Web Analytics Demystified
WEB ANALYTICS: TIP TOEING INTO
DATA DRIVEN DECISION MAKING

About me, Aurélie
• Co-founder OX2, sold to the LBi Group in 2008
– Aberdeen Research & Forrester
• Top 10 worldwide blogs, only European: A. Kaushik
• Background: Economics, statistics, econometrics, European,
Business analyst, Internet Project Manager, Web & Customer
Analytics Practice Lead
• Tools: WebTrends log analyser 1999, NetGenesis 2000,
WebTrends WIN partner, GAAC, first certified IndexTools (Y!WA)
analyst, Omniture
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The race is open
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For customer attention

Scandinavians & the online channel
Looking for information: 75,25%
Seeking health/injury/disease/nutrition: 40,00%
Ordering goods and services: 56,50%
Reading online newspapers/magazines: 56,75%
Internet banking: 68,25%
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Opportunities for conversations
Banking: over 13 million online banking users!
US: 8/10 online households do online banking
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Banking, it used to be
About cost cutting: online instead of agencies
It is today about:
Efficient online banking
Bill payment
• Fees: avoid churning!
• Alerts
Personal financial advisory
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Opportunities for communication
• Integration Privacy!
Sales force automation
Call-center
• Analysis
Content targeting
POS adaptation
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Public sites are the tip of the iceberg
Web Analytics used for:
• Publicly available websites
– Return on ad spends,
– Cost per conversion
– Optimization
• Specific applications
– Companies using applications for integrating internal
business processes: 60% in Norway
– Mixes often multiple data sources!
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Insurance sector
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iPhone Accident Toolkit app
• Helps you collect and
exchange accident info
• Stores your insurance and vehicle info
• Takes and stores accident photos
• Helps connect you with towing services
• Helps you start the claims process
• Finds Nationwide Repair Facilities
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Supporting Product Development
Example: Major Self-Storage Provider
Online application: see pricing according to
– Location: Horsholm, Roskilde, Copenhagen, etc.
– Number of m3 needed
Web Analytics allowed to:
– Define Demand in different locations
– Allocate warehouse segmentation following demand
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Supporting Point of Sales
Example: Major DIY store
Online application:
– Eshop
– Home delivery for bulk items
Web Analytics allowed to:
– Analyze geographical spread of customers
– Align point of sales with market demand
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Web Analytics is not about
Just another tool or just another report
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Business Intelligence & Analytics
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Analytical competition
Different paths are possible:
1. Full Steam ahead path
Executive Sponsorship
2. Prove it path
Which inevitably requires Executive Sponsorship
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Note that
“If the strategic decisions an organization makes are
– Intuitive or
– Experienced based and
– Cannot be made analytically,
It doesn’t make sense to compete on
– Statistics and
– Fact-based decisions”
Let alone Web Analytics!
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A Chief Data Officer?
IT should ideally:
– Develop an analytical architecture
• Vision
• Program plan
– To support analytical competition
Which means:
– Integrate
– Standardize
In anticipation of demand from business users
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Ubiquity of data
http://www.wired.com/medtech/health/magazine/17-07/lbnp_nike
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You think it’s coming? It’s there!
How can Creuna & Web Analytics Demystified help:
Evaluate technology and create analytics
implementation strategies
Develop dashboard and key performance indicator
(KPI) reporting suites
Produce strategic measurement roadmaps to guide
investment in web and customer analytics
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Want to Know More?
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Aurélie Pols
aurelie.pols@webanalyticsdemystified.com
www.webanalyticsdemystified.com
Twitter: @aureliepols
Thank you – Q & A
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