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2. 1. From Data to Insights
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3. June 1, 2012
Goodbye Website Optimizer, hello Content Experiments
click next for video
Google Analytics Content Experiments replaces Google Website Optimizer, offering some
nice new features but also dropping for instance multivariate testing (MVT).
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4. October 29, 2012
Google introduces Universal Analytics
With ‘universal analytics’, Google Analytics is moving into the direction of tracking users
throughout their customer journey, rather than just visits.
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5. October 29, 2012
Google introduces Universal Analytics
Cross-channel tracking using a single User ID
You can now measure just about everything in Google Analytics using a common ID, be it
Google's ID or a client or customer ID from your own database.
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6. October 29, 2012
Google introduces Universal Analytics
Offline conversion import
You’ll now be able to send offline conversions to Google Analytics. For example, if a user
converts via phone you’ll be able to track that conversion in Google Analytics.
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7. October 29, 2012
Google introduces Universal Analytics
Augment Google Analytics data with data from own systems
You will soon be able to upload data from your CRM system or CMS into Google Analytics
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8. October 29, 2012
Google introduces Universal Analytics
Import cost data
The cost data import will let you import cost data into Google Analytics. Now you can view
the ROI for all marketing campaigns, not just your AdWords campaigns.
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9. October 30, 2012
Towards true ROMI: attribution modeling for everyone
last interaction first interaction linear
position based time decay custom
Attribution modeling is really an experimentation tool. It’s not a magic way to allocate
your ad-spend.
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10. October 1, 2012
One code to rule them all: Google Tag Manager
Google Tag Manager is a free tool that consolidates your website tags with a single snippet
of code and lets you manage everything from a web interface. (google.com/tagmanager)
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11. 2. Still Alive: the Browser Wars
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12. 2. Still Alive: the Browser Wars
Browser usage in Belgium (desktop)
1. Chrome 29,34%
2. IE 9.0 24,81%
3. Firefox 3.5+ 20,18%
4. IE 8.0 10,00%
5. Safari iPad 3,52%
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13. June 13, 2012
Kogan.com imposes Internet Explorer 7 tax
“ The way we've been able
to keep our prices so low
is by using technology to
make our business effi-
cient and streamlined.
One of the things stop-
ping that is our web
team having to spend a
lot of time making our
new website look
normal on IE7.
Every user buying from Kogan.com using an IE7 browser, has to pay a 6,8% tax.
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14. 2. Still Alive: the Browser Wars
IE 8 is the new IE 6
Since IE 9+ won’t be available on Windows XP, and Windows XP will be around ‘till 2015,
we will still be stuck with a bad, outdated browser for years.
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15. 2. Still Alive: the Browser Wars
IE 10 ad is brutally honest
click next for video
Microsoft is painfully aware of its home-grown web browser’s reputation
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16. 2. Still Alive: the Browser Wars
Browser usage in Belgium (mobile)
1. iPhone 40,13%
2. Android 34,21%
3. iPod Touch 11,62%
4. Opera 3,84%
5. Nokia 2,70%
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17. 2. Still Alive: the Browser Wars
The ‘Do Not Track’ default setting controversy
Do Not Track (DNT) allows users to opt out of website tracking via a setting in their
browser, for all websites that joined the program. IE10 defaults DNT to ‘on’, others to ‘off’.
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18. 3. Cookie, Anyone?
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19. 3. Cookie, Anyone?
What’s the problem?
Cookies are more and more being used for online behavioral advertising (OBA), which –if
not implemented carefully- freaks people out and poses a threat to online privacy.
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20. 3. Cookie, Anyone?
Cookies at the U.S. election campaigns
“ The campaigns have planted software known
as cookies on voters’ computers to see if they
frequent evangelical or erotic Web sites for
clues to their moral perspectives. Voters who
visit religious Web sites might be greeted with
religion-friendly messages when they return
to mittromney.com or barackobama.com.
- The New York Times
According to the New York Times, both presidential campaigns have been using personal
data about would-be voters on a scale "never before imagined“.
