Said About Web Analytics in Europe
In contrary to what is commonly understood, European web analysts are on an average more advanced than US web analysts. This fact is based on two fundamental conclusions; namely that European Analysts are requesting and creating more Enterprise level reporting and analysis and working less with simpler reports.
“While it makes a nice topic to discuss whether Europeans are ahead of North Americans in web analytics sophistication or vice versa, I found that people whom I spoke to have the same challenges as do web content managers and web site managers in the US: having the time and resources to figure out how to best use web analytics tools, trying to come up with metrics that help the business, and finding ways to show senior management that web analytics has a tactical and strategic business value. The one difference I noted: a greater understanding and use of qualitative research, such as usability testing, surveys and focus groups by the Europeans.“
Posted in Europe, Web Analytics |
Subscribe to RSS feed
Subscribe by email
November 15th, 2007 at 12:48 pm
Fair comments, although comparision will probably depends on several factors, such as sector, staff experience, resource, etc.
The point made by Phil, is very important. The issues faced by many practitioners, is that they are often given very expensive tools, that they have little input in choosing. They are then asked business orientated questions, which typically translate into complex analytical tasks.
Many tools do not provide the ability to see HOW the metrics have been calculated making it nigh on impossible to understand a given scenario.
These issues are common to all web practitioners.
However, we see some very sophisticated clients in Europe, especially in the eCommerce and Publishing sectors.
One area that Europe will be able to gain a significant competitive advantage will be in online betting, as the laws in Europe are more lenient that in the US.
Finally, I’d agree that it is more common to use multiple data sources (e.g. web + survey + usability) in Europe than in the US.
Overall, I’d say that the European market was more cynical regarding the accuracy of data derived from the web, hence the interest in multiple channels and possible a higher level of vendor switching.
Clarity, Openness, and Integration seem to be the buzz words at the moment.
November 15th, 2007 at 12:59 pm
Good points, Sean.
Do you think European users are leaning more towards tools like ClientStep (which is unfortunately being discontinued instead of further developed)?
You’ll get to listen to an interesting case from Komplett at Internet Marketing Conference. They use Clementine.