HK agencies lagging behind in digital analytics: HKDAA

In June and July 2011, the Hong Kong Digital Analytics Association (HKDAA) conducted an online survey with 215 end-users of digital analytics through its own and several correlated websites.

Respondents were required to answer 24 multiple-choice questions about their current and planned usage of digital analytics.

Apart from discovering that 54 per cent of respondents will allocate more resources to digital analytics — almost 10 per cent more than 2010 — most findings suggested that respondents were new to digital analytics and do not have an in-depth understanding about its value. Knowledge of predictive analytics, targeting and segmentation were particularly in need.

In addition, most organisations who responded, whose marketing departments are responsible for digital analytics, were found to be keen on using free vendor solutions that are unable to give in-depth market insights or predictive trends to marketers. 

As for establishing and implementing best practices for digital analytics, 38 per cent is expected to do so for mobile media. RSS (20 per cent) and Twitter (16 per cent) are the next KPI targets, followed by viral marketing (12 per cent) and consumer-generated content (10 per cent).

The survey is the first in the region since HKDAA's founding in June this year to provide support for the digital analytics industry. Its goal is to help organisations become more data-driven as well as develop more local professionals to meet the demand in the market.