Beiträge in der Kategorie "Technik"

Adobe erkennt den aktuellen Firefox nicht

Benutzer von Adobe Reports & Analytics (ehemals Omniture SiteCatalyst) haben vielleicht schon gemerkt, dass eine Vielzahl von Nutzern mit “unbekanntem” Browser unterwegs sind.

Adobe ist im Moment nicht in der Lage Nutzer des aktuellen Mozilla Firefox in der Version 28 richtig zu erkennen. Fast alle Nutzer mit diesem Browser werden mit dem Browser “None” ausgewiesen. Das selbe trifft auf die Beta-Versionen Firefox 29-31 zu, die vereinzelt schon benutzt werden.

Das Problem ist in Deutschland besonders relevant, da hier der Anteil des Firefox an der Browsernutzung oft zwischen einem Drittel und 50% liegt - davon die überwältigende Mehrheit mit der jeweils aktuellen Version.

Eine Lösung gibt es noch nicht, Adobe wird diesen Fehler aber erfahrungsgemäß rückwirkend beheben. Für die Datenauswertung kann aber bis dahin davon ausgegangen werden, dass praktisch alle “None”-Browser in Wirklichkeit Firefox-Nutzer sind.


am 11. April 2014 unter Analytics, Technik

Link storm: 2014 will see the internet of things, ongoing transition of the retail business, and standardized tagging

This is the last digital analytics link storm this year. The year began with “2013 will be the year of ROI” and shifted its focus to “personalization” with an undertone of “Big Data”. Anybody predicting topics for 2014 already? Let’s take a peek:

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What part of the Internet of things will get important next year:
http://qz.com/156075/internet-of-things-will-replace-the-web/

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What user behaviour will become more common (no surprise: the growing global markets for tablets point to “mobile” as the top trend).
http://blogs.adobe.com/digitalmarketing/analytics/3-trends-from-the-holiday-shopping-season-to-watch-in-2014/

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What Omni-channel can do for you. And what it can’t do.
http://www.baekdal.com/insights/omnichannel-can-be-useful-but-nobody-gets-it/D1C0FE01DFDC421A9814527D1B01F9F09A4F36B7B4EA8DCAFF7E45664C68FDF4

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Standardized Tagging. The Customer Experience Digital Data Community Group within the W3C published the first version of a standardized data layer. If adopted by digital analytics vendors, web developers and IT departments it could immensely reduce the pain of initial tracking implementations, vendor switches, site re-launches, and the like.
http://www.w3.org/community/custexpdata/

Customer Experience Digital Data Layer 1.0 (pdf)

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I’ll be back on January 10th. Stay tuned.


am 20. Dezember 2013 unter Analytics, Link Storm, Markt, Technik

Link storm: Paypal, new web analytics tools, the bot invasion, espionage 2.0, and Google ranking factors

Paypal Beacon wants to bring our online marketing methods to the offline world: Capture user data, build user profiles, and personalize our offers.
https://www.paypal.com/webapps/mpp/beacon

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Are you looking for alternatives to the usual Web Analytics tools? How about these fresh and modern tools:
http://online-behavior.com/analytics/digital-analysis-tools

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I can’t tell how often bots or other performance measurement tools disturbed my statistics. And according to bot-tracker Incapsula more than 60% of the internet traffic is not by humans. Unfortunately some of them are getting counted in our tracking tools:
http://qz.com/157333/over-60-of-internet-traffic-doesnt-come-from-humans/

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Industrial espionage 2.0:
http://www.antipope.org/charlie/blog-static/2013/12/trust-me.html

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And if you ever wondered about Google’s ranking algorithm: Here is a list of 200 factors used to evaluate your site.
http://www.coolinfographics.com/blog/2013/12/9/googles-200-ranking-factors.html


am 13. Dezember 2013 unter Analytics, Link Storm, Markt, Technik

Link storm: Apps vs. mobile sites, about the biggest social networks, disruptive mobile, and some best practices for TMS

Why you need a mobile site and a mobile app - and why both should be different to serve their own user group:
http://blogs.adobe.com/digitalmarketing/digital-marketing/mobile/are-mobile-app-users-more-loyal/

And slightly different view: Optimize for behaviour, not for demographics:
http://www.baekdal.com/insights/tablets-and-smartphones-forget-about-age-and-time/5DB6A3627DC7416095A68422B80AC4749A4F36B7B4EA8DCAFF7E45664C68FDF4

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Business Insider: Two of the four biggest social networks are Chinese. Three of the top 10 are messaging platforms (including WhatsApp). Facebook is no. 1, second is: Youtube.
http://www.businessinsider.com/a-global-social-media-census-2013-10#ixzz2jgLgcnr4

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Mobile changes user behaviour. And user behaviour disrupts products. From iGoogle via GoogleNow to ? Some thoughts by Tom Tunguz:
http://tomtunguz.com/mobile-frequency-of-use/

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Thinking of or already using a Tag Management System? Here are some TMS best practices collected by Web Analytics Demystified’s Josh West:
http://josh.webanalyticsdemystified.com/?p=43

