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Data Integration is not enough - Digital Intelligence (as a consequence out of Web Analytics and Business Intelligence) is key.
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From Data Integration to Data Intelligenceor
Why Free Solutions don‘t work
From Data Integration to Data Intelligenceor
Why Free Solutions don‘t work
o A leading European Web Analytics Vendor
o Started 2003 in Berlin
o 11 Cultures – One Team
o Global Customers – Personalized Services
o A leading European Web Analytics Vendor
o Started 2003 in Berlin
o 11 Cultures – One Team
o Global Customers – Personalized Services
o #1 Finance - Worldwide
o #1 IT Portal - Netherlands
o #1 Media - Europe
o #1 eCommerce - Turkey
o #1 Finance - Germany
o #1 eCommerce - Russia
o #1 TV Channel - Germany
o #1 Finance - Worldwide
o #1 IT Portal - Netherlands
o #1 Media - Europe
o #1 eCommerce - Turkey
o #1 Finance - Germany
o #1 eCommerce - Russia
o #1 TV Channel - Germany
Empowering Your Digitality.
Empowering business decision makers to turn data into knowledge
and assist in optimizing your digitality
by providing comprehensive insights and intelligent solutions.
Google YES because
A free tool does not generate an invoice.But is it for free?
A free tool does not generate an invoice.But is it for free?
No professional Service offering
Only via Partners
No guaranteed feedback by Google
Google NO because Free tools have lotsof experts out there&Huge user groups.
No professional Service offering
Only via Partners
No guaranteed feedback by Google
Did you ever get competent and quicksupport from a free tool?
High end tools are notcritical to your website
performance.
Who are your solution users?Get a system with high usability.
Beginner
Expert
Rare User
CEO
Can your free tool do that?
Yes, easily done for high end vendors.
No to standards.Yes to customization.
Data privacy may be paranoid.
“Information about howyou interact with the Google
Analytics interface may beshared with our other
products.”Director of Engineering, Google Analytics
But your company needs to be strict.
“Information about howyou interact with the Google
Analytics interface may beshared with our other
products.”Director of Engineering, Google Analytics
DigitalIntelligence
TV TrackingUser watches TV Spot
User visits Website
Analysis / Traffic Attribution
Traffic
Campaign-generated Traffic Newsletter Direct Entry Brand Search
tt0 t0 + 5 minutest0 - 5 minutes
TV SpotTV Spot
BusinessOptimization
Out
put
(Com
pany
Val
ue, M
arke
ting
Know
ledg
e, R
OI)
Data CollectionReportingAnalysis
WebsiteOptimization
DataIntegration
Out
put
(Com
pany
Val
ue, M
arke
ting
Know
ledg
e, R
OI)
Input (Time, Effort)
Out
put
(Com
pany
Val
ue, M
arke
ting
Know
ledg
e, R
OI) Statistics Web Analytics
DigitalIntelligence
BusinessOptimization
Out
put
(Com
pany
Val
ue, M
arke
ting
Know
ledg
e, R
OI)
Data CollectionReportingAnalysis
WebsiteOptimization
DataIntegration
Input (Time, Effort)
Out
put
(Com
pany
Val
ue, M
arke
ting
Know
ledg
e, R
OI) Statistics Web Analytics
DigitalIntelligence
RealTime Segmen-
tation
CustomerJourney
BusinessOptimization
Out
put
(Com
pany
Val
ue, M
arke
ting
Know
ledg
e, R
OI)
Segmen-tation
TaggingRealOnline-OfflineCombi-nation
Data CollectionReportingAnalysis
DataIntegration
WebsiteOptimization
Input (Time, Effort)
Gartner Hype Cycle
Out
put
(Com
pany
Val
ue, M
arke
ting
Know
ledg
e, R
OI) Statistics Web Analytics
DigitalIntelligence
RealTime
CustomerJourney
Segmen-tation
BusinessOptimization
Out
put
(Com
pany
Val
ue, M
arke
ting
Know
ledg
e, R
OI)
Data CollectionReportingAnalysis
WebsiteOptimization
DataIntegration
RealOnline-OfflineCombi-nation
Tagging
Segmen-tation
Input (Time, Effort)Digital intelligence Model
©by Ralf Haberich
Thanks.
Ralf Haberich, CCOwebtrekk.com
linkedin.com/in/ralfhaberichweb-analytics-blog.de
future-digital-business.orgtalking-analytics.net
© 2004-2012 Webtrekk GmbH
Ralf Haberich, CCOwebtrekk.com
linkedin.com/in/ralfhaberichweb-analytics-blog.de
future-digital-business.orgtalking-analytics.net
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