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21. May 26, 2011
Europe, 26 May 2011
“ Member States shall ensure that the storing of information, or
the gaining of access to information already stored, in the
terminal equipment of a subscriber or user is only allowed on
condition that the subscriber or user concerned has given his
or her consent, having been provided with clear and
comprehensive information, in accordance with Directive
95/46/EC, inter alia, about the purposes of the processing.
On May 26, 2011, all EU nations adopted the EU directive which had to be adopted into
local laws by May 26, 2012.
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22. May 26, 2011
UK, 26 May 2011
“ The requirements are that the subscriber or user
a. is provided with clear and comprehensive information about
the purposes of the storage of, or access to, that information; and
b. has given his or her consent.
consent may be signified by a subscriber who amends or sets controls
on the internet browser which the subscriber uses or by using
another application or programme to signify consent.
[This] shall not apply to the technical storage of, or access to,
information where such storage or access is strictly necessary for
the provision of an information society service requested by the
subscriber or user.
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23. April 24, 2012
nocookielaw.com
Just a couple of hours before the law came into practice on May 26, the UK’s information
commissioner changed position and advised in favor of ‘implied consent’.
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24. May 8, 2012
The Netherlands, 8 May 2012
“ [iedereen die cookies wil gebruiken dient]
a. de gebruiker duidelijke en volledige informatie te verstrekken
overeenkomstig de Wet bescherming persoonsgegevens, en in ieder
geval omtrent de doeleinden waarvoor men toegang wenst te
verkrijgen […] dan wel waarvoor men gegevens wenst op te slaan
b. van de gebruiker toestemming te hebben verkregen voor de
desbetreffende handeling.
Het bepaalde in het eerste en tweede lid is niet van toepassing [als
het doel is om] […] de door de abonnee of gebruiker gevraagde dienst
van de informatiemaatschappij te leveren en de opslag of toegang tot
gegevens daarvoor strikt noodzakelijk is.
In The Netherlands, explicit consent has to be given before placing a cookie on a user’s
computer.
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25. July 1, 2012
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26. June 21, 2012
Belgium, 21 June 2012
“ 1. the web surfer is provided with clear and comprehensive
information in accordance with the law of 8 December 1992
(protection of personal data), inter alia about the purposes of the
processing, and ;
2. the web surfer has given their prior and written consent after
having been informed ;
Exceptions : “sole purpose of carrying out or facilitating the
transmission of a communication or as strictly necessary in order to
provide an information society service explicitly requested
The web surfer retains the right to waive their consent.
Article 129 allows the use of cookies on two conditions
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27. 3. Cookie, Anyone?
What is ‘consent’?
“undubious consent”
for intrusive cookies
(opt-in)
+
browser settings and policy
for non intrusive cookies
(opt-out)
‘Consent’ according to the privacy committee
(not a picture of the actual committee)
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28. 3. Cookie, Anyone?
What is ‘consent’?
  
A more business friendly definition of ‘consent’
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29. 3. Cookie, Anyone?
Now what? | 1. The cookie audit
1| functional vs. non-functional
Is the cookie necessary for the good working of the
website (shopping basket, language selection, …)?
2| first party vs. third party
Is the cookie set by the website itself or by a 3rd
party like AddThis, advertising platform, …?
3| session vs. persistent
Is the cookie stored for the length of the visit only
or longer? How long?
http://www.hottraffic.nl/producten/cookie-audit.html
4| anonymous vs. personal info
Does the cookie contain personal info or
anonymous info only?
Not all cookies are created equal.
Start by making an inventory of all cookies used on your website.
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30. 3. Cookie, Anyone?
Now what? | 1. The cookie audit
functional  first party session  anonymous
 non functional third party  persistent personal info
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31. 3. Cookie, Anyone?
Now what? | 1. The cookie audit
 functional  first party session  anonymous
 non functional third party  persistent personal info
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32. 3. Cookie, Anyone?
