Next Generation Web Analytics

Wayne Kurtzman
Next Generation ofWeb Analytics
Wayne@BeyondThe.BizTwitter:@WayneNHBlog: www.BeyondThe.Biz
(c) 2009 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
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Identity
The new currency for analytics
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Identity

Drive Decisions
Web Analytics define how to help your users
Sales
Content
Social Media
Quantify aggregate behavior for actionable decisions

Today…
Cookies; .JS-based
Increasing data crunching
Target users in groups
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Today, We “Group” Users
Artificial Marketing Groups
By “Generation”
By Chronological Age
By Purchasing Need

Conversations Are Changing Everything
Social Media
If Facebook were a country, it would rank 5th ,Just above Brazil.
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Conversations Are Changing Everything
Twitter 20mm+ users
Early adopters: 48+
2nd Wave: 2-25 (ComScore.com)
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The Change is Social Media
Social Media Options Open the Door for Business-to-Personae (B2P) marketing.
Authenticated Users by Personae.
Hello Cookieless Analytics!

Psychographic Data Profiles

Example of Facebook App Data
Friend’s Birthday; privacy ON
Friend’s Location; privacy ON
Blog Post; privacy ON
Photo of Duck; privacy ON
Web App courtesy: http://apps.facebook.com/aclunc_privacy_quiz/“What Do Quizzes Really Know About You” by ACLUNC

New Analytics Model: The Individual

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

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.

Augmented Reality (AR)
Phone images enhanced with real-time information overlays
Photo Courtesy: http://en.wikipedia.org/wiki/File:Wikitude3.jpg

Augmented Reality (AR)
Dataset: GPS location; events of interest, etc.
AR Flash Mobile Browser Kit reported…
Photo Courtesy: http://en.wikipedia.org/wiki/File:Wikitude3.jpg

Personalization or TMI?
Privacy concerns in the name of personalization.
Where does the data start and stop?

The Road Between Here and There
Psychographic metrics are new.
Mobile metrics are weak.
Senior Management issues.
Moral privacy issues.
US and International rulings

Wayne Kurtzman
Next Generation ofWeb Analytics
Wayne@BeyondThe.BizTwitter:@WayneNHBlog: www.BeyondThe.Biz
CC Image Courtesy http://www.flickr.com/photos/jennie_m/97330017/