WAC2011: Presentatie AboutAnalytics Web Analytics congres 2011


Published on

Voor het 2e jaar hield AboutAnalytics een survey onder web analytics gebruikers en presenteerde de resultaten hiervan samen met de inzichten uit de honderd duizenden websites die zij dagelijks scannen op het web analytics congres.

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Your Online Analytics Advisor: AboutAnalytics slogan is ‘your online analytics advisor’. To main goals: advice & market insights. Independent advice on online analytics tool selection for your business needs: interesting for E-Business marketeers, Senior Webanalists, Senior Webdevelopers. (Medium online analytics knowledge level, hence the current focus on features, not so much on solutions). Competitive advantage through market insights : interesting for Top NL online advertisers, CIO’s / CMO’s. They gain insight into online analytics use in their market. Leverage information into competitive advantage for their business .
  • DMOZ + Alexa Scan AboutAnalytics slogan is ‘your online analytics advisor’. Deeper crawling Detection of A/B testing for competitive advantage Premium subscription service: Flaging of branches, competitors Analytics use time retention and comparisons Support forums Data Integration API Techcrunch style integration with Webanalisten.nl and other platforms
  • 150 respondents: AboutAnalytics, Twinkle, Web Analytics Association, Webanalisten.nl and University of Twente cooperated in order to perform the largest survey to date into the current online analytics market in the Netherlands. Results + Conclusion uitwerken!
  • WAC2011: Presentatie AboutAnalytics Web Analytics congres 2011

    1. 1. Introduction – Google Analytics – Testing & Targeting - Global By Taco Potze, CEO & Co-founder and Bram Rongen, Software Engineer
    2. 3. Value Proposition <ul><li>Your Online Analytics Advisor </li></ul><ul><li>Independent advice on online analytics tool selection for your business needs </li></ul><ul><li>Competitive advantage through continuous market and trend insights </li></ul>
    3. 4. Crawler <ul><li>Top 10k sites in 10 countries </li></ul><ul><li>Categorized by branche </li></ul><ul><li>Deep crawling, up to 200 pages </li></ul><ul><li>Premium SAAS service </li></ul>
    4. 6. AboutAnalytics.com/Survey <ul><li>Partners: </li></ul><ul><li>At the moment >60 respondents </li></ul><ul><li>Clients & Suppliers </li></ul><ul><li>Fill out at aboutanalytics.com / survey </li></ul>
    5. 7. Sneak survey preview:
    6. 8. Today we show analytics insights <ul><li>Q&A </li></ul><ul><li>Almighty Google Analytics </li></ul><ul><li>Testing & Targeting ToDo </li></ul><ul><li>Analytics around the World </li></ul>
    7. 9. What is the market share of tool X in industry/country Y? What are the largest users of tool X?
    8. 11. Google Analytics Market Share <ul><li>2007 source: Mirabeau Monitor (n=150) Measured in The Netherlands </li></ul><ul><li>2008: AboutAnalytics (n=500) </li></ul><ul><li>2009-2010: AboutAnalytics (n=10.000) Market share is percentage of websites using GA </li></ul>
    9. 12. Google Analytics Market Share <ul><li>Google Analytics on websites </li></ul><ul><li>that use web analytics tools: </li></ul><ul><li>92% </li></ul>
    10. 13. Usage of Google Analytics <ul><li>Do you actively use your Google Analytics? </li></ul><ul><li>If not Google Analytics than: </li></ul><ul><li>Omniture Sitecatalyst </li></ul><ul><li>Webtrends (Live) </li></ul><ul><li>Etc. </li></ul>
    11. 14. Satisfaction with Google Analytics <ul><li>58% satisfied, 25% very satisfied </li></ul><ul><li>92% bottom-line improvement </li></ul><ul><li>83% actionable insight </li></ul><ul><li>17% will change GA within 2 years </li></ul>
    12. 15. Google Analytics improvements <ul><li>Real-time </li></ul><ul><li>Better dashboard (reports and ‘traffic lights’) </li></ul><ul><li>Conversion tracking (retrospective) </li></ul><ul><li>Trend analysis </li></ul><ul><li>Individual tracking </li></ul><ul><li>More logic, more flexibility, better metrics, measure dynamic content, better integration, first and last conversion source etc. </li></ul>
    13. 17. Everybody should use Google Analytics! <ul><li>YES </li></ul><ul><li>In 2012 everybody will anyway </li></ul><ul><li>95% is satisfied </li></ul><ul><li>>90% improved bottomline </li></ul><ul><li>>80% actionable insights </li></ul><ul><li>Just the best web analytics tool </li></ul><ul><li>NO </li></ul><ul><li>No real-time data </li></ul><ul><li>No individual data </li></ul><ul><li>Lack of reporting </li></ul><ul><li>17% will change their tool </li></ul><ul><li>Only right for SMEs </li></ul><ul><li>Google is Evil/Skynet </li></ul>
    14. 18. Testing & Targeting
    15. 19. Investment in 2010 vs. 2011
    16. 20. Testing in Netherlands <ul><li>5% of top 10.000 (measured in 1 week) </li></ul><ul><li>Google Website Optimizer </li></ul><ul><li>Omniture Test&Target </li></ul><ul><li>Visual Website Optimizer </li></ul>
    17. 21. Targeting in Netherlands <ul><li>2% of top 10.000 (measured in 1 week) </li></ul><ul><li>Coremetrics </li></ul><ul><li>Criteo (retargeting) </li></ul><ul><li>AudienceScience (Wonderloop) </li></ul><ul><li>Maxymizer </li></ul>
    18. 22. No growth in Testing trends:
    19. 23. Growth or decline?
    20. 25. 2011 is THE year for Testing & Targeting <ul><li>YES </li></ul><ul><li>Awareness is increasing </li></ul><ul><li>50% wants to invest! </li></ul><ul><li>After economic crisis, budgets are available </li></ul><ul><li>NO </li></ul><ul><li>Decreasing investments in testing </li></ul><ul><li>Just for early adaptors </li></ul><ul><li>Too complex </li></ul><ul><li>No integration with web analytics tools </li></ul>
    21. 26. Analytics around the World Comparing top 10.000 websites Netherlands – USA – China – France – UK
    22. 27. % No tools; Other tools in China?
    23. 28. Google Analytics: Equal shares
    24. 29. Web Analytics: USA and UK on top
    25. 30. Testing: USA and UK take a lead
    26. 31. Targeting: Holland falls behind
    27. 32. Coremetrics (targeting): UST?!
    28. 33. Criteo (targeting): France
    29. 34. Nedstat Pro: Dutch roots
    30. 35. eXTReMe Tracking: Chinees succes
    31. 36. % Quantcast, Comscore and Omniture Sitecatalyst: Where is NL?
    32. 38. Dutch firms are staying behind in analytics <ul><li>YES </li></ul><ul><li>We are behind in testing and web analytics </li></ul><ul><li>We are way behind in targeting </li></ul><ul><li>Focus on local instead of global providers </li></ul><ul><li>Over 18% still has no tools </li></ul><ul><li>NO </li></ul><ul><li>USA and UK is no comparison </li></ul><ul><li>We are on same level as France (and Germany) </li></ul><ul><li>Usage of Google Analytics is the same </li></ul><ul><li>>60% of companies will invest in analytics </li></ul>
    33. 39. Thank you. Get connected! <ul><li>www.AboutAnalytics.com </li></ul><ul><li>@AboutAnalytics </li></ul><ul><li>Fill out our Analytics Survey 2011 </li></ul><ul><li>A boutAnalytics.com/survey </li></ul><ul><li>… and become a tool reviewer! </li></ul>