#WAC2011: Taco Potze - AboutAnalytics

Introduction – Google Analytics – Testing & Targeting - Global By Taco Potze, CEO & Co-founder and Bram Rongen, Software Engineer

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

Crawler
Top 10k sites in 10 countries
Categorized by branche
Deep crawling, up to 200 pages
Premium SAAS service

AboutAnalytics.com/Survey
Partners:
At the moment >60 respondents
Clients & Suppliers
Fill out at aboutanalytics.com / survey

Sneak survey preview:

Today we show analytics insights
Q&A
Almighty Google Analytics
Testing & Targeting ToDo
Analytics around the World

What is the market share of tool X in industry/country Y? What are the largest users of tool X?

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

Google Analytics Market Share
Google Analytics on websites
that use web analytics tools:
92%

Usage of Google Analytics
Do you actively use your Google Analytics?
If not Google Analytics than:
Omniture Sitecatalyst
Webtrends (Live)
Etc.

Satisfaction with Google Analytics
58% satisfied, 25% very satisfied
92% bottom-line improvement
83% actionable insight
17% will change GA within 2 years

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.

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

Testing & Targeting

Investment in 2010 vs. 2011

Testing in Netherlands
5% of top 10.000 (measured in 1 week)
Google Website Optimizer
Omniture Test&Target
Visual Website Optimizer

Targeting in Netherlands
2% of top 10.000 (measured in 1 week)
Coremetrics
Criteo (retargeting)
AudienceScience (Wonderloop)
Maxymizer

No growth in Testing trends:

Growth or decline?

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

Analytics around the World Comparing top 10.000 websites Netherlands – USA – China – France – UK

% No tools; Other tools in China?

Google Analytics: Equal shares

Web Analytics: USA and UK on top

Testing: USA and UK take a lead

Targeting: Holland falls behind

Coremetrics (targeting): UST?!

Criteo (targeting): France

Nedstat Pro: Dutch roots

eXTReMe Tracking: Chinees succes

% Quantcast, Comscore and Omniture Sitecatalyst: Where is NL?

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

Thank you. Get connected!
www.AboutAnalytics.com
@AboutAnalytics
Fill out our Analytics Survey 2011
A boutAnalytics.com/survey
… and become a tool reviewer!

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#WAC2011: Taco Potze - AboutAnalytics

by BBP on Mar 22, 2011

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#WAC2011: Taco Potze - AboutAnalytics — Presentation Transcript