Auf zu neuen Ufern

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Ich freue mich, meinen neuen Nachfolger bei Webtrekk vorstellen zu können: Frank Schoutissen, der ab sofort als Geschäftsführer bei Webtrekk gestartet ist.

Hier ein Auszug aus der aktuellen Pressemitteilumg, mehr Details unter Webtrekk im Wandel:
Frank Schoutissen, der für Internationalisierung, Channel Management und Marketing zuständig sein wird, bringt 20 Jahre Erfahrung in der Tech- und Softwarebranche mit. Zuvor war er als Senior Vice President Channel beim globalen E-Commerce-Lösungsanbieter hybris tätig, der 2013 von SAP für mehr als 1 Milliarde Euro gekauft wurde.

„Auf zu neuen Ufern“ weiterlesen

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eCommerce in Europa – The winner takes it all

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Nach einem unglaublich erfolgreichen Jahr für Amazon (im Anschluss an sonstige unglaublich erfolgreiche Jahre dieser Firma) gibt es eine neue Grafik zu den Europäischen eCommerce Playern im Markt. Ohne Überraschung erscheint dort Amazon auf Platz 1. Der Vorsprung, der jedes Jahr größer wird, überrascht jedoch trotzdem. Und man muss auch OTTO anerkennen, dass sie sich immerhin relativ standhaft wehren, bevor sie dann wohl in den nächsten 10-15 Jahren untergehen.

„eCommerce in Europa – The winner takes it all“ weiterlesen

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31. MONTAGS-Interview auf Web Analytics Europa – Heute: Kate Owen

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Kate Owen, eine gebürtige Neuseeländerin, hat über 15 Jahre Berufserfahrung in der Onlinebranche. Nach zehn Jahren in der digitalen Branche in Deutschland lebt und arbeitet sie nun in London & Paris und baut Digital Element beeindruckenden Kundenstamm im DACH-Raum, Benelux und Nord-Europa gezielt weiter aus.

Kate Owen, Digital Element

Kate Owen besitzt ein MA in Betriebswirtschaft, sowie zwei Diplome in klassischer Musik. Und obwohl Kate sehr gut Deutsch spricht: das Interview wurde auf Englisch geführt, um die Inhalte so genau wie möglich wiederzugeben.

Web Analytics Europa: You work in IP geolocation. Why would anyone be interested in using IP data for location information in today’s digitally connected world – where people are increasingly online and mobile?

Kate Owen, VP Northern Europe: There are several reasons why IP-based geolocation is as important as ever in today’s connected world. It is used in advertising to target the most relevant audiences and assess the value of an impression prior to bidding. It is used to personalise websites, so the home or entry page automatically presents the correct language, currency and local store information. Further personalisation enables a retailer to promote a winter tyre service at exactly the right time in the right area of the country, for example, or use different marketing images by region to appeal to regional tastes or the local sense of humour. It is used to analyse patterns of behaviour, and optimise strategies based on this. The potential to make campaigns and content relevant to the consumer – and through their responses understand more about regional behaviours and differences – is enormous.

Web Analytics Europa: But how do people feel about you tracing where they are?

Kate Owen: Our data looks at the connection point to the public internet. It does not trace the individual user. We use only proprietary, technical infrastructure analysis techniques, anonymised feeds and permission-based cross-references. In this way, we can provide a wealth of information on the connection, the carrier and the location – enabling brands to target and personalise accurately and engage relevant consumers – without ever impeding on their privacy. Once the brand has the consumer’s attention, it can offer opt-in location-based services and promotions – incentivising the consumer to offer more personal information to enhance the relationship. So long as companies are mindful of the type and level of ongoing communication, this is a chance for valuable trust and relationship-building – and is beneficial to all parties. Consumers can rest assured they are not traced personally without permission.

Web Analytics Europa: You mention accurate targeting – how accurate are you talking? And how does it work?

Kate Owen: We first invented the concept of IP-based geotargeting in 1999. Our web spidering technology crawls the internet’s routing infrastructure to triangulate the geographic location of IP addresses. We then combine this with anonymised user information from our global partner network, and our latest-generation IP targeting utilises mobile device derived data gleaned from wifi access points and opt-in GPS co-ordinates from across the world. In this way, we’re able to further validate and fine-tune results to close gaps in the IP targeting space. This means more accurate postcode-level targeting – to within a 5-8 km radius – of traffic on all types of device, across the globe. To give a couple of examples, with the new mobile device and wifi input, we are able to identify over 30% more individual postcodes in Spain, 2.5 times more in Poland, and our responses in the Netherlands have increased from 3,300 postcodes to 290,000 – so our clients there can target with nearly 90 times greater precision than previously technically possible. These figures are growing all the time as new datasets are incorporated. Looking at Berlin in particular, the combination of our datasets has resulted in not only an uplift in the number of individual postcodes reported, but also a far more logical distribution of those postcodes across the city’s regions – indicating the level of granularity and accuracy now achievable.

Web Analytics Europa: Is this level of precision really necessary?

