The future of analytics & the results of the Web Analytics Survey Study 2014
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The document discusses the rapidly growing web analytics market, projected to reach $3.09 billion by 2019, highlighting challenges such as data privacy and the need for businesses to transition to digital intelligence. It summarizes findings from a web analytics survey in the Netherlands, noting that while many companies have digital strategies, a significant gap exists in CEO leadership and the adoption of advanced analytics. Key takeaways emphasize the necessity for analytics to be integrated across departments and the importance of personalized marketing and customer insights for effective business optimization.
The future of analytics & the results of the Web Analytics Survey Study 2014
- 1. Fred Pellenaars Country Manager Benelux Webtrekk //deliveringdigitalhappiness The future of analytics & the results of the Web Analytics Survey Study
- 2. Future of online analytics Fred Pellenaars Country Manager Benelux #deliveringdigitalhappiness #DDTT
- 3. Curiosity and knowledge shape the future Leonardo da Vinci's 1478 Self-Propelled Car.
- 4. ?
- 5. Global Web analytics market $1.33 billion 2014 $3.09 billion 2019 Compound Annual Growth Rate of 18.3% Source: Web Analytics Market by Solution- Worldwide Forecasts & Analysis (2014 - 2019), July 2014, by MarketsandMarkets
- 6. “Data privacy, regulatory laws and open source solution provision are the major issues in the Web Analytics Market.” Source: Web Analytics Market by Solution- Worldwide Forecasts & Analysis (2014 - 2019) , July 2014, by MarketsandMarkets
- 7. “Internet service providers must turn over customer emails and other digital content sought by U.S. government search warrants even when the information is stored overseas, a federal judge ruled on Friday.” (Reuters) – April 25th 2014
- 8. Other challenges we are facing
- 9. “The capture, management, and analysis of data to provide a holistic view of the digital customer experience that drives the measurement, optimization, and execution of marketing tactics and business strategies. “ (Forrester, 2012)
- 10. Here´s the kicker: Not many people are doing Digital intelligence
- 11. Moving to Digital Intelligence is hard ENTERPRISE SMALL MEDIUM BUSINESS SIGNIFICANT ONLINE BUSINESS MODEL SILO’S (DATA, ORGANISATION) MATURITY RESOURCES (MONEY,PEOPLE) MATURITY NO ONLINE BUSINESS MODEL NOT LIKELY NOT HAPPENING
- 12. Where do we fit?
- 13. Digital Intelligence Suite Move from static, reactive and aggregate, to dynamic, proactive and personalized. Customer-centric analytics Personalised marketing solution Easy integration All in one place Customer Journey Testing & Optimization Marketing Automation User Relationship Management Analytics Tag Integration
- 14. Lifting a little corner of the veil
- 15. Understand your users with User Relationship Management User-centric insights for every visitor Customer Predictions & Customer Lifetime KPI’s Analyse user value with RFM & RFE model 100% storage of all digital contacts Enrich with CRM data Customer Journey Testing & Optimization Marketing Automation User Relationship Management Analytics Tag Integration 15
- 16. Run marketing campaigns with Marketing Automation Marketing Automation Easy DIY campaign setup Personalized - URM as Data Base Channels: RTA Exit Intent Onsite Recommendations App Recommendations Email Remarketing Adwords Remarketing Customer Journey Testing & Optimization Marketing Automation User Relationship Management Analytics Tag Integration 16
- 17. Problem: Using real-time advertising as a retargeting channel, I want to buy ad impressions only for customers with a high churn probability. Solution: Target specific customer segments with real-time advertising provided by Webtrekk Marketing Automation. Identify user segments using RFM groups. Create a segment in URM. Create a campaign in Marketing Automation. Define the parameters of your RFM model.
