Download - #WAC2011 workshopdag: Gerwin Hendriks
![Page 1: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/1.jpg)
Web Analytics Congres 2011Tussen Strategische Competentie & Operationeel Resultaat
![Page 2: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/2.jpg)
Web Analytics Congres 2011
“Companies that invest heavily in advanced analytical capabilities outperform the S&P 500 on average by
64%.”
T. Davenport, Harvard Business Review, 2010
‘In business, as in sports, the question isn’t whether or not you’ll jump into analytics. The question is when. Do you want to ride the analytics horse to profitability… or
follow it with a shovel?’
Rob Neyer, ESPN
![Page 3: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/3.jpg)
Doel van vandaag
Web Analytics Congres 2011
![Page 4: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/4.jpg)
Even voorstellen
Gerwin HendriksBusiness Consultant
Web Analytics Congres 2011
![Page 5: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/5.jpg)
Even voorstellen
Web Analytics Congres 2011
![Page 6: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/6.jpg)
Even voorstellen
Web Analytics Congres 2011
![Page 7: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/7.jpg)
Helping customers achieve their online business goals!
Web Analytics Congres 2011
![Page 8: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/8.jpg)
Even voorstellen
― Naam, functie, organisatie?
― Noem 1 Analytics uitdaging in jouw omgeving
Web Analytics Congres 2011
![Page 9: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/9.jpg)
Typische analytics uitdagingen
― Data overload― Data centralism , no taskfocus― No targetpopulation or target definition― Too strong a quantitative focus (suboptimisation) ― No time/budget for optimisation process― No structured process or methods― Not the right KPI’s and metrics ― Inaccurate data― No assigned $ value to changes ― No prioritisation of major $ opportunities― Limited access to data― Insufficient data integration― Starting too big (evolution)― No link of business goals to KPI’s― No plan for action on insights― Too little commitment of individuals or
executives
― Data vertrouwen― Tijd voor analyse― Actie motivatie― Project depriorisatie― Data silo’s
Web Analytics Congres 2011
![Page 10: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/10.jpg)
De agenda
― Doelen vaststellen
― Roadmap opmaken
― Praktische voorbeelden
Web Analytics Congres 2011
![Page 11: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/11.jpg)
Case
Web Analytics Congres 2011
![Page 12: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/12.jpg)
Web Analytics Congres 2011Doelen vaststellen
![Page 13: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/13.jpg)
Definieer online analytics
“The extensive use of quantitative and qualitative data, statistical analysis, explanatory and predictive models, business process analysis and fact-based
management to drive a continuous improvement of online activities; resulting in higher ROI.
Hamel 2009, also Davenport & Harris 2007; Competing on analytics
Web Analytics Congres 2011
![Page 14: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/14.jpg)
Web Analytics Congres 2011
Advanced Analysis
Business ValueHIGHLOW
Analysis
Monitoring
Reporting
Forecasting, Statistics & Modeling
OLAP & Visualisation
Dashboarding, Scorecards
Query, reporting & Search
― Predictive modeling― Optimisation techniques― Visual Analysis― Decision Automation
Com
ple
xit
yH
IGH
![Page 15: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/15.jpg)
Groei model Gartner
Waar sta je nu?
Web Analytics Congres 2011
![Page 16: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/16.jpg)
Groei model Hamel
Web Analytics Congres 2011
![Page 17: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/17.jpg)
Voorbeeld score
Web Analytics Congres 2011
![Page 18: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/18.jpg)
Web Analytics Congres 2011Roadmap opmaken
![Page 19: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/19.jpg)
Inventariseren
Web Analytics Congres 2011
Benoem de specifieke punten waar je op moet verbeteren.
Brainstorm samen zoveel mogelijk concrete (mini) projecten om dat te verbeteren.
![Page 20: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/20.jpg)
Voorbeeldactiviteiten
Web Analytics Congres 2011
Werken aan: Tooling & TechnologieActiviteit: Implementeer first party cookies
Automatiseer Adtext creaties
Werken aan: Proces en MethodologieActiviteit: Campagne attributie modellering
MVT methodieken workshop
![Page 21: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/21.jpg)
Prioriseren
Web Analytics Congres 2011
Campagne attributie modellering
Kleinschalige CRM integratie
Email retargeting koppeling inrichten
Multivariate test processen formaliseren
Marketing Cross systeem data Audit
Adtext creatie automatiseren
Etc
Work Days
6
10
10
10
4
>15
Urgency
+
o
+
-
+
++
est. ROI
++
+
+++
+
++
++++
![Page 22: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/22.jpg)
Filteren en ordenen
Web Analytics Congres 2011
![Page 23: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/23.jpg)
Sturing kunnen geven
Web Analytics Congres 2011
Strategisch:Doelen en Waarde
Tactisch: Budgetten & commitment
Operatie: Project voortgang en bijsturing
![Page 24: #WAC2011 workshopdag: Gerwin Hendriks](https://reader033.vdocument.in/reader033/viewer/2022061300/54c7734c4a7959cb3c8b45b6/html5/thumbnails/24.jpg)
Dank voor je aandacht!
Web Analytics Congres 2011
Gerwin Hendriks, MScBusiness [email protected] +31 625 033 303
?