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Benchmarking  de las herramientas analíticas que utilizan los top anunciantes en España<br />Guillermo Vilarroig<br />Soci...
0<br />¿Quién utiliza Google Analytics?<br />Este estudio es una parte de la presentación del Keynote sobre los 4 pilares ...
Fuente: Estudio IAB 2008<br />
Búsqueda realizada manualmente con herramienta WASP, por el equipo de Overalia. Junio 09<br />
<ul><li>9 de los 10 primeros anunciantes utilizan Google Analytics en el sector más competitivo de Internet.
La mitad de ellos al margen de utilizar Google Analytics utilizan una segunda herramienta para contrastar los datos.
Google Analytics se consolida como la herramienta más utilizada en Travel. </li></ul>Conclusiones Turismo<br />
<ul><li>Solamente 2 entidades de las 10 primeras en inversión (Bancaja y BBVA) utilizan un sistema de tags con proveedores...
Sólo una entidad utiliza Google Analytics como servicio gratuito.
Las entidades financieras tienen reparos en que la información de sus estadísticas residan en en proveedores externos y ut...
<ul><li>Nielsen el servicio de estadística de referencia en los medios solo es utilizado por el 20% de las empresas.
Omniture se consolida como la herramienta más utilizada en medios de comunicación, aunque en  la mitad de los casos, se ut...
<ul><li>Es el único sector que está más fraccionado donde casi todas las herrameintas tienen algún cliente excepto Nedstat.
Google Analytics y Omniture son  los que se reparten por partes iguales mayor número de clientes (4 cada uno). Es el secto...
<ul><li>Dominio total de Omniture (80%) ya que en la mayoría de los casos son acuerdos globales de las marcas en todo el m...
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Qué herramienta analítica utilizan los principales anunciantes en España

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Comparativa de herramientas utilizadas por los 10 primeros anunciantes en inversión interactiva, según el estudio anual de IAB (asociación de agencias interactivas españolas) del año 2008.

La metodología fue seleccionar los 10 primeros anunciantes de las 5 categorías (travel, finanzas, medios, automoción y telecomunicaciones) en las que segmenta IAB los anunciantes en su estudio anual y mediante la herramienta WASP en la versión 1.25, comprobar manualmente qué herramienta de medición utiliza cada uno de ellos.

Published in: Technology, Travel
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Qué herramienta analítica utilizan los principales anunciantes en España

  1. 1. Benchmarking de las herramientas analíticas que utilizan los top anunciantes en España<br />Guillermo Vilarroig<br />Socio directror Overalia<br />gvila@overalia.com<br />Madrid, 3 y 4 de <br />Junio, 2009<br />
  2. 2. 0<br />¿Quién utiliza Google Analytics?<br />Este estudio es una parte de la presentación del Keynote sobre los 4 pilares de Google Analytics que realice para el E-Metrics Madrid el 3 de junio del 2009.<br />La metodología fue seleccionar los 10 primeros anunciantes de las 5 categorías (travel, finanzas, medios, automoción y telecomunicaciones) en las que segmenta IAB los anunciantes en su estudio anual y mediante la herramienta WASP en la versión 1.25, comprobar manualmente qué herramienta de medición utiliza cada uno de ellos. <br />Guillermo Vilarroig<br />
  3. 3. Fuente: Estudio IAB 2008<br />
  4. 4. Búsqueda realizada manualmente con herramienta WASP, por el equipo de Overalia. Junio 09<br />
  5. 5. <ul><li>9 de los 10 primeros anunciantes utilizan Google Analytics en el sector más competitivo de Internet.
  6. 6. La mitad de ellos al margen de utilizar Google Analytics utilizan una segunda herramienta para contrastar los datos.
  7. 7. Google Analytics se consolida como la herramienta más utilizada en Travel. </li></ul>Conclusiones Turismo<br />
  8. 8.
  9. 9. <ul><li>Solamente 2 entidades de las 10 primeras en inversión (Bancaja y BBVA) utilizan un sistema de tags con proveedores de pago.
  10. 10. Sólo una entidad utiliza Google Analytics como servicio gratuito.
  11. 11. Las entidades financieras tienen reparos en que la información de sus estadísticas residan en en proveedores externos y utilizan sistemas propietarios de explotación o sotfware “in house” en el que ellos puedan controlan la seguridad de los datos.</li></ul>Conclusiones Finanzas<br />
  12. 12.
  13. 13. <ul><li>Nielsen el servicio de estadística de referencia en los medios solo es utilizado por el 20% de las empresas.
  14. 14. Omniture se consolida como la herramienta más utilizada en medios de comunicación, aunque en la mitad de los casos, se utiliza simultáneamente con Google Analytics .</li></ul>Conclusiones Medios de comunicacion<br />
  15. 15.
  16. 16. <ul><li>Es el único sector que está más fraccionado donde casi todas las herrameintas tienen algún cliente excepto Nedstat.
  17. 17. Google Analytics y Omniture son los que se reparten por partes iguales mayor número de clientes (4 cada uno). Es el sector más fraccionado de todos.</li></ul>Conclusiones Telecomunicaciones<br />
  18. 18.
  19. 19. <ul><li>Dominio total de Omniture (80%) ya que en la mayoría de los casos son acuerdos globales de las marcas en todo el mundo, aunque Webtrends y Nedstat también tienen un 20% de clientes.</li></ul>ConclusionesAutomoción <br />
  20. 20.
  21. 21.
  22. 22. <ul><li>Google Analytics y Omniture (gracias al sector de la automoción por acuerdos globales y medios sonde sí es el referente), son las herrameintas de referencia por igual en el sector de los grandes anunciantes y se reparten 2/3 del mercado.
  23. 23. El tercio que queda, se reparte entre los restantes provedores liderados por Webtrends.
  24. 24. En cualquier caso es indiscutible que Google Analytics, también es una herramienta de referencia en el sector de grandes anunciantes. </li></ul>Conclusiónfinal<br />
  25. 25. Conclusiones<br />
  26. 26. Gracias ;)<br />Guillermo Vilarroig<br />gvila@overalia.com<br />Overalia is miembrer:<br />
  27. 27. Guillermo Vilarroig<br />Eider Fernández <br />gvila@overalia.com<br />eider@overalia.com<br />

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