Data Integration is not enough - Digital Intelligence (as a consequence out of Web Analytics and Business Intelligence) is key.

1. From Data Integration to Data Intelligence
or
Why Free Solutions don‘t work

2. o A leading European Web Analytics Vendor
o Started 2003 in Berlin
o 11 Cultures – One Team
o Global Customers – Personalized Services

4. o #1 Finance - Worldwide
o #1 IT Portal - Netherlands
o #1 Media - Europe
o #1 eCommerce - Turkey
o #1 Finance - Germany
o #1 eCommerce - Russia
o #1 TV Channel - Germany

5. Empowering Your Digitality.
Empowering business decision makers to turn data into knowledge
and assist in optimizing your digitality
by providing comprehensive insights and intelligent solutions.

10. Google YES because
A free tool does not generate an invoice.
But is it for free?

11. Google NO because Free tools have lots
of experts out there
 No professional Service offering
&
 Only via Partners
Huge user groups.
 No guaranteed feedback by Google
Did you ever get competent and quick
support from a free tool?

12. High end tools are not
critical to your website
performance.

13. Who are your solution users?
Get a system with high usability.
Rare User
CEO
Expert
Beginner

14. Can your free tool do that?

16. Yes, easily done for high end vendors.

17. No to standards.
Yes to customization.

18. Data privacy may be paranoid.
“Information about how
you interact with the Google
Analytics interface may be
shared with our other
products.”
Director of Engineering, Google Analytics
But your company needs to be strict.

19. Digital
Intelligence

20. TV Tracking
User watches TV Spot
User visits Website
Analysis / Traffic Attribution

21. Traffic
TV Spot
t0 - 5 minutes t0 t0 + 5 minutes t
Campaign-generated Traffic Newsletter Direct Entry Brand Search

23. (Company Value, Marketing Knowledge, ROI)
Business
Optimization
Output
Data
Integration
Website
Optimization
Analysis
Data CollectionReporting
Input (Time, Effort)

24. Digital
(Company Value, Marketing Knowledge, ROI)
Statistics Web Analytics Intelligence
Business
Optimization
Output
Data
Integration
Website
Optimization
Analysis
Data CollectionReporting
Input (Time, Effort)

25. Digital
(Company Value, Marketing Knowledge, ROI)
Statistics Web Analytics Intelligence
Customer
Journey
Business
Optimization
Output
Real
Segmen-
Time
tation
Real
Tagging Online-
Data Offline
Integration Combi-
Website nation
Optimization
Analysis
Data CollectionReporting
Input (Time, Effort)

26. Gartner Hype Cycle
Digital
(Company Value, Marketing Knowledge, ROI)
Statistics Web Analytics Intelligence
Customer
Journey
Business
Optimization
Output
Real
Segmen-
Time
tation
Real
Tagging Online-
Data Offline
Integration Combi-
Website nation
Optimization
Analysis
Data CollectionReporting
Input (Time, Effort)
Digital intelligence Model
©by Ralf Haberich

28. Thanks.
Ralf Haberich, CCO
webtrekk.com
linkedin.com/in/ralfhaberich
web-analytics-blog.de
future-digital-business.org
talking-analytics.net
© 2004-2012 Webtrekk GmbH