In contrary to what is commonly understood, European web analysts are on an average more advanced than US web analysts. This fact is based on two fundamental conclusions; namely that European Analysts are requesting and creating more Enterprise level reporting and analysis and working less with simpler reports.

Said by Dennis Mortensen

“While it makes a nice topic to discuss whether Europeans are ahead of North Americans in web analytics sophistication or vice versa, I found that people whom I spoke to have the same challenges as do web content managers and web site managers in the US: having the time and resources to figure out how to best use web analytics tools, trying to come up with metrics that help the business, and finding ways to show senior management that web analytics has a tactical and strategic business value. The one difference I noted: a greater understanding and use of qualitative research, such as usability testing, surveys and focus groups by the Europeans.“

Said by Phil Kemelor

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The first eMetrics in Stockholm, Sweden, was a small event. It did, however, have a nice mix of participants. Several of them had travelled to Sweden especially for the conference.

Oliver Schiffers presenting.

Neil Mason presenting.

René Dechamps Otamendi presenting.

Justus Le Roy presenting. This is my favourite slide showing how Justus’ love for graphs was born.

Oliver Schiffers and yours truly.
Photo: René Dechamps Otamendi, OX2

I’m asking Dennis when IndexTools is going to acquire Omniture.
Photo: René Dechamps Otamendi, OX2

Aurélie Pols, Daniël Markus, Steve Jackson, Mikko Isoniemi, Oliver Schiffers, Lars Johansson and Janne Korpi.
Photo: René Dechamps Otamendi, OX2

The European Web Analytics Roundtable featuring Jim Sterne (moderator, not in photo), Steve Jackson (SATAMA), Lars Johansson (me!), Aurélie Pols (OX2), Magnus Hultman (Omniture), Oliver Schiffers (United Internet Media AG), Marc Sårde (Creuna) and Daniël Markus (ClickValue).
Photo: René Dechamps Otamendi, OX2

Video of Jim Sterne’s closing words (excerpt).

Video of part of René’s presentation.

I had to decline the offer to speak, but being on a panel was fun.

My tough questions from eMetrics Stockholm:

To Keybroker: If you’d for work for, for instance, both Nike and Adidas — wouldn’t you be able to maximize your profit by constantly having the two accounts outbidding each other?

To Aftonbladet: What do marketers perceive as a possibility that Aftonbladet perceives as a threat?

Marketers who are used to analysis tend to favour performance-based marketing, while content sites such as Aftonbladet tend to favour the CPM (cost per mille) model.

I also liked René’s question to Keybroker: Why would we need SEM consultants if we had a tool like WebTrends Dynamic Search?

Further reading: Steve Jackson’s three outcomes from eMetrics Stockholm.

If you missed eMetrics Stockholm there’s a second chance to come to Stockholm to learn about web analytics and testing at the end of November since Internet Marketing Conference is being held then. It’s a conference that has many presentations and panels on web analytics and testing.

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The fact that WebTrends let go of several executives shortly after Omniture said they are to acquire Visual Sciences is just a coincidence according to an interview that WebTrends’ CMO Tim Kopp did with ClickZ on November 2, 2007.

Greg Drew, Jason Palmer, Tore Steen and Hamid Bahadori were allegedly let go because WebTrends’ growth rate isn’t satisfactory.

It has been announced that John Rodkin and Leo Chang will be leading product management. Both were part of ClickShift, which was acquired in December 2006. The acquisition led to WebTrends Dynamic Search being launched.

WebTrends will not be sold any time soon according to Portland Business Journal. Neil Garfinkel, a founding partner at Francisco Partners (and member of WebTrends’ board), said they hold companies for four to five years.

Maybe WebTrends won’t be sold until 2009 or 2010, though I wouldn’t be surprised if a sale would come much quicker than that.

WebTrends is expected to get a new permanent CEO in about half a year.

I’ve met Tim Kopp and John Rodkin and have no doubt that they are great assets to WebTrends.

I’m looking forward to hearing how the orange guys plan to defeat the green team. Interesting times lay ahead.

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