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A view of the Next Wave of Web Insight - Julian Brewer

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Speaker slides from the Mezzo Labs event held on 25th Sept 2013. Julian gave his view on the next wave of web insight.

Speaker slides from the Mezzo Labs event held on 25th Sept 2013. Julian gave his view on the next wave of web insight.

Published in Business , Technology , Design
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  • 1. A view on the Next Wave of Web Insight Julian Brewer Head of TSB Digital Sales & Marketing
  • 2. “forget the tool, get on with solving the problem. That’s the challenge for web analytics and Google Analytics.” Paul Murret, Google
  • 3. We’re still a mess … …offsite and onsite
  • 4. Plenty of onsite solutions … …adding to the problems
  • 5. A lack of ownership… …and visibility offsite adding to the problem
  • 6. For the majority of users … …these are an inflexible and incomplete answer
  • 7. Hypothesis 1 : Digital analytics professionals need to own the data across across the digital journey to ensure governanceand insight transparency.
  • 8. And we’re dealing with change … …onsite and offsite
  • 9. Tablet & mobile in particular are exploding … … driving further integration between the ‘two’ worlds
  • 10. Hypothesis 2 : Digital analytics professionals lack the tools, the methodology and the expertiseto do multi-channel and customer analytics and so combining these data sets is best left to warehouse suppliers or in-house EDW teams.
  • 11. Click through rate …is still often used as an indicatorof responseand user interest in many campaigns. Researchby 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.
  • 12. Rules based attribution simply … …further hides the truth
  • 13. Hypothesis 3 : Digital analytics professionals (and their tools) will increasingly adopt true attributionwith causationat the fore
  • 14. Customers are demanding more access to ‘want’ they really want .. …Panda influenced this and sites responded
  • 15. No more will we see Flash with little content and navigation layouts. We’ve moved to a more simplistic, minimalistic approach. Making websites content-focused, accessible across all devices, and UX- drivenis one of the latest web design trends.
  • 16. . xtremeusers are fascinating, and n help you determine the ways that your tesimply is or isn’t working
  • 17. Hypothesis 4 : Digital analyticsprofessionals and user experience roles will work closer and closer together and eventually merge