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WassUp Recap -  June 2012 - part 3
 

WassUp Recap - June 2012 - part 3

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WassUp Recap session of June 2012 - 3. The analytics landscape

WassUp Recap session of June 2012 - 3. The analytics landscape

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    WassUp Recap -  June 2012 - part 3 WassUp Recap - June 2012 - part 3 Presentation Transcript

    • WassUp Recap June 2012 Geert De Laet | Technology Evangelist Twitter: @geertdelaet | hashtag #luonwassup3 | The Analytics Landscape 1
    • 1. Big data 2
    • 1. Big dataBig data From the dawn of time through 2003 human civilization generated approximately 5 exabytes of aggregate information… … In 2009, that much data was generated every two days. 3
    • 1. Big dataBig data every day… In July 2011, Facebook‟s 750 million worldwide users uploaded approximately 100 terrabytes of data every day to the social media platform. Extrapolated against a full year, that‟s enough data to manage the U.S. Library of Congress‟ entire print collection – 3,600 times over. 4
    • 1. Big dataBig data Volume Velocity “ ’Big data’ refers to datasets whose size is beyond the ability of typical database software tools to capture, store, manage and analyze. Variety - McKinsey, 2011 - 5
    • 1. Big dataBig data = big opportunitySource: “Big data: The next frontier for innovation, competition and productivity”,McKinsey, 2011 6
    • 1. Big dataBig data in marketing channel optimization targeted audience media buying optimization To the world‟s marketers, the proliferation of data has given rise to what advertising may prove to be the most substantial commercial opportunity since the yield emergence of the World Wide Web: the ability to better understand optimization consumers, seamlessly match “right-time” offers to their needs and optimize the management of profitable, long-term customer relationships. 7
    • 1. Big dataBig data in marketingSource: IBM CMO study, 2011 8
    • 1. Big dataBig data in marketing 1 Improved operating infrastructures 2 Rules-driven integration of disparate data sets 3 A strong network of data-centric technology and service partners 4 Marketing data governanceCapitalizing on the Big data opportunity will require changes in how we handle data. 9
    • May 17Do Not TrackIn managing Big data, privacy will be one of the main concerns. 10
    • 1. Big dataCookie lawBelgium has yet to implement the EU cookie law.In The Netherlands, it will become effective as of July 1st. 11
    • 1. Big dataCookie lawBBC UK cookie law compliance approach 12
    • 1. Big data 13
    • May 18PaaC: Privacy as a Currency?Abine “Val-You” calculator: https://goprivate.abine.com/ 14
    • 2. Tools of the trade 15
    • March 1Google Analytics updates | Data sampling occurs by default when report data exceeds 250.000 visitsData sampling allows for faster results. Sampling will automatically occur when reportdata exceeds 250.000 vists, which can be increased to 500.000 visits. 16
    • March 1Google Analytics updates | Social reports social value Conversion reportsThe new Social reports aim at identifying the full value of traffic coming from social sitesand measuring how they lead to direct conversions or assist in future conversions 17
    • March 1Google Analytics updates | Social reports social sourcesThe new Social reports aim at identifying the full value of traffic coming from social sitesand measuring how they lead to direct conversions or assist in future conversions 18
    • March 1Google Analytics updates | Social reports social pluginsThe new Social reports aim at identifying the full value of traffic coming from social sitesand measuring how they lead to direct conversions or assist in future conversions 19
    • March 1Google Analytics updates | Social reports Social reports: Activity streamThe new Social reports aim at identifying the full value of traffic coming from social sitesand measuring how they lead to direct conversions or assist in future conversions 20
    • February 27Facebook real-time analyticsHaving access to real time data will allow content creators to see what‟s going on on theirPages and tweak their content and advertising. 21
    • February 27Facebook insights for everyoneNow anyone can see some basic page insights for a Facebook page when clicking on the„Like‟ box above the timeline. 22
    • May 24Facebook reach insightsPage administrators can now view reach information for every post. 23
    • 3. Marketing surveys 24
    • 3. Marketing surveysState of digital marketing (BE) | Website Classic website E-commerce Web analytics SEO done considering not interested Most Belgian companies focus on establishing a web presenceSrc: “Digital marketing landscape in Belgium”, Reference Data, 2012 25
    • 3. Marketing surveysState of digital marketing (BE) | Traffic SEA Bannering Email marketing done considering not interested Most Belgian companies use e-mail marketing, search engine marketing and their social hubs for driving trafficSrc: “Digital marketing landscape in Belgium”, Reference Data, 2012 26
    • 3. Marketing surveysState of digital marketing (BE) | Social Social ads Social presence Social monitoring done considering not interested 3 out of 4 Belgian companies are currently present on social mediaSrc: “Digital marketing landscape in Belgium”, Reference Data, 2012 27
    • 3. Marketing surveysState of digital marketing (BE) | Mobile Mobile sites Mobile apps Mobile ads Mobile games done considering not interested Mobile is a relatively unknown territory for most Belgian companies, but times are changing: 49% is considering optimizing their website for mobile devices.Src: “Digital marketing landscape in Belgium”, Reference Data, 2012 28
    • 3. Marketing surveysSatisfaction digital marketing initiatives (BE) Web analytics 13% 52% 25% 7% 3% (n=122) Classic websites 13% 50% 20% 14% 4% (n=143) “ Social media monitoring 10% 52% 28% 10% (n=68) SEO Belgian players have mixed feelings (n=104) 10% towards their digital marketing 31% 47% 11% 2% initiatives. 45% is struggling with SEA 13% 44% 25% 18% 1% (n=80) Social presence (n=92) 11% determining the ROI and getting 40% 27% 20% 2% Social ads insights out of their data. 49% 32% 15% 5% (n=41) E-commerce sites 6% 42% 32% 18% 2% (n=50) E-mail marketing 4% 42% 32% 18% 4% (n=111) Banner advertising 3% 39% 36% 21% 3% (n=78) Very satisfied Satisfied Neutral Not satisfied Not at all satisfiedSrc: “Digital marketing landscape in Belgium”, Reference Data, 2012 29
    • 3. Marketing surveysMajor marketing challenges (BE) “Even though marketers are increasingly pushed to “do more with less”, this does not seem to translate into ROMI becoming a top challenge.”Src: “Yearly Marketing Survey”, The House Of Marketing, 2012 30
    • 3. Marketing surveysExpected vs. actual marketing budgets (BE) “By being more insightful, marketers will gain the right to be in the driver‟s seat when determining budgets”.Src: “Yearly Marketing Survey”, The House Of Marketing, 2012 31
    • Thank you for listening.Now let’s talk.Geert De LaetTechnology evangelistgdelaet@luon.comTwitter: @geertdelaethttp://www.luon.com 32