Australian Web Analytics Survey 2006

A research study to help Australian businesses succeed online

Summary Results

Bienalto Consulting has conducted a market research study into the website measurement, reporting and optimisation activities of Australian businesses.

The intention behind the survey is to reveal trends in current analytics practices to understand the extent to which businesses take advantage of readily-to-hand data to improve their business performance online.

Some 89% of the 156 organisations represented in the survey reported active online performance measurement. Two thirds of these organisations reported gains from their Web Analytics activities in areas such as customer insights, site improvements and optimisation, and increased search engine referrals.

Gains were found to be more prevalent and substantial in organisations that regard Web Analytics as a strategic function (38% of the respondents). These organisations typically apply more varied and sophisticated analysis techniques and enjoy full support of management. These two factors result in a heightened ability to attract high quality, well targeted traffic to their websites and deliver results.

Organisations not fully benefiting from Web Analytics are also not as engaged with the web channel as a strategic delivery mechanism. Yet 73% of the respondents have at least one year’s experience in Web Analytics and 69% rate their knowledge as intermediate or advanced.

Despite expertise, it seems that Web Analysts are struggling to show the value of Web Analytics to management, and lack management buy-in and support. This manifests itself as not being able to secure sufficient levels of funds and resources for Web Analytics.

Download the full report [PDF 258KB]