Now what? | 1. The cookie audit
functional first party session  anonymous
 non functional  third party  persistent personal info
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33. 3. Cookie, Anyone?
Now what? | 2. Risk assessment
right to refuse
information and right to refuse
information and consent
enhanced information and consent
information and explicit consent
information and prior consent
consent can be expressed via
browser settings
consent can not be expressed via
browser settings
A website needs to comply to the cookie laws of the countries it is targeting!
data source: IAB, E-Privacy transposition chart, Oct. 31 2012
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34. 3. Cookie, Anyone?
Now what? | 2. Risk assessment
high
explicit
importance for company
consent
remove cookie?
low impact on user privacy high
Especially when targeting The Netherlands, for each cookie, estimate the impact on the
user’s privacy vs. the importance of the data gathered for the company.
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35. 3. Cookie, Anyone?
Now what? | 3. Delivering information
In Belgium, website owners have the
duty to inform the user that cookies are
being placed on his equipment when he
opens and uses the website:
 quality of information (full,
accurate and precise)
 visibility of information
 clear instructions/redirections on
how to disable cookies
The information must be clearly visible on the first page the website visitor visits. Which
doesn’t necessarily corresponds to the homepage!
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36. 3. Cookie, Anyone?
Now what? | 3. Delivering information
general information
“why use cookies”
detailed information ‘à la carte’
functional cookies, cookies for analytics,
social media cookies, browser settings, …
The IAB NL default texts can be downloaded from
http://bit.ly/RGPQkt
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37. 3. Cookie, Anyone?
Now what? | 3. Delivering information
Example: Unilever’s cookie policy can be found at
…
http://www.unilevercookiepolicy.com/nl_BE/Policy.aspx
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38. 3. Cookie, Anyone?
Now what? | 3. Delivering information
Example: Belgacom’s cookie policy can be found at http://bit.ly/10jUQ1T
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39. 3. Cookie, Anyone?
Now what? | 4. Getting consent
Implicit consent can be obtained by letting the user click away the informational
message. (example: www.belgacom.be)
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40. 3. Cookie, Anyone?
Now what? | 4. Getting consent
Implicit consent can be obtained by letting the user click away the informational
message. (example: www.toyota.be)
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41. 3. Cookie, Anyone?
Now what? | 4. Getting consent
Consumers generally invest a huge amount of trust in the BBC so it can be more explicit
about its use of cookies without causing users to abandon the site.
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42. 3. Cookie, Anyone?
Now what? | 4. Getting consent
Explicit consent can only be obtained by letting the user click on an ‘accept’ button
(example: www.klm.nl)
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43. 3. Cookie, Anyone?
Advertising industry self regulation initiative
youronlinechoices.eu is an online platform allowing users to opt-out from advertisers’
cookies.
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44. 3. Cookie, Anyone?
The future?
Cookieless analytics Server side statistics Europe 2014-2015
Some companies are A new European law will
experimenting with solutions (probably) be ready in 2014
not requiring any cookies. or 2015. This new law will
overrule local country laws.
But in the end, this always
means a loss of data.
Statistics can be gathered
server-side, without the use
of cookies. This however
provides only a limited view
on visitor behaviour.
Server stats can also be used
to measure the impact of the
implemented cookie solution.
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45. 4. Key Take-Aways
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46. 4. Key Take-Aways
Key Take-Aways
1 2 3
With ‘Universal The European Cookie
Analytics’, Google laws are taking form.
Analytics is moving in the Follow the 4-step path to
direction of 360 degree compliance:
marketing analytics. 1. Cookie audit
2. Risk assessment
3. Delivering information
Internet Explorer (8 & 4. Getting consent
9) is currently the most
used browser in Belgium,
followed by Chrome,
Firefox and Safari for the
iPad.
On mobile, the iPhone
Safari browser is leading.
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47. Thank you for listening.
Now let’s talk.
Geert De Laet
Technology evangelist
gdelaet@luon.com
Twitter: @geertdelaet
http://www.luon.com
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