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#WAC2011: Taco Potze - AboutAnalytics

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Presentatie van Taco Potze van AboutAnalytics tijdens het Webanalytics Congres 2011 #wac2011

Presentatie van Taco Potze van AboutAnalytics tijdens het Webanalytics Congres 2011 #wac2011

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  • Your Online Analytics Advisor: AboutAnalytics slogan is ‘your online analytics advisor’. To main goals: advice & market insights. Independent advice on online analytics tool selection for your business needs: interesting for E-Business marketeers, Senior Webanalists, Senior Webdevelopers. (Medium online analytics knowledge level, hence the current focus on features, not so much on solutions). Competitive advantage through market insights : interesting for Top NL online advertisers, CIO’s / CMO’s. They gain insight into online analytics use in their market. Leverage information into competitive advantage for their business .
  • DMOZ + Alexa Scan AboutAnalytics slogan is ‘your online analytics advisor’. Deeper crawling Detection of A/B testing for competitive advantage Premium subscription service: Flaging of branches, competitors Analytics use time retention and comparisons Support forums Data Integration API Techcrunch style integration with Webanalisten.nl and other platforms
  • 150 respondents: AboutAnalytics, Twinkle, Web Analytics Association, Webanalisten.nl and University of Twente cooperated in order to perform the largest survey to date into the current online analytics market in the Netherlands. Results + Conclusion uitwerken!
  • Transcript

    • 1. Introduction – Google Analytics – Testing & Targeting - Global By Taco Potze, CEO & Co-founder and Bram Rongen, Software Engineer
    • 2.  
    • 3. Value Proposition
      • Your Online Analytics Advisor
      • Independent advice on online analytics tool selection for your business needs
      • Competitive advantage through continuous market and trend insights
    • 4. Crawler
      • Top 10k sites in 10 countries
      • Categorized by branche
      • Deep crawling, up to 200 pages
      • Premium SAAS service
    • 5.  
    • 6. AboutAnalytics.com/Survey
      • Partners:
      • At the moment >60 respondents
      • Clients & Suppliers
      • Fill out at aboutanalytics.com / survey
    • 7. Sneak survey preview:
    • 8. Today we show analytics insights
      • Q&A
      • Almighty Google Analytics
      • Testing & Targeting ToDo
      • Analytics around the World
    • 9. What is the market share of tool X in industry/country Y? What are the largest users of tool X?
    • 10.  
    • 11. Google Analytics Market Share
      • 2007 source: Mirabeau Monitor (n=150) Measured in The Netherlands
      • 2008: AboutAnalytics (n=500)
      • 2009-2010: AboutAnalytics (n=10.000) Market share is percentage of websites using GA
    • 12. Google Analytics Market Share
      • Google Analytics on websites
      • that use web analytics tools:
      • 92%
    • 13. Usage of Google Analytics
      • Do you actively use your Google Analytics?
      • If not Google Analytics than:
      • Omniture Sitecatalyst
      • Webtrends (Live)
      • Etc.
    • 14. Satisfaction with Google Analytics
      • 58% satisfied, 25% very satisfied
      • 92% bottom-line improvement
      • 83% actionable insight
      • 17% will change GA within 2 years
    • 15. Google Analytics improvements
      • Real-time
      • Better dashboard (reports and ‘traffic lights’)
      • Conversion tracking (retrospective)
      • Trend analysis
      • Individual tracking
      • More logic, more flexibility, better metrics, measure dynamic content, better integration, first and last conversion source etc.
    • 16.  
    • 17. Everybody should use Google Analytics!
      • YES
      • In 2012 everybody will anyway
      • 95% is satisfied
      • >90% improved bottomline
      • >80% actionable insights
      • Just the best web analytics tool
      • NO
      • No real-time data
      • No individual data
      • Lack of reporting
      • 17% will change their tool
      • Only right for SMEs
      • Google is Evil/Skynet
    • 18. Testing & Targeting
    • 19. Investment in 2010 vs. 2011
    • 20. Testing in Netherlands
      • 5% of top 10.000 (measured in 1 week)
      • Google Website Optimizer
      • Omniture Test&Target
      • Visual Website Optimizer
    • 21. Targeting in Netherlands
      • 2% of top 10.000 (measured in 1 week)
      • Coremetrics
      • Criteo (retargeting)
      • AudienceScience (Wonderloop)
      • Maxymizer
    • 22. No growth in Testing trends:
    • 23. Growth or decline?
    • 24.  
    • 25. 2011 is THE year for Testing & Targeting
      • YES
      • Awareness is increasing
      • 50% wants to invest!
      • After economic crisis, budgets are available
      • NO
      • Decreasing investments in testing
      • Just for early adaptors
      • Too complex
      • No integration with web analytics tools
    • 26. Analytics around the World Comparing top 10.000 websites Netherlands – USA – China – France – UK
    • 27. % No tools; Other tools in China?
    • 28. Google Analytics: Equal shares
    • 29. Web Analytics: USA and UK on top
    • 30. Testing: USA and UK take a lead
    • 31. Targeting: Holland falls behind
    • 32. Coremetrics (targeting): UST?!
    • 33. Criteo (targeting): France
    • 34. Nedstat Pro: Dutch roots
    • 35. eXTReMe Tracking: Chinees succes
    • 36. % Quantcast, Comscore and Omniture Sitecatalyst: Where is NL?
    • 37.  
    • 38. Dutch firms are staying behind in analytics
      • YES
      • We are behind in testing and web analytics
      • We are way behind in targeting
      • Focus on local instead of global providers
      • Over 18% still has no tools
      • NO
      • USA and UK is no comparison
      • We are on same level as France (and Germany)
      • Usage of Google Analytics is the same
      • >60% of companies will invest in analytics
    • 39. Thank you. Get connected!
      • www.AboutAnalytics.com
      • @AboutAnalytics
      • Fill out our Analytics Survey 2011
      • A boutAnalytics.com/survey
      • … and become a tool reviewer!