Your SlideShare is downloading. ×
  • Like
LUON WassUp Recap March 2013 - 4. the state of the web
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

LUON WassUp Recap March 2013 - 4. the state of the web

  • 928 views
Published

 

Published in Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
928
On SlideShare
0
From Embeds
0
Number of Embeds
3

Actions

Shares
Downloads
26
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 1
  • 2. 1. From Data to Insights 2
  • 3. June 1, 2012Goodbye Website Optimizer, hello Content Experiments click next for videoGoogle Analytics Content Experiments replaces Google Website Optimizer, offering somenice new features but also dropping for instance multivariate testing (MVT). 3
  • 4. October 29, 2012Google introduces Universal AnalyticsWith ‘universal analytics’, Google Analytics is moving into the direction of tracking usersthroughout their customer journey, rather than just visits. 4
  • 5. October 29, 2012Google introduces Universal Analytics Cross-channel tracking using a single User IDYou can now measure just about everything in Google Analytics using a common ID, be itGoogles ID or a client or customer ID from your own database. 5
  • 6. October 29, 2012Google introduces Universal Analytics Offline conversion importYou’ll now be able to send offline conversions to Google Analytics. For example, if a userconverts via phone you’ll be able to track that conversion in Google Analytics. 6
  • 7. October 29, 2012Google introduces Universal Analytics Augment Google Analytics data with data from own systemsYou will soon be able to upload data from your CRM system or CMS into Google Analytics 7
  • 8. October 29, 2012Google introduces Universal Analytics Import cost dataThe cost data import will let you import cost data into Google Analytics. Now you can viewthe ROI for all marketing campaigns, not just your AdWords campaigns. 8
  • 9. October 30, 2012Towards true ROMI: attribution modeling for everyone last interaction first interaction linear position based time decay customAttribution modeling is really an experimentation tool. It’s not a magic way to allocateyour ad-spend. 9
  • 10. October 1, 2012One code to rule them all: Google Tag ManagerGoogle Tag Manager is a free tool that consolidates your website tags with a single snippetof code and lets you manage everything from a web interface. (google.com/tagmanager) 10
  • 11. 2. Still Alive: the Browser Wars 11
  • 12. 2. Still Alive: the Browser WarsBrowser usage in Belgium (desktop) 1. Chrome 29,34% 2. IE 9.0 24,81% 3. Firefox 3.5+ 20,18% 4. IE 8.0 10,00% 5. Safari iPad 3,52% 12
  • 13. June 13, 2012Kogan.com imposes Internet Explorer 7 tax“ The way weve been able to keep our prices so low is by using technology to make our business effi- cient and streamlined. One of the things stop- ping that is our web team having to spend a lot of time making our new website look normal on IE7.Every user buying from Kogan.com using an IE7 browser, has to pay a 6,8% tax. 13
  • 14. 2. Still Alive: the Browser WarsIE 8 is the new IE 6Since IE 9+ won’t be available on Windows XP, and Windows XP will be around ‘till 2015,we will still be stuck with a bad, outdated browser for years. 14
  • 15. 2. Still Alive: the Browser WarsIE 10 ad is brutally honest click next for videoMicrosoft is painfully aware of its home-grown web browser’s reputation 15
  • 16. 2. Still Alive: the Browser WarsBrowser usage in Belgium (mobile) 1. iPhone 40,13% 2. Android 34,21% 3. iPod Touch 11,62% 4. Opera 3,84% 5. Nokia 2,70% 16
  • 17. 2. Still Alive: the Browser WarsThe ‘Do Not Track’ default setting controversyDo Not Track (DNT) allows users to opt out of website tracking via a setting in theirbrowser, for all websites that joined the program. IE10 defaults DNT to ‘on’, others to ‘off’. 17
  • 18. 3. Cookie, Anyone? 18
  • 19. 3. Cookie, Anyone?What’s the problem?Cookies are more and more being used for online behavioral advertising (OBA), which –ifnot implemented carefully- freaks people out and poses a threat to online privacy. 19
