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• On-premise analytics demand grows as Google Analytics GDPR uncertainties continue

  7 janvier 2020, par Jake Thornton — Privacy

  The Google Analytics GDPR relationship is a complicated one. Website owners in states like Berlin in Germany are now required to ask users for consent to collect their data. This doesn’t make for the friendliest user-experience and often the website visitor will simply click “no.”

  The problem Google Analytics now presents website owners in the EU is with more visitors clicking “no”, the less accurate your data will become.

  Why do you need to ask your visitors for consent ?

  At this stage it’s simply because Google Analytics collects data for its own purposes. An example of this is using your visitor’s personal data for retargeting purposes across their advertising platforms like Google Ads and YouTube. 

  Google’s Privacy & Terms states : “when you visit a website that uses advertising services like AdSense, including analytics tools like Google Analytics, or embeds video content from YouTube, your web browser automatically sends certain information to Google. This includes the URL of the page you’re visiting and your IP address. We may also set cookies on your browser or read cookies that are already there. Apps that use Google advertising services also share information with Google, such as the name of the app and a unique identifier for advertising.”

  

  The rise of hosting web analytics on-premise

  Managing Google Analytics and GDPR can quickly become complicated, so there’s been an increase in website owners switching from cloud-hosted web analytics platforms, like Google Analytics, to more GDPR compliant alternatives, where you can host web analytics software on your own servers. This is called hosting web analytics on-premise.

  Hosting web analytics on your own servers means :

  No third-parties are involved

  The visitor data your website collects is stored on your own internal infrastructure. This means no third-parties are involved and there’s no risk of personal data being used in the way Google Analytics uses it e.g. sending personal data to its advertising platforms. 

  When you sign up with Google Analytics you sign away control of your user’s personal data. With on-premise website analytics, you own your data and are in full control.

  NOTE : Though Google Analytics uses personal data for its own purposes, not all cloud hosted web analytics platforms do this. As an example, Matomo Analytics Cloud hosted solution states that all personal data collected is not used for its own purposes and that Matomo has no rights in accessing or using this personal data. 

  

  You control where in the world your personal data is stored

  Google Analytics servers are based out of USA, Europe and Asia, so where your personal data will end up is uncertain and you don’t have the option to choose which location it goes to when using free Google Analytics.

  Different countries have different laws when it comes to accessing personal data. When you choose to host your web analytics on-premise, you can choose the location of your servers and where the personal data is stored.

  More flexibility

  With self-hosted web analytics platforms like Matomo On-Premise, you can extend the platform to do anything you want without the restrictions that cloud hosted platforms impose.

  You can :

  • Get full access to the source code of open-source solutions, like Matomo
  • Extend the platform however you want for your business
  • Get access to APIs
  • Have no data limitations or restrictions
  • Get RAW data access
  • Have control over security

  >> Read more about on-premise flexibility for web analytics here

  

  So what does the future look like for Google Analytics and GDPR ?

  It’s difficult to assess this right now. How exactly GDPR is enforced is still quite unclear. 

  What is clear however, is now website owners in Berlin using Google Analytics are lawfully required to ask their visitors for consent to collect personal data. It has been reported that Google Analytics has already received 200,000 complaints in Germany alone and it appears this trend is likely to continue across much of the EU.

  When using Google Analytics in the EU you must also ensure your privacy policy is updated so website visitors are aware that data is being collected through Google Analytics for its own purposes.

  Moving to a web analytics on-premise platform

  Matomo Analytics is the #1 open-source web analytics platform in the world and has been rated as an exceptional alternative to Google Analytics. Check the reviews on Capterra.

  Choosing Matomo On-Premise means you can control exactly where your data is stored, you have full flexibility to customise the platform to do what you want and it’s FREE.

  Matomo’s mission is to give control back to website owners and the team has designed the platform so that moving away from Google Analytics is seamless. Matomo offers most of your favourite Google Analytics features, a leaner interface to navigate, and the option to add free and paid premium features that Google Analytics can’t even offer you.

  And now you can import your historical Google Analytics data directly into your Matomo with the Google Analytics Importer plugin.

  DOWNLOAD MATOMO (FREE)

  And if you can’t host web analytics on your own servers ...

  Hosting web analytics on-premise is not an option for all businesses as you do need the internal infrastructure and technical knowledge to host your own platform.

