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Web analytics - Benchmark by EBG Berlin 2019
This document summarizes a presentation on web analytics. It includes an overview of major software vendors in the space like Google Analytics and Adobe Analytics. It also reviews the strengths, weaknesses, opportunities, and threats for the web analytics category. Finally, it outlines questions marketers should ask themselves around functionality needs, ecosystem partnerships, pricing models, and budget to achieve a holistic customer view through web analytics.
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Web analytics - Benchmark by EBG Berlin 2019
- 1. #digitbench19WIFI digitbench19 Web Analytics Chapitre réaliséen collaboration avec
- 2. #digitbench19WIFI digitbench19 SPEAKER PRESENTATION Eric PETEGNIEF France DataExperience Director VALTECH Pascal MALOTTI France Business Development & Strategy Director VALTECH
- 3. #digitbench19WIFI digitbench19 Market catch-up Evolution& Business Cases
- 4. #digitbench19WIFI digitbench19 Acquisition &Traffic Monitoring Business & Navigation Bugs & Anomalies Reduction Predictions & Results Audience Sharing Identified business cases
- 5. #digitbench19WIFI digitbench19 Software vendorsoverview Integrated Marketing Suites Integrated Web Analytics Solution Specialized Platforms Adobe Analytics Google Analytics 360 Eurelian Technologies Matomo AT Internet
- 6. #digitbench19WIFI digitbench19 SWOT ofthe category STRENGHTS Business cases maturity Service offering Ecosystems consolidation Proven value WEAKNESSES Integration underestimation Investments still too low OPPORTUNITIES Marketing data reconciliation (holistic customer view) Data sovereignty (ownership) Data science at large THREATS Ecosystem dependencies GDPR sanctions New technologies Volumetric load
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- 8. digitbench19WIFI digitbench19 Assessment method:criteria grid Data collection Collected data reliability and flexibility Data exploitation Data exploitation throughout reports, dashboards and segments . Data administration Ability to stock data Calculation capacity . Data shared / connect Ability to exchange data and information with other platforms 1. Offered features: 1. Ecosystems 2. Ease of use 3. Billing 4. Vendors maturity level 5. Services
- 9. #digitbench19WIFI digitbench19 Results overview Eulerian Technologies Matomo Google Analytics360 AT Internet Webtrekk Adobe Analytics Offered features Data Collection ++ +++ ++ +++ ++ ++ Data Administration +++ ++ +++ +++ ++ +++ Data Exploitation + +++ ++ ++ +++ +++ Data Shared / Connect +++ ++ ++ + + +++ Ease of use +++ +++ ++ +++ +++ ++ Vendor maturity + ++ ++++ +++ ++ ++++ Services ++++ +++ ++ +++ + ++
- 10. #digitbench19WIFI digitbench19 Questions marketersshould ask themselves: Functionalities: what is the maturity level of current analytics teams? At what levels can WA be impactful? Ecosystem: data sharing and pooling is critical, what about their governance and sovereignty? Billing: different pricing models for different needs. What budget should be allocated to WA, and to achieve a holistic customer view? Food for thoughts
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- 12. #digitbench19WIFI digitbench19 Introduction ofthe panel MARKETING DATA STRATEGY #1 PLATFORM OF CHOICE? #2 USE CASES AND FEEDBACK #3 CATEGORY DIRECTION #4 Pascal Damm COO Digital Sport 1 Vincent Bastide Group Head of Digital & e-Reputation Saint-Gobain
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- 14. #digitbench19WIFI digitbench19 CONTACT Pascal MALOTTI France Business Development& Strategy Director pascal.malotti @valtech.com Eric PETEGNIEF France Data Experience Director eric.petegnief @valtech.com