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1. From Data to Insights
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Goodbye Website Optimizer, hello Content Experiments
June 1, 2012
Google Analytics Content Experiments replaces Google Website Optimizer, offering some nice new features but also dropping for instance multivariate testing (MVT).
click next for video
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October 29, 2012
With ‘universal analytics’, Google Analytics is moving into the direction of tracking users throughout their customer journey, rather than just visits.
Google introduces Universal Analytics
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October 29, 2012
Google introduces Universal Analytics
You can now measure just about everything in Google Analytics using a common ID, be it Google's ID or a client or customer ID from your own database.
Cross-channel tracking using a single User ID
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October 29, 2012
Google introduces Universal Analytics
You’ll now be able to send offline conversions to Google Analytics. For example, if a user converts via phone you’ll be able to track that conversion in Google Analytics.
Offline conversion import
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October 29, 2012
Google introduces Universal Analytics
You will soon be able to upload data from your CRM system or CMS into Google Analytics
Augment Google Analytics data with data from own systems
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October 29, 2012
Google introduces Universal Analytics
The cost data import will let you import cost data into Google Analytics. Now you can view the ROI for all marketing campaigns, not just your AdWords campaigns.
Import cost data
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Towards true ROMI: attribution modeling for everyone
October 30, 2012
Attribution modeling is really an experimentation tool. It’s not a magic way to allocate your ad-spend.
last interaction first interaction linear
position based time decay custom
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One code to rule them all: Google Tag Manager
October 1, 2012
Google Tag Manager is a free tool that consolidates your website tags with a single snippet of code and lets you manage everything from a web interface. (google.com/tagmanager)
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2. Still Alive: the Browser Wars
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Browser usage in Belgium (desktop)
2. Still Alive: the Browser Wars
Chrome 29,34%
IE 9.0 24,81%
Firefox 3.5+ 20,18%
IE 8.0 10,00%
Safari iPad 3,52%
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Every user buying from Kogan.com using an IE7 browser, has to pay a 6,8% tax.
Kogan.com imposes Internet Explorer 7 tax
June 13, 2012
The way we've been able to keep our prices so low is by using technology to make our business effi-cient and streamlined. One of the things stop-ping that is our web team having to spend a lot of time making our new website look normal on IE7.
“
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IE 8 is the new IE 6
2. Still Alive: the Browser Wars
Since IE 9+ won’t be available on Windows XP, and Windows XP will be around ‘till 2015, we will still be stuck with a bad, outdated browser for years.
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IE 10 ad is brutally honest
2. Still Alive: the Browser Wars
Microsoft is painfully aware of its home-grown web browser’s reputation
click next for video
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Browser usage in Belgium (mobile)
2. Still Alive: the Browser Wars
1. iPhone 40,13%
2. Android 34,21%
3. iPod Touch 11,62%
4. Opera 3,84%
5. Nokia 2,70%
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The ‘Do Not Track’ default setting controversy
2. Still Alive: the Browser Wars
Do Not Track (DNT) allows users to opt out of website tracking via a setting in their browser, for all websites that joined the program. IE10 defaults DNT to ‘on’, others to ‘off’.
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3. Cookie, Anyone?
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What’s the problem?
3. Cookie, Anyone?
Cookies are more and more being used for online behavioral advertising (OBA), which –if not implemented carefully- freaks people out and poses a threat to online privacy.
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Cookies at the U.S. election campaigns
3. Cookie, Anyone?
According to the New York Times, both presidential campaigns have been using personal data about would-be voters on a scale "never before imagined“.
The campaigns have planted software known as cookies on voters’ computers to see if they frequent evangelical or erotic Web sites for clues to their moral perspectives. Voters who visit religious Web sites might be greeted with religion-friendly messages when they return to mittromney.com or barackobama.com. - The New York Times
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Europe, 26 May 2011
May 26, 2011
On May 26, 2011, all EU nations adopted the EU directive which had to be adopted into local laws by May 26, 2012.
Member States shall ensure that the storing of information, or the gaining of access to information already stored, in the terminal equipment of a subscriber or user is only allowed on condition that the subscriber or user concerned has given his or her consent, having been provided with clear and comprehensive information, in accordance with Directive 95/46/EC, inter alia, about the purposes of the processing.
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UK, 26 May 2011
May 26, 2011
The requirements are that the subscriber or user a. is provided with clear and comprehensive information about
the purposes of the storage of, or access to, that information; and b. has given his or her consent. consent may be signified by a subscriber who amends or sets controls on the internet browser which the subscriber uses or by using another application or programme to signify consent. [This] shall not apply to the technical storage of, or access to, information where such storage or access is strictly necessary for the provision of an information society service requested by the subscriber or user.
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nocookielaw.com
April 24, 2012
Just a couple of hours before the law came into practice on May 26, the UK’s information commissioner changed position and advised in favor of ‘implied consent’.
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The Netherlands, 8 May 2012
May 8, 2012
[iedereen die cookies wil gebruiken dient] a. de gebruiker duidelijke en volledige informatie te verstrekken
overeenkomstig de Wet bescherming persoonsgegevens, en in ieder geval omtrent de doeleinden waarvoor men toegang wenst te verkrijgen […] dan wel waarvoor men gegevens wenst op te slaan
b. van de gebruiker toestemming te hebben verkregen voor de desbetreffende handeling.
Het bepaalde in het eerste en tweede lid is niet van toepassing [als het doel is om] […] de door de abonnee of gebruiker gevraagde dienst van de informatiemaatschappij te leveren en de opslag of toegang tot gegevens daarvoor strikt noodzakelijk is.
