1. Internet Sleuting: Gathering the Intelligence Required
to Beat the Competition
Your Web Analytics Assets
October 19th 2011
A4U Expo London – Martijn Beijk – Business Consultant Digital Analytix

2. Martijn Beijk
Business Consultant Digital Analytix
5 years of international experience in online marketing
Co-author of books on SEO and Conversion Rate Optimization
Lecturer at universities in the Netherlands
Blogger at State of Search
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3. 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
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4. How do you measure performance?
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5. Web Analytics Tools
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6. What is Web Analytics?
In order to do business effectively on the web
you need to refine and optimize
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7. How many of you
store affiliate ecommerce transactions
into your web analytics tool?
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8. Performance Silos
Measuring performance
Your Web Analytics Vendor Your affiliate network / tracking
system
Your campaign information
Your affiliate campaign information
Your per page $-index value
Your data warehouse
Trackback
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9. Do you know who your audience is?
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10. Getting to know your audience
 On-site survey
 Your email newsletter profiles
 Use ad planner tools
 Build relationships
Knowing your audience is a competitive advantage!
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11. What are your competitors doing?
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12. Web Analytics Solutions Profiler (WASP)
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13. Ghostery: BA.com
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14. Have a closer look at your competitor’s source code
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15. And their HTTP headers using HTTPFox
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16. Webpagetest.org - compare Pagespeed vs competitors
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17. Tips on improving Page Speed
http://slidesha.re/jzXTTy
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18. Web Analytics Health Clinic
The Hidden Power of Web Analytics
Learn more on how to ‘spy’ on your competitors!
14.00 - 16.00
Get your FREE comScore Data Passport
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19. Thank you
Martijn Beijk
mbeijk@comscore.com
@martijnbeijk / @comscoreEMEA