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Web Analytics Tools Top 100 Online Shops

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Analysis of Web Analytics tools used by Top 100 Online Shops in Germany by Profondo Reply.

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Web Analytics Tools Top 100 Online Shops

  1. 1. Web Analytics Tools in Online Shops Thomas Brommund T.Brommund@reply.de
  2. 2. 2  Auf Basis der iBusiness Onlineshops *) 2014 bzw. EHI Retail Institute Liste haben wir ermittelt welche Tools zum Einsatz kommen  Dies ist ein toolgestützter Quick-Status-Check und erhebt keinen Anspruch auf Vollständigkeit  Es wurden nur Web-Analytics-Tools betrachtet, Tag Manager sowie Kampagnen oder andere Marketing Tools wurden nicht aufgenommen Nutzung von Web Analytics Tools im Online Shop *) E-Commerce Markt Deutschland 2014 – Statista / EHI Retail Institute e. V.
  3. 3. 3 Verteilung der Web Analytics Tools auf die Top 100 Online Shops (iBusiness 2014) Adobe SiteCatalyst; 12 AT Internet; 2 ComScore; 1 Econda; 18 etracker; 6 Google Analytics; 62 IBM Coremetrics; 4 PIWIK; 6 Sonstige; 7 Webtrekk; 17 Webtrends; 14 Basis 100 Shops mit Mehrfachnutzung von WA Tools
  4. 4. 4  Wen verwundert es: Google Analytics ist mit 62 Implementierungen das am häufigsten eingesetzte Web Analytics Tool (Basis 100 Shops, ibusiness 2014)  Aber nur ein Drittel der Online Shops vertrauen Google alleine und die übrigen setzen mind. ein weiteres Tool ein  An zweiter Stelle mit deutlichen Abstand folgt Econda (18), dann Webtrekk (17), Webtrends (14) und Adobe SiteCatalyst (12) Beliebtesten WA Tools in Online Shops
  5. 5. 5  58% der Online Shops vertrauen auf ein Tool in der Web Analytics  35% arbeiten mit zwei Tools, wobei hier zumeist Google Analytics eines der beiden ist  7% setzen auf 3 Tools Anzahl WA Tools pro Shop Ein Tool 58% Zwei Tools 35% Drei Tools 7%
  6. 6. 6 Wir haben hier keine Umfrage erstellt, vermuten aber folgende Beweggründe: 1. Google Analytics ist eine Forderung aus dem Online Marketing – Erfolgsmessung der Google Kampagnen 2. Testen weiterer Tools und vergleichen mit den Standardtoolwerten 3. Es gibt keine WA-Strategie und jeder macht, was er will. Punkt 1: Dieses Argument kann man noch nachvollziehen, da alle Non-Google-Tools die Kampagnenerfolge i.d.R. abweichend zur Google Auswertung aufzeigen. Punkt 2: Nur zu Testzwecken ist eine Doppelvertaggung temporär sinnvoll, ansonsten führt sie zu unnötigen Diskussionen über die „richtigen“ Daten. Punkt 3: Zumeist einem unkoordinierten Aktionismus zwischen Marketing und IT geschuldet. Warum mehrere Tools?
  7. 7. Profondo Reply Kurzvorstellung
  8. 8. 8 Profondo Reply bietet  Digital Business Consulting, Digital Intelligence, Marketing Automation, Social Media Analytics, Social CRM sowie CRM Analytics  Von der Anforderungsaufnahme, über die Strategieentwicklung zur Realisierung und Betreuung der Lösung mit regelmäßigen Reportings von Insights  Schwerpunkt ist die analytische Unterstützung der Unternehmen und sinnvolle Zusammenführung der bestehenden Datensilos zu ganzheitlichen Sichten  Unsere Zielkunden sind nationale und internationale Kunden im B2C- Segment mit einem digitalen Fokus Profondo Reply – Digital Business Consulting
  9. 9. 9 Profondo Reply – Digital Business Consulting Social Media Monitoring Intelligence Research Engagement Digital Intelligence Digital Analytics / Performance Testing & Personalisierung Tag-Management TV-/Video Analytics CRM / Marketing Automation Social CRM CRM Analytics Marketing Automation Business Intelligence KPI Cockpits Kundenzentrische Analytics Predictive Analytics Profondo Reply bietet plattformübergreifende Analytics
  10. 10. Wir freuen uns auf Ihr Feedback! Thomas Brommund t.brommund@reply.de Tel.: +49 151 19 55 76 77

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