Post on 27-Jan-2015
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Web Analytics Congres 2011Tussen Strategische Competentie & Operationeel Resultaat
Web Analytics Congres 2011
“Companies that invest heavily in advanced analytical capabilities outperform the S&P 500 on average by
64%.”
T. Davenport, Harvard Business Review, 2010
‘In business, as in sports, the question isn’t whether or not you’ll jump into analytics. The question is when. Do you want to ride the analytics horse to profitability… or
follow it with a shovel?’
Rob Neyer, ESPN
Doel van vandaag
Web Analytics Congres 2011
Even voorstellen
Gerwin HendriksBusiness Consultant
Web Analytics Congres 2011
Even voorstellen
Web Analytics Congres 2011
Even voorstellen
Web Analytics Congres 2011
Helping customers achieve their online business goals!
Web Analytics Congres 2011
Even voorstellen
― Naam, functie, organisatie?
― Noem 1 Analytics uitdaging in jouw omgeving
Web Analytics Congres 2011
Typische analytics uitdagingen
― Data overload― Data centralism , no taskfocus― No targetpopulation or target definition― Too strong a quantitative focus (suboptimisation) ― No time/budget for optimisation process― No structured process or methods― Not the right KPI’s and metrics ― Inaccurate data― No assigned $ value to changes ― No prioritisation of major $ opportunities― Limited access to data― Insufficient data integration― Starting too big (evolution)― No link of business goals to KPI’s― No plan for action on insights― Too little commitment of individuals or
executives
― Data vertrouwen― Tijd voor analyse― Actie motivatie― Project depriorisatie― Data silo’s
Web Analytics Congres 2011
De agenda
― Doelen vaststellen
― Roadmap opmaken
― Praktische voorbeelden
Web Analytics Congres 2011
Case
Web Analytics Congres 2011
Web Analytics Congres 2011Doelen vaststellen
Definieer online analytics
“The extensive use of quantitative and qualitative data, statistical analysis, explanatory and predictive models, business process analysis and fact-based
management to drive a continuous improvement of online activities; resulting in higher ROI.
Hamel 2009, also Davenport & Harris 2007; Competing on analytics
Web Analytics Congres 2011
Web Analytics Congres 2011
Advanced Analysis
Business ValueHIGHLOW
Analysis
Monitoring
Reporting
Forecasting, Statistics & Modeling
OLAP & Visualisation
Dashboarding, Scorecards
Query, reporting & Search
― Predictive modeling― Optimisation techniques― Visual Analysis― Decision Automation
Com
ple
xit
yH
IGH
Groei model Gartner
Waar sta je nu?
Web Analytics Congres 2011
Groei model Hamel
Web Analytics Congres 2011
Voorbeeld score
Web Analytics Congres 2011
Web Analytics Congres 2011Roadmap opmaken
Inventariseren
Web Analytics Congres 2011
Benoem de specifieke punten waar je op moet verbeteren.
Brainstorm samen zoveel mogelijk concrete (mini) projecten om dat te verbeteren.
Voorbeeldactiviteiten
Web Analytics Congres 2011
Werken aan: Tooling & TechnologieActiviteit: Implementeer first party cookies
Automatiseer Adtext creaties
Werken aan: Proces en MethodologieActiviteit: Campagne attributie modellering
MVT methodieken workshop
Prioriseren
Web Analytics Congres 2011
Campagne attributie modellering
Kleinschalige CRM integratie
Email retargeting koppeling inrichten
Multivariate test processen formaliseren
Marketing Cross systeem data Audit
Adtext creatie automatiseren
Etc
Work Days
6
10
10
10
4
>15
Urgency
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est. ROI
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Filteren en ordenen
Web Analytics Congres 2011
Sturing kunnen geven
Web Analytics Congres 2011
Strategisch:Doelen en Waarde
Tactisch: Budgetten & commitment
Operatie: Project voortgang en bijsturing
Dank voor je aandacht!
Web Analytics Congres 2011
Gerwin Hendriks, MScBusiness Consultantgerwin@adversitement.nl +31 625 033 303
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