From Data Integration to Digital Intelligence

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Data Integration is not enough - Digital Intelligence (as a consequence out of Web Analytics and Business Intelligence) is key.

Data Integration is not enough - Digital Intelligence (as a consequence out of Web Analytics and Business Intelligence) is key.

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  • 1. From Data Integration to Data Intelligence or Why Free Solutions don‘t work
  • 2. o A leading European Web Analytics Vendoro Started 2003 in Berlino 11 Cultures – One Teamo Global Customers – Personalized Services
  • 3. o #1 Finance - Worldwideo #1 IT Portal - Netherlandso #1 Media - Europeo #1 eCommerce - Turkeyo #1 Finance - Germanyo #1 eCommerce - Russiao #1 TV Channel - Germany
  • 4. Empowering Your Digitality.Empowering business decision makers to turn data into knowledge and assist in optimizing your digitality by providing comprehensive insights and intelligent solutions.
  • 5. Google YES becauseA free tool does not generate an invoice. But is it for free?
  • 6. Google NO because Free tools have lots of experts out there  No professional Service offering &  Only via Partners Huge user groups.  No guaranteed feedback by GoogleDid you ever get competent and quick support from a free tool?
  • 7. High end tools are notcritical to your website performance.
  • 8. Who are your solution users? Get a system with high usability. Rare User CEO ExpertBeginner
  • 9. Can your free tool do that?
  • 10. Yes, easily done for high end vendors.
  • 11. No to standards.Yes to customization.
  • 12. Data privacy may be paranoid. “Information about how you interact with the Google Analytics interface may be shared with our other products.” Director of Engineering, Google Analytics But your company needs to be strict.
  • 13. DigitalIntelligence
  • 14. TV Tracking User watches TV Spot User visits Website Analysis / Traffic Attribution
  • 15. Traffic TV Spot t0 - 5 minutes t0 t0 + 5 minutes t Campaign-generated Traffic Newsletter Direct Entry Brand Search
  • 16. (Company Value, Marketing Knowledge, ROI) Business OptimizationOutput Data Integration Website Optimization Analysis Data CollectionReporting Input (Time, Effort)
  • 17. Digital (Company Value, Marketing Knowledge, ROI) Statistics Web Analytics Intelligence Business OptimizationOutput Data Integration Website Optimization Analysis Data CollectionReporting Input (Time, Effort)
  • 18. Digital (Company Value, Marketing Knowledge, ROI) Statistics Web Analytics Intelligence Customer Journey Business OptimizationOutput Real Segmen- Time tation Real Tagging Online- Data Offline Integration Combi- Website nation Optimization Analysis Data CollectionReporting Input (Time, Effort)
  • 19. Gartner Hype Cycle Digital (Company Value, Marketing Knowledge, ROI) Statistics Web Analytics Intelligence Customer Journey Business OptimizationOutput Real Segmen- Time tation Real Tagging Online- Data Offline Integration Combi- Website nation Optimization Analysis Data CollectionReporting Input (Time, Effort) Digital intelligence Model ©by Ralf Haberich
  • 20. Thanks. Ralf Haberich, CCO webtrekk.com linkedin.com/in/ralfhaberich web-analytics-blog.de future-digital-business.org talking-analytics.net © 2004-2012 Webtrekk GmbH