  • 20. 3. Cookie, Anyone?Cookies at the U.S. election campaigns “ The campaigns have planted software known as cookies on voters’ computers to see if they frequent evangelical or erotic Web sites for clues to their moral perspectives. Voters who visit religious Web sites might be greeted with religion-friendly messages when they return to mittromney.com or barackobama.com. - The New York TimesAccording to the New York Times, both presidential campaigns have been using personaldata about would-be voters on a scale "never before imagined“. 20
  • 21. May 26, 2011Europe, 26 May 2011 “ Member States shall ensure that the storing of information, or the gaining of access to information already stored, in the terminal equipment of a subscriber or user is only allowed on condition that the subscriber or user concerned has given his or her consent, having been provided with clear and comprehensive information, in accordance with Directive 95/46/EC, inter alia, about the purposes of the processing.On May 26, 2011, all EU nations adopted the EU directive which had to be adopted intolocal laws by May 26, 2012. 21
  • 22. May 26, 2011UK, 26 May 2011 “ The requirements are that the subscriber or user a. is provided with clear and comprehensive information about the purposes of the storage of, or access to, that information; and b. has given his or her consent. consent may be signified by a subscriber who amends or sets controls on the internet browser which the subscriber uses or by using another application or programme to signify consent. [This] shall not apply to the technical storage of, or access to, information where such storage or access is strictly necessary for the provision of an information society service requested by the subscriber or user. 22
  • 23. April 24, 2012nocookielaw.comJust a couple of hours before the law came into practice on May 26, the UK’s informationcommissioner changed position and advised in favor of ‘implied consent’. 23
  • 24. May 8, 2012The Netherlands, 8 May 2012 “ [iedereen die cookies wil gebruiken dient] a. de gebruiker duidelijke en volledige informatie te verstrekken overeenkomstig de Wet bescherming persoonsgegevens, en in ieder geval omtrent de doeleinden waarvoor men toegang wenst te verkrijgen […] dan wel waarvoor men gegevens wenst op te slaan b. van de gebruiker toestemming te hebben verkregen voor de desbetreffende handeling. Het bepaalde in het eerste en tweede lid is niet van toepassing [als het doel is om] […] de door de abonnee of gebruiker gevraagde dienst van de informatiemaatschappij te leveren en de opslag of toegang tot gegevens daarvoor strikt noodzakelijk is.In The Netherlands, explicit consent has to be given before placing a cookie on a user’scomputer. 24
  • 25. July 1, 2012 25
  • 26. June 21, 2012Belgium, 21 June 2012 “ 1. the web surfer is provided with clear and comprehensive information in accordance with the law of 8 December 1992 (protection of personal data), inter alia about the purposes of the processing, and ; 2. the web surfer has given their prior and written consent after having been informed ; Exceptions : “sole purpose of carrying out or facilitating the transmission of a communication or as strictly necessary in order to provide an information society service explicitly requested The web surfer retains the right to waive their consent.Article 129 allows the use of cookies on two conditions 26
  • 27. 3. Cookie, Anyone?What is ‘consent’? “undubious consent” for intrusive cookies (opt-in) + browser settings and policy for non intrusive cookies (opt-out)‘Consent’ according to the privacy committee(not a picture of the actual committee) 27
  • 28. 3. Cookie, Anyone?What is ‘consent’?   A more business friendly definition of ‘consent’ 28
  • 29. 3. Cookie, Anyone?Now what? | 1. The cookie audit 1| functional vs. non-functional Is the cookie necessary for the good working of the website (shopping basket, language selection, …)? 2| first party vs. third party Is the cookie set by the website itself or by a 3rd party like AddThis, advertising platform, …? 3| session vs. persistent Is the cookie stored for the length of the visit only or longer? How long?http://www.hottraffic.nl/producten/cookie-audit.html 4| anonymous vs. personal info Does the cookie contain personal info or anonymous info only? Not all cookies are created equal. Start by making an inventory of all cookies used on your website. 29
  • 30. 3. Cookie, Anyone?Now what? | 1. The cookie audit functional  first party session  anonymous  non functional third party  persistent personal info 30
