Iam'10 ion ip ronald schaper - tagless analytics voor marketeers


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Iam'10 ion ip ronald schaper - tagless analytics voor marketeers

  1. 1. Tagless Analytics for Marketeers<br />IAM’10<br />by Ronald Schaper<br />
  2. 2. What will you learn<br /><ul><li>Blind spots using Web Analytics with Tags
  3. 3. Unwanted results of Tagging
  4. 4. Advantages of Tagless Analytics</li></ul>How to get:<br /><ul><li>Quick Results
  5. 5. Secure and Accurate data
  6. 6. Lower long term cost
  7. 7. Independent of IT</li></li></ul><li>What is Tagging<br /><ul><li>Java code, most of the time on the bottom of every page of your website, to get information about visitor behaviour</li></ul><script type="text/javascript">var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));</script><br /><script type="text/javascript">try{var pageTracker = _gat._getTracker("UA-xxxxxx-x");pageTracker._trackPageview();} catch(err) {}</script><br />
  8. 8. Google Analytics Opt-out Add-on<br />“(…) Dies hat den Berliner Beauftragten für Datenschutz und Informationsfreiheit sowie das Unabhängige Landeszentrum für Datenschutz Schleswig-Holstein (ULD) veranlasst, hierzu eine Prüfaktion durchzuführen. Gemäß einem Bericht von futurezone@ORF.at haben über 80% aller gut besuchten Webseiten in Österreich und in Deutschland Google Analytics eingebaut. Google wurde von den beiden Landesdatenschutzbehörden aufgefordert, mitzuteilen, welche Unternehmen des jeweiligen Bundeslandes das Analysewerkzeug einsetzen. In einer ersten Stichprobe wurden Betreiber ausfindig gemacht und um Stellungnahme gebeten bzw. aufgefordert, dieses Werkzeug nicht mehr weiter zu nutzen” <br />Source: Das Unabhängige Landeszentrum für Datenschutz Schleswig-Holstein<br />
  9. 9. Blind spots using Analytics with Tags<br />Visitor groups who have:<br /><ul><li>disabled JavaScript and Script blockers
  10. 10. blocked, Removed or deleted Cookies
  11. 11. Firewalls, Spyware and Malware Blockers
  12. 12. JavaScript and Page Tag setup Errors</li></ul>What don’t you see:<br /><ul><li>Performance Metrics
  13. 13. Mobile Devices</li></li></ul><li>Unwanted result of tagging <br /><ul><li>Same data is sent out for multiple tools (Web analytics, conversion optimization, advertising tags).
  14. 14. End User Page Performance suffers
  15. 15. Sensitive data is out of your control
  16. 16. Implementation time and cost</li></ul>Page load time 15,9 seconds<br />Analyticstagging code 4,6 seconds<br />
  17. 17. How Conversions relate to Performance<br />
  18. 18. Tagless: how does it work<br /><ul><li>Sniffing the web traffic</li></ul>Analytics In A Box<br />
  19. 19. Advantages of tagless solutions<br /><ul><li>No tagging
  20. 20. Real time data capture and reporting
  21. 21. Better performance of web pages
  22. 22. Performance Data Integration
  23. 23. All visitors are monitored, including mobile
  24. 24. Web data never leaves your secure network
  25. 25. Lower long term cost</li></li></ul><li>Solution<br />Analytics In a Box (AIB)<br /><ul><li>A complete Web Analytics in a single device
  26. 26. Real-time traffic collection engine with Google Urchin
  27. 27. No tagging of pages is needed
  28. 28. Customer Click Paths
  29. 29. Easy to configure and deploy
  30. 30. You can begin collecting meaningful data in an hour.
  31. 31. Data analysis on an hourly basis
  32. 32. Interfacing with back-end systems</li></ul> <br />
  33. 33. Conclusion<br />Using tagless Web Analytics with AIB you get:<br /><ul><li>Quick Results
  34. 34. Secure and Accurate data
  35. 35. Lower long term cost
  36. 36. Independent of IT</li>