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A view on the Next Wave of Web
Insight
Julian Brewer
Head of TSB Digital Sales &
Marketing
“forget the tool,
get on with solving the problem.
That’s the challenge for
web analytics and Google Analytics.”
Paul Murr...
We’re still a mess …
…offsite and onsite
Plenty of onsite solutions …
…adding to the problems
A lack of ownership…
…and visibility offsite adding to the
problem
For the majority of users …
…these are an inflexible and
incomplete answer
Hypothesis 1 :
Digital analytics professionals need
to own the data across across the
digital journey to ensure
governance...
And we’re dealing with change …
…onsite and offsite
Tablet & mobile in particular are
exploding …
… driving further integration
between the ‘two’ worlds
Hypothesis 2 :
Digital analytics professionals lack
the tools, the methodology and the
expertiseto do multi-channel and
cu...
Click through rate …is still often
used as an indicatorof responseand user
interest in many campaigns. Researchby the
Adve...
Rules based attribution simply …
…further hides the truth
Hypothesis 3 :
Digital analytics professionals (and
their tools) will increasingly adopt
true attributionwith
causationat ...
Customers are demanding more
access to ‘want’ they really want ..
…Panda influenced this and sites
responded
No more will we see Flash with
little content and navigation layouts.
We’ve moved to a more simplistic,
minimalistic appro...
.
xtremeusers are fascinating, and
n help you determine the ways that your
tesimply is or isn’t working
Hypothesis 4 :
Digital analyticsprofessionals and
user experience roles will
work closer and closer together and
eventuall...
A view of the Next Wave of Web Insight -  Julian Brewer
A view of the Next Wave of Web Insight -  Julian Brewer
A view of the Next Wave of Web Insight -  Julian Brewer
A view of the Next Wave of Web Insight -  Julian Brewer
A view of the Next Wave of Web Insight -  Julian Brewer
A view of the Next Wave of Web Insight -  Julian Brewer
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A view of the Next Wave of Web Insight - Julian Brewer

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Speaker slides from the Mezzo Labs event held on 25th Sept 2013. Julian gave his view on the next wave of web insight.

Published in: Business, Technology, Design
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A view of the Next Wave of Web Insight - Julian Brewer

  1. 1. A view on the Next Wave of Web Insight Julian Brewer Head of TSB Digital Sales & Marketing
  2. 2. “forget the tool, get on with solving the problem. That’s the challenge for web analytics and Google Analytics.” Paul Murret, Google
  3. 3. We’re still a mess … …offsite and onsite
  4. 4. Plenty of onsite solutions … …adding to the problems
  5. 5. A lack of ownership… …and visibility offsite adding to the problem
  6. 6. For the majority of users … …these are an inflexible and incomplete answer
  7. 7. Hypothesis 1 : Digital analytics professionals need to own the data across across the digital journey to ensure governanceand insight transparency.
  8. 8. And we’re dealing with change … …onsite and offsite
  9. 9. Tablet & mobile in particular are exploding … … driving further integration between the ‘two’ worlds
  10. 10. Hypothesis 2 : Digital analytics professionals lack the tools, the methodology and the expertiseto do multi-channel and customer analytics and so combining these data sets is best left to warehouse suppliers or in-house EDW teams.
  11. 11. Click through rate …is still often used as an indicatorof responseand user interest in many campaigns. Researchby the Advertising Research Foundation in July 2012 found that even a blank ad could generate a CTR of 0.08%, and of that around half was due to accidental clicks.
  12. 12. Rules based attribution simply … …further hides the truth
  13. 13. Hypothesis 3 : Digital analytics professionals (and their tools) will increasingly adopt true attributionwith causationat the fore
  14. 14. Customers are demanding more access to ‘want’ they really want .. …Panda influenced this and sites responded
  15. 15. No more will we see Flash with little content and navigation layouts. We’ve moved to a more simplistic, minimalistic approach. Making websites content-focused, accessible across all devices, and UX- drivenis one of the latest web design trends.
  16. 16. . xtremeusers are fascinating, and n help you determine the ways that your tesimply is or isn’t working
  17. 17. Hypothesis 4 : Digital analyticsprofessionals and user experience roles will work closer and closer together and eventually merge

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