Web analytics - Benchmark by EBG Berlin 2019 - Valtech

1. #digitbench19WIFI digitbench19
Web
Analytics
Chapitre réalisé en collaboration avec

2. #digitbench19WIFI digitbench19
SPEAKER
PRESENTATION
Eric
PETEGNIEF
France Data Experience
Director
VALTECH
Pascal
MALOTTI
France Business
Development & Strategy
Director
VALTECH

3. #digitbench19WIFI digitbench19
Market catch-up
Evolution & Business Cases

4. #digitbench19WIFI digitbench19
Acquisition & Traffic Monitoring
Business & Navigation
Bugs & Anomalies Reduction
Predictions & Results
Audience Sharing
Identified business cases

5. #digitbench19WIFI digitbench19
Software vendors overview
Integrated
Marketing
Suites
Integrated Web Analytics Solution Specialized Platforms
Adobe Analytics
Google Analytics
360
Eurelian Technologies
Matomo
AT Internet

6. #digitbench19WIFI digitbench19
SWOT of the category
STRENGHTS
Business cases maturity
Service offering
Ecosystems
consolidation
Proven value
WEAKNESSES
Integration
underestimation
Investments still too low
OPPORTUNITIES
Marketing data
reconciliation (holistic
customer view)
Data sovereignty
(ownership)
Data science at large
THREATS
Ecosystem
dependencies
GDPR sanctions
New technologies
Volumetric load

7. #digitbench19WIFI digitbench19
Benchmark

8. digitbench19WIFI digitbench19
Assessment method: criteria grid
Data collection
Collected data reliability and flexibility
Data exploitation
Data exploitation throughout reports, dashboards and
segments
.
Data administration
Ability to stock data
Calculation capacity
.
Data shared / connect
Ability to exchange data and information with other
platforms
1. Offered features:
1. Ecosystems
2. Ease of use
3. Billing
4. Vendors maturity level
5. Services

9. #digitbench19WIFI digitbench19
Results overview
Eulerian
Technologies
Matomo
Google
Analytics 360
AT Internet Webtrekk
Adobe
Analytics
Offered features
Data Collection ++ +++ ++ +++ ++ ++
Data Administration +++ ++ +++ +++ ++ +++
Data Exploitation + +++ ++ ++ +++ +++
Data Shared / Connect +++ ++ ++ + + +++
Ease of use +++ +++ ++ +++ +++ ++
Vendor maturity + ++ ++++ +++ ++ ++++
Services ++++ +++ ++ +++ + ++

10. #digitbench19WIFI digitbench19
Questions marketers should ask themselves:
Functionalities: what is the maturity level of current analytics teams? At what levels can WA be
impactful?
Ecosystem: data sharing and pooling is critical, what about their governance and sovereignty?
Billing: different pricing models for different needs. What budget should be allocated to WA, and
to achieve a holistic customer view?
Food for thoughts

11. #digitbench19WIFI digitbench19
Panel discussion

12. #digitbench19WIFI digitbench19
Introduction of the panel
MARKETING DATA STRATEGY #1
PLATFORM OF CHOICE? #2
USE CASES AND FEEDBACK #3
CATEGORY DIRECTION #4
Pascal Damm
COO Digital
Sport 1
Vincent Bastide
Group Head of Digital &
e-Reputation
Saint-Gobain

13. #digitbench19WIFI digitbench19
MERCI !

14. #digitbench19WIFI digitbench19
CONTACT
Pascal
MALOTTI
France Business
Development &
Strategy Director
pascal.malotti
@valtech.com
Eric
PETEGNIEF
France Data
Experience
Director
eric.petegnief
@valtech.com