My presentation during 3rd Digital Data Tips Tuesday event 16th September Amsterdam. Get your free copy of the survey study at bit.ly/ddttsurvey

1. Fred Pellenaars
Country Manager Benelux
Webtrekk
//deliveringdigitalhappiness
The future of analytics &
the results of the Web
Analytics Survey Study

2. Future of online
analytics
Fred Pellenaars
Country Manager Benelux
#deliveringdigitalhappiness
#DDTT

3. Curiosity and knowledge shape the future
Leonardo da Vinci's 1478 Self-Propelled Car.

4. ?

5. Global Web analytics market
$1.33 billion 2014
$3.09 billion 2019
Compound Annual Growth Rate of 18.3%
Source: Web Analytics Market by Solution- Worldwide Forecasts & Analysis
(2014 - 2019), July 2014, by MarketsandMarkets

6. “Data privacy, regulatory laws and open source
solution provision are the major issues in the
Web Analytics Market.”
Source: Web Analytics Market by Solution- Worldwide Forecasts & Analysis (2014 - 2019)
, July 2014, by MarketsandMarkets

7. “Internet service providers must turn over
customer emails and other digital content
sought by U.S. government search warrants even
when the information is stored overseas, a
federal judge ruled on Friday.”
(Reuters) – April 25th 2014

8. Other challenges we are facing

9. “The capture, management, and analysis of data to provide a
holistic view of the digital customer experience that drives the
measurement, optimization, and execution of marketing tactics and
business strategies. “ (Forrester, 2012)

10. Here´s the kicker:
Not many people are doing
Digital intelligence

11. Moving to Digital Intelligence is hard
ENTERPRISE SMALL MEDIUM
BUSINESS
SIGNIFICANT
ONLINE BUSINESS
MODEL
SILO’S
(DATA, ORGANISATION)
MATURITY
RESOURCES
(MONEY,PEOPLE)
MATURITY
NO ONLINE
BUSINESS MODEL
NOT LIKELY NOT HAPPENING

12. Where do we fit?

13. Digital Intelligence Suite
Move from static, reactive and
aggregate, to dynamic, proactive and
personalized.
 Customer-centric analytics
 Personalised marketing solution
 Easy integration
 All in one place
Customer Journey
Testing & Optimization
Marketing Automation
User Relationship Management
Analytics
Tag Integration

14. Lifting a little corner of the veil

15. Understand your users with User Relationship Management
 User-centric insights for every visitor
 Customer Predictions & Customer Lifetime KPI’s
 Analyse user value with RFM & RFE model
 100% storage of all digital contacts
 Enrich with CRM data
Customer Journey
Testing & Optimization
Marketing Automation
User Relationship
Management
Analytics
Tag Integration
15

16. Run marketing campaigns with Marketing Automation
 Marketing Automation
 Easy DIY campaign setup
 Personalized - URM as Data Base
 Channels:
 RTA
 Exit Intent
 Onsite Recommendations
 App Recommendations
 Email Remarketing
 Adwords Remarketing
Customer Journey
Testing & Optimization
Marketing Automation
User Relationship
Management
Analytics
Tag Integration
16

17. Problem: Using real-time advertising as a retargeting channel, I want to buy
ad impressions only for customers with a high churn probability.
Solution: Target specific customer segments with real-time advertising
provided by Webtrekk Marketing Automation.
Identify user segments
using RFM groups.
Create a segment
in URM.
Create a
campaign in
Marketing
Automation.
Define the parameters of your RFM model.

18. Quo Vadis Analytics?
Web analytics still is the reality,
Digital intelligence is the future.
Getting to the future first depends on
curiosity and knowledge
We support your journey

19. Web analytics Survey-Study 2014
THE STATUS OF WEB ANALYTICS IN
The Netherlands
Published September 2014 byWebtrekk.com

20. SURVEY METHODOLOGY
• CONDUCTED IN AUGUST 2014
• Online using surveymonkeys.com
• SURVEY CONDUCTED AND SUPERVISED BY
• OnlineOptimizers.eu & Webanalisten.nl
• PARTICIPANTS RECRUITED VIA
• Email, Twitter, Facebook, Meetup,Webanalisten.nl
• TOTAL SAMPLE SIZE WAS n=100

21. Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH

22. Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH

23. KEY TAKEAWAYS
VERY EXPERIENCED USERGROUP
CONVERSION OPTIMIZATION THE NUMBER 1 PURPOSE OF
WEB ANALYTICS USAGE
GOOGLE ANALYTICS STILL THE MOST USED TOOL
PREFERENCE FOR USING A PAID SOLUTION IN THE FUTURE
ANALYTICS SHOULD NOT BE A DEDICATED UNIT
Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH

24. FOUR THESIS

25. Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH

26. While 74% of business executives say their company has a digital
strategy, only 21% believes that their CEO sets a clear vision for
Digital in their business
Source: Forrester, 2014

27. Source: Avinash Kaushik, Magnificent Mobile Website And App Analytics
September 15, 2014

28. THESIS ONE:
If you want to optimize business, you need to start yelling at your CEO.

29. Source: StormInsights.nl

30. Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH

31. Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH

32. Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH

33. THESIS TWO
Free tools will not help you transfer to Digital Intelligence.

34. Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH

35. THESIS THREE:
In order to be able to support business optimization,
Analytics has to be involved with every department.

36. Status of Web analytics in The Netherlands - Survey 2014 - © Webtrekk GMBH

37. THESIS FOUR:
In the Dutch market only a handful of companies will fully adopt digital
intelligence in the next five years

38. Get a free, full version copy @ bit.ly/ddttsurvey
Fred Pellenaars
Country manager Benelux
Webtrekk
//deliveringdigitalhappiness
Thank you for sharing!