Ninety-Four Percent of Companies Indicate They Have Enlisted or Plan to Enlist Executive Level Support for Web Analytics Initiatives
Companies that invest in analytics platforms with the support of senior management have greater success in executing on their corporate goals. Currently 94% of Best-in-Class companies have executive level sponsorship or are in the process of gaining executive support to leverage analytics as a method to measure and manage business processes across their entire organizations, according to a new study "Web Analytics: The Crystal Ball of Customer Behavior?" by Aberdeen, a Harte-Hanks Company (NYSE: HHS).
"Eighty-nine percent of Best-in-Class companies currently apply or have initiated defined methods for evaluating analytics, such as established benchmarks and acceptable standards to align with their corporate goals," said John Lovett, research analyst, Aberdeen. "This level of top-down support reflects a corporate culture that promotes an understanding of marketing effectiveness and a unified goal of improving the online customer experience."
Early findings from the report showed that over half of the 1300+ senior executives surveyed reported that analytics would be one of the top two technology investments supporting their Sales and Marketing efforts in 2007. Businesses now realize that analytics hold the key to identifying customer behavior and will use this intelligence to convert more customers and elevate the customer experience across all facets of their businesses.
Survey results show that the firms enjoying Best-in-Class performance shared several common characteristics with respect to their Web Analytics implementation strategy, such as:
-- 89% of Best-in-Class companies currently use or plan to use analytics
as a method to measure corporate goals such as compliance with sales and
marketing objectives and elevating customer experience. This majority group
uses analytics data to influence decisions and impact change across
multiple business units.
-- 89% of Best-in-Class companies will make analytics data available to
all levels of management within their organizations through dedicated
analysts or self-service methods. Ninety-one percent of these firms will
make analytics data available for export to other applications such as CRM
systems, BI platforms or Excel spreadsheets. -Aberdeen Group
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