wac2011: presentatie aboutanalytics web analytics congres 2011

Introduction – Google Analytics – Testing & Targeting - Global

By Taco Potze, CEO & Co-founderand Bram Rongen, Software Engineer

Value Proposition

• Your Online Analytics Advisor

• Independent advice on online analytics tool selection for your business needs

• Competitive advantage through continuous market and trend insights

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Crawler

• Top 10k sites in 10 countries

• Categorized by branche

• Deep crawling, up to 200 pages

• Premium SAAS service

4

AboutAnalytics.com/Survey

Partners:

• At the moment >60 respondents

• Clients & Suppliers

• Fill out at aboutanalytics.com/survey

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Sneak survey preview:

Today we show analytics insights1. Q&A

2. Almighty Google Analytics

3. Testing & Targeting ToDo

1. Analytics around the World

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What is the market share of tool X in industry/country Y?

What are the largest users of tool X?

Google Analytics Market Share

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2007 source: Mirabeau Monitor (n=150) Measured in The Netherlands

2008: AboutAnalytics (n=500)

2009-2010: AboutAnalytics (n=10.000) Market share is percentage of websites using GA

Google Analytics Market Share

Google Analytics on websites

that use web analytics tools:

92%12

Usage of Google Analytics

• Do you actively use your Google Analytics?

If not Google Analytics than:

•Omniture Sitecatalyst•Webtrends (Live)•Etc.

Satisfaction with Google Analytics• 58% satisfied, 25% very satisfied

• 92% bottom-line improvement

• 83% actionable insight

• 17% will change GA within 2 years

Google Analytics improvements• Real-time• Better dashboard (reports and ‘traffic lights’)• Conversion tracking (retrospective)• Trend analysis • Individual tracking

• More logic, more flexibility, better metrics, measure dynamic content, better integration, first and last conversion source etc.

Everybody should use Google Analytics!

YES

• In 2012 everybody will anyway

• 95% is satisfied• >90% improved

bottomline• >80% actionable insights• Just the best web

analytics tool

NO

• No real-time data• No individual data• Lack of reporting• 17% will change their tool• Only right for SMEs• Google is Evil/Skynet

Testing & Targeting

Investment in 2010 vs. 2011

Testing in Netherlands

• 5% of top 10.000 (measured in 1 week)

1.Google Website Optimizer

2.Omniture Test&Target

3.Visual Website Optimizer

Targeting in Netherlands

• 2% of top 10.000 (measured in 1 week)

1.Coremetrics

2.Criteo (retargeting)

3.AudienceScience (Wonderloop)

4.Maxymizer

No growth in Testing trends:

Growth or decline?

2011 is THE year for Testing & Targeting

YES

• Awareness is increasing• 50% wants to invest!• After economic crisis,

budgets are available

NO

• Decreasing investments in testing

• Just for early adaptors• Too complex• No integration with web

analytics tools

Analytics around the WorldComparing top 10.000 websites

Netherlands – USA – China – France – UK

% No tools; Other tools in China?

Google Analytics: Equal shares

Web Analytics: USA and UK on top

Testing: USA and UK take a lead

Targeting: Holland falls behind

Coremetrics (targeting): UST?!

Criteo (targeting): France

Nedstat Pro: Dutch roots

eXTReMe Tracking: Chinees succes

% Quantcast, Comscore and Omniture Sitecatalyst: Where is NL?

Dutch firms are staying behind in analytics

YES

• We are behind in testing and web analytics

• We are way behind in targeting

• Focus on local instead of global providers

• Over 18% still has no tools

NO

• USA and UK is no comparison

• We are on same level as France (and Germany)

• Usage of Google Analytics is the same

• >60% of companies will invest in analytics

Thank you.Get connected!

www.AboutAnalytics.com

@AboutAnalytics

Fill out our Analytics Survey 2011

AboutAnalytics.com/survey

…and become a tool reviewer!