Kate Owen: This depends on the application. In licensing rights issues or regulatory compliance, country-level location information may suffice. Advertising and ecommerce, however, use analytics platforms, such as yours at Webtrekk, to pinpoint specific location and to understand patterns of behaviour based on regional interests, traditions and patterns of consumption. This enables optimal use of data and improved ROI. Companies can choose the level of IP geolocation detail they require, but the key is to ensure the IP intelligence provider regularly updates its IP routing infrastructure and uses multi-layered methodologies to enhance, check and analyse its accuracy. Having confidence in the quality of data – however detailed it might be – is imperative to its success.

Hier finden Sie das 30. MONTAGS-Interview auf Web Analytics Europa: Dan Siroker von Optimizely über Website-Optimierung

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etracker mit neuer Geschäftsführung

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etracker wird neu aufgestellt und erweitert seine Geschäftsleitung um Marcus Wille

Wille wird neuer Geschäftsführer und verantwortet ab sofort die Bereiche Vertrieb und Marketing, HR, Legal und Finanzen. Wille agiert gleichberechtigt neben Co-Geschäftsführer Yves Stalgies, der für IT, Produktentwicklung und Consulting verantwortlich zeichnet. Beide berichten an die Gesellschafter Christian Bennefeld und Oliver Krapp, die das Unternehmen gegründet haben.

Der Diplomkaufmann Marcus Wille war zuletzt bei der amerikanischen Demand-Side-Plattform DataXu, wo er als Director Administration Europe für Treasury, HR und Legal zuständig war. Gestartet war Wille 2009 beim Real-Time-Bidding-Anbieter Mexad, der Ende 2011 von DataXu gekauft wurde. Marcus Wille war dort bis zur Übernahme COO des Unternehmens.

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Marcus Wille „Personalisierung in Echtzeit ist der Trend im Onlinemarketing. Kein Shop- oder Websitebetreiber kommt mittelfristig daran vorbei. Gerade für kleine und mittelständische Unternehmen ist die Hürde im Hinblick auf Tool- und Technologieinvestment aber recht hoch. etracker richtet sich mit seinen Self-Service-Produkten genau an diese Zielgruppe.“

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Digital Analytics Association nun exklusiv in Deutschland

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Die Digital Analytics Association bekommt ein eigenes Chapter in Deutschland – Jim Sterne, Gründer der DAA, verriet vor kurzem das Geheimnis

Die DAA ging 2011 aus der Web Analytics Association hervor, die 2004 gegründet wurde, und sich zum Ziel gesetzt hat, über die Datenanalyse-Branche zu unterrichten. Sie veranstalten Online-Kurse und lokale Events, die über die Entwicklungen in diesem Bereich informieren. Dabei ist ebenso von Interesse, wer wofür zuständig ist, wie das Einkommen der einzelnen Berater oder Analysten.

Jim Sterne von der Digital Analytics Association im Interview

Deutschland bekommt eigene Landesorganisation
In seiner Keynote ”The Digital Analytics Evolution” verkündete Sterne, dass sich in Deutschland eine eigene Landesorganisation als Teil der DAA ausgegründet hat. Als einziges Land außerhalb Nordamerikas wird der Verband nun auch national vor Ort aktiv sein. 12 bis 15 Personen umfasst die Kerngruppe in Deutschland. Im Verlauf des Interviews klärt Sterne weiterhin darüber auf, wieso die digitale Datenanalyse eine Kunst ist und dass eine eigene Meinung dabei immer entscheidend ist.

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30. MONTAGS-Interview auf Web Analytics Europa – Heute: Dan Siroker

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Dan Siroker ist Co-Founder von Optimizely, einem Optimierungs-Unternehmen – in diesem Interview verrät er Web Analytics Europa einige Einblicke zu Optimization und seinem neuen Buch

Dan Siroker Optimizely


Das Interview wurde auf Englisch geführt, um die Inhalte so genau wie möglich wiederzugeben.

Dan is the CEO and co-founder of Optimizely. The original inspiration for Optimizely came from his experience as the Director of Analytics on the Obama 2008 campaign. Prior to Optimizely, Dan served as Product Manager for Google Chrome and AdWords. Dan Siroker has also been featured on Bloomberg, the Wall Street Journal, New York Times and Wired and recognized by Forbes as Top 30 under 30 in Technology in 2012.

Web Analytics Europa: A book about optimization. Why?

Dan Siroker: We had an idea for our book “A/B Testing” – The Most Powerful Way to Turn Clicks into Customers“ – for a while. At the time, we had thousands of customers, advocates and partners that made the project possible. The book highlights key takeaways and best practices from hundreds of thousands of tests, which have been run on our platform and make them accessible to the public. It aims to educate people who don’t yet know about the value A/B testing can bring to organizations. We also want to inspire marketers to take the testing process into their own hands. Over the last few years, web site optimization through A/B testing has also become available to anyone who is interested in the impact of data-driven marketing, but without the need for technical resources.

The book is also a way to address the following questions, which we have been asked over the last years:
– What is A/B testing?
– Why will it add value to my company?
– Where do I begin testing?
– How do I build a testing culture at my company?

