- As responslibe for e-commerce, I need decision support that tells me which are the most valuable customers, and how I can recruit and retain them most efficiently. Marketing should never be a guesswork, and for instance the customers lifetime value is crucial information in order not to over- or underspend in your marketing, Says Luár Buso, responsible for E-Commerce at Happy Socks.

Read more about Life Time Value calculations and Campaign Tracking.

Managing tags has grown into an extensive and costly operation for many companies. The  reason for this being the large number of different tags you need on your site for different purposes; for analytics, optimizing campaigns, run tests etc.

A Tag Management System is a very efficient solution to the problem. One single generic tag is placed on every page on your site, and then you can manage all page tagging, for any vendor, in a separate interface. This means marketing is no longer depending on development cycles within the IT department. It also means that you can easily add or remove any tags from your site and just as easily switch between different vendors.

Internet Intelligence has entered into a partnership with Tealium. Tealiums Tag Management System has a turnkey integration with 250+ online vendors. The intuitive interface allows the marketing department to be in control of the measuring which is of such importance to marketing performance. The partnership between Internet Intelligence and Tealium means that Internet Intelligence can help implement and give local support for the best TMS solution in the market.

About Tealium

Founded in 2008, Tealium is the leader in enterprise tag management, serving some of the most demanding clients worldwide. Tealium’s vendor-agnostic solution makes it easy for organizations to add, modify and remove all of their digital marketing page tags through a single line of code. The company differentiates itself through an intuitive web-based console that allows business users to manage all of their web and mobile tagging requirements without JavaScript knowledge. Tealium offers turnkey integration with 250+ online vendors, superior scale and performance, and a deep feature set to help organizations increase marketing agility, reduce tagging costs and improve site performance. Tealium enables its customers to leverage the entire digital marketing ecosystem.

Susanne Lindqvist är ansvarig för projektet på Choice Hotels:

”För att kunna utnyttja webbens alla möjligheter till analys och optimering, så är det många mättaggar som ska in på en sajt. Det blir snabbt ganska komplext och mätfrågan behöver fokuseras och prioriteras för att det inte ska riskera att bli fel någonstans. Vi valde därför att i god tid före lansering, avgränsa detta till ett separat projekt. Resultatet är att utvecklarna har fått tydliga underlag som visar vilka mätningar som ska in på sajten, var dom ska in och hur scripten ska anpassas efter våra specifika behov.”

About Webtrekk

Webtrekk GmbH is a Berlin-based leading provider of high-end web analytics and a pioneer in raw data technology. As an innovation leader in the industry, Webtrekk develops new analysis technologies which fulfil the most complex requirements and offer almost unlimited evaluation options. Whether it is live analytics, app tracking, rich media tracking or social media analysing, the detailed analyses offered by Webtrekk mean that you are always one step ahead of the competition!

Leading sites from e-commerce, finance, content and media already use Webtrekk for tracking visitors to their sites and benefit from the pioneering Webtrekk Q3 technology. Webtrekk is also the ideal solution for start-ups which want to establish a professional analytics system which can be adjusted to the new business model.

Thanks to the numerous interfaces, freely definable parameters and integration of any sort of external data, Q3 is a true web analytics data warehouse. In addition to Q3 there are the modules Quick Insights and Live-Analytics. Webtrekk experts also offer wide-ranging consulting services relating to the topic of web analytics.

This has some implications, of course, for the statistics you see in Google Analytics. It would be logical to assume that the different traffic sources you see for a selected period, are the traffic sources used for that same selected period, but that is not necessarily the case: Many of the visits registered with Search as traffic source, can be from visitors entering the site directly (or any other way), but who sometime previously have entered the site via search.

Other tools relate entry type to Visit, instead of the Visitor, which is much more intuitive. The attached pictures shows the consequence of all this:

Picture 1: Google Analytics says I entered the site using the search term “Digital marknadsföring”, even though I actually entered the site by typing in the address directly.
Picture 2: comScore Digital Analytix is showing the same visit as a direct entry.

But this evening I figured it out. It must be because of Top Sites in my Safari browser: Every time you open the up Top Sites, these bookmarked sites get a pageview as well as visit and visitor if those criterias are met. So in the company’s view, I am repeatedly coming back, and as I haven’t bought anything yet I must be a really interesting prospect for them.

Imagine also how this drives statistics for websites: That’s a lot of traffic from people who never even knew they where on these sites. In my case, having 20 bookmarked Top Sites, I generate 20 pageviews every time I open up a new tab.

Internet Intelligence Nordic AB har gått igenom samtliga svenska e-handelssajter certifierade med Trygg e-handel för att se vilka systemlösningar som används för webbanalys. Enligt Tomas Magnusson på Internet Intelligence Nordic AB visar kartläggningen att Google Analytics är helt dominerande inom e-handelssegmentet. 274 av 324 sajter har Google Analytics på sajten vilket motsvarar hela 85 %.

- En förklaring till den utbredda användningen av Google Analytics är förstås att det är gratis, men en annan förklaring kan vara att leverantörer av e-handelssystem har integrationen med Google Analytics som standard i sitt produkterbjudande, berättar Tomas Magnusson på Internet Intelligence Nordic AB.

Användningen av Google Analytics är inte begränsad till mindre aktörer. Bland användarna finns företag som Cdon, Clas Ohlson, Siba, Tretti, Haléns, Apoteket, Komplett och flera andra större aktörer.

- E-handel har en egen sektion i Google Analytics, och där ges värdefull information om bl.a. omsättning, konverteringsgrader och snittbelopp per köp. Dessutom ges information ner på produktnivå. Integrationen med AdWords spelar sannolikt också stor roll, säger Tomas Magnusson på Internet Intelligence Nordic AB.
Enligt Tomas Magnusson ger resultatet av kartläggningen en möjlig indikation på mognadsgraden för webbanalys inom svensk e-handel:

- Den utbredda användningen av Google Analytics kan vara ett tecken på att webbanalys fortfarande är ett relativt outforskat område inom svensk e-handel. Att man via Google Analytics endast har tillgång till aggregerad data, och därmed inte kan koppla ihop det med sitt övriga kund- och transaktionsdata, upplevs tydligen inte som en begränsning ännu, avslutar Tomas Magnusson på Internet Intelligence Nordic AB.