#WAC2011: Taco Potze - AboutAnalytics


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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!
  • #WAC2011: Taco Potze - AboutAnalytics

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