julian brewer, head of digital sales & products, tsb - the future of personal marketing

Nevermind the B*ll*cks, Here’s the Next Wave of Web Insight

“forget the tool,

get on with solving the problem.

That’s the challenge for

web analytics and Google Analytics.”

Paul Murret, Google

We’re still a mess …

…offsite and onsite

Plenty of onsite solutions …

…adding to the problems

A lack of control ……and visibility offsite adding to the

problem

For the majority of users …

…these are an inflexible and

incomplete answer

Hypothesis 1 :

Digital analytics professionals need

to own the data across across the digital journey to ensure delivery and

cost governance and insight

transparency.

And we’re dealing with change …

…onsite and offsite

Hypothesis 2 :Digital analytics professionals and media

agencies lack the tools, the methodology

and the expertise to do multi-channel and customer analytics and so combining

these data sets is best left to

warehouse suppliers or in-house EDW teams.

Click through rate …is still often

used as an indicator of response and user interest in many campaigns. Research by the

Advertising Research Foundation in July 2012 found that

even a blank ad could generate a CTR of 0.08%, and of

that around half was due to accidental clicks.

Rules based attribution simply …

…further hides the truth

Hypothesis 3 :

Digital analytics professionals (and

their tools) will increasingly adopt

true attribution with

causation at the fore … and feed

these into their programmatic buying approach

We’ve moved to a more simplistic, minimalistic approach. Making websites

content-focused, accessible

across all devices, and UX-driven is one of the latest web

design trends.

.

Extreme users are fascinating, and

can help you determine the ways that

your site simply is or isn’t working

Hypothesis 4 :

Digital analytics professionals and

user experience roles will work closer and closer together and

eventually merge