Focus on customers: tracking across device boundaries
WEB ANALYTICS From the PC to the smartphone, a click on the tablet computer, a glance at the TV: today, potential customers use different devices on a "customer journey". The challenges for web analytics are increasing. At the same time, the growing volume of data also offers opportunities.
Graphical display of conversion rates and campaign evaluations in the econda Shop Monitor.Perhaps web analysts imagined their job a lot easier a few years ago. You create user profiles, collect cookies, compare sales with advertising efforts, dump it all into a data pot, hit "enter" and the analysis is ready to go. But it's not that simple. In 2013, the common user owns a variety of devices, uses them differently depending on the time of day, sometimes simultaneously and with different log-ins. The data spaghetti is perfect. Given the lack of transparency, how can marketing funds be optimized? Answers to this question are provided by Olaf Brandt of Etracker, Sven Graehl from Econda, Frank Piotraschke from AT Internet and Dominik Schaetz from schaetz cro.Download the whole article as PDF: MK Magazine Issue 09/2013
