Information requirements
  • Business performance and measurement tools
  • Google Analytics
  • Resourcing and budget
  • Joined-up measurement and strategy
  • Barriers to success

Highlights include: 

  • Fewer companies than last year say they have a company-wide strategy in place that ties data collection and analysis to business objectives.
  • Reliance on Google Analytics (GA) continues to grow, but many companies still prefer to use their other vendor for a range of reporting requirements.
  • Companies plan to bolster their resourcing of data analysis for both in-house staff and outsourced analysis. 
  • The number of companies interested in measuring their online reputation and social media activity continues to grow. 
    • Over half of companies (55%) are now analysing reputation, buzz and social media metrics, compared to 45% of responding organisations in 2010.
  • The biggest barrier preventing companies from having an effective online measurement strategy is still lack of budget and resources. 

Table of contents

  1. About Econsultancy
  2. About Lynchpin (research sponsor)
  3. Executive Summary and Highlights
  4. Introduction
    1. Introduction by Lynchpin
  5. Methodology and Sample
  6. Findings
    1. Information requirements
      1. Which data requirements are business priorities?
    2. Business performance and measurement tools
      1. Use of business performance tools
      2. Measuring online reputation and social media activity
      3. Use of enterprise web analytics technologies
      4. Selecting an appropriate web analytics tool
      5. Interaction with online measurement tools
      6. Sharing online measurement data
    3. Google Analytics
      1. Use of Google Analytics
      2. What is Google Analytics used for?
      3. Frequency of Google Analytics usage  (compared to other tools)
      4. Reasons for using additional paid-for analytics tools
      5. Reasons for not using Google Analytics
      6. Tools used for reporting or insight (Google or other vendor)
      7. ROI from paid-for analytics tool
    4. Resourcing and budget
      1. Number of dedicated web analysts
      2. Number of regular contractors
      3. Days of outsourced analysis
      4. Outsourced analytics functions
      5. Web analytics resourcing (increase or decrease)
      6. Total web analytics spend
      7. Breakdown of web analytics expenditure
      8. Annual change in web analytics budget
      9. Ownership of budget
    5. Joined-up measurement and strategy
      1. Company-wide strategy
      2. Driving actionable recommendations from analytics
      3. Percentage of useful data
      4. Integration into broader business strategy
      5. Integration of analytics data with data from other sources
      6. Analysing customer journeys that cross online and offline
      7. Barriers preventing frameworks for analysing online and offline data
      8. Attribution modelling
    6. Barriers to success
      1. Barriers preventing an effective online measurement strategy
      2. Main frustrations involved in managing web analytics
  7. Appendix
    1. Respondent profiles
      1. Company turnover
      2. Business sector
      3. B2B or B2C focus
      4. Type of supply-side company
      5. Geography

Download a copy of the report to learn more.

A free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: Online Measurement and Strategy Report (622 KB PDF)
  • Pdf Disabled Online Measurement and Strategy Report (2.4 MB PDF)
  • Powerpoint Disabled Presentation: Online Measurement and Strategy Report (5.01 MB Microsoft PowerPoint)

Featured suppliers


Access the full report

Econsultancy subscribers have full access to all our online research as well as a host of other services designed to help save you time, make better decisions and look smart in meetings.

Learn more and buy today