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A heretical view on web analytics
1.
Offline A heretical view
on web analytics Web Analytics Wednesday / Aarhus 15/3-14
2.
forget online...
3.
get offline...
4.
5.
the big picture
6.
250 200 150 100 50 0 Online sales
7.
250 200 150 100 50 0 Online sales Offline sales
8.
250 200 150 100 50 0 Online share of
total sales
9.
stop reporting
10.
start analyzing
11.
250 200 150 100 50 0 why?
12.
touch points
13.
14.
why they matter
15.
100 80 60 40 20 0 NPS
16.
100 New checkout wizard 80 60 40 20 0 NPS
17.
100 New checkout wizard 80 60 Optimized product page
design 40 20 0 NPS
18.
100 New checkout wizard 80 Panic 60 Optimized product page
design 40 20 0 NPS
19.
100 80 60 40 20 0 NPS
20.
100 80 60 40 20 0 NPS Positive sentiment Negative sentiment
21.
Page views Average time
on site Online sales Browser distribution CPC who cares about
22.
put it in
context
23.
Big data Business intelligence Data
analytics get offline
24.
Thanks Kim Berk Damsgaard,
Digital Director Pravda A/S Fredens Torv 8 8000 Aarhus T: 86 13 88 77 M: 20 73 96 81 E: kd@pravdadigital.dk
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