LUON WassUp Recap March 2013 - 4. the state of the web

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1. From Data to Insights

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Goodbye Website Optimizer, hello Content Experiments

June 1, 2012

Google Analytics Content Experiments replaces Google Website Optimizer, offering some nice new features but also dropping for instance multivariate testing (MVT).

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October 29, 2012

With ‘universal analytics’, Google Analytics is moving into the direction of tracking users throughout their customer journey, rather than just visits.

Google introduces Universal Analytics

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October 29, 2012


You can now measure just about everything in Google Analytics using a common ID, be it Google's ID or a client or customer ID from your own database.

Cross-channel tracking using a single User ID

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October 29, 2012


You’ll now be able to send offline conversions to Google Analytics. For example, if a user converts via phone you’ll be able to track that conversion in Google Analytics.

Offline conversion import

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October 29, 2012


You will soon be able to upload data from your CRM system or CMS into Google Analytics

Augment Google Analytics data with data from own systems

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October 29, 2012


The cost data import will let you import cost data into Google Analytics. Now you can view the ROI for all marketing campaigns, not just your AdWords campaigns.

Import cost data

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Towards true ROMI: attribution modeling for everyone

October 30, 2012

Attribution modeling is really an experimentation tool. It’s not a magic way to allocate your ad-spend.

last interaction first interaction linear

position based time decay custom

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One code to rule them all: Google Tag Manager

October 1, 2012

Google Tag Manager is a free tool that consolidates your website tags with a single snippet of code and lets you manage everything from a web interface. (google.com/tagmanager)

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2. Still Alive: the Browser Wars

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Browser usage in Belgium (desktop)


Chrome 29,34%

IE 9.0 24,81%

Firefox 3.5+ 20,18%

IE 8.0 10,00%

Safari iPad 3,52%

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5.

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Every user buying from Kogan.com using an IE7 browser, has to pay a 6,8% tax.

Kogan.com imposes Internet Explorer 7 tax

June 13, 2012

The way we've been able to keep our prices so low is by using technology to make our business effi-cient and streamlined. One of the things stop-ping that is our web team having to spend a lot of time making our new website look normal on IE7.

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IE 8 is the new IE 6


Since IE 9+ won’t be available on Windows XP, and Windows XP will be around ‘till 2015, we will still be stuck with a bad, outdated browser for years.

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IE 10 ad is brutally honest


Microsoft is painfully aware of its home-grown web browser’s reputation

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Browser usage in Belgium (mobile)


1. iPhone 40,13%

2. Android 34,21%

3. iPod Touch 11,62%

4. Opera 3,84%

5. Nokia 2,70%

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The ‘Do Not Track’ default setting controversy


Do Not Track (DNT) allows users to opt out of website tracking via a setting in their browser, for all websites that joined the program. IE10 defaults DNT to ‘on’, others to ‘off’.

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3. Cookie, Anyone?

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What’s the problem?

3. Cookie, Anyone?

Cookies are more and more being used for online behavioral advertising (OBA), which –if not implemented carefully- freaks people out and poses a threat to online privacy.

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Cookies at the U.S. election campaigns

3. Cookie, Anyone?

According to the New York Times, both presidential campaigns have been using personal data about would-be voters on a scale "never before imagined“.

The campaigns have planted software known as cookies on voters’ computers to see if they frequent evangelical or erotic Web sites for clues to their moral perspectives. Voters who visit religious Web sites might be greeted with religion-friendly messages when they return to mittromney.com or barackobama.com. - The New York Times

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Europe, 26 May 2011

May 26, 2011

On May 26, 2011, all EU nations adopted the EU directive which had to be adopted into local laws by May 26, 2012.

Member States shall ensure that the storing of information, or the gaining of access to information already stored, in the terminal equipment of a subscriber or user is only allowed on condition that the subscriber or user concerned has given his or her consent, having been provided with clear and comprehensive information, in accordance with Directive 95/46/EC, inter alia, about the purposes of the processing.

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UK, 26 May 2011

May 26, 2011

The requirements are that the subscriber or user a. is provided with clear and comprehensive information about

the purposes of the storage of, or access to, that information; and b. has given his or her consent. consent may be signified by a subscriber who amends or sets controls on the internet browser which the subscriber uses or by using another application or programme to signify consent. [This] shall not apply to the technical storage of, or access to, information where such storage or access is strictly necessary for the provision of an information society service requested by the subscriber or user.

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nocookielaw.com

April 24, 2012

Just a couple of hours before the law came into practice on May 26, the UK’s information commissioner changed position and advised in favor of ‘implied consent’.

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The Netherlands, 8 May 2012

May 8, 2012

[iedereen die cookies wil gebruiken dient] a. de gebruiker duidelijke en volledige informatie te verstrekken

overeenkomstig de Wet bescherming persoonsgegevens, en in ieder geval omtrent de doeleinden waarvoor men toegang wenst te verkrijgen […] dan wel waarvoor men gegevens wenst op te slaan

b. van de gebruiker toestemming te hebben verkregen voor de desbetreffende handeling.

Het bepaalde in het eerste en tweede lid is niet van toepassing [als het doel is om] […] de door de abonnee of gebruiker gevraagde dienst van de informatiemaatschappij te leveren en de opslag of toegang tot gegevens daarvoor strikt noodzakelijk is.

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In The Netherlands, explicit consent has to be given before placing a cookie on a user’s computer.

