wac2011: presentatie aboutanalytics web analytics congres 2011
DESCRIPTION
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.TRANSCRIPT
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Introduction – Google Analytics – Testing & Targeting - Global
By Taco Potze, CEO & Co-founderand Bram Rongen, Software Engineer
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Value Proposition
• Your Online Analytics Advisor
• Independent advice on online analytics tool selection for your business needs
• Competitive advantage through continuous market and trend insights
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Crawler
• Top 10k sites in 10 countries
• Categorized by branche
• Deep crawling, up to 200 pages
• Premium SAAS service
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AboutAnalytics.com/Survey
Partners:
• At the moment >60 respondents
• Clients & Suppliers
• Fill out at aboutanalytics.com/survey
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Sneak survey preview:
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Today we show analytics insights1. Q&A
2. Almighty Google Analytics
3. Testing & Targeting ToDo
1. Analytics around the World
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What is the market share of tool X in industry/country Y?
What are the largest users of tool X?
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Google Analytics Market Share
11
2007 source: Mirabeau Monitor (n=150) Measured in The Netherlands
2008: AboutAnalytics (n=500)
2009-2010: AboutAnalytics (n=10.000) Market share is percentage of websites using GA
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Google Analytics Market Share
Google Analytics on websites
that use web analytics tools:
92%12
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Usage of Google Analytics
• Do you actively use your Google Analytics?
If not Google Analytics than:
•Omniture Sitecatalyst•Webtrends (Live)•Etc.
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Satisfaction with Google Analytics• 58% satisfied, 25% very satisfied
• 92% bottom-line improvement
• 83% actionable insight
• 17% will change GA within 2 years
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Google Analytics improvements• Real-time• Better dashboard (reports and ‘traffic lights’)• Conversion tracking (retrospective)• Trend analysis • Individual tracking
• More logic, more flexibility, better metrics, measure dynamic content, better integration, first and last conversion source etc.
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Everybody should use Google Analytics!
YES
• In 2012 everybody will anyway
• 95% is satisfied• >90% improved
bottomline• >80% actionable insights• Just the best web
analytics tool
NO
• No real-time data• No individual data• Lack of reporting• 17% will change their tool• Only right for SMEs• Google is Evil/Skynet
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Testing & Targeting
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Investment in 2010 vs. 2011
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Testing in Netherlands
• 5% of top 10.000 (measured in 1 week)
1.Google Website Optimizer
2.Omniture Test&Target
3.Visual Website Optimizer
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Targeting in Netherlands
• 2% of top 10.000 (measured in 1 week)
1.Coremetrics
2.Criteo (retargeting)
3.AudienceScience (Wonderloop)
4.Maxymizer
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No growth in Testing trends:
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Growth or decline?
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2011 is THE year for Testing & Targeting
YES
• Awareness is increasing• 50% wants to invest!• After economic crisis,
budgets are available
NO
• Decreasing investments in testing
• Just for early adaptors• Too complex• No integration with web
analytics tools
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Analytics around the WorldComparing top 10.000 websites
Netherlands – USA – China – France – UK
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% No tools; Other tools in China?
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Google Analytics: Equal shares
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Web Analytics: USA and UK on top
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Testing: USA and UK take a lead
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Targeting: Holland falls behind
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Coremetrics (targeting): UST?!
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Criteo (targeting): France
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Nedstat Pro: Dutch roots
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eXTReMe Tracking: Chinees succes
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% Quantcast, Comscore and Omniture Sitecatalyst: Where is NL?
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Dutch firms are staying behind in analytics
YES
• We are behind in testing and web analytics
• We are way behind in targeting
• Focus on local instead of global providers
• Over 18% still has no tools
NO
• USA and UK is no comparison
• We are on same level as France (and Germany)
• Usage of Google Analytics is the same
• >60% of companies will invest in analytics
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Thank you.Get connected!
www.AboutAnalytics.com
@AboutAnalytics
Fill out our Analytics Survey 2011
AboutAnalytics.com/survey
…and become a tool reviewer!