Only 56% of German companies using Analytics

Mon 9 March 2009 09:16, Bas van den Beld

A recent study performed by Webtrends shows German companies could benefit from using web analytics but only 56 percent of them is actually using them.

The study, called 'Analysis V Action' international companies from, amongst others, UK, France, Germany, Italy and Sweden were asked if and how they were using analytic tools. Where internationally 63 percent is using Analytics German companies stay behind with only 56 percent.

64 percent of the companies are collecting data for optimizing their websites and campagnes, but there is 'room for improvement' so says the research paper. In other European countries like the UK these tools are used more often.

The companies in the research are divided in four groups:
- "Strauße" (ostriches): those who don't know about Analytics at all
- "Tauben" (pigeons): those who are using simple tools for marketing campaignes
- "Spechte"(woodpeckers): those who are using analytic tools but could be using them better
- "Adlern" (eagles): those who work with analytic tools and are optimizing their processes because of it.

The last group is relatively the biggest group with 36 percent, but still 26 percent says it uses simple tools and so far won't be investing in Analytic tools.

The full report will be available at the end of March. Then we can also take a look at the other countries (UK, France, Italy and Sweden) included in the research.

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