The State of Web Analytics in Middle East (2012) Survey Results

[Originally posted on Analytics.ae which is now discontinued and merged into Digitalks.me] 

Analytics.ae conducted a research into The State of Web Analytics in Middle East (2012) with a focus to identify trends in current analytics practices used by organizations & agencies based in Middle East (KSA, UAE, Qatar, Kuwait, Bahrain, Oman, Lebanon, Syria, Egypt & Jordan) and to understand how organizations take advantage of digital data to optimize the business.

Key Findings from the Research

The research was conducted between Jan 20th and April 5th, 2012 and the key findings that were generated through this research are:

  • Web Analytics is still a young discipline in Middle East with wide variations in experience, resources and value gained. However there is a growing interest as a majority are reporting gains from their activities.
  • It seems that the task of web analytics has shifted away from IT teams as majority of respondents reported web analytics to be managed by eCommerce, marketing & BI teams.
  • 64% respondents said they trust data from web analytics tools for 75% of time. Client side organizations expressed more trust in web analytics data then compared to agencies & consultants. There is a correlation between who expressed low trust in data and those who have less experience and resources assigned to web analytics.
  • The main web analytics activities conducted are Campaign Analysis and Landing Page Optimization whereas more insightful techniques such as A/B and multivariate testing are rarely performed.
  • Majority of respondents realized gain from adopting web analytics in all areas except reducing customer support costs. We also found less number of respondents reported to augment web analytics data with CRM & customer data.
  • There seems to be a disconnect between what client side organizations are expecting vs. what agencies & consultants wants to achieve for their clients this year.
  • Overall investment in web analytics is improving but client side respondents wants to prioritize in achieving results by ‘Optimizing the site through analysis’ whereas agencies and consultants wants to prioritize in ‘Training” and establishing ‘KPIs’ for their clients.

Download The State of Web Analytics in Middle East (2012) Report

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