wac2011: presentatie aboutanalytics web analytics congres 2011
DESCRIPTION
Voor het 2e jaar hield AboutAnalytics een survey onder web analytics gebruikers en presenteerde de resultaten hiervan samen met de inzichten uit de honderd duizenden websites die zij dagelijks scannen op het web analytics congres.TRANSCRIPT
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
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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!