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A Comparison of Analytics and Tag Management Suites by Piwik PRO and Google

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A combination of Google Tag Manager and Google Analytics has become the standard in the everyday activities of a data-driven marketer. But what if you’re looking for a more secure and privacy-compliant alternative? Welcome to Piwik PRO Tag Manager, which comes with built-in templates and integrations for Piwik along with a range of popular marketing and web analytics tags. Self-hosted and robust, it complies with the strictest privacy laws. See how the Piwik PRO analytics and tag management suite compares to Google and how you can make it work for your business.

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A Comparison of Analytics and Tag Management Suites by Piwik PRO and Google

  1. 1. Digital Marketing David and Goliath: A comparison of analytics and tag management suites by Piwik PRO and Google
  2. 2. Digital Marketing David and Goliath Marek Juszczynski • Head of marketing at Piwik PRO • Areas of expertise: conversion optimization in e-commerce and B2B, startup marketing A few words about me
  3. 3. What we’re going to cover: • Introducing Piwik PRO Tag Manager • Why other tools may be better for certain tasks than Google Analytics - global bank case study • Data accuracy in the age of adblocks • Segmentation for conversion paths • Comparison of tag management systems: Piwik PRO vs. Google • Support of tags: tools for A/B tests • Content personalization using Piwik PRO Tag Manager Digital Marketing David and Goliath
  4. 4. Briefly about Piwik PRO Tag Manager Piwik PRO expanded its analytics suite with Tag Manager in summer 2016 One of the few Tag Managers in the world with self-hosting capability
 Project support plus expanding the capabilities of Piwik PRO On- Premises & Piwik PRO Cloud product offerings Digital Marketing David and Goliath
  5. 5. Piwik PRO Tag Manager: Templates and support for tags Digital Marketing David and Goliath Tracking codes Advertising pixels UX and CRO tools *Piwik PRO Tag Manager also lends itself to more advanced groups of reports, such as event and content tracking, custom dimensions and variables, as well as virtual page views and cross-domain tracking.
  6. 6. Digital Marketing David and Goliath Piwik PRO 
 vs
 Google Analytics
 Case Study
  7. 7. Take Piwik PRO Analytics for a test drive Digital Marketing David and Goliath
  8. 8. Digital Marketing David and Goliath Why is Rand Fishkin right?
  9. 9. Based on real success stories of Piwik PRO clients Case Study: Global Bank
  10. 10. Client requirements Digital Marketing David and Goliath At the level of collecting and storing data 100% ownership of data stored on own infrastructure Secure data transmission and storage Compliance with strict data privacy and storage laws At the business level No limits on collection and storage of data and sampling Collecting and reporting user-level data Reporting data on employee activity on the company intranet
  11. 11. Optional client-side requirements Digital Marketing David and Goliath Optional, yet frequent requirements for web analytics Whitelabel - capacity to brand tool and reports with own logo and color scheme User-level data integration with company CRM Possibility to expand tool with in-house functionalities and reports
  12. 12. Digital Marketing David and Goliath When isn’t Google Analytics
 an option?
 Why do banks and government agencies choose
 Piwik PRO instead?
  13. 13. Data ownership and storage Digital Marketing David and Goliath
  14. 14. Data ownership and storage Digital Marketing David and Goliath • Data can be stored in the cloud, by a hosting company, or on a physical server on the company’s premises. • Regardless of the form of data storage users retain 100% data ownership. • Terms of use allow Google to make GA data available to advertisers in Google AdWords and Double Click. • Data is sent to Google servers, and users lose control over their data. Full data ownership only with premium plans. “Google and its subsidies, in which it has a 100% stake may, pursuant to the terms of the Privacy Policy (located at: http://www.google.com/intl/en/ policies/privacy/) keep and use collected information concerning the use of the Service by the User.”
