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Similar to Kennissessie upstream martijn beijk comscore
Similar to Kennissessie upstream martijn beijk comscore (20)
Kennissessie upstream martijn beijk comscore
- 2. comScore: A Digital Business Analytics Company
Audience Measurement:
AUDIENCE ANALYTICS – Web, Mobile, 4 Screen
Vertical Market Solutions
Campaign Planning
Campaign Validation
Ad Effectiveness:
ADVERTISING ANALYTICS – Creative Optimization
– Branding & ROI Impact
– Digital & Cross Media
WEB ANALYTICS Digital Analytix™
Network Optimization
& Capacity Planning
MOBILE & NETWORK Customer Experience
ANALYTICS & Relationship Management
Market Intelligence Solutions
© comScore, Inc. Proprietary. 2 V1011
- 3. How do you measure performance?
© comScore, Inc. Proprietary. 3
- 5. What is Web Analytics?
In order to do business effectively on the web
you need to refine and optimize
© comScore, Inc. Proprietary. 5
- 7. Determining success
Does uploading a CV mean a successful hire?
Does selling a product make you profit?
– Or returning customers?
Are you able to segment analytics data based on your customer database?
© comScore, Inc. Proprietary. 7
- 9. Why not start today? (or monday )
Moving web analytics to business intelligence
– Export data from your web analytics tool into a storage.
– Use tools like Excel, Splunk, Tableau or Qlikview to combine it with your own
data and gain new insights.
© comScore, Inc. Proprietary. 9
- 10. How many of you
store CRM data
into your web analytics tool?
10 © comScore, Inc. Proprietary. 10
- 11. Performance Silos
Measuring performance
Your Web Analytics Vendor Your affiliate network / tracking
system
Your campaign information
Your call center volume
Your per page $-index value
Your data warehouse
Your 3rd party tools
… you name it?!
Integrating CRM data
© comScore, Inc. Proprietary. 11
- 12. The Multi-Channel and Multi-Device world
Image courtesy of Avinash Kaushik:
© comScore, Inc. Proprietary. 12 http://www.kaushik.net/avinash/multi-channel-attribution-data-culture-analysis-faq/
- 13. The challenges
What is/is not possible to measure
Stitching the ‘visitors’
Data overhead
Privacy and Legal
The insights
© comScore, Inc. Proprietary. 13
- 14. Currency of a page impression
© comScore, Inc. Proprietary. 14
- 15. Advertising revenue problem
Pageviews are the currency
Create pageviews (f.e. low quality content)
Result > lower CPM
© comScore, Inc. Proprietary. 15