  • 31. 3. Cookie, Anyone?Now what? | 1. The cookie audit  functional  first party session  anonymous  non functional third party  persistent personal info 31
  • 32. 3. Cookie, Anyone?Now what? | 1. The cookie audit functional first party session  anonymous  non functional  third party  persistent personal info 32
  • 33. 3. Cookie, Anyone?Now what? | 2. Risk assessment right to refuse information and right to refuse information and consent enhanced information and consent information and explicit consent information and prior consent consent can be expressed via browser settings consent can not be expressed via browser settingsA website needs to comply to the cookie laws of the countries it is targeting!data source: IAB, E-Privacy transposition chart, Oct. 31 2012 33
  • 34. 3. Cookie, Anyone?Now what? | 2. Risk assessment high explicit importance for company consent remove cookie? low impact on user privacy highEspecially when targeting The Netherlands, for each cookie, estimate the impact on theuser’s privacy vs. the importance of the data gathered for the company. 34
  • 35. 3. Cookie, Anyone?Now what? | 3. Delivering information In Belgium, website owners have the duty to inform the user that cookies are being placed on his equipment when he opens and uses the website:  quality of information (full, accurate and precise)  visibility of information  clear instructions/redirections on how to disable cookiesThe information must be clearly visible on the first page the website visitor visits. Whichdoesn’t necessarily corresponds to the homepage! 35
  • 36. 3. Cookie, Anyone?Now what? | 3. Delivering information general information “why use cookies” detailed information ‘à la carte’ functional cookies, cookies for analytics, social media cookies, browser settings, …The IAB NL default texts can be downloaded fromhttp://bit.ly/RGPQkt 36
  • 37. 3. Cookie, Anyone?Now what? | 3. Delivering informationExample: Unilever’s cookie policy can be found at…http://www.unilevercookiepolicy.com/nl_BE/Policy.aspx 37
  • 38. 3. Cookie, Anyone?Now what? | 3. Delivering informationExample: Belgacom’s cookie policy can be found at http://bit.ly/10jUQ1T 38
  • 39. 3. Cookie, Anyone?Now what? | 4. Getting consentImplicit consent can be obtained by letting the user click away the informationalmessage. (example: www.belgacom.be) 39
  • 40. 3. Cookie, Anyone?Now what? | 4. Getting consentImplicit consent can be obtained by letting the user click away the informationalmessage. (example: www.toyota.be) 40
  • 41. 3. Cookie, Anyone?Now what? | 4. Getting consentConsumers generally invest a huge amount of trust in the BBC so it can be more explicitabout its use of cookies without causing users to abandon the site. 41
  • 42. 3. Cookie, Anyone?Now what? | 4. Getting consentExplicit consent can only be obtained by letting the user click on an ‘accept’ button(example: www.klm.nl) 42
  • 43. 3. Cookie, Anyone?Advertising industry self regulation initiativeyouronlinechoices.eu is an online platform allowing users to opt-out from advertisers’cookies. 43
  • 44. 3. Cookie, Anyone?The future? Cookieless analytics Server side statistics Europe 2014-2015 Some companies are A new European law will experimenting with solutions (probably) be ready in 2014 not requiring any cookies. or 2015. This new law will overrule local country laws. But in the end, this always means a loss of data. Statistics can be gathered server-side, without the use of cookies. This however provides only a limited view on visitor behaviour. Server stats can also be used to measure the impact of the implemented cookie solution. 44
  • 45. 4. Key Take-Aways 45
  • 46. 4. Key Take-AwaysKey Take-Aways1 2 3 With ‘Universal The European Cookie Analytics’, Google laws are taking form. Analytics is moving in the Follow the 4-step path to direction of 360 degree compliance: marketing analytics. 1. Cookie audit 2. Risk assessment 3. Delivering information Internet Explorer (8 & 4. Getting consent 9) is currently the most used browser in Belgium, followed by Chrome, Firefox and Safari for the iPad. On mobile, the iPhone Safari browser is leading. 46
  • 47. Thank you for listening.Now let’s talk.Geert De LaetTechnology evangelistgdelaet@luon.comTwitter: @geertdelaethttp://www.luon.com 47