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

Move from static, reactive and aggregate, to dynamic, proactive and personalized.

Customer-centric analytics Personalised marketing solution Easy integration All in one place

Customer Journey

Testing & Optimization

Marketing Automation

User Relationship Management

Analytics

Tag Integration

Lifting a little corner of the veil

Understand your users with User Relationship Management

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