Web Analytics in Europe, Part V (Four Questions)
How many hours a week do you spend on web analytics in your Swedish organization?
David Mühle, Musicbrigade: 10 hours
Theodor Mavrodis, PriceRunner: 40+ hours
Mattias Fjalestad, Samsung: 1-4 hours
What’s the biggest challenge for you regarding web analytics?
David Mühle, Musicbrigade: Get the information needed with small technical resources, identify correct key metrics and verify the data.
Theodor Mavrodis, PriceRunner: To convey the message of the numbers.
Mattias Fjalestad, Samsung: The rapid changing nature of online marketing makes it difficult to properly identify what is a change in consumer behaviour and what are other (many) factors. Examples: cookie deletion, ad-blocking solutions etc.
Would you say your organization is more data-driven than driven by gut feelings?
David Mühle, Musicbrigade: No, not yet, but we are working on it.
Theodor Mavrodis, PriceRunner: More data driven.
Mattias Fjalestad, Samsung: Yes. Marketing activities, however, are still gut-driven but it’s changing.
Do you consider cookie deletion/blocking to be a big problem?
David Mühle, Musicbrigade: No.
Theodor Mavrodis, PriceRunner: Yes and no. Yes due to the unknown number of cookie deletions which make the numbers a bit shaky. No because cookie blocking does not affect first party cookies that much.
Mattias Fjalestad, Samsung: A problem yes. Big problem? No. Focus more on collective visits rather than unique browsers (visitors). End results are what counts in the end anyway. Online analytics often focus on too many variables. Consumer behaviour is not linear, but random.
Mattias Fjalestad, Samsung adds that other major issues are:
- Current business models for web analytics system providers. Pay for impressions is old school. Storage is not a relevant cost anymore in my opinion.
- Difficult to generate trust in results from web analytics amongst other people within the organization in relation to actual business transaction. “Are these numbers accurate?”, “Well…you know…”
- Marketing people (ad agencies, web agencies, media agencies, old-school marketers) fear the ROI calculations as well as online often do not focus on other aspects of marketing such as attitude changes (long term effects).
Soundtrack: Misirlou - Dick Dale & His Deltones
Posted in Europe, Web Analytics |
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April 27th, 2007 at 1:32 am
Lars,
Another great post!
I’m so happy René reminded me of your blog. Sorry, I’ve been out of the office lately
Would you mind specifying the titles these people have or departments/business units they work in? I’ve got problems putting the number of hours declared into context
I love Samsung’s Mattias Fjalestad comment about marketing people who fear ROI.
My web agency, OX2 does not fear it. We wecome the intellectual challenge and even propose reflection roads in order to tackle the mentioned lack of monitoring of long term aspects.
On the other side, long term monitoring means long term involvement with ideally some human resources related stability. Or processes in order to store findings… which might not be totally feasable yet, in the light of maturity of this …business art.
I’ve decided to call Web Analytics a business art.
What do you think? I am making any sense at all?
Kind regards from very late Brussels & to the cat,
Aurelie