Tot slot ben ik fan van de sterke toename in social media data. Social media is een stuk minder spannend dan we denken (en dat zegt iemand die meer dan 30.000 volgers op Twitter heeft!), het leidt ook af van de strategie van veel marketeers, waar ze eigenlijk aandacht aan moeten besteden. Maar er is geen twijfel dat social media een grote verandering teweeg brengt in de manier waarop wij succes meten en definiëren. Ik ben erg enthousiast over de verschillende tools die proberen te meten wat er toe doet in social media. Dit is mijn eigen poging: Social Media Analytics.”
2. Wat zullen de belangrijkste onderwerpen in webanalytics zijn in 2011?
“We are constantly busy with technical implementations, complaining about how no one is taking action on all the reports we offer and we are distracted by the sheer volume of reports that can be pulled from Google Analytics, Omniture or NedStat. We need to move away from constantly collecting and spitting out data and realize that our purpose in life is to solve business problems. We need to move to a business-centric approach, like the Web Analytics Measurement Model . We need to embrace testing and optimization as a way of life. It is not easy, but generating millions of euros of improvement in our business never is. We will see some analytics tools disappear, and other, better tools take their place.”
Web Analytics Maturity Model
“Privacy is very important. Only when users trust the transparency of the website about what data they collect and how this data will be used, will the user accept it. The development of privacy options in browsers and opt-out plugins at Google and other companies will ensure greater user trust. This is a good thing. On the Internet, we are blessed with the fact that we can already collect more anonymous data than we know what to do with. All of us, analysts, marketers and website owners, will continue to collect senegal phone number list enough data in the future to improve the ROI of campaigns and investments.”
Jim Sterne
Jim SterneJim Sterne is the author of numerous marketing books, the latest being Social Media Metrics . Jim is also the founder of the eMetrics Marketing Optimization Summit and co-founder of the Web Analytics Association .
1. What will be the most important topics in social web analytics in 2011?
“I make a distinction between social media metrics and web analytics. Web analytics are about measuring the behavior of visitors to your website. Social media look at measuring the activities in the 'sociosphere'.
The main themes will be:
How can I quantify publicly expressed sentiment and use this information to make business decisions?
How do I determine whether my social media activities create value for me?
How do I integrate data from social media, online behavior and offline data to subsequently optimize my marketing strategy?
The last one is the most important. Marketing data integration was our main goal for the past few years until we got distracted by social media.”