the future of analytics & the results of the web analytics survey study 2014
DESCRIPTION
My presentation during 3rd Digital Data Tips Tuesday event 16th September Amsterdam. Get your free copy of the survey study at bit.ly/ddttsurveyTRANSCRIPT
Fred PellenaarsCountry Manager Benelux
Webtrekk//deliveringdigitalhappiness
The future of analytics & the results of the Web Analytics Survey Study
Future of online analytics
Fred Pellenaars Country Manager Benelux #deliveringdigitalhappiness #DDTT
Curiosity and knowledge shape the future
Leonardo da Vinci's 1478 Self-Propelled Car.
?
Global Web analytics market
$1.33 billion 2014$3.09 billion 2019
Compound Annual Growth Rate of 18.3%
Source: Web Analytics Market by Solution- Worldwide Forecasts & Analysis (2014 - 2019), July 2014, by MarketsandMarkets
“Data privacy, regulatory laws and open source solution provision are the major issues in the
Web Analytics Market.”
Source: Web Analytics Market by Solution- Worldwide Forecasts & Analysis (2014 - 2019) , July 2014, by MarketsandMarkets
“Internet service providers must turn over customer emails and other digital content
sought by U.S. government search warrants even when the information is stored overseas, a
federal judge ruled on Friday.”
(Reuters) – April 25th 2014
Other challenges we are facing
“The capture, management, and analysis of data to provide a holistic view of the digital customer experience that drives the measurement, optimization, and execution of marketing tactics and business strategies. “ (Forrester, 2012)
Here´s the kicker:
Not many people are doing Digital intelligence
ENTERPRISE SMALL MEDIUMBUSINESS
SIGNIFICANT ONLINE BUSINESS MODEL
SILO’S(DATA, ORGANISATION)
MATURITY
RESOURCES (MONEY,PEOPLE) MATURITY
NO ONLINE BUSINESS MODEL
NOT LIKELY NOT HAPPENING
Moving to Digital Intelligence is hard
Where do we fit?
Digital Intelligence Suite
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Customer Journey
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Marketing Automation
User Relationship Management
Analytics
Tag Integration
Lifting a little corner of the veil
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User-centric insights for every visitor Customer Predictions & Customer Lifetime KPI’s Analyse user value with RFM & RFE model 100% storage of all digital contacts Enrich with CRM data
Customer Journey
Testing & Optimization
Marketing Automation
User Relationship Management
Analytics
Tag Integration
15
Run marketing campaigns with Marketing Automation
Marketing Automation Easy DIY campaign setup Personalized - URM as Data Base Channels:
RTA
Exit Intent
Onsite Recommendations
App Recommendations
Email Remarketing
Adwords Remarketing
Customer Journey
Testing & Optimization
Marketing Automation
User Relationship Management
Analytics
Tag Integration
16
Identify user segments using RFM
groups.
Create a segment in URM.
Create a campaign in Marketing
Automation.
Problem: Using real-time advertising as a retargeting channel, I want to buy ad impressions only for customers with a high churn probability.
Solution: Target specific customer segments with real-time advertising provided by Webtrekk Marketing Automation.
Define the parameters of your RFM model.
Quo Vadis Analytics?
Web analytics still is the reality,Digital intelligence is the future.
Getting to the future first depends on curiosity and knowledge
We support your journey
Web analytics Survey-Study 2014THE STATUS OF WEB ANALYTICS IN
The NetherlandsPublished September 2014 by Webtrekk.com
SURVEY METHODOLOGY
• CONDUCTED IN AUGUST 2014 • Online using surveymonkeys.com
• SURVEY CONDUCTED AND SUPERVISED BY• OnlineOptimizers.eu & Webanalisten.nl
• PARTICIPANTS RECRUITED VIA• Email, Twitter, Facebook,
Meetup,Webanalisten.nl
• TOTAL SAMPLE SIZE WAS n=100
Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH
Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH
KEY TAKEAWAYS
VERY EXPERIENCED USERGROUP
CONVERSION OPTIMIZATION THE NUMBER 1 PURPOSE OF WEB ANALYTICS USAGE
GOOGLE ANALYTICS STILL THE MOST USED TOOL
PREFERENCE FOR USING A PAID SOLUTION IN THE FUTURE
ANALYTICS SHOULD NOT BE A DEDICATED UNITStatus of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH
WE ARE HAPPY TO SEND YOU THE FULL REPORT FOR FREE
PLEASE GO TO WEBTREKK.COM/DDTT FOR MORE INFO
MOST OF THE SLIDES ARE ALREADY AVAILABLE HERE ON SLIDESHARE
FOUR THESIS
Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH
While 74% of business executives say their company has a digital strategy, only 21% believes that their CEO sets a clear vision for
Digital in their business
Source: Forrester, 2014
Source: Avinash Kaushik, Magnificent Mobile Website And App AnalyticsSeptember 15, 2014
THESIS ONE:
If you want to optimize business, you need to start yelling at your CEO.
Source: StormInsights.nl
Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH
WE ARE HAPPY TO SEND YOU THE FULL REPORT FOR FREE
PLEASE GO TO WEBTREKK.COM/DDTT FOR MORE INFO
MOST OF THE SLIDES ARE ALREADY AVAILABLE HERE ON SLIDESHARE
Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH
Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH
THESIS TWO
Free tools will not help you transfer to Digital Intelligence.
Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH
THESIS THREE:In order to be able to support business optimization, Analytics has to be involved with every department.
Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH
THESIS FOUR:In the Dutch market only a handful of companies will fully adopt digital
intelligence in the next five years
Fred PellenaarsCountry manager Benelux
Webtrekk//deliveringdigitalhappiness
Thank you for sharing!
Get a free, full version copy @ bit.ly/ddttsurvey