  If you can’t self-host, then Matomo has a Cloud hosted solution you can easily install and operate like Google Analytics, which is hosted on Matomo’s servers in the EU. 

  The GDPR advantages of choosing Matomo Cloud over Google Analytics are :

  • Servers are secure and based in the EU (strict laws forbid outside access)
  • 100% data ownership – we never use data for our own purposes
  • You can export your data anytime and switch to Matomo On-Premise whenever you like
  • User-privacy protection
  • Advanced GDPR Manager and data anonymisation features which GA doesn’t offer

  

  Interested to learn more ?

  If you are wanting to learn more about why users are making the move from Google Analytics to Matomo, check out our Matomo Analytics vs Google Analytics comparison page.

  >> Matomo Analytics vs Google Analytics

• Marketing Cohort Analysis : How To Do It (With Examples)

  12 janvier 2024, par Erin

  The better you understand your customers, the more effective your marketing will become. 

  The good news is you don’t need to run expensive focus groups to learn much about how your customers behave. Instead, you can run a marketing cohort analysis using data from your website analytics.

  A marketing cohort groups your users by certain traits and allows you to drill down to discover why they take the actions on your website they do. 

  In this article, we’ll explain what a marketing cohort analysis is, show you what you can achieve with this analytical technique and provide a step-by-step guide to pulling it off. 

  What is cohort analysis in marketing ?

  A marketing cohort analysis is a form of behavioural analytics where you analyse the behavioural patterns of users who share a similar trait to better understand their actions. 

  These shared traits could be anything like the date they signed up for your product, users who bought your service through a paid ad or email subscribers from the United Kingdom.

  It’s a fantastic way to improve your marketing efforts, allowing you to better understand complex user behaviours, personalise campaigns accordingly and improve your ROI. 

  You can run marketing analysis using an analytics platform like Google Analytics or Matomo. With these platforms, you can measure how cohorts perform using traffic, engagement and conversion metrics.

  

  There are two types of cohort analysis : acquisition-based cohort analysis and behavioural-based cohort analysis.

  Acquisition-based cohort analysis

  An acquisition-based cohort divides users by the date they purchased your product or service and tracks their behaviour afterward. 

  For example, one cohort could be all the users who signed up for your product in November. Another could be the users who signed up for your product in October. 

  You could then run a cohort analysis to see how the behaviour of the two cohorts differed. 

  Did the November cohort show higher engagement rates, increased frequency of visits post-acquisition or quicker conversions compared to the October cohort ? Analysing these cohorts can help with refining marketing strategies, optimising user experiences and improving retention and conversion rates.

  As you can see from the example, acquisition-based cohorts are a great way to track the initial acquisition and how user behaviour evolves post-acquisition.

  Behavioural-based cohort analysis

  A behavioural-based cohort divides users by their actions on your site. That could be their bounce rate, the number of actions they took on your site, their average time on site and more.

  

  Behavioural cohort analysis gives you a much deeper understanding of user behaviour and how they interact with your website.

  What can you achieve with a marketing cohort analysis ?

  A marketing cohort analysis is a valuable tool that can help marketers and product teams achieve the following goals :

  

  Understand which customers churn and why

  Acquisition and behavioural cohort analyses help marketing teams understand when and why customers leave. This is one of the most common goals of a marketing cohort analysis. 

  Learn which customers are most valuable

  Want to find out which channels create the most valuable customers or what actions customers take that increase their loyalty ? You can use a cohort analysis to do just that. 

  For example, you may find out you retain users who signed up via direct traffic better than those that signed up from an ad campaign. 

  Discover how to improve your product

  You can even use cohort analysis to identify opportunities to improve your website and track the impact of your changes. For example, you could see how visitor behaviour changes after a website refresh or whether visitors who take a certain action make more purchases. 

  Find out how to improve your marketing campaign

  A marketing cohort analysis makes it easy to find out which campaigns generate the best and most profitable customers. For example, you can run a cohort analysis to determine which channel (PPC ads, organic search, social media, etc.) generates customers with the lowest churn rate. 

  If a certain ad campaign generates the low-churn customers, you can allocate a budget accordingly. Alternatively, if customers from another ad campaign churn quickly, you can look into why that may be the case and optimise your campaigns to improve them. 

  Measure the impact of changes

  You can use a behavioural cohort analysis to understand what impact changes to your website or product have on active users. 

