LUON WassUp Recap - June 2012 3. The Analytics Landscape

1. WassUp Recap
June 2012
Geert De Laet | Technology Evangelist
Twitter: @geertdelaet | hashtag #luonwassup
3 | The Analytics Landscape
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2. 1. Big data
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3. 1. Big data
Big data
From the dawn of time through 2003 human
civilization generated approximately 5
exabytes of aggregate information…
… In 2009, that much data was generated
every two days.
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4. 1. Big data
Big data
every day…
In July 2011, Facebook‟s 750 million
worldwide users uploaded
approximately 100 terrabytes of data
every day to the social media
platform.
Extrapolated against a full year, that‟s
enough data to manage the U.S.
Library of Congress‟ entire print
collection – 3,600 times over.
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5. 1. Big data
Big data
Volume
Velocity
“ ’Big data’ refers to datasets
whose size is beyond the ability
of typical database software
tools to capture, store, manage
and analyze. Variety
- McKinsey, 2011 -
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6. 1. Big data
Big data = big opportunity
Source: “Big data: The next frontier for innovation, competition and
productivity”, McKinsey, 2011
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7. 1. Big data
Big data in marketing
channel
optimization
targeted
audience media buying
optimization
To the world‟s marketers, the proliferation of data has given rise to what
advertising
may prove to be the most substantial commercial opportunity since the
yield
emergence of the World Wide Web: the ability to better understand
optimization
consumers, seamlessly match “right-time” offers to their needs and
optimize the management of profitable, long-term customer relationships.
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8. 1. Big data
Big data in marketing
Source: IBM CMO study, 2011
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9. 1. Big data
Big data in marketing
1 Improved operating infrastructures
2 Rules-driven integration of disparate data sets
3 A strong network of data-centric technology and service partners
4 Marketing data governance
Capitalizing on the Big data opportunity will require changes in how we handle data.
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10. May 17
Do Not Track
In managing Big data, privacy will be one of the main concerns.
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11. 1. Big data
Cookie law
Belgium has yet to implement the EU cookie law.
In The Netherlands, it will become effective as of July 1st.
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12. 1. Big data
Cookie law
BBC UK cookie law compliance approach
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13. 1. Big data
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14. May 18
PaaC: Privacy as a Currency?
Abine “Val-You” calculator: https://goprivate.abine.com/
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15. 2. Tools of the trade
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16. March 1
Google Analytics updates | Data sampling
occurs by default when report data exceeds 250.000 visits
Data sampling allows for faster results. Sampling will automatically occur when report
data exceeds 250.000 vists, which can be increased to 500.000 visits.
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17. March 1
Google Analytics updates | Social reports
social value
Conversion reports
The new Social reports aim at identifying the full value of traffic coming from social sites
and measuring how they lead to direct conversions or assist in future conversions
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18. March 1
Google Analytics updates | Social reports
social sources
The new Social reports aim at identifying the full value of traffic coming from social sites
and measuring how they lead to direct conversions or assist in future conversions
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19. March 1
Google Analytics updates | Social reports
social plugins
The new Social reports aim at identifying the full value of traffic coming from social sites
and measuring how they lead to direct conversions or assist in future conversions
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20. March 1
Google Analytics updates | Social reports
Social reports: Activity stream
The new Social reports aim at identifying the full value of traffic coming from social sites
and measuring how they lead to direct conversions or assist in future conversions
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21. February 27
Facebook real-time analytics
Having access to real time data will allow content creators to see what‟s going on on their
Pages and tweak their content and advertising.
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22. February 27
Facebook insights for everyone
Now anyone can see some basic page insights for a Facebook page when clicking on the
„Like‟ box above the timeline.
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23. May 24
Facebook reach insights
Page administrators can now view reach information for every post.
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24. 3. Marketing surveys
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25. 3. Marketing surveys
State of digital marketing (BE) | Website
Classic website E-commerce Web analytics SEO
done considering not interested
Most Belgian companies focus on establishing a web presence
Src: “Digital marketing landscape in Belgium”, Reference Data, 2012 25

26. 3. Marketing surveys
State of digital marketing (BE) | Traffic
SEA Bannering Email marketing
done considering not interested
Most Belgian companies use e-mail marketing, search engine marketing and their social
hubs for driving traffic
Src: “Digital marketing landscape in Belgium”, Reference Data, 2012 26

27. 3. Marketing surveys
State of digital marketing (BE) | Social
Social ads Social presence Social monitoring
done considering not interested
3 out of 4 Belgian companies are currently present on social media
Src: “Digital marketing landscape in Belgium”, Reference Data, 2012 27

28. 3. Marketing surveys
State of digital marketing (BE) | Mobile
Mobile sites Mobile apps Mobile ads Mobile games
done considering not interested
Mobile is a relatively unknown territory for most Belgian companies, but times are
changing: 49% is considering optimizing their website for mobile devices.
Src: “Digital marketing landscape in Belgium”, Reference Data, 2012 28

29. 3. Marketing surveys
Satisfaction digital marketing initiatives (BE)
Web analytics
13% 52% 25% 7% 3%
(n=122)
Classic websites
13% 50% 20% 14% 4%
(n=143)
“
Social media
monitoring 10% 52% 28% 10%
(n=68)
SEO
Belgian players have mixed feelings
(n=104)
10%
towards their digital marketing 31%
47% 11% 2%
initiatives. 45% is struggling with
SEA
13% 44% 25% 18% 1%
(n=80)
Social presence
(n=92)
11% determining the ROI and getting
40% 27% 20% 2%
Social ads
insights out of their data.
49% 32% 15% 5%
(n=41)
E-commerce sites
6% 42% 32% 18% 2%
(n=50)
E-mail marketing
4% 42% 32% 18% 4%
(n=111)
Banner advertising
3% 39% 36% 21% 3%
(n=78)
Very satisfied Satisfied Neutral Not satisfied Not at all satisfied
Src: “Digital marketing landscape in Belgium”, Reference Data, 2012 29

30. 3. Marketing surveys
Major marketing challenges (BE)
“Even though marketers are increasingly pushed to “do more with less”, this does not
seem to translate into ROMI becoming a top challenge.”
Src: “Yearly Marketing Survey”, The House Of Marketing, 2012 30

31. 3. Marketing surveys
Expected vs. actual marketing budgets (BE)
“By being more insightful, marketers will gain the right to be in the driver‟s seat when
determining budgets”.
Src: “Yearly Marketing Survey”, The House Of Marketing, 2012 31

32. Thank you for listening.
Now let’s talk.
Geert De Laet
Technology evangelist
gdelaet@luon.com
Twitter: @geertdelaet
http://www.luon.com
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