As a personal note: I’ve used something similar without a dedicated TMS and it was securing data quality and consistency like a charm.


am 8. November 2013 unter Link Storm, Markt, Technik

Stream-Messung mit comScore Stream Sense

Für Multimedia-Sites: Auf unserer Schwesterseite haben wir uns angesehen, inwieweit comScore Stream Sense ein sinnvolles Werkzeug zur Messung und Bewertung von Multimedia-Content, insbesondere beim Einsatz von Streaming, ist:

Features und Einsatzmöglichkeiten

Integration


am 29. Oktober 2013 unter Markt, Technik

Link storm: Marketing-friendly content management, bigger CMS, tag management, and responsive design

Marketing needs to be agile - especially when it comes to landing page optimization. This is sometimes hard because IT processes often prioritize up-time, extensive testing, and have fixed release schedules. How can you have flexible landing pages for your campaigns without lowering the standards of your IT? Build those pages outside the normal framework and do as you like (and need to do):
http://www.cardinalpath.com/11-landing-page-platforms-create-and-test-landing-pages/

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CMS (Content Management Systems) - the infograph: What is a CMS, which are the most popular, why do you (may) need them.
http://www.dotcominfoway.com/blog/infographic-the-most-popular-cms-for-your-business-needs (via Cool Infographics)

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Tag Management Systems: What can you expect, which problems do they solve - and which remain a challenge. E.g. “Am I trying to remove my development team from the tagging process - or am I trying to free my tagging process from my development team’s deployment cycle?”
http://josh.webanalyticsdemystified.com/?p=25

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Great idea to learn from! Amazon’s product management strategy: If you want to initiate a project, write an internal press release about the finished product. If the stakeholders are convinced, work backward.
http://tomtunguz.com/crowdfunding-and-hardware

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Responsive design! Actually this is an article about the ebook industry and why they are loosing their fight against Amazon and Apple. There is lot to be learned, though, about customer centric product design and serving the right content and style for each device the user as chosen:
http://www.baekdal.com/analysis/fixing-the-ebook-industry-the-html5-reader/59066935240641B290390C6CFB5F376D7E2D14F5F2CE6BAEDD5C23442A46DBD2


am 2. August 2013 unter Analytics, Link Storm, Markt, Technik

Link storm: About the best marketing channel, Samsung Galaxy, rising activity on social networks, and IP addresses

Not all marketing channels are equal. Use their unique strength, avoid their weakness, and create the best marketing mix for your current situation:
http://www.baekdal.com/insights/how-to-determine-your-best-marketing-channels/014E77BDFADF41AC999ACEAADD66F02F0B5A47C8C5FB9EDBAA8F56775D79AEA5

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Samsung on the rise! According to Berlin-based Webtrekk the share of Samsung’s Galaxy line among the German mobile users is at 12.9% and rising. Apple’s iPhones are at 24.7% (stable).
In general the mobile share is 16.8% compared to 82.5% PC and laptop.
http://www.webtrekk.com/fileadmin/pdf/pm/2013/0207_Webtrekk_Studie_Q2_2013_DE.pdf (in German, figures are for Q2 2013)

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Activity on social networks is growing fast - especially on mobile. Example: Facebook’s active user base grew by +27.5% to 702m between Q2′12 and Q1′13. Twitter becomes more popular for sharing photos, while fastest growing category on Facebook is following or liking a brand:
https://www.globalwebindex.net/infographic-brand-engagement-on-social-skyrockets/

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SiteCatalyst and IP addresses: Features, impact, and side effects. A detailed overview by Jan Exner, solutions specialist at Adobe:
http://webade.wordpress.com/2013/07/02/ip-adressen-nicht-tracken/ (in German)


am 5. Juli 2013 unter Analytics, Link Storm, Markt, Technik

Link storm: 15.8bn USD, complex KPIs, untrustworthy companies, and the revival of WASP

Mobile AdRevenue will almost double to 15.8 bn USD says eMarketer. And Google will own 56% of it. That is a higher market share than in total digital AdRevenue (Google: 33.2%).  Who are the other players and what is their weight?
http://www.emarketer.com/Article/Google-Takes-Home-Half-of-Worldwide-Mobile-Internet-Ad-Revenues/1009966

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KPIs can be highly aggregated and complex figures: Think about the rules for EBITDA for example. To be actionable it is sometimes necessary to understand the components which build the indicator in the end. But how can you show more details and still keep it simple enough to be digestible? Take a look at the examples by Google’s Mr. Kaushik:
http://www.kaushik.net/avinash/analytics-tips-improve-search-social-compound-metrics/

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Do you trust a social media post done by a company? A survey in the US revealed that only 15% do. Here is Adobe’s take on the reasons:
http://blogs.adobe.com/digitalmarketing/digital-marketing/social-media/if-building-consumer-trust-is-the-key-to-social-media-why-are-we-blowing-it/

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WASP is back. WASP - the Web Analytics Solution Profiler - was great a browser addon to look up web analytics tags. It was an invaluable tool for developers and analysts. Now Stéphane Hamel has presented the first beta version of a new version. Take a look:
http://www.cardinalpath.com/wasp-trail-blazing-digital-analytics-quality-assurance/


am 14. Juni 2013 unter Analytics, Link Storm, Markt, Technik

Firefox mag keine 3rd-Party-Cookies mehr (Update)

Update zu Firefox mag keine 3rd-Party-Cookies mehr. Warum alles nicht so schlimm ist - und warum vielleicht aber doch.

