A view on the Next Wave of Web Insight

Julian BrewerHead of TSB Digital Sales & Marketing

“forget the tool,

get on with solving the problem.

That’s the challenge for

web analytics and Google Analytics.”

Paul Murret, Google

We’re still a mess …

…offsite and onsite

Plenty of onsite solutions …

…adding to the problems

A lack of ownership…

…and visibility offsite adding to the problem

For the majority of users …

…these are an inflexible and

incomplete answer

Hypothesis 1 :

Digital analytics professionals need

to own the data across across the digital journey to ensure

governance and insight

transparency.

And we’re dealing with change …

…onsite and offsite

Tablet & mobile in particular are exploding …

… driving further integration

between the ‘two’ worlds

Hypothesis 2 :

Digital analytics professionals lack the tools, the methodology and the

expertise to do multi-channel and customer analytics and so combining

these data sets is best left to warehouse suppliers or in-house

EDW teams.

Click through rate …is still often

used as an indicator of response and user interest in many campaigns. Research by the

Advertising Research Foundation in July 2012 found that

even a blank ad could generate a CTR of 0.08%, and of

that around half was due to accidental clicks.

Rules based attribution simply …

…further hides the truth

Hypothesis 3 :

Digital analytics professionals (and

their tools) will increasingly adopt

true attribution with

causation at the fore

Customers are demanding more

access to ‘want’ they really want ..

…Panda influenced this and sites responded

No more will we see Flash with little content and navigation layouts.

We’ve moved to a more simplistic, minimalistic approach. Making websites

content-focused, accessible

across all devices, and UX-driven is one of the latest web

design trends.

.

Extreme users are fascinating, and

can help you determine the ways that your

site simply is or isn’t working

Hypothesis 4 :

Digital analytics professionals and

user experience roles will work closer and closer together and

eventually merge