Evantage Consulting Releases First Twin Cities Web Marketing Measurement Survey Results

December 17, 2010

Minneapolis, MN (PRWEB) October 26, 2005

Evantage Consulting LLC (www.evantageconsulting.com), 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 (MIMA) Annual Summit meeting at the University of Minnesota McNamara Center. (www.mima.org/summit)

The Evantage Consulting survey found that the profile of Web Analytics in the Twin Cities is rapidly growing as organizations place a higher priority on achieving measurable results from their Internet marketing investments. Despite increasing demand for measurement, marketing professionals face a variety of challenges 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.

Developing and measuring key performance indicators can be an important requirement to overcoming the staffing and investment challenges cited by many survey respondents. 20% 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.

Methodology for Evantage Consulting – MIMA Web Analytics Survey

The survey consisted of 47 questions targeting four areas of inquiry:

    Company, industry and Web site demographics

    Web analytics accountability, staffing and management

    Web analytics investment, tools and usage

    Key challenges

Survey links were emailed in September to the opt-in email list for the Minnesota Interactive Marketing Association who cosponsored the initiative. In addition, links were emailed to 40 additional Twin Cities organizations identified by Evantage Consulting. More than 130 completed surveys were received, with more than two-thirds of respondents identifying themselves as directly involved with Web Analytics in their organization. Respondents also reflected a diverse cross section of companies, industries, Web sites, and traffic volume.

A white paper providing more detailed survey results can be obtained at www.evantageconsulting.com/whitepapers

Evantage Consulting is headquartered in Minneapolis, Minnesota and helps clients adapt and exploit the intersection of emerging marketing and technology trends to create new value for their customers.



Robin Carpenter

(612) 677-0640

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