#WAC2011: Taco Potze - AboutAnalytics
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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!

#WAC2011: Taco Potze - AboutAnalytics #WAC2011: Taco Potze - AboutAnalytics Presentation Transcript

  • 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!