“
In The Netherlands, explicit consent has to be given before placing a cookie on a user’s computer.
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July 1, 2012
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Belgium, 21 June 2012
June 21, 2012
Article 129 allows the use of cookies on two conditions
1. the web surfer is provided with clear and comprehensive information in accordance with the law of 8 December 1992 (protection of personal data), inter alia about the purposes of the processing, and ;
2. the web surfer has given their prior and written consent after having been informed ;
Exceptions : “sole purpose of carrying out or facilitating the transmission of a communication or as strictly necessary in order to provide an information society service explicitly requested The web surfer retains the right to waive their consent.
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What is ‘consent’?
3. Cookie, Anyone?
“undubious consent” for intrusive cookies
(opt-in)
+ browser settings and policy
for non intrusive cookies (opt-out)
‘Consent’ according to the privacy committee (not a picture of the actual committee)
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What is ‘consent’?
3. Cookie, Anyone?
A more business friendly definition of ‘consent’
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Now what? | 1. The cookie audit
3. Cookie, Anyone?
Not all cookies are created equal. Start by making an inventory of all cookies used on your website.
http://www.hottraffic.nl/producten/cookie-audit.html
vs. anonymous personal info
Does the cookie contain personal info or anonymous info only?
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vs. session persistent
Is the cookie stored for the length of the visit only or longer? How long?
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vs. first party third party
Is the cookie set by the website itself or by a 3rd party like AddThis, advertising platform, …?
2|
vs. functional non-functional
Is the cookie necessary for the good working of the website (shopping basket, language selection, …)?
1|
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Now what? | 1. The cookie audit
3. Cookie, Anyone?
first party
third party
anonymous
personal info
session
persistent
functional
non functional
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Now what? | 1. The cookie audit
3. Cookie, Anyone?
first party
third party
anonymous
personal info
session
persistent
functional
non functional
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Now what? | 1. The cookie audit
3. Cookie, Anyone?
first party
third party
anonymous
personal info
session
persistent functional
non functional
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Now what? | 2. Risk assessment
3. Cookie, Anyone?
right to refuse
information and right to refuse
information and consent
enhanced information and consent
information and explicit consent
information and prior consent
consent can be expressed via browser settings
consent can not be expressed via browser settings
data source: IAB, E-Privacy transposition chart, Oct. 31 2012
A website needs to comply to the cookie laws of the countries it is targeting!
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Now what? | 2. Risk assessment
3. Cookie, Anyone?
Especially when targeting The Netherlands, for each cookie, estimate the impact on the user’s privacy vs. the importance of the data gathered for the company.
imp
ort
an
ce f
or
com
pa
ny
impact on user privacy low
high
high
explicit consent
remove cookie?
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Now what? | 3. Delivering information
3. Cookie, Anyone?
In Belgium, website owners have the duty to inform the user that cookies are being placed on his equipment when he opens and uses the website: quality of information (full,
accurate and precise)
visibility of information
clear instructions/redirections on how to disable cookies
The information must be clearly visible on the first page the website visitor visits. Which doesn’t necessarily corresponds to the homepage!
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Now what? | 3. Delivering information
3. Cookie, Anyone?
The IAB NL default texts can be downloaded from http://bit.ly/RGPQkt
general information “why use cookies”
detailed information ‘à la carte’ functional cookies, cookies for analytics, social media cookies, browser settings, …
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Now what? | 3. Delivering information
3. Cookie, Anyone?
… Example: Unilever’s cookie policy can be found at http://www.unilevercookiepolicy.com/nl_BE/Policy.aspx
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Now what? | 3. Delivering information
3. Cookie, Anyone?
Example: Belgacom’s cookie policy can be found at http://bit.ly/10jUQ1T
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Now what? | 4. Getting consent
3. Cookie, Anyone?
Implicit consent can be obtained by letting the user click away the informational message. (example: www.belgacom.be)
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Now what? | 4. Getting consent
3. Cookie, Anyone?
Implicit consent can be obtained by letting the user click away the informational message. (example: www.toyota.be)
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Now what? | 4. Getting consent
3. Cookie, Anyone?
Consumers generally invest a huge amount of trust in the BBC so it can be more explicit about its use of cookies without causing users to abandon the site.
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Now what? | 4. Getting consent
3. Cookie, Anyone?
Explicit consent can only be obtained by letting the user click on an ‘accept’ button (example: www.klm.nl)
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Advertising industry self regulation initiative
3. Cookie, Anyone?
youronlinechoices.eu is an online platform allowing users to opt-out from advertisers’ cookies.
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The future?
3. Cookie, Anyone?
Cookieless analytics
Some companies are experimenting with solutions not requiring any cookies. But in the end, this always means a loss of data.
Server side statistics
Statistics can be gathered server-side, without the use of cookies. This however provides only a limited view on visitor behaviour. Server stats can also be used to measure the impact of the implemented cookie solution.
Europe 2014-2015
A new European law will (probably) be ready in 2014 or 2015. This new law will overrule local country laws.
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4. Key Take-Aways
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Key Take-Aways
4. Key Take-Aways
The European Cookie laws are taking form. Follow the 4-step path to compliance: 1. Cookie audit 2. Risk assessment 3. Delivering information 4. Getting consent
3 Internet Explorer (8 & 9) is currently the most used browser in Belgium, followed by Chrome, Firefox and Safari for the iPad. On mobile, the iPhone Safari browser is leading.
2 With ‘Universal Analytics’, Google Analytics is moving in the direction of 360 degree marketing analytics.
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Thank you for listening.
Now let’s talk.
Geert De Laet
Technology evangelist
Twitter: @geertdelaet
http://www.luon.com