Kennissessie upstream martijn beijk comscore
17
Web Analytics Kennissessie 5 oktober 5 oktober 2012 Martijn Beijk – Business Consultant Digital Analytix
-
Upload
upstream-online-tuesday -
Category
Documents
-
view
214 -
download
3
Transcript of Kennissessie upstream martijn beijk comscore
Web Analytics
Kennissessie 5 oktober
5 oktober 2012 Martijn Beijk – Business Consultant Digital Analytix
2 © comScore, Inc. Proprietary.
comScore: A Digital Business Analytics Company
Audience Measurement:
– Web, Mobile, 4 Screen
Vertical Market Solutions
Campaign Planning
Campaign Validation
Ad Effectiveness:
– Creative Optimization
– Branding & ROI Impact
– Digital & Cross Media
Network Optimization
& Capacity Planning
Customer Experience
& Relationship Management
Market Intelligence Solutions
AUDIENCE ANALYTICS
ADVERTISING ANALYTICS
WEB ANALYTICS
MOBILE & NETWORK
ANALYTICS
Digital Analytix™
V1011
3 © comScore, Inc. Proprietary.
How do you measure performance?
4 © comScore, Inc. Proprietary.
Web Analytics Tools
5 © comScore, Inc. Proprietary.
What is Web Analytics?
In order to do business effectively on the web
you need to refine and optimize
6 © comScore, Inc. Proprietary.
Is success determined by reaching a
confirmation page?
6
7 © comScore, Inc. Proprietary.
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?
8 © comScore, Inc. Proprietary.
Analytics Maturity Model (Thomas H. Davenport)
9 © comScore, Inc. Proprietary.
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.
10 © comScore, Inc. Proprietary.
How many of you
store CRM data
into your web analytics tool?
10
11 © comScore, Inc. Proprietary.
Performance Silos
Measuring performance
Your Web Analytics Vendor
Your campaign information
Your per page $-index value
Your affiliate network / tracking
system
Your call center volume
Your data warehouse
Your 3rd party tools
… you name it?!
Integrating CRM data
12 © comScore, Inc. Proprietary.
Image courtesy of Avinash Kaushik:
http://www.kaushik.net/avinash/multi-channel-attribution-data-culture-analysis-faq/
The Multi-Channel and Multi-Device world
13 © comScore, Inc. Proprietary.
The challenges
What is/is not possible to measure
Stitching the ‘visitors’
Data overhead
Privacy and Legal
The insights
14 © comScore, Inc. Proprietary.
Currency of a page impression
15 © comScore, Inc. Proprietary.
Advertising revenue problem
Pageviews are the currency
Create pageviews (f.e. low quality content)
Result > lower CPM
16 © comScore, Inc. Proprietary.
Re
ven
ue
Ge
ne
rati
on
Inventory Volume
CP
M
Premium Remnant Remnant
Visibility
Improved CPMs
Optimizing Revenue
http://bcove.me/l4wptosd
