julian brewer, head of digital sales & products, tsb - the future of personal marketing
TRANSCRIPT
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Nevermind the B*ll*cks, Here’s the Next Wave of Web Insight
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“forget the tool,
get on with solving the problem.
That’s the challenge for
web analytics and Google Analytics.”
Paul Murret, Google
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We’re still a mess …
…offsite and onsite
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Plenty of onsite solutions …
…adding to the problems
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A lack of control ……and visibility offsite adding to the
problem
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For the majority of users …
…these are an inflexible and
incomplete answer
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Hypothesis 1 :
Digital analytics professionals need
to own the data across across the digital journey to ensure delivery and
cost governance and insight
transparency.
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And we’re dealing with change …
…onsite and offsite
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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.
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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.
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Rules based attribution simply …
…further hides the truth
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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
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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.
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.
Extreme users are fascinating, and
can help you determine the ways that
your site simply is or isn’t working
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Hypothesis 4 :
Digital analytics professionals and
user experience roles will work closer and closer together and
eventually merge