1. Kennissessie 5 oktober
Web Analytics
5 oktober 2012
Martijn Beijk – Business Consultant Digital Analytix

2. comScore: A Digital Business Analytics Company
Audience Measurement:
AUDIENCE ANALYTICS – Web, Mobile, 4 Screen
Vertical Market Solutions
Campaign Planning
Campaign Validation
Ad Effectiveness:
ADVERTISING ANALYTICS – Creative Optimization
– Branding & ROI Impact
– Digital & Cross Media
WEB ANALYTICS Digital Analytix™
Network Optimization
& Capacity Planning
MOBILE & NETWORK Customer Experience
ANALYTICS & Relationship Management
Market Intelligence Solutions
© comScore, Inc. Proprietary. 2 V1011

3. How do you measure performance?
© comScore, Inc. Proprietary. 3

4. Web Analytics Tools
© comScore, Inc. Proprietary. 4

5. What is Web Analytics?
In order to do business effectively on the web
you need to refine and optimize
© comScore, Inc. Proprietary. 5

6. Is success determined by reaching a
confirmation page?
6 © comScore, Inc. Proprietary. 6

7. Determining success
 Does uploading a CV mean a successful hire?
 Does selling a product make you profit?
– Or returning customers?
 Are you able to segment analytics data based on your customer database?
© comScore, Inc. Proprietary. 7

8. Analytics Maturity Model (Thomas H. Davenport)
© comScore, Inc. Proprietary. 8

9. Why not start today? (or monday  )
 Moving web analytics to business intelligence
– Export data from your web analytics tool into a storage.
– Use tools like Excel, Splunk, Tableau or Qlikview to combine it with your own
data and gain new insights.
© comScore, Inc. Proprietary. 9

10. How many of you
store CRM data
into your web analytics tool?
10 © comScore, Inc. Proprietary. 10

11. Performance Silos
Measuring performance
Your Web Analytics Vendor Your affiliate network / tracking
system
Your campaign information
Your call center volume
Your per page $-index value
Your data warehouse
Your 3rd party tools
… you name it?!
Integrating CRM data
© comScore, Inc. Proprietary. 11

12. The Multi-Channel and Multi-Device world
Image courtesy of Avinash Kaushik:
© comScore, Inc. Proprietary. 12 http://www.kaushik.net/avinash/multi-channel-attribution-data-culture-analysis-faq/

13. The challenges
 What is/is not possible to measure
 Stitching the ‘visitors’
 Data overhead
 Privacy and Legal
 The insights
© comScore, Inc. Proprietary. 13

14. Currency of a page impression
© comScore, Inc. Proprietary. 14

15. Advertising revenue problem
 Pageviews are the currency
 Create pageviews (f.e. low quality content)
 Result > lower CPM
© comScore, Inc. Proprietary. 15

16. Optimizing Revenue
Revenue Generation
Visibility
Improved CPMs
CPM
Premium Remnant
Remnant
Inventory Volume
© comScore, Inc. Proprietary. 16 http://bcove.me/l4wptosd

17. Thank you
Martijn Beijk
mbeijk@comscore.com
@martijnbeijk / @comscoreEMEA