Introduction – Survey – Vendors – Discussion – Q&A

By Taco Potze

History

• April 2009: web analytics market scan

• May 2009: launch AboutAnalytics.com 1.0

• Today: launch AboutAnalytics 2.0 !

So check out: www.AboutAnalytics.com

3

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

4

Coming soon…

• 50k sites in NL, categorized by branche

• Deeper crawling

• Premium subscription service

• Data Integration API

5

AboutAnalytics.com/Survey

Partners:

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Results

• Over 120 respondents

8

Turnover (euros/year)

<100.000

100.000 - 1.000.000

1.000.000 - 5.000.000

5.000.000 - 25.000.000

>25.000.000

Unique visitors (month)

<30.000

30.000 – 300.000

300.000 – 1 miljoen

> 1 miljoen

onbekend

Results

• Increasing demand for;

– web analytics, testing, targeting and survey

software

• Lack of methodologies and expertise

• No combination of CRM & Analytics data

• Few online analysts in organizations

Proposition 1

12

Web analytics systemen

A/B en multivariatie

testsystemen

Behavioral targeting

User surveys / User feedback

Heatmapping /

Screen recording

CRM systemen

Online business

intelligence

0

20

40

60

80

100

120

Current

Update within 2 years

Updates < 2 years?

Proposition 1

13

Yes No0

10

20

30

40

50

60

70

80

90

One vendor all packages?

Proposition 1

Vendors must integrate web analytics, testing, targeting and survey software.

14

Proposition 2

15

1. Management Governance Adoption

2. Objectives

3. Scope

4. Team & Expertise

5. Continuous Improvement Process & Methodology

6. Tools, techniques & data integration

0

1

2

3

4

5

6

Basic Advanced

Source: Online Analytics Maturity Model (OAMM) by Stephane Hamel

Maturity?

Proposition 2

Scope

Objectives

Tools and techniques

Process & Methodology

Teams & Expertise

16

Proposition 2

Vendors push tools and technology, but should focus more on support of

methodologies and expertise.

17

Proposition 3

18

Not combined Inmport into analytics Import into CRM Other0

10

20

30

40

50

60

70

80

90

100

Combining analytics and customer data

CRM software is the best place to save your customer data.

19

Proposition 3

Proposition 4

20

< 1 1 2 3 4 5 > 50

10

20

30

40

50

60

70

80

Analytics team size (fte)

Proposition 4

A shortage of good online analysts is a threat. Vendors should offer free

education & training.

21

Proposition 5

Is analytics software mainly intended as reporting tool, or should the package also give direct actionable insights?

What is the role of the analyst in this matter?

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Proposition 6

How is your tool going to provide insights into social media data?

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Get connected!

www.AboutAnalytics.com

@AboutAnalytics

taco@aboutanalytics.com

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