web analytics trends

1. 15 trends and insights of what is going on in web analytics industry. David Boronat Multiplica’s founder and CEO

2. 1# More technical complexity on data tracking Event tracking (drag, drog, zoom, view,…) Rich Internet Application Flash, flex, silverlight,… New browsers (iphone, blackberry,…) New users (feed readers, email readers,…) Robots that run javascripts New ways of delivering contents (XML, RSS Feeds,…)

3. 2# Death of the viewed webpage: Web 2.0 arrives.

4. 2# Death of the viewed webpage: Web 2.0 arrives.

5. 3# Towards a clear market consolidation

6. 3# Towards a clear market consolidation

7. 4# With everyday new reports and functions

8. 5# Where web analytics will grow, even under the stones…

9. 6# Attentive to new solutions © david boronat [multiplica] Marketing automatation (traffic&bidding) Behavioral targeting (content & navigation) Inside Search Optimization (search) Pricing optimization (prices & offers) Web tracking Voice of Customer Test A/B & Multitesting Multichannel Intelligence users tags Experience testing

10. 6# Attentive to new solutions Voice of customer: iPerceptions, Foresee, Vovici, Opinio.. Marketing automat. (traffic&bidding) Behavioural targeting (content & navigation) Inside Search Optimization (search) Pricing optimization (prices & offers) Test A/B & Multitesting: Offermatica, Optimost, Site Spect… Web tracking: Omniture, Coremetrics, Webtrends, Clicktracks, IndexTools, Xiti, Google Analytics,… © multiplica Multichannel Intelligence users tags Experience testing: Ion Interactive, x+1, Kefta,… Dieselpoint, Mercado, Sli systems, Fast… Siteturners, Zilliant… Wunderloop, Tacoda, RevenueScience,… Unica, Lyris, …

11. 7# From web analytics to ACTIONABLE web analytics Data doesn’t help us know what we must to do for it. We need more analysis (and less reporting.) We need more specific zooms that help us make decisions.

12. 8# With more qualitative data everyday Discovering WHY Online surveys Web Tracking Mistery shopping A call a day Analysis of the user’s behavior Personal calls to customers Fieldwork In field analysis of the user Real shopping User Tests Implementation of tests (with eye tracking) Focus groups Group interview panels Personas Analysis Archetype studies

13. 8# With more qualitative data everyday experienced beginners traditional impacient experts Without connection AGE GENRE SOCIO-ECONOMIC GROUP EDUCATIONAL LEVEL APPROACH TO ICT COSTUMS NEEDS ROLES

14. 9# From investing in solutions to investing in people 10/90 There aren’t good professionals on web analytics. And there won’t be any in at least two years’ time. In the meantime, they will be worth gold. Avinash Kaushik

15. 10# With aims, goals and responsible people We must set monthly aims (in a minimum period of six months). That will help us learn and think deeply, understand our priorities and integrate team members and contributors.

16. 11# More science, less intuition. Everyone to do multitesting! “ If you’re not doing some type of testing, you are not doing web analytics” Eric Peterson

17. 12# From the silly webpage to the intelligent one We apply business rules to our online presence. We launch both customization and personalization with “intelligent” messages. We launch m icrosegmentation. We launch b usiness intelligence. Webpages start thinking and making decisions for ourselves.

18. 12# From the silly webpage to the intelligent one

19. 13# Cell phone arrival can change everything. With geolocalization and the possibility to have a unique ID there are bigger opportunities for business intelligence.

20. 14# Synchronizing multichanneling and decentralized data

21. 15# The whole picture: inducted business The web as the best pulsemeter of your business (search analytics, preferences,…)

22. Thank you More information on: Multiplica.com Persuabilidad.com [email_address]