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WassUp RecapJune 2012

Geert De Laet | Technology EvangelistTwitter: @geertdelaet | hashtag #luonwassup

3 | The Analytics Landscape

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1. Big data

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Big data

1. 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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Big data

1. Big data

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.

every day…

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Big data

1. Big data

’Big data’ refers to datasets whose size is beyond the ability of typical database software tools to capture, store, manage and analyze.

- McKinsey, 2011 -

“Volum

eVelocit

y

Variety

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Big data = big opportunity

1. Big data

Source: “Big data: The next frontier for innovation, competition and productivity”, McKinsey, 2011

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Big data in marketing

1. Big data

To the world’s marketers, the proliferation of data has given rise to what may prove to be the most substantial commercial opportunity since the emergence of the World Wide Web: the ability to better understand consumers, seamlessly match “right-time” offers to their needs and optimize the management of profitable, long-term customer relationships.

audience optimization

channeloptimization

advertisingyield

optimization

targeted media buying

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Big data in marketing

1. Big data

Source: IBM CMO study, 2011

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Big data in marketing

1. Big data

Capitalizing on the Big data opportunity will require changes in how we handle data.

Improved operating infrastructures1

Rules-driven integration of disparate data sets2

A strong network of data-centric technology and service partners3

Marketing data governance4

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Do Not Track

May 17

In managing Big data, privacy will be one of the main concerns.

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Cookie law

1. Big data

Belgium has yet to implement the EU cookie law. In The Netherlands, it will become effective as of July 1st.

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Cookie law

1. Big data

BBC UK cookie law compliance approach

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1. Big data

The Dutch Cookie Law As of July 1st 2012, users must explicitly

give their consent before tracking cookies can be placed

Tracking cookies include a.o. Google Analytics cookies. For technical cookies, this opt-in isn’t required.

Website owners must inform users of who they are, what cookies will be placed, why they will be placed and if the data will be shared with 3rd parties

Privacy policies and cookie management via browser settings are not sufficient

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PaaC: Privacy as a Currency?

May 18

Abine “Val-You” calculator: https://goprivate.abine.com/

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2. Tools of the trade

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Google Analytics updates | Data sampling

March 1

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.

occurs by default when report data exceeds 250.000 visits

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Google Analytics updates | Social reports

March 1

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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Google Analytics updates | Social reports

March 1

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 

social sources

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Google Analytics updates | Social reports

March 1

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 

social plugins

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Google Analytics updates | Social reports

March 1

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 

Social reports: Activity stream

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Facebook real-time analytics

February 27

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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Facebook insights for everyone

February 27

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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Facebook reach insights

May 24

Page administrators can now view reach information for every post.

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3. Marketing surveys

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State of digital marketing (BE) | Website

3. Marketing surveys

Src: “Digital marketing landscape in Belgium”, Reference Data, 2012

Most Belgian companies focus on establishing a web presence

done considering not interested

Classic website E-commerce Web analytics SEO

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State of digital marketing (BE) | Traffic

3. Marketing surveys

Src: “Digital marketing landscape in Belgium”, Reference Data, 2012

done considering not interested

Email marketingSEA Bannering

Most Belgian companies use e-mail marketing, search engine marketing and their social hubs for driving traffic

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State of digital marketing (BE) | Social

3. Marketing surveys

Src: “Digital marketing landscape in Belgium”, Reference Data, 2012

done considering not interested

Social monitoringSocial ads Social presence

3 out of 4 Belgian companies are currently present on social media

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State of digital marketing (BE) | Mobile

3. Marketing surveys

Src: “Digital marketing landscape in Belgium”, Reference Data, 2012

Mobile sites Mobile apps Mobile ads Mobile games

Mobile is a relatively unknown territory for most Belgian companies, but times are changing: 49% is considering optimizing their website for mobile devices.

done considering not interested

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Satisfaction digital marketing initiatives (BE)

3. Marketing surveys

Web analytics(n=122)

Classic websites(n=143)

Social media monitoring

(n=68)

SEO(n=104)

SEA(n=80)

Social presence(n=92)

Social ads(n=41)

E-commerce sites(n=50)

E-mail marketing(n=111)

Banner advertising(n=78)

13%

13%

10%

10%

13%

11%

6%

4%

3%

52%

50%

52%

47%

44%

40%

49%

42%

42%

39%

25%

20%

28%

31%

25%

27%

32%

32%

32%

36%

7%

14%

10%

11%

18%

20%

15%

18%

18%

21%

3%

4%

2%

1%

2%

5%

2%

4%

3%

Very satisfied Satisfied Neutral Not satisfied

Src: “Digital marketing landscape in Belgium”, Reference Data, 2012

Belgian players have mixed feelings towards their digital

marketing initiatives. 45% is struggling with determining the ROI and getting insights out of their data.

“

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Major marketing challenges (BE)

3. Marketing surveys

Src: “Yearly Marketing Survey”, The House Of Marketing, 2012

“Even though marketers are increasingly pushed to “do more with less”, this does not seem to translate into ROMI becoming a top challenge.”

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Expected vs. actual marketing budgets (BE)

3. Marketing surveys

Src: “Yearly Marketing Survey”, The House Of Marketing, 2012

“By being more insightful, marketers will gain the right to be in the driver’s seat when determining budgets”.

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Thank you for listening.Now let’s talk.

Geert De LaetTechnology evangelist

gdelaet@luon.comTwitter: @geertdelaet

http://www.luon.com