Interview with Michael Kinsbergen, CEO of Nedstat (Web Analytics in Europe XIII)

May 8th, 2007 by Lars Johansson

How do you think the market for web analytics in Europe differs from the rest of the world?

As we know Europe consists of many different countries that all have their own culture, language, emotions and way of life. They also have their own buying and communication habits. Antwerp is a two hour drive from Amsterdam by car but the differences are much larger than these two hours would suggest. For web analytics this simply means that you cannot look at Europe as one big common market. The European market requires a local approach in every country, with local people that understand the local peculiarities and products, services and documentation in the local language.

Is web analytics adoption more widespread in some European nations than others?

Every country in Europe is in its own phase of development when it comes to internet, ecommerce and the use of web analytics. Consumers lead the way but they are dependent on the infrastructure that is available in a country and the computers they can afford. Modern and widespread infrastructure and the latest computers make the internet experience much more exciting and convenient. Consumers make the managements of companies and organizations move to increase investments in the online channel. And managers need to measure what they manage. Of the bigger countries, the UK is by far the most advanced market in web analytics but smaller countries like Sweden and the Netherlands are also well developed.

What is the number one challenge for web analytics in Europe 2007?

The number one challenge in the sector is to let companies and organizations use web analytics in an effective way. For most, the internal processes in the online channel are still being developed and it is different than traditional organizational models. People and departments have to get used to very fast and dynamic processes and learn to use the rich real-time information that web analytics can make available. This is exactly why at Nedstat, we try to make our product accessible and understandable for all types of users of all levels within organizations.

Instadia has been acquired by Omniture, do you think all European web analytics vendors will be owned by American businesses soon?

We will see a further consolidation in the market. With the increasing requirements by organizations and the fierce competition, it will be very difficult for smaller players to keep developing their product at the
required pace and build good support programs. Acquisitions by American vendors will take place but only be successful if they truly appreciate the values and differences of the various countries within the European market. History has shown that some American companies have done this very well, others not at all.

What are the benefits of selecting a European vendor?

For European companies, there are clearly many advantages. A European vendor generally does understand the local circumstances as I mentioned earlier best. Just as it is not easy for a European to get to grips with cultural matters in Oklahoma or Idaho, for an American that is the same in France or the Netherlands. Local management and people can understand all these cultural matters that influence online behavior best which makes communication much easier. And don’t forget that, unlike a US vendor, its number one commitment is the European client so all resources are focussed on that.

Why should businesses outside of Europe, say in the US, select you, as a European vendor?

Businesses should choose the vendor that solves their problems and helps them reach their objectives best. Vendors with a full fledge local support program – 24/7 support, training and consultancy all readily available without delay – are best positioned for that. Strangely enough, most web analytics research focuses mainly on product functionalities while all the main vendors offer more or less the same. If a European vendor cannot provide such a support program in the US, I don’t see a sensible reason why a US company would select them. On the same token, a European company is best off selecting a vendor that provides such program in their country and in their local language.

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