Web Analytics' future is users' behavior measurement...

Wednesday, January 02, 2013  
Posted by: Anne Powell

“Web Analytics’ future is users’ behavior measurement and Google Universal Analytics is coming to fill that space”

An auditorium of two hundred professionals of Web Analytics who represent agencies and the most important companies of Argentina was part of the main event of Google Analytics that is held in different cities worldwide. The encounter shafts were the future of online measurements and its relevance for the success in business. Justin Cutroni, professional and expert in Google Analytics, introduced Universal Analytics, the future version of Google Analytics.

Buenos Aires, November 2012 – Intellignos, with Integrupo Digital and Codice’s support, organized the GAUC “Google Analytics User Conference” in Argentina, as part of a Google Analytics’ lecture that is held for the first time in Latin America. During the conference that took place in the Faculty of Economic of Universidad de Palermo, Justin Cutroni, Anlytics Advocate of Google; Juan Damia, Co-founder of Intellignos; Ricardo Dawson, COO and partner of Intellignos; Enrique Quevedo, specialist on Web Analytics for Latin America, from Google Mexico; Romina Rodriguez, Account Strategist of Google Argentina and Francisco Pellat, Códice’s founder and CEO, Mexico, spoke about the experiences and thoughts about the tool, its scope and the importance of measurement in Internet. The aim of GAUC consisted on/in understanding and optimizing the return of investment in Internet through conferences about business and strategy, analysis and optimization, as well as more technical aspects of Google Analytics.

Big Data: the big dilemma

Juan Damia, co-founder of Intellignos, was in charge of the event opening with his conference "Capturing the Momentum”. He referred to the great amount of data and information that exists in the web – known as "Big Data” -, which represents one of the biggest dilemmas for analysts, marketing CEOs and business decision makers, who do not know what to do with it. Damia cited the results of a study conducted by IBM, which reflects that 70% of the United States’ CMO are not prepared to deal with so much data online. Nowadays the advantage, due to the digital measurements tools such as Google Analytics, is that companies can choose which information they want to measure and which one not. Damia also assured that web analytics is on its way to "measure people” and not only data in itself. "What is taking interest and starting to be relevant, is user’s behavior his attitude and sensation towards the offered service and product. All the information that results from measurements is important for companies and CEOs, because they will have to make decisions in order to make positive changes and generate benefits for the business. Knowing users characteristics, online marketing strategies can be capitalized to know with much more precision what should be done to reach different groups of customers in an effective way”, expressed Damia.

Universal Analytics: the future of digital measurement

Justin Cutroni, Google’s Analytics Advocate, presented the tool that will replace Google Analytics in a not far away future. This tool is "Universal Analytics”, the future of digital measurement. As Damia pointed out in his conference, Cutroni ratified that this new tool will focus mostly in costumer’s behavior. “With Universal Analytics it will be possible to make a more effective and accurate follow of the user because, through a User ID provided by the company when visiting the web site, the track of user’s behavior can be done although the costumer navigates through multiple devices. This could not be done until now because it was a big challenge and a problem for measurements. Also, convergence between online and offline, starts happening due to Universal Analytics. With the User ID, it can be also detected the user’s behavior or action offline (payments through ATMs and call centers, among others)”, expressed Cutroni. The worldwide expert in Google Analytics highlighted that when the reports with measurements’ results are delivered to the companies, the User IDs are not revealed, these are anonymous. With this new tool, segmentation in measurement can be reached and this offers a deeper knowledge of users’ dynamics, developing more effective and personalized online campaigns for different groups as an answer to their needs.

Branding Digital: involving consumer

Enrique Quevedo, web analytics’ specialist for Latin America, of Google Analytics México, pointed out strategies of "Digital Branding” that should be taken into account when having a business. Quevedo said that nowadays “we have the great advantage of having at our disposal bidirectional media that allow us to observe the consumer’s reaction as soon as he or she receives the message. So we can make improvements in our offer, in a continuous way, because we know our costumers’ preferences”. One of the problems companies must deal with is the fact that consumers have many options of products and less time to get to know them properly. In order to make an effective branding strategy, the brand should develop experiences that involve the client as well as offering him solutions, useful, necessary information and entertainment. This will create a brand community. Quevedo, as well as the other speakers, remarked that the surveys are very important because “they should be done in order to know our costumer’s opinion and act in consequence”, he concluded.

Remarketing: real results for the business

Romina Rodriguez, Google Argentina Account Strategist, spoke about "Remarketing” and how it can be optimized through the knowledge of data thrown by web analytics. Rodriguez assured that “96% of users, who visits a page that provides purchasing services, abandon it without making the purchase. Therefore, we have to try to detect which are the reasons why this occurs and develop a remarketing strategy with different objectives regarding the groups of costumers arising from different behavior characteristics”. As a result of this strategy, a segmentation of offer per client can be done, achieving those goals by trying to make the website attractive for the client one more time, by capturing new costumers or by generating a higher fidelity from active clients.

Planning and measuring in order to obtain a successful campaign

Francisco Pellat, founder and CEO of Códice, Mexico, deepened on the importance of measuring the costumer. Pellat said, “There must be a plan in order to obtain results. It would be important that companies, previously to the design of the website, study measurements so that the site can be effective. We must know the client and find out what specific motivation took him to that site. By knowing what is needed for business, it can be applied later for a more effective strategy. Campaigns success must be measured, as well as the users action in the site and identify when they use a social network and which ones are the most used. All this information is vital for the development of a successful campaign.”

“Usability” and its direct impact on the Return of Investment

Finally and as a closure of the event, Ricardo Dawson, partner and COO of Intellignos, spoke about the “Usability” of companies’ websites. Dawson assured that “improving usability generates benefits for the business because it has direct impact on the Return of Investment (ROI). It should be addressed from a systemic approach, considering different factors, for instance the access to the site through different devices. Adaptations should be done taking into account the screen resolution, connection speed and errors’ measurements. The user must enjoy navigating through the website and satisfy the aim that made him decide to visit the web. It is necessary to make a continuous improvement and use what is known as User Testing. This is a method, similar to surveys, but in test format where the user can experience the navigation through the designed format and its behavior and reaction can be observed. Through User Testing, we can detect problems and correct them.”

About Intellignos

Intellignos is an interactive marketing optimization company that specializes in improving ROI using unique Research & Analytics practices and tools. It provides support for businesses that need to reach high impact on their marketing goals. Our Business Intelligence solutions allow companies to gain relevant and insightful information that helps decision-making and improve conversion by generating more engagements, leads, subscriptions and sales.

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Buenos Aires. Argentina