Next Generation Web Analytics

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Presentation given at the O'Reilly Media IgnIte Boston 6 event on September 17, 2009 at FCAT. #IgBos6 #IgniteBoston; Updated on February 19, 2009 for Social Media Breakfast of NH #SMBNH.

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Next Generation Web Analytics

  1. 1. Wayne Kurtzman<br />Next Generation ofWeb Analytics<br />Wayne@BeyondThe.BizTwitter:@WayneNHBlog: www.BeyondThe.Biz<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />CC Image Courtesy http://www.flickr.com/photos/jennie_m/97330017/<br />
  2. 2. My Resume…<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  3. 3. Ask the Question.<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  4. 4. My Job is to … <br />Spin Straw Into Gold:<br />Take behaviors, spin into numbers which can be turned into actionable results.<br />Web Analytics define how to help your users interact with content<br />Sales<br />Content<br />Social Media<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  5. 5. Drive Decisions<br />Quantify aggregate behavior for actionable decisions <br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  6. 6. Today…<br />Cookies; .JS-based<br />Increasing data crunching<br />Target users in groups<br />CC Image Courtesy http://www.flickr.com/photos/abielskas/22134354/<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  7. 7. Today, We “Group” Users<br />Artificial Marketing Groups<br />By “Generation”<br />By Chronological Age<br />By Purchasing Need<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  8. 8. (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />Courtesy: http://icanhascheezburger.com/2008/02/05/funny-pictures-click-mouse-to-accept-cookie/ <br />
  9. 9. Identity<br />The new currency for analytics<br />CC Image Courtesy: http://www.flickr.com/photos/trois-tetes/5195847/<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  10. 10. (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />Conversations Change Everything<br />
  11. 11. Conversations Are Changing Everything<br />If Facebook were a country, it would rank 3rd, just above the U.S.<br />Twitter 40-71mm+ users<br />Early adopters: 48+<br />2nd Wave: 2-25 (ComScore.com)<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  12. 12. http://www.personalizemedia.com/the-count/<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  13. 13. The Change is Social Media<br />Social Media Options Open the Door for Business-to-Personae (B2P) marketing.<br />Authenticated Users by Personae.<br />Hello Cookieless Analytics!<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  14. 14. (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />What Is This Personae Consist of?<br />Courtesy: http://www.flickr.com/photos/striatic/2134277399/sizes/o/<br />
  15. 15. Psychographic Data Profiles<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  16. 16. One Measure: Sentiment<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  17. 17. Problem words…<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />S I C K<br />
  18. 18. Problem Words<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />WICKED!<br />
  19. 19. Problem Words<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />WICKEDAWESOME!<br />
  20. 20. Psychographic Data Profiles<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  21. 21. Psychographic Data Profiles<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  22. 22. New Analytics Model: The Individual<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  23. 23. New Analytics Model: The Individual<br />Specific Attitude, Opinions, Activities, Values<br />Home teams, hobbies, personality types<br />Buying history, GM, Lifetime value, AOV, number of contacts, etc.<br />Stockholder? Potential issues, history<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  24. 24. Social Media Goes Mobile <br />Virtually all SocMed sites see mobile as the #1 growth area.<br />Technology is moving quicker than our ability to measure it.<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  25. 25. Augmented Reality (AR)<br />Phone images enhanced with real-time information overlays<br />Photo Courtesy: http://en.wikipedia.org/wiki/File:Wikitude3.jpg<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  26. 26. Augmented Reality (AR)<br />Location Aware (GPS); Events; Your POI<br />AR Flash Mobile Browser Kit <br />Available today for iPhone and Android<br />Need for a better GPS infrastructure <br />Photo Courtesy: http://en.wikipedia.org/wiki/File:Wikitude3.jpg<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  27. 27. Augmented Reality (AR)<br />Google Goggles (beta)<br />Bar Code Search and Comparison Shopping<br />Books, DVDs, Landmarks, Logos, Contact Info, Artwork …<br />Photo Courtesy: http://en.wikipedia.org/wiki/File:Wikitude3.jpg<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  28. 28. mCommerce<br />Fastest Growth Area for 2010 – 2011<br />59% of people found shopping information using a mobile device.<br />Only 8% said they did not intend to shop from their mobile phone. (Source: Retrevo Pulse Report) <br />Social Media and mCommerce will provide a complete personae.<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  29. 29. Personalization or TMI? <br />Privacy concerns in the name of personalization.<br />Where does the data start and stop?<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  30. 30. The Road Between Here and There<br />Psychographic metrics are new.<br />Mobile metrics are weak.<br />Senior Management issues.<br />Moral privacy issues.<br />US and International rulings<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />
  31. 31. Wayne Kurtzman<br />Next Generation ofWeb Analytics<br />Wayne@BeyondThe.BizTwitter:@WayneNHBlog: www.BeyondThe.Biz<br />(c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.<br />CC Image Courtesy http://www.flickr.com/photos/jennie_m/97330017/<br />

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