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Next Generation Web Analytics

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Presentation given at the O'Reilly Media IgnIte Boston 6 event on September 17, 2009 at FCAT. #IgBos6 #IgniteBoston; Updated on February 19, 2009 for Social Media Breakfast of NH #SMBNH.

Presentation given at the O'Reilly Media IgnIte Boston 6 event on September 17, 2009 at FCAT. #IgBos6 #IgniteBoston; Updated on February 19, 2009 for Social Media Breakfast of NH #SMBNH.

Published in: Business, Technology

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  • 1. Wayne Kurtzman
    Next Generation ofWeb Analytics
    Wayne@BeyondThe.BizTwitter:@WayneNHBlog: www.BeyondThe.Biz
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
    CC Image Courtesy http://www.flickr.com/photos/jennie_m/97330017/
  • 2. My Resume…
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 3. Ask the Question.
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 4. My Job is to …
    Spin Straw Into Gold:
    Take behaviors, spin into numbers which can be turned into actionable results.
    Web Analytics define how to help your users interact with content
    Sales
    Content
    Social Media
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 5. Drive Decisions
    Quantify aggregate behavior for actionable decisions
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 6. Today…
    Cookies; .JS-based
    Increasing data crunching
    Target users in groups
    CC Image Courtesy http://www.flickr.com/photos/abielskas/22134354/
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 7. Today, We “Group” Users
    Artificial Marketing Groups
    By “Generation”
    By Chronological Age
    By Purchasing Need
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 8. (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
    Courtesy: http://icanhascheezburger.com/2008/02/05/funny-pictures-click-mouse-to-accept-cookie/
  • 9. Identity
    The new currency for analytics
    CC Image Courtesy: http://www.flickr.com/photos/trois-tetes/5195847/
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 10. (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
    Conversations Change Everything
  • 11. Conversations Are Changing Everything
    If Facebook were a country, it would rank 3rd, just above the U.S.
    Twitter 40-71mm+ users
    Early adopters: 48+
    2nd Wave: 2-25 (ComScore.com)
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 12. http://www.personalizemedia.com/the-count/
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 13. The Change is Social Media
    Social Media Options Open the Door for Business-to-Personae (B2P) marketing.
    Authenticated Users by Personae.
    Hello Cookieless Analytics!
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 14. (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
    What Is This Personae Consist of?
    Courtesy: http://www.flickr.com/photos/striatic/2134277399/sizes/o/
  • 15. Psychographic Data Profiles
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 16. One Measure: Sentiment
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 17. Problem words…
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
    S I C K
  • 18. Problem Words
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
    WICKED!
  • 19. Problem Words
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
    WICKEDAWESOME!
  • 20. Psychographic Data Profiles
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 21. Psychographic Data Profiles
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 22. New Analytics Model: The Individual
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 23. New Analytics Model: The Individual
    Specific Attitude, Opinions, Activities, Values
    Home teams, hobbies, personality types
    Buying history, GM, Lifetime value, AOV, number of contacts, etc.
    Stockholder? Potential issues, history
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 24. Social Media Goes Mobile
    Virtually all SocMed sites see mobile as the #1 growth area.
    Technology is moving quicker than our ability to measure it.
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 25. Augmented Reality (AR)
    Phone images enhanced with real-time information overlays
    Photo Courtesy: http://en.wikipedia.org/wiki/File:Wikitude3.jpg
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 26. Augmented Reality (AR)
    Location Aware (GPS); Events; Your POI
    AR Flash Mobile Browser Kit
    Available today for iPhone and Android
    Need for a better GPS infrastructure
    Photo Courtesy: http://en.wikipedia.org/wiki/File:Wikitude3.jpg
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 27. Augmented Reality (AR)
    Google Goggles (beta)
    Bar Code Search and Comparison Shopping
    Books, DVDs, Landmarks, Logos, Contact Info, Artwork …
    Photo Courtesy: http://en.wikipedia.org/wiki/File:Wikitude3.jpg
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 28. mCommerce
    Fastest Growth Area for 2010 – 2011
    59% of people found shopping information using a mobile device.
    Only 8% said they did not intend to shop from their mobile phone. (Source: Retrevo Pulse Report)
    Social Media and mCommerce will provide a complete personae.
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 29. Personalization or TMI?
    Privacy concerns in the name of personalization.
    Where does the data start and stop?
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 30. The Road Between Here and There
    Psychographic metrics are new.
    Mobile metrics are weak.
    Senior Management issues.
    Moral privacy issues.
    US and International rulings
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
  • 31. Wayne Kurtzman
    Next Generation ofWeb Analytics
    Wayne@BeyondThe.BizTwitter:@WayneNHBlog: www.BeyondThe.Biz
    (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
    CC Image Courtesy http://www.flickr.com/photos/jennie_m/97330017/