Challenges for each the multi-channel, multi-device and multi-platform measurement

In 2013 people reached websites through dozens of channels, from several devices and via apps, portals and widgets, while web analytics still counted them visit by visit. Matthias Bettag is a self-employed digital analytics consultant from Berlin. He used to work for Semphonic and, with Michael Feiner, runs the discussion conference X Change, which they are renaming DA Hub. In this talk he shows what it means for measurement when one customer switches between channels and devices.

You'll learn why measuring campaign traffic is not enough and how to map KPIs to business goals, how two-tier segmentation by persona and visit intent works, and how smaller companies tie devices together without a mandatory login. Matthias explains dark social, what a cookie opt-in does to your data, and why the biggest benefit of a tag management system is that the company finally agrees on its processes.