#wac2011: taco potze - aboutanalytics
DESCRIPTION
Presentatie van Taco Potze van AboutAnalytics tijdens het Webanalytics Congres 2011 #wac2011TRANSCRIPT
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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!
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@AboutAnalytics
Fill out our Analytics Survey 2011
AboutAnalytics.com/survey
…and become a tool reviewer!