In NMA last week, Charlie Symmons from Accenture made a great point about the need to introduce more analysis and get better AT analytics, in order for agencies to keep achieving great results for their clients in an increasingly more digitised advertising environment.
Last week I went to Paris for Imagine 07 – an EMEA-wide Microsoft conference - which over 600 advertisers and agencies from the digital fraternity attended. Steve Ballmer, our enigmatic CEO, said he saw the $550bn advertising industry being totally digital in the future.....
Accenture’s survey of over 70 ad execs showed opinion locked on advertising becoming more performance based, and over 87% believing that analytics crucial for getting better results through more targeted campaigns.
In the Summer I was at Search Engine Strategies in San Jose, and blogged on the web analytics session which talked about a report called Web Analytics Demystified in June 2007 which stated 82% of those surveyed poorly understood analytics, and 56% found the whole process far too difficult and confusing to carry out.
Looks like there may be a gap to close here, and quickly. I sometimes get a little narked when advertisers complain they’re paying too much, or not getting great ROI and you look at their sites and they’re riddled with usability issues or not running any kind of analytics packages.
Google Analytics is free and so will Gatineau – Microsoft’s new web analytics tool – with analytics we can start building even better sites, make better advertising/targeting decisions, and ultimately work towards a better web.
