Competing On Wa In Scandinavia V Aurélie Pols

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 2

The race is open 3

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% 5

Opportunities for conversations Banking: over 13 million online banking users! US: 8/10 online households do online banking 6

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 7

Opportunities for communication • Integration Privacy! Sales force automation Call-center • Analysis Content targeting POS adaptation 8

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! 9

Insurance sector 10

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 11

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 12

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 13

Web Analytics is not about Just another tool or just another report 14

Business Intelligence & Analytics 15

Analytical competition Different paths are possible: 1. Full Steam ahead path Executive Sponsorship 2. Prove it path Which inevitably requires Executive Sponsorship 16

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! 17

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 18

Ubiquity of data http://www.wired.com/medtech/health/magazine/17-07/lbnp_nike 19

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 20

Want to Know More? 21

Aurélie Pols aurelie.pols@webanalyticsdemystified.com www.webanalyticsdemystified.com Twitter: @aureliepols Thank you – Q & A 22

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Competing On Wa In Scandinavia V Aurélie Pols

by Creuna Denmark on Oct 12, 2009

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Competing On Wa In Scandinavia V Aurélie Pols — Presentation Transcript