Web Analytics from a Czech Point of View

An interview with Jiri Brazda, web analytics expert and founder of Optimics.

What’s the web analytics market like in the Czech Republic?

We tend to say that when it comes to the Internet, we are generally three to five years behind the US market, and I think web analytics would be no exception. I think web analytics adoption here suffers from the fact that marketing has problems with appreciating the value of data when making business decisions.

I always remember one day a couple of years ago when my boss, who then worked as a marketing manager, told me how desperate he was because his work life had been all about spreadsheets and numbers, and he hadn’t seen a picture in ages. Now I think this story is telling as to how traditional marketing perceives itself.

Many marketing managers are comfortable with the brand and communication part but struggle with the performance part. And I know it’s up to us to educate the market. I think we have to emphasize the optimization over reporting role of web analytics, because I can see that only increased performance can really sell web analytics. And it’s true of both the tool and the services.
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