Speaker slides from the Mezzo Labs event held on 25th Sept 2013. Julian gave his view on the next wave of web insight.

1. A view on the Next Wave of Web
Insight
Julian Brewer
Head of TSB Digital Sales &
Marketing

2. “forget the tool,
get on with solving the problem.
That’s the challenge for
web analytics and Google Analytics.”
Paul Murret, Google

4. We’re still a mess …
…offsite and onsite

5. Plenty of onsite solutions …
…adding to the problems

6. A lack of ownership…
…and visibility offsite adding to the
problem

7. For the majority of users …
…these are an inflexible and
incomplete answer

8. Hypothesis 1 :
Digital analytics professionals need
to own the data across across the
digital journey to ensure
governanceand insight
transparency.

10. And we’re dealing with change …
…onsite and offsite

11. Tablet & mobile in particular are
exploding …
… driving further integration
between the ‘two’ worlds

14. Hypothesis 2 :
Digital analytics professionals lack
the tools, the methodology and the
expertiseto do multi-channel and
customer analytics and so combining
these data sets is best left to
warehouse suppliers or in-house
EDW teams.

16. Click through rate …is still often
used as an indicatorof responseand user
interest in many campaigns. Researchby the
Advertising Research Foundation in July 2012 found that
even a blank ad could generate a CTR of 0.08%, and of
that around half was due to accidental clicks.

17. Rules based attribution simply …
…further hides the truth

18. Hypothesis 3 :
Digital analytics professionals (and
their tools) will increasingly adopt
true attributionwith
causationat the fore

20. Customers are demanding more
access to ‘want’ they really want ..
…Panda influenced this and sites
responded

21. No more will we see Flash with
little content and navigation layouts.
We’ve moved to a more simplistic,
minimalistic approach. Making websites
content-focused, accessible
across all devices, and UX-
drivenis one of the latest web
design trends.

22. .
xtremeusers are fascinating, and
n help you determine the ways that your
tesimply is or isn’t working

23. Hypothesis 4 :
Digital analyticsprofessionals and
user experience roles will
work closer and closer together and
eventually merge