Julian Brewer, Head of Digital Sales & Products, TSB - The Future of Personal Marketing
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Transcript of 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