- 18. Quo Vadis Analytics? Web analytics still is the reality, Digital intelligence is the future. Getting to the future first depends on curiosity and knowledge We support your journey
- 19. Web analytics Survey-Study 2014 THE STATUS OF WEB ANALYTICS IN The Netherlands Published September 2014 byWebtrekk.com
- 20. SURVEY METHODOLOGY • CONDUCTED IN AUGUST 2014 • Online using surveymonkeys.com • SURVEY CONDUCTED AND SUPERVISED BY • OnlineOptimizers.eu & Webanalisten.nl • PARTICIPANTS RECRUITED VIA • Email, Twitter, Facebook, Meetup,Webanalisten.nl • TOTAL SAMPLE SIZE WAS n=100
- 21. Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH
- 22. Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH
- 23. KEY TAKEAWAYS VERY EXPERIENCED USERGROUP CONVERSION OPTIMIZATION THE NUMBER 1 PURPOSE OF WEB ANALYTICS USAGE GOOGLE ANALYTICS STILL THE MOST USED TOOL PREFERENCE FOR USING A PAID SOLUTION IN THE FUTURE ANALYTICS SHOULD NOT BE A DEDICATED UNIT Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH
- 24. FOUR THESIS
- 25. Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH
- 26. While 74% of business executives say their company has a digital strategy, only 21% believes that their CEO sets a clear vision for Digital in their business Source: Forrester, 2014
- 27. Source: Avinash Kaushik, Magnificent Mobile Website And App Analytics September 15, 2014
- 28. THESIS ONE: If you want to optimize business, you need to start yelling at your CEO.
- 30. Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH
- 31. Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH
- 32. Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH
- 33. THESIS TWO Free tools will not help you transfer to Digital Intelligence.
- 34. Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH
- 35. THESIS THREE: In order to be able to support business optimization, Analytics has to be involved with every department.
- 36. Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH
- 37. THESIS FOUR: In the Dutch market only a handful of companies will fully adopt digital intelligence in the next five years
- 38. Get a free, full version copy @ bit.ly/ddttsurvey Fred Pellenaars Country manager Benelux Webtrekk //deliveringdigitalhappiness Thank you for sharing!
Editor's Notes
- #5: Gartner Hype Cycle of Digital marketing 2014- Web analytics in Plateau of productivity When I talk about working in the web analytics industry , people wondered why, it would be over in a few years, web analytics is dead. It is a commodity and the web analytics market will decline. Mainstram adoptation, technical commodity Is Web Analytics slowing down? Dying? End of the future?
- #6: 1. Maturity of Website Owners 2. Growing Market Share for Online-Business 3. Developing Markets getting up to Speed Russia, Poland, Asia, Turkey 4. Deep Dive in Data 5. Additional Analytics Capabilities
- #7: As a side note, a very interesting conclusion, this is also what we now see popping up in the European and Dutch market
- #8: As sign on the wall? Does it have an effect on the web analytics industry? Based on my personal experience it does have an effect on how people look at US bases SAAS vendors.
- #9: Apart from laws, regulations and data privacy there are other challenges we online marketeers are facing: An explosion of channels. Multidevice consumers. Speed of interactions.
- #10: Start focusing on: Consolidate all customer data in one place. Focus on customers and not channels. Provide actionable data now.
- #11: From my personal experience : not many people are doing digital intelligence! And not every organization will upgrade to digital intelligence, and that can be explained by two parameters that influence the adaptation of digital intelligence: Size of the organization and the percentage of online revenue.
- #12: Let´s have a look at the combinations: No online revenue – SME : upgrade will not happen. No need to. No online revenu – Enterprise: upgrade is not likely, perhaps large global brands will do so. Significant online revenu – SME: upgrade is likely, but restricted by resources (money/people) & maturity. Significant online revenu – Enterprise: upgrade is likely, but restricted by silo´s and maturity.
- #15: Switch to survey results
- #19: Before we go to the survey results, a small wrap up. Web analytics is the reality, Digital Intelligence the future for at least the next five years. How and if you evolve to that future, highly depends on your and your company´s curiosity and knowledge We provide you with solutions that support your travekl to the future. But we can not do this without listening to the you, our market, and keeping a close eye on developments and expectations is therefore a must.
- #29: Forget being an analyst, think of being a business improvement manager. Delivering meaningful data that those levels understand, value and enable them to act is essential. Is there C-level in the audience ? Do you have data rebels coming over with relevant information ? Are there people already in the audience that already deliver challenge their c-level ?