AboutAnalytics - Taco Potze - Web Analytics Congres 2010
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Transcript of AboutAnalytics - Taco Potze - Web Analytics Congres 2010
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Introduction – Survey – Vendors – Discussion – Q&A
By Taco Potze
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History
• April 2009: web analytics market scan
• May 2009: launch AboutAnalytics.com 1.0
• Today: launch AboutAnalytics 2.0 !
So check out: www.AboutAnalytics.com
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Value Proposition
• Your Online Analytics Advisor
• Independent advice on online analytics tool selection for your business needs
• Competitive advantage through continuous market and trend insights
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Coming soon…
• 50k sites in NL, categorized by branche
• Deeper crawling
• Premium subscription service
• Data Integration API
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AboutAnalytics.com/Survey
Partners:
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Results
• Over 120 respondents
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Turnover (euros/year)
<100.000
100.000 - 1.000.000
1.000.000 - 5.000.000
5.000.000 - 25.000.000
>25.000.000
Unique visitors (month)
<30.000
30.000 – 300.000
300.000 – 1 miljoen
> 1 miljoen
onbekend
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Results
• Increasing demand for;
– web analytics, testing, targeting and survey
software
• Lack of methodologies and expertise
• No combination of CRM & Analytics data
• Few online analysts in organizations
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Proposition 1
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Web analytics systemen
A/B en multivariatie
testsystemen
Behavioral targeting
User surveys / User feedback
Heatmapping /
Screen recording
CRM systemen
Online business
intelligence
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20
40
60
80
100
120
Current
Update within 2 years
Updates < 2 years?
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Proposition 1
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Yes No0
10
20
30
40
50
60
70
80
90
One vendor all packages?
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Proposition 1
Vendors must integrate web analytics, testing, targeting and survey software.
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Proposition 2
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1. Management Governance Adoption
2. Objectives
3. Scope
4. Team & Expertise
5. Continuous Improvement Process & Methodology
6. Tools, techniques & data integration
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1
2
3
4
5
6
Basic Advanced
Source: Online Analytics Maturity Model (OAMM) by Stephane Hamel
Maturity?
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Proposition 2
Scope
Objectives
Tools and techniques
Process & Methodology
Teams & Expertise
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Proposition 2
Vendors push tools and technology, but should focus more on support of
methodologies and expertise.
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Proposition 3
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Not combined Inmport into analytics Import into CRM Other0
10
20
30
40
50
60
70
80
90
100
Combining analytics and customer data
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CRM software is the best place to save your customer data.
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Proposition 3
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Proposition 4
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< 1 1 2 3 4 5 > 50
10
20
30
40
50
60
70
80
Analytics team size (fte)
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Proposition 4
A shortage of good online analysts is a threat. Vendors should offer free
education & training.
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Proposition 5
Is analytics software mainly intended as reporting tool, or should the package also give direct actionable insights?
What is the role of the analyst in this matter?
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Proposition 6
How is your tool going to provide insights into social media data?
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