Kennissessie upstream martijn beijk comscore

Web Analytics

Kennissessie 5 oktober

5 oktober 2012 Martijn Beijk – Business Consultant Digital Analytix

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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

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How do you measure performance?

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Web Analytics Tools

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What is Web Analytics?

In order to do business effectively on the web

you need to refine and optimize

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Is success determined by reaching a

confirmation page?

6

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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?

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Analytics Maturity Model (Thomas H. Davenport)

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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.

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How many of you

store CRM data

into your web analytics tool?

10

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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

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Image courtesy of Avinash Kaushik:

http://www.kaushik.net/avinash/multi-channel-attribution-data-culture-analysis-faq/

The Multi-Channel and Multi-Device world

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The challenges

What is/is not possible to measure

Stitching the ‘visitors’

Data overhead

Privacy and Legal

The insights

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Currency of a page impression

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Advertising revenue problem

Pageviews are the currency

Create pageviews (f.e. low quality content)

Result > lower CPM

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Re

ven

ue

Ge

ne

rati

on

Inventory Volume

CP

M

Premium Remnant Remnant

Visibility

Improved CPMs

Optimizing Revenue

http://bcove.me/l4wptosd

Thank you

[email protected]

@martijnbeijk / @comscoreEMEA

Martijn Beijk