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Evantage Measurement Survey Results

Today, organizations place a higher priority on reaching measurable results from marketing investments on the Internet. Although there is an increasing demand for measurement, marketing professionals face numerous challenges in order to fully realize the benefits of Web Analytics including inadequate staffing, training, creating the right metrics, and upper management prioritization of Web analytics business practices. Evantage Consulting, a leading technology and marketing consulting firm, announced the results of the first Twin Cities Web Analytics Survey. The survey results, which covered more than 110 Twin Cities organizations, were announced at the Minnesota Interactive Marketing Association`s Annual Summit meeting at the University of Minnesota McNamara Center.

Developing and measuring key performance indicators can be an important requirement to overcoming the staffing and investment challenges cited by many survey respondents. Twenty percent of Twin Cities organizations have developed these metrics and are reporting against them. This segment experienced far fewer frustrations related to staffing and funding of their marketing measurement efforts.

While the majority of respondents have invested in Web analytics tools and software (i.e. Web Side Story, WebTrends, Google-Urchin and others), most organizations are investing little in training and educating staff accountable for Web analytics / Web marketing measurement. Those organizations reported far less confidence in their reporting and analysis of Internet marketing results. Overall, the survey indicated that while some Twin Cities organizations rate themselves as very confident and sophisticated in their measurement of Internet marketing, nearly 24% rated their confidence in their Internet marketing efforts as `flying blind.` This result is similar to a national survey conducted earlier this year.