  15. 15. Data collection and storage Digital Marketing David and Goliath
  16. 16. Digital Marketing David and Goliath Data collection and storage • Data can be collected using both JavaScript and server logs • Data collection using server logs does not require changes in the webpage source code • Data can only be collected using JavaScript code • Adding tracking or changes in tracking code requires changes in the webpage source code
  17. 17. Compliance with data privacy regulations Digital Marketing David and Goliath
  18. 18. Digital Marketing David and Goliath Compliance with data privacy regulations • Possesses built-in functionality supporting Opt-out, IP masking and cookie duration settings • Requires a level of customization concerning cookie storage length, Opt-out and IP masking + + +
  19. 19. Why is Piwik PRO an option but
 Google Analytics is not? Digital Marketing David and Goliath • Piwik and data are hosted on the bank’s servers • The bank has 100% ownership of collected data • This allows for collecting data on protected pages where GA can’t be implemented • This allows for collecting data on company intranet pages where GA can’t be implemented • Limits on collected data are only imposed by the bank’s own infrastructure • No institution or government office can accuse the bank of mishandling data or compliance issues • The bank can optimize pages which were previously blacked out in reports
  20. 20. Effects of Piwik PRO implementation Digital Marketing David and Goliath • The bank’s marketing department continues to use GA for tracking marketing campaigns • Piwik tracks and reports data where GA can’t be used • It’s now possible to track client activity on internal bank web pages and optimize them • It’s now possible to track employee activity on bank intranet pages • The bank uses Piwik for optimizing navigation and conversion paths on internal bank pages • The bank uses Piwik for optimizing registration forms and product application forms • The bank maps data from Piwik to the company CRM
  21. 21. Mapping user profiles from Piwik PRO
 to the bank’s CRM Digital Marketing David and Goliath
  22. 22. Institutions and governments
 implementing Piwik Digital Marketing David and Goliath
  23. 23. Read more… Digital Marketing David and Goliath Whitepaper “Web Analytics w for Data-Sensitive Industries” 50-page whitepaper “Piwik vs Google Analytics”
  24. 24. Digital Marketing David and Goliath Differences and accuracy in data collection in the age of AdBlockers
 What does the growing popularity of AdBlockers mean for Piwik and GA?
  25. 25. Piwik and GA vs in-browser blockers Digital Marketing David and Goliath A list of extensions and browser blockers preventing user data collection based on Filippo Valsorda’s tests. Ghostery Yes No Adblock Plus No No uBlock Origin Yes No Disconnect Yes No Privacy Badger No No
  26. 26. What are the consequences of adblocks? Digital Marketing David and Goliath Unsurprisingly, ad blockers are even more widespread amongst HN readers. Over two days, GA logged 10.403 pageviews, PIWIK 16.110 - 55% more. Source: https://blog.filippo.io/self-host-analytics/
  27. 27. Digital Marketing David and Goliath Segmentation for conversion paths in Piwik PRO
  28. 28. Case Study: Online shop with a large
 number of abandoned carts Implementation of Piwik PRO in a home and garden shop with 62% cart abandonment rate. Digital Marketing David and Goliath
  29. 29. Step 1: Segmentation of the conversion
 path - finding deviations from the average In the analyzed store, we observed significant deviations from the average number of abandonments across provinces of Poland Digital Marketing David and Goliath
  30. 30. Step 2: Comparing conversion paths
 between similar segments *Useful feature: Piwik PRO Comparison dashboards Digital Marketing David and Goliath
  31. 31. Data-driven changes and decisions • Offering discounts and free shipping to problematic customer segments abandoning carts • Reducing rates in campaigns targeting problematic segments or eliminating them completely - increasing rates of prospering segments Digital Marketing David and Goliath
  32. 32. Results of optimization Digital Marketing David and Goliath Conversion path and shopping cart effectiveness before optimization +11% Path effectiveness +9% Cart effectiveness Conversion path and shopping cart effectiveness following optimization
  33. 33. Another example of comparative analysis
 of segments for a conversion path *Mobile and desktop users in the conversion path Digital Marketing David and Goliath
  34. 34. Another example of comparative analysis
 of segments for a conversion path Digital Marketing David and Goliath
  35. 35. Digital Marketing David and Goliath Piwik PRO Tag Manager 
 vs.