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July 1, 2012

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Belgium, 21 June 2012

June 21, 2012

Article 129 allows the use of cookies on two conditions

1. the web surfer is provided with clear and comprehensive information in accordance with the law of 8 December 1992 (protection of personal data), inter alia about the purposes of the processing, and ;

2. the web surfer has given their prior and written consent after having been informed ;

Exceptions : “sole purpose of carrying out or facilitating the transmission of a communication or as strictly necessary in order to provide an information society service explicitly requested The web surfer retains the right to waive their consent.

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What is ‘consent’?

3. Cookie, Anyone?

“undubious consent” for intrusive cookies

(opt-in)

+ browser settings and policy

for non intrusive cookies (opt-out)

‘Consent’ according to the privacy committee (not a picture of the actual committee)

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What is ‘consent’?

3. Cookie, Anyone?

A more business friendly definition of ‘consent’

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Now what? | 1. The cookie audit

3. Cookie, Anyone?

Not all cookies are created equal. Start by making an inventory of all cookies used on your website.

http://www.hottraffic.nl/producten/cookie-audit.html

vs. anonymous personal info

Does the cookie contain personal info or anonymous info only?

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vs. session persistent

Is the cookie stored for the length of the visit only or longer? How long?

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vs. first party third party

Is the cookie set by the website itself or by a 3rd party like AddThis, advertising platform, …?

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vs. functional non-functional

Is the cookie necessary for the good working of the website (shopping basket, language selection, …)?

1|

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3. Cookie, Anyone?

first party

third party

anonymous

personal info

session

persistent

functional

non functional

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3. Cookie, Anyone?

first party

third party

anonymous

personal info

session

persistent

functional

non functional

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3. Cookie, Anyone?

first party

third party

anonymous

personal info

session

persistent functional

non functional

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Now what? | 2. Risk assessment

3. Cookie, Anyone?

right to refuse

information and right to refuse

information and consent

enhanced information and consent

information and explicit consent

information and prior consent

consent can be expressed via browser settings

consent can not be expressed via browser settings

data source: IAB, E-Privacy transposition chart, Oct. 31 2012

A website needs to comply to the cookie laws of the countries it is targeting!

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Now what? | 2. Risk assessment

3. Cookie, Anyone?

Especially when targeting The Netherlands, for each cookie, estimate the impact on the user’s privacy vs. the importance of the data gathered for the company.

imp

ort

an

ce f

or

com

pa

ny

impact on user privacy low

high

high

explicit consent

remove cookie?

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Now what? | 3. Delivering information

3. Cookie, Anyone?

In Belgium, website owners have the duty to inform the user that cookies are being placed on his equipment when he opens and uses the website: quality of information (full,

accurate and precise)

visibility of information

clear instructions/redirections on how to disable cookies

The information must be clearly visible on the first page the website visitor visits. Which doesn’t necessarily corresponds to the homepage!

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3. Cookie, Anyone?

The IAB NL default texts can be downloaded from http://bit.ly/RGPQkt

general information “why use cookies”

detailed information ‘à la carte’ functional cookies, cookies for analytics, social media cookies, browser settings, …

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3. Cookie, Anyone?

… Example: Unilever’s cookie policy can be found at http://www.unilevercookiepolicy.com/nl_BE/Policy.aspx

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3. Cookie, Anyone?

Example: Belgacom’s cookie policy can be found at http://bit.ly/10jUQ1T

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Now what? | 4. Getting consent

3. Cookie, Anyone?

Implicit consent can be obtained by letting the user click away the informational message. (example: www.belgacom.be)

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3. Cookie, Anyone?

Implicit consent can be obtained by letting the user click away the informational message. (example: www.toyota.be)

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3. Cookie, Anyone?

Consumers generally invest a huge amount of trust in the BBC so it can be more explicit about its use of cookies without causing users to abandon the site.

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3. Cookie, Anyone?

Explicit consent can only be obtained by letting the user click on an ‘accept’ button (example: www.klm.nl)

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Advertising industry self regulation initiative

3. Cookie, Anyone?

youronlinechoices.eu is an online platform allowing users to opt-out from advertisers’ cookies.

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The future?

3. Cookie, Anyone?

Cookieless analytics

Some companies are experimenting with solutions not requiring any cookies. But in the end, this always means a loss of data.

Server side statistics

Statistics can be gathered server-side, without the use of cookies. This however provides only a limited view on visitor behaviour. Server stats can also be used to measure the impact of the implemented cookie solution.

Europe 2014-2015

A new European law will (probably) be ready in 2014 or 2015. This new law will overrule local country laws.

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4. Key Take-Aways

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Key Take-Aways

4. Key Take-Aways

The European Cookie laws are taking form. Follow the 4-step path to compliance: 1. Cookie audit 2. Risk assessment 3. Delivering information 4. Getting consent

3 Internet Explorer (8 & 9) is currently the most used browser in Belgium, followed by Chrome, Firefox and Safari for the iPad. On mobile, the iPhone Safari browser is leading.

2 With ‘Universal Analytics’, Google Analytics is moving in the direction of 360 degree marketing analytics.

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Thank you for listening.

Now let’s talk.

Geert De Laet

Technology evangelist

[email protected]

Twitter: @geertdelaet

http://www.luon.com

http://www.luon.com/

LUON WassUp Recap March 2013 - 4. the state of the web

Technology

Transcript of LUON WassUp Recap March 2013 - 4. the state of the web