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Offline
A heretical view on web analytics
Web Analytics Wednesday / Aarhus 15/3-14
forget online...
get offline...
the big picture
250

200

150

100

50

0

Online sales
250

200

150

100

50

0

Online sales

Offline sales
250

200

150

100

50

0

Online share of total sales
stop reporting
start analyzing
250

200

150

100

50

0

why?
touch points
why they matter
100

80

60

40

20

0

NPS
100

New checkout wizard
80

60

40

20

0

NPS
100

New checkout wizard
80

60

Optimized
product
page design

40

20

0

NPS
100

New checkout wizard
80

Panic

60

Optimized
product
page design

40

20

0

NPS
100

80

60

40

20

0

NPS
100

80

60

40

20

0

NPS

Positive sentiment

Negative sentiment
Page views
Average time on site
Online sales
Browser distribution
CPC

who cares about
put it in context
Big data
Business intelligence
Data analytics

get offline
Thanks
Kim Berk Damsgaard, Digital Director

Pravda A/S
Fredens Torv 8
8000 Aarhus

T: 86 13 88 77
M: 20 73 96 81
E: kd@pr...
A heretical view on web analytics
A heretical view on web analytics
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A heretical view on web analytics

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A take on offline date in a online world.
Web Analytics Wednesday

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A heretical view on web analytics

  1. 1. Offline A heretical view on web analytics Web Analytics Wednesday / Aarhus 15/3-14
  2. 2. forget online...
  3. 3. get offline...
  4. 4. the big picture
  5. 5. 250 200 150 100 50 0 Online sales
  6. 6. 250 200 150 100 50 0 Online sales Offline sales
  7. 7. 250 200 150 100 50 0 Online share of total sales
  8. 8. stop reporting
  9. 9. start analyzing
  10. 10. 250 200 150 100 50 0 why?
  11. 11. touch points
  12. 12. why they matter
  13. 13. 100 80 60 40 20 0 NPS
  14. 14. 100 New checkout wizard 80 60 40 20 0 NPS
  15. 15. 100 New checkout wizard 80 60 Optimized product page design 40 20 0 NPS
  16. 16. 100 New checkout wizard 80 Panic 60 Optimized product page design 40 20 0 NPS
  17. 17. 100 80 60 40 20 0 NPS
  18. 18. 100 80 60 40 20 0 NPS Positive sentiment Negative sentiment
  19. 19. Page views Average time on site Online sales Browser distribution CPC who cares about
  20. 20. put it in context
  21. 21. Big data Business intelligence Data analytics get offline
  22. 22. Thanks Kim Berk Damsgaard, Digital Director Pravda A/S Fredens Torv 8 8000 Aarhus T: 86 13 88 77 M: 20 73 96 81 E: kd@pravdadigital.dk

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