  If you introduced a pricing page to your website, for instance, you could analyse the behaviour of visitors who interacted with that page compared to those who didn’t, using behavioural cohort analysis to gauge the impact of these website changes on engagemen or conversions.

  The problem with cohort analysis in Google Analytics

  Google Analytics is often the first platform marketers turn to when they want to run a cohort analysis. While it’s a free solution, it’s not the most accurate or easy to use and users often encounter various issues. 

  For starters, Google Analytics can’t process user visitor data if they reject cookies. This can lead to an inaccurate view of traffic and compromise the reliability of your insights.

  In addition, GA is also known for sampling data, meaning it provides a subset rather than the complete dataset. Without the complete view of your website’s performance, you might make the wrong decisions, leading to less effective campaigns, missed opportunities and difficulties in reaching marketing goals.

  How to analyse cohorts with Matomo

  Luckily, there is an alternative to Google Analytics. 

  As the leading open-source web analytics solution, Matomo offers a robust option for cohort analysis. With its 100% accurate data, thanks to the absence of sampling, and its privacy-friendly tracking, users can rely on the data without resorting to guesswork. It is a premium feature included with our Matomo Cloud or available to purchase on the Matomo Marketplace for Matomo On-Premise users.

  Below, we’ll show how you can run a marketing cohort analysis using Matomo.

  Set a goal

  Setting a goal is the first step in running a cohort analysis with any platform. Define what you want to achieve from your analysis and choose the metrics you want to measure. 

  For example, you may want to improve your customer retention rate over the first 90 days. 

  Define cohorts

  Next, create cohorts by defining segmentation criteria. As we’ve discussed above, this could be acquisition-based or behavioural. 

  Matomo makes it easy to define cohorts and create charts. 

  In the sidebar menu, click Visitors > Cohorts. You’ll immediately see Matomo’s standard cohort report (something like the one below).

  

  In the example above, we’ve created cohorts by bounce rate. 

  You can view cohorts by weekly, monthly or yearly periods using the date selector and change the metric using the dropdown. Other metrics you can analyse cohorts by include :

  • Unique visitors
  • Return visitors
  • Conversion rates
  • Revenue
  • Actions per visit

  Change the data selection to create your desired cohort, and Matomo will automatically generate the report. 

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  Analyse your cohort chart

  Cohort charts can be intimidating initially, but they are pretty easy to understand and packed with insights. 

  Here’s an example of an acquisition-based cohort chart from Matomo looking at the percentage of returning visitors :

  

  Cohorts run vertically. The oldest cohort (visitors between February 13 – 19) is at the top of the chart, with the newest cohort (April 17 – 23) at the bottom. 

  The period of time runs horizontally — daily in this case. The cells show the corresponding value for the metric we’re plotting (the percentage of returning visitors). 

  For example, 98.69% of visitors who landed on your site between February 13 – 19, returned two weeks later. 

  Usually, running one cohort analysis isn’t enough to identify a problem or find a solution. That’s why comparing several cohort analyses or digging deeper using segmentation is important.

  Segment your cohort chart

  Matomo lets you dig deeper by segmenting each cohort to examine their behaviour’s specifics. You can do this from the cohort report by clicking the segmented visitor log icon in the relevant row.

  

  

  Segmenting cohorts lets you understand why users behave the way they do. For example, suppose you find that users you purchased on Black Friday don’t return to your site often. In that case, you may want to rethink your offers for next year to target an audience with potentially better customer lifetime value. 

  Start using Matomo for marketing cohort analysis

  A marketing cohort analysis can teach you a lot about your customers and the health of your business. But you need the right tools to succeed. 

  Matomo provides an effective and privacy-first way to run your analysis. You can create custom customer segments based on almost anything, from demographics and geography to referral sources and user behaviour. 

  Our custom cohort analysis reports and colour-coded visualisations make it easy to analyse cohorts and spot patterns. Best of all, the data is 100% accurate. Unlike other web analytics solution or cohort analysis tools, we don’t sample data. 

  Find out how you can use Matomo to run marketing cohort analysis by trialling us free for 21 days. No credit card required.

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• Revision 29159 : Tester une autre méthode pour que le multilinguisme fonctionne à la ...

  13 juin 2009, par marcimat@… — Log

  Tester une autre méthode pour que le multilinguisme fonctionne à la création de la mutualisation. Ca me parait plus portable.