Drei Aussagen und Erwiderungen zur Cookie-Problematik mit Firefox:

1. Adobe/OmnitureSiteCatalyst verwendet doch Fingerprinting
2. Adobe/OmnitureSiteCatalyst hat gesagt, sie setzen als Fallback-Methode 1st-party-Cookies
3. Ich habe 1st-party-Cookies und meine eigene Tracking-Domain

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1. Adobe/OmnitureSiteCatalyst verwendet doch Fingerprinting. Ich bin also gar nicht betroffen!

Fast richtig. Zum Einen ist das Fingerprinting nicht so zuverlässig wie Fingerprinting + Cookies.

Zum Zweiten funktionieren einige Berichte nur für Nutzer mit aktivierten Cookies (das betrifft unter anderem den “Next Pages” oder “Fallout”-Report).

Und insbesondere die Visit-übergreifende Erfolgszuweisung ist unterbrochen. Falls Ihre Werbung nur auf den “Klick-kauf-und weg”-Spontankäufer setzt, sind Sie aber tatsächlich kaum betroffen.

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2. Adobe/OmnitureSiteCatalyst hat gesagt, sie setzen als Fallback-Methode 1st-party-Cookies. Also muss ich gar nichts tun!

Stimmt. SiteCatalyst tut das. Allerdings nur mit den Code-Versionen aus diesem Jahr. Falls Sie also dieses Jahr bereits einmal das zentrale SiteCatalyst-Script aktualisiert haben, haben Sie das Schlimmste abgewendet. Auf den meisten Webseiten sind ältere Scripts im Einsatz.

Und selbst wenn: Wenn sowieso für einige Browser auf 1st-party-Cookies zurückgegriffen werden muss, warum dann nicht vollständig wechseln und die Vorteile genießen? Weniger Probleme mit AdBlockern und die Möglichkeit, auf einfache Art und Weise die regionalen Daten-Center von Adobe zu benutzen und damit Wartezeiten zu verkürzen.

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3. Ich habe 1st-party-Cookies und meine eigene Tracking-Domain. Also kann mir nichts passieren!

Vorsicht! Auch bei der Verwendung von “tracking.smartmetrics.de” kann es zu Problemen kommen.

Zum einen wären Cookies, die nur für diese Sub-Domain gesetzt würden für “www.smartmetrics.de” immer noch 3rd-party-Cookies. Es sollte also zumindest überprüft werden, wo und für wen die Cookies gültig sind.

Und zum anderen hilft dieses Szenario nur, wenn immer nur eine Domain genutzt wird. Für die Schwesterseite “contentmetrics.de” sind die Cookies von hier immer noch “3rd-party”. Dasselbe gilt auch für Whitelabels oder falls die Seite unter mehreren Länder-Domains erreichbar ist. Der Fall, dass Nutzer zwischen Ländern wechseln kommt so selten nicht vor.


am 5. März 2013 unter Analytics, Technik
4 Comments

Link storm: Post-sale is pre-sale, ROI of analytics, heatmaps, and Black Fridays

Is your goal to push conversions? If so, are you sure “amount of conversions” is the only KPI to care about? What about brand awareness (putting the sales in pre-sales) or retention (post-sale is pre-sale). Focusing on the first-time, immediate buyer type can harm your success mid-term. Never forget about the full picture!
Inspired by venture capitalist Tom Tunguz’ thoughts on the “four disciplines of funnel marketing”:
http://tomtunguz.com/matching-marketing-tactics-to-the-sales-funnel

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What is the ROI of Digital Analytics? In the end it is about the website’s goals. In most cases it’ll be revenue, but you may have virtual price tags for other conversions as well. Here’s a direct approach to compare related costs and outcome:
http://www.kaushik.net/avinash/calculate-return-on-analytics-investment/

Of course you can - and sometimes need - to release the full range of accounting and controlling tools to that: depreciations, indirect costs, accruals can all help to create a realistic model of expenses and yields of the analytics part of your company.

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Heatmaps: You love them (”wow, userfriendly, easy-to-digest data on user behaviour”) and you hate them (”why can’t it cope with my rotating teasers, news feed updates and personalized navigation?”). What do you get, how do you use the data?

http://www.zoommetrix.com/optimization/how-to-use-heatmap-studies-to-build-good-hypothesis-and-increase-task-completions/

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Adam Greco with a new hand-on advice for SiteCatalyst users: Segment on special date ranges:
http://adam.webanalyticsdemystified.com/2013/02/28/segmenting-on-key-dates-sitecatalyst/

This is something I recommend to lots of my clients as well: Identify important hours, days, time periods and make sure you can report on them directly instead of exporting data to Excel and sum it up manually…


am 1. März 2013 unter Analytics, Link Storm, Technik
1 Comment

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