multiplica.webanalyticstrends
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web analytics trendsTRANSCRIPT
15 trends and insights of what is going on in web analytics industry.
David BoronatMultiplica’s founder and CEO
1# More technical complexity on data tracking
Event tracking (drag, drog, zoom, view,…)
Rich Internet Application
Flash, flex, silverlight,…
New browsers (iphone, blackberry,…)
New users (feed readers, email readers,…)
Robots that run javascripts
New ways of delivering contents (XML, RSS
Feeds,…)
2# Death of the viewed webpage: Web 2.0 arrives.
2# Death of the viewed webpage: Web 2.0 arrives.
3# Towards a clear market consolidation
3# Towards a clear market consolidation
4# With everyday new reports and functions
5# Where web analytics will grow, even under the stones…
6# Attentive to new solutions
Marketingautomatation
(traffic&bidding)
Behavioral targeting
(content & navigation)
Inside Search Optimization
(search)
Pricing optimization
(prices & offers)
Web tracking
© david boronat [multiplica]
Voice of Customer
Test A/B & Multitesting
Multichannel Intelligenceusers
tags
Experience testing
6# Attentive to new solutions
Voice of customer: iPerceptions, Foresee, Vovici, Opinio..
Marketingautomat.
(traffic&bidding)
Behavioural targeting
(content & navigation)
Inside Search Optimization
(search)
Pricing optimization
(prices & offers)
Test A/B & Multitesting: Offermatica, Optimost, Site Spect…
Web tracking: Omniture, Coremetrics, Webtrends, Clicktracks, IndexTools, Xiti, Google Analytics,…
© multiplica
Multichannel Intelligenceusers
tags
Experience testing: Ion Interactive, x+1, Kefta,…
Dieselpoint, Mercado, Sli systems, Fast…
Siteturners, Zilliant…Wunderloop, Tacoda, RevenueScience,…
Unica, Lyris, …
7# From web analytics to ACTIONABLE web analytics
Data doesn’t help us know what we must to do for it.We need more analysis (and less reporting.)
We need more specific zooms that help us make decisions.
8# With more qualitative data everyday
Discovering WHY
Online surveys
Web Tracking
Mistery shopping
A call a day
Analysis of the user’s behavior
Personal calls to customers
Fieldwork
In field analysis of the
user Real shopping
User Tests
Implementation of tests (with eye
tracking)
Focus groups
Group interview
panels
Personas Analysis
Archetype studies
8# With more qualitative data everyday
experienced
beginners
traditional impacient
experts
Without connection
AGE
GENRE
SOCIO-ECONOMIC GROUPEDUCATIONAL
LEVEL
APPROACH TO ICT
COSTUMS
NEEDS
ROLES
9# From investing in solutions to investing in people
10/90
There aren’t good professionals on web analytics.
And there won’t be any in at least two years’ time. In the meantime, they will be worth gold.
Avinash Kaushik
10# With aims, goals and responsible people
We must set monthly aims (in a minimum period of six months).
That will help us learn and think deeply, understand our priorities and integrate team members and contributors.
11# More science, less intuition. Everyone to do multitesting!
“If you’re not doing some type of testing, you are not doing web analytics” Eric Peterson
12# From the silly webpage to the intelligent one
We apply business rules to our online presence.
We launch both customization and personalization with “intelligent” messages.
We launch microsegmentation. We launch business intelligence. Webpages start thinking and making decisions for ourselves.
12# From the silly webpage to the intelligent one
13# Cell phone arrival can change everything.
With geolocalization and the possibility to have a unique ID there are bigger opportunities for business intelligence.
14# Synchronizing multichanneling and decentralized data
15# The whole picture: inducted business
The web as the best pulsemeter of your business (search analytics, preferences,…)
