Smau Milano 2011 Marco Cilia

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Orizzonti futuri della Web Analytics

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Smau Milano 2011 Marco Cilia

  1. 1. Orizzonti futuri della web analytics Marco Cilia
  2. 2. GLI ALBORI DELLA WA
  3. 3. La web analytics nasce insieme al web
  4. 5. 60 vendor US pre-bolla -> 35
  5. 6. 2003
  6. 7. 2005 <ul><li>Effetto dirompente sul mercato: </li></ul><ul><li>Web analytics per tutti e pressione sui vendor </li></ul><ul><li>Alcuni di essi vanno in crisi </li></ul>
  7. 8. Fase di consolidamento
  8. 9. Oggi <ul><li>Pochi grandi player. Più player piccoli, per “nicchie” </li></ul><ul><li>Js + cookies. Partita si gioca su feature </li></ul><ul><li>La crisi non intacca il mercato, anzi </li></ul><ul><li>Privacy issues (es: Google vs Germania) </li></ul>
  9. 10. Domani
  10. 11. Privacy
  11. 12. Privacy - Facebook <ul><li>http://www.zdnet.com/blog/facebook/facebook-tracks-you-online-even-after-you-log-out/4034 </li></ul><ul><li>Facebook tracks you online even after you log out </li></ul><ul><li>By Emil Protalinski | September 25, 2011, 2:59pm PDT </li></ul><ul><li>Summary:  Think logging out of Facebook means the social network can’t track what you’re doing online? Think again. </li></ul>
  12. 13. Privacy – Flash cookies <ul><li>http://www.wired.com/epicenter/2009/08/you-deleted-your-cookies-think-again/ </li></ul><ul><li>“ Flash cookies are relatively unknown to web users, and they are not controlled through the cookie privacy controls in a browser. That means even if a user thinks they have cleared their computer of tracking objects, they most likely have not.” </li></ul>
  13. 14. Privacy - futuro Obbligo per i vendor di soluzioni WA a implementare il supporto a soluzioni specifiche Do Not Track “potenziato”
  14. 15. ESEMPI DELLE DIFFICOLTA’ <ul><li>Facebook 'Like' Button Declared Illegal In Germany ( http://www.huffingtonpost.com/2011/08/19/facebook-like-button-illegal-germany_n_931652.html ) </li></ul><ul><li>Facebook facial recognition software violates privacy laws, says Germany Social network must stop program and delete data already collected on users – or face fines up to €300,000, says official ( http://www.guardian.co.uk/technology/2011/aug/03/facebook-facial-recognition-privacy-germany ) </li></ul><ul><li>Achtung! Google Analytics is illegal, say German government officials ( http://eu.techcrunch.com/2009/11/24/google-analytics-illegal-germany/ ) </li></ul><ul><li>Google Abandons Street View in Germany ( http://www.pcmag.com/article2/0,2817,2383363,00.asp ) </li></ul>
  15. 16. Cookies <ul><li>Cancellazioni volontarie e involontarie </li></ul><ul><li>Vanificano tentativi di “pesare” i visitatori </li></ul><ul><li>Soluzione “costringere” gli utenti a loggarsi </li></ul><ul><li>Oppure cookies in the cloud (Chrome OS)? </li></ul>
  16. 17. Multisession
  17. 18. Multisession - MCF
  18. 19. Mobile <ul><li>Tracciare correttamente sito mobile </li></ul><ul><li>Tracciare le app (con/senza integrazione al sito) </li></ul><ul><li>Android SDK con sorgente campagna download </li></ul>
  19. 20. Tag management <ul><li>Iniziare con un sistema di WA è facile </li></ul><ul><li>Proseguire può essere complesso </li></ul><ul><li>La sfida è semplificare la gestione dei tag, senza esternalizzarla </li></ul>
  20. 21. Social Network <ul><li>Social monitor è realtà </li></ul><ul><li>Brand sentiment, engagement, demografia e geo, influencer e relazioni tra utenti </li></ul><ul><li>Return Of Influence </li></ul><ul><li>Tutto su piattaforme terze </li></ul>
  21. 22. Integrazione
  22. 23. Grazie www.goanalytics.info blog.tambuweb.it it.linkedin.com/in/marcocilia www.facebook.com/goanalytics twitter.com/goanalytics Marco Cilia

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