 Google Tag Manager
 Comparison of tag management systems
  36. 36. Digital Marketing David and Goliath • Data security and ownership • Independent hosting vs cloud • Supporting data privacy • Support for synchronized tags
  37. 37. Data security and ownership Digital Marketing David and Goliath • 100% data ownership. • Piwik PRO Tag Manager is hosted on-premises • All collected data belongs to the user • Google does not share your data with advertisers • But it will be able to look into your data and use it “We may collect information such as how the Service is used, and how and what tags are deployed. We may use this data to improve, maintain, protect and develop the Service as described in our privacy policy, but we will not share this data with any other Google product without Your consent.” GTM user policy
  38. 38. Independent Hosting vs Cloud Digital Marketing David and Goliath • Hosting: shared, VPS, dedicated, in the cloud or on a physical server • Additional access limitations and security features can be added to PP Tag Manager • Hosted on cloud / Google’s servers • Users have no impact on their data security • Users have no control over where their data is stored, nor what is really happening to it
  39. 39. Supporting data privacy Digital Marketing David and Goliath • Every tag and tool can be made privacy-friendly • Can force respecting Do Not Track in tags • Offers an Opt-Out option to stop tracking on a page • No functionalities supporting privacy
  40. 40. Support for synchronized tags Digital Marketing David and Goliath • Supports both asynchronous and synchronous HTML tags implemented in the <head> and <body> segment • Possesses built-in template for popular tools in A/B tests - Optimizely and VWO • Supports only custom asynchronous HTML tags loaded from <body> • Without templates for popular A/B testing tools such as Optimizely and VWO
  41. 41. Digital Marketing David and Goliath Support of tags, tools
 for A/B tests
 How to manage tags in Optimizely and VWO using Piwik PRO Tag Manager
  42. 42. Case Study - Simple A/B test with CTA
 change on main page Digital Marketing David and Goliath Version A of CTA encouraging visitors to watch a promotional video Hypothesis: We can increase leads by placing a CTA to a contact form on the main page of Piwik.pro Version B of CTA directing users to a contact form
  43. 43. Step 1 - Implementation of a container for servicing synchronous tags Digital Marketing David and Goliath • We implemented a container just before closing of the </head> section
 • For pages based on Wordpress there is a free plugin that will do this for us
  44. 44. Step 2 - Implementation of an Optimizely or VWO tag using a Piwik PRO Tag Manager template Digital Marketing David and Goliath • It’s enough to have an Optimizely or VWO Account IT • All you need is a simple trigger setting the tag off on each sub-page of the website
  45. 45. Step 3 - Debugging and checking implementation Digital Marketing David and Goliath *Debugging options are not only more robust than in GTM, but also available in the mobile version.
  46. 46. Step 4 - Activating the test and waiting for results Digital Marketing David and Goliath *For the next 17 days the test runs, the Optimizely tag is executed without problem, and data is gathered without interruption
  47. 47. Digital Marketing David and Goliath Content personalization using Piwik PRO Tag Manager
 Personalisation of content on a webpage using campaign parameters in a URL
  48. 48. Case study - Personalization of a pop-up
 based on campaign URL parameters Digital Marketing David and Goliath Version A: Pop-up encouraging user to download a whitepaper on RTB and Programmatic Advertising Purpose: Show different pop-ups depending on the campaign tags (UTM or PK) that appear in the URL clicked by the user Version B: Pop-up encouraging user to download a whitepaper on building and expanding a SaaS platform
  49. 49. Step 1 - Implementation of tags responsible
 for displaying Pop-ups Digital Marketing David and Goliath *Adding custom HTML tag in Piwik PRO Tag Manager
  50. 50. Step 2 - Implementation of tag reading the parameters of the campaign URL Digital Marketing David and Goliath *Script reading PK and Gclid parameters
  51. 51. Step 3 - Setting the variable collecting data
 from cookies on campaign parameters Digital Marketing David and Goliath
  52. 52. Step 4 - Creating a trigger based on the variable collecting data about campaign parameters from cookies Digital Marketing David and Goliath
  53. 53. Step 5 - Setting campaign parameters in utm tags Digital Marketing David and Goliath • Parameters in URL triggering Pop-up A: (utm_campaign=Programmatic_Whitepaper) http://clearcode.cc/2016/04/difference-between-rtb- programmatic/?utm_campaign=Programmatic_Whitepaper • Parameters in URL triggering Pop-up B: (utm_campaign=SaaS_Whitepaper) http://clearcode.cc/2016/04/difference-between-rtb- programmatic/?utm_campaign=SaaS_Whitepaper
  54. 54. Step 6 - Debugging and verification of implementation Digital Marketing David and Goliath
  55. 55. Step 7 - Implementation test on a living organism Digital Marketing David and Goliath http://goo.gl/4Gomu6 Version A: Pop-up encouraging user to download a whitepaper about RTB and Programmatic http://goo.gl/mLGKvS Version B: Pop-up encouraging user to download a whitepaper about building and expanding an SaaS platform
  56. 56. Digital Marketing David and Goliath Thank You @piwikPRO If you want to learn more or see Piwik PRO Analytics & Tag Manager Suite in action, our team is here to help: /PiwikPro /piwik-pro /piwik-pro

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