Today, the average conversion rate of the websites out there is roughly 2%, meaning that 98% of visitors to a website do not become customers. A/B testing enables businesses to make the leap from “we think” to “we know” data-driven decisions. Data has enabled teams to let the data be the decision maker. This is of course one reason we wrote the book. We firmly believe in the power of A/B testing because we have seen more than 6.000 of our customers use it to their advantage. Another reason we wrote this book was because we were not able to find a guide to A/B testing that summarized our learnings over the last years in a practical way that would at the same time inspire others. The book is meant to be an actionable guide for everyone who wants to learn more about testing and how to create a culture of testing in their organization.

AB Testing Book

Web Analytics Europa: Can you give a detailed example of a successful case study you were able to achieve?

Dan Siroker: I think if we talk about testing in general, then this would be the Case Study from the Obama campaign. It is the case study that inspired us to start Optimizely and may be the most successful experiment I can think of. I was Director of Analytics at the Obama campaign in 2008. Our overall goal was to increase online donations for the campaign. To increase signups and donations, we decided to test different buttons and different media elements in order to see which ones performed best. We tested 4 different buttons saying: “Sign Up”, “Learn more”, “Join us now”, “Sign up now”. We also tested three images and three videos. The results were eye opening and very counterintuitive. We found out that the combination of the button “Learn More” and the family image of the Obama’s performed the best. All the videos performed worse than the images, which was very surprising to the entire team. By running this test, we increased e-mail subscriptions by 40.6 percent. This led to an increase of 280,000 volunteers, which in turn led to $57 million Dollars in donations. Without having established quantifiable success metrics and testing them, we would never had known that visitors would respond best to the combination of “Learn more” and the family image.

This case can teach us many things about testing. First of all, it shows us that small changes in elements such as buttons or images can lead to amazing results. Second of all, the Obama case study teaches us to challenge the status quo. We shouldn’t base our decisions on assumptions.

Web Analytics Europa: Being the Director of Analytics at the Obama Campaign sounds extremely exciting and on the other hand very confidential. Can you let us know the set up around those campaigns and the team (size, responsibility, feedback by Obama etc.)?

Dan Siroker: For outsiders, it’s hard to imagine the size of a team that is involved in running a presidential campaign. On top the food chain is of course the candidate himself, and directly below him is the campaign manager. He oversees a number of different departments such as field, correspondence, paid media, which was TV and radio, operations, finance and New Media. I was part of the New Media team which was basically everything technology-related that the people from the other departments didn’t understand. Video, marketing, design, blog as well as my team, the analytics team – all belonged to the New Media team. I was leading the analytics team, a team of 6 members. We were situated kind of in the middle of the whole funnel. Online marketing would be the top of the funnel and tried to get people to visit the site. The same with the blog team. They were constantly writing and telling stories which were not about the candidate himself, but more about the supporters. Once people had come to the site they would receive e-mails from the e-mail team. A lot of the mails were on a local or state level and customized to the state in which people were living. The design team was responsible for all the design of the hand-outs and the website. Our analytics team was composed of engineers and analysts.

Web Analytics Europa: Can you also explain the missed opportunities when not analyzing your website via Optimization?

Dan Siroker: As mentioned, conversion rates for websites average 2%. This means that 98% of your visitors are not turning into customers. A lot of companies spend the largest part of their marketing budgets on driving traffic to a website. Since the website or the landing pages are not optimized, many of these visitors will not convert and a lot of money spent on these campaigns is wasted. This could be drastically improved by focusing more attention on optimization of these pages. A/B testing is a very low risk tool that is extremely powerful. Companies that do not test give away competitive advantages to competitors. Why is that? A/B tests help make decisions based on data. With every test we run, we learn more about user experience. Decisions based on user data can offer the best experience to our visitors and turn more of them into customers.

AB Website Testing

Web Analytics Europa: Where do you see testing “going”? What will change in 2014? What will be different in five years from now? Will it be a commodity to do tests before publishing any kind of content?

Dan Siroker: We have seen that in 2013, only around 14% among the top 10,000 websites worldwide have a testing solution in place. We are at a tipping point with organizations starting to understand the benefit of optimization to deliver targeted web experiences based on customer insights such as browsing history, geography or particular interests.

With online retailers delivering dynamic experiences to customers and publishers optimizing their paywalls to maximize revenue, 2014 is going to be a big year for harnessing the power of online insight to drive revenue. In the future, optimization and website testing will become more engrained in the organization. We will also see the rise of the ‚Chief Testing Officer‚, a person that will oversee testing, coordinate testing in different departments and help steer the strategy and knowledge sharing around testing. In the next couple of years we will also be able to observe that some industries which have not been very serious about testing will engage and discover the benefits that testing can bring to their organizations as well. Mobile and the optimization of experiences across devices will be a trend that is going to continue and grow in the years to come. As competition online rises, focus will shift to efficiency in order to gain competitive advantages.

Das letzte Interview finden Sie hier: 29. MONTAGS-Interview auf Web Analytics Europa

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