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Kennissessie upstream martijn beijk comscore

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  • 1. Kennissessie 5 oktoberWeb Analytics5 oktober 2012Martijn Beijk – Business Consultant Digital Analytix
  • 2. comScore: A Digital Business Analytics Company Audience Measurement: AUDIENCE ANALYTICS – Web, Mobile, 4 Screen Vertical Market Solutions Campaign Planning Campaign Validation Ad Effectiveness: ADVERTISING ANALYTICS – Creative Optimization – Branding & ROI Impact – Digital & Cross Media WEB ANALYTICS Digital Analytix™ Network Optimization & Capacity Planning MOBILE & NETWORK Customer Experience ANALYTICS & Relationship Management Market Intelligence Solutions © comScore, Inc. Proprietary. 2 V1011
  • 3. How do you measure performance? © comScore, Inc. Proprietary. 3
  • 4. Web Analytics Tools © comScore, Inc. Proprietary. 4
  • 5. What is Web Analytics?In order to do business effectively on the web you need to refine and optimize © comScore, Inc. Proprietary. 5
  • 6. Is success determined by reaching a confirmation page?6 © comScore, Inc. Proprietary. 6
  • 7. Determining success Does uploading a CV mean a successful hire? Does selling a product make you profit? – Or returning customers? Are you able to segment analytics data based on your customer database? © comScore, Inc. Proprietary. 7
  • 8. Analytics Maturity Model (Thomas H. Davenport) © comScore, Inc. Proprietary. 8
  • 9. Why not start today? (or monday  ) Moving web analytics to business intelligence – Export data from your web analytics tool into a storage. – Use tools like Excel, Splunk, Tableau or Qlikview to combine it with your own data and gain new insights. © comScore, Inc. Proprietary. 9
  • 10. How many of you store CRM data into your web analytics tool?10 © comScore, Inc. Proprietary. 10
  • 11. Performance Silos Measuring performanceYour Web Analytics Vendor Your affiliate network / tracking systemYour campaign information Your call center volumeYour per page $-index value Your data warehouse Your 3rd party tools … you name it?! Integrating CRM data © comScore, Inc. Proprietary. 11
  • 12. The Multi-Channel and Multi-Device world Image courtesy of Avinash Kaushik: © comScore, Inc. Proprietary. 12 http://www.kaushik.net/avinash/multi-channel-attribution-data-culture-analysis-faq/
  • 13. The challenges What is/is not possible to measure Stitching the ‘visitors’ Data overhead Privacy and Legal The insights © comScore, Inc. Proprietary. 13
  • 14. Currency of a page impression © comScore, Inc. Proprietary. 14
  • 15. Advertising revenue problem Pageviews are the currency Create pageviews (f.e. low quality content) Result > lower CPM © comScore, Inc. Proprietary. 15
  • 16. Optimizing RevenueRevenue Generation Visibility Improved CPMs CPM Premium Remnant Remnant Inventory Volume © comScore, Inc. Proprietary. 16 http://bcove.me/l4wptosd
  • 17. Thank youMartijn Beijkmbeijk@comscore.com@martijnbeijk / @comscoreEMEA