20240509 QFM015 Engineering Leadership Reading List April 2024.pdf
The future of analytics & the results of the Web Analytics Survey Study 2014
1. Fred Pellenaars
Country Manager Benelux
Webtrekk
//deliveringdigitalhappiness
The future of analytics &
the results of the Web
Analytics Survey Study
2. Future of online
analytics
Fred Pellenaars
Country Manager Benelux
#deliveringdigitalhappiness
#DDTT
5. Global Web analytics market
$1.33 billion 2014
$3.09 billion 2019
Compound Annual Growth Rate of 18.3%
Source: Web Analytics Market by Solution- Worldwide Forecasts & Analysis
(2014 - 2019), July 2014, by MarketsandMarkets
6. “Data privacy, regulatory laws and open source
solution provision are the major issues in the
Web Analytics Market.”
Source: Web Analytics Market by Solution- Worldwide Forecasts & Analysis (2014 - 2019)
, July 2014, by MarketsandMarkets
7. “Internet service providers must turn over
customer emails and other digital content
sought by U.S. government search warrants even
when the information is stored overseas, a
federal judge ruled on Friday.”
(Reuters) – April 25th 2014
9. “The capture, management, and analysis of data to provide a
holistic view of the digital customer experience that drives the
measurement, optimization, and execution of marketing tactics and
business strategies. “ (Forrester, 2012)
11. Moving to Digital Intelligence is hard
ENTERPRISE SMALL MEDIUM
BUSINESS
SIGNIFICANT
ONLINE BUSINESS
MODEL
SILO’S
(DATA, ORGANISATION)
MATURITY
RESOURCES
(MONEY,PEOPLE)
MATURITY
NO ONLINE
BUSINESS MODEL
NOT LIKELY NOT HAPPENING
13. Digital Intelligence Suite
Move from static, reactive and
aggregate, to dynamic, proactive and
personalized.
Customer-centric analytics
Personalised marketing solution
Easy integration
All in one place
Customer Journey
Testing & Optimization
Marketing Automation
User Relationship Management
Analytics
Tag Integration
15. Understand your users with User Relationship Management
User-centric insights for every visitor
Customer Predictions & Customer Lifetime KPI’s
Analyse user value with RFM & RFE model
100% storage of all digital contacts
Enrich with CRM data
Customer Journey
Testing & Optimization
Marketing Automation
User Relationship
Management
Analytics
Tag Integration
15
16. Run marketing campaigns with Marketing Automation
Marketing Automation
Easy DIY campaign setup
Personalized - URM as Data Base
Channels:
RTA
Exit Intent
Onsite Recommendations
App Recommendations
Email Remarketing
Adwords Remarketing
Customer Journey
Testing & Optimization
Marketing Automation
User Relationship
Management
Analytics
Tag Integration
16
17. Problem: Using real-time advertising as a retargeting channel, I want to buy
ad impressions only for customers with a high churn probability.
Solution: Target specific customer segments with real-time advertising
provided by Webtrekk Marketing Automation.
Identify user segments
using RFM groups.
Create a segment
in URM.
Create a
campaign in
Marketing
Automation.
Define the parameters of your RFM model.
18. Quo Vadis Analytics?
Web analytics still is the reality,
Digital intelligence is the future.
Getting to the future first depends on
curiosity and knowledge
We support your journey
19. Web analytics Survey-Study 2014
THE STATUS OF WEB ANALYTICS IN
The Netherlands
Published September 2014 byWebtrekk.com
20. SURVEY METHODOLOGY
• CONDUCTED IN AUGUST 2014
• Online using surveymonkeys.com
• SURVEY CONDUCTED AND SUPERVISED BY
• OnlineOptimizers.eu & Webanalisten.nl
• PARTICIPANTS RECRUITED VIA
• Email, Twitter, Facebook, Meetup,Webanalisten.nl
• TOTAL SAMPLE SIZE WAS n=100
26. While 74% of business executives say their company has a digital
strategy, only 21% believes that their CEO sets a clear vision for
Digital in their business
Source: Forrester, 2014
37. THESIS FOUR:
In the Dutch market only a handful of companies will fully adopt digital
intelligence in the next five years
38. Get a free, full version copy @ bit.ly/ddttsurvey
Fred Pellenaars
Country manager Benelux
Webtrekk
//deliveringdigitalhappiness
Thank you for sharing!
Editor's Notes
Gartner Hype Cycle of Digital marketing 2014- Web analytics in Plateau of productivity
When I talk about working in the web analytics industry , people wondered why, it would be over in a few years, web analytics is dead. It is a commodity and the web analytics market will decline.
Mainstram adoptation, technical commodity
Is Web Analytics slowing down? Dying? End of the future?
1. Maturity of Website Owners
2. Growing Market Share for Online-Business3. Developing Markets getting up to Speed
Russia, Poland, Asia, Turkey
4. Deep Dive in Data
5. Additional Analytics Capabilities
As a side note, a very interesting conclusion,
this is also what we now see popping up in the European and Dutch market
As sign on the wall? Does it have an effect on the web analytics industry?
Based on my personal experience it does have an effect on how people look at US bases SAAS vendors.
Apart from laws, regulations and data privacy there are other challenges we online marketeers are facing:
An explosion of channels.
Multidevice consumers.
Speed of interactions.
Start focusing on:
Consolidate all customer data in one place.
Focus on customers and not channels.
Provide actionable data now.
From my personal experience : not many people are doing digital intelligence!
And not every organization will upgrade to digital intelligence, and that can be explained by two parameters that influence the adaptation of digital intelligence:
Size of the organization and the percentage of online revenue.
Let´s have a look at the combinations:
No online revenue – SME : upgrade will not happen. No need to.
No online revenu – Enterprise: upgrade is not likely, perhaps large global brands will do so.
Significant online revenu – SME: upgrade is likely, but restricted by resources (money/people) & maturity.
Significant online revenu – Enterprise: upgrade is likely, but restricted by silo´s and maturity.
Switch to survey results
Before we go to the survey results, a small wrap up.
Web analytics is the reality, Digital Intelligence the future for at least the next five years.
How and if you evolve to that future, highly depends on your and your company´s curiosity and knowledge
We provide you with solutions that support your travekl to the future.
But we can not do this without listening to the you, our market, and keeping a close eye on developments and expectations is therefore a must.
Forget being an analyst, think of being a business improvement manager.
Delivering meaningful data that those levels understand, value and enable them to act is essential.
Is there C-level in the audience ? Do you have data rebels coming over with relevant information ?
Are there people already in the audience that already deliver challenge their c-level ?