Welcome back to BNR Digital.
The energy market seems like something
cooled, but you must be sharp
stay so as not to pay too much
for your power, especially with one
dynamic contract.
To be able to charge smartly,
for example your electric car,
the start-up Stekker has something
figured out, more on that later.
Now attention to another
start-up, because more than 80% of the
websites with tracking, used
Google Analytics.
That's fine with this handy tool
nice, but the American tech giant
is actually somewhat illegal
in Europa.
The Dutch Simple Analytics
jumps into the hole and builds one
privacy-friendly alternative.
But what are the chances of success?
That's what we ask Adriaan van
Rossum, founder of Simple Analytics.
Welcome Adrian.
Thank you.
Good to have you here.
So you are going to fight with
Google Analytics.
That sounds like a whole
little David against a very big Goliath.
A bit naive maybe?
Yes, you can see it that way, but
I do believe in the story
van david in goliath david
finally won.
So you have a long breath
maybe necessary, but eventually
will you get there.
And I think you're right
the dot can touch of
Google Analytics and revenue model.
Their business model is very successful
to collect data correctly,
ads, sales.
So it's fully integrated
in their revenue model to collect data.
So they really can't
so easy to get out.
And we are a new company and
we can still do all ours
determine its own rules and ethical laws.
And we did that and on that
way we think we are Goliath
can beat.
So you sit, I wish
say, not caught in one
complex system of overhead and
dependence on high advertising revenue.
Are much leaner and less to
basically the same application
a healthier way, I shall
say, perform?
Yes, exactly.
And healthier than in ethical form.
Well, one of the important ones
setting points is that you do
comply with the GDPR, or that too
for Google Analytics money there
by the legal experts
overwrought I would say.
Is that also something you do
companies over the line
to use your application?
Of course.
And certainly now, yes, more and more
regulation in Europe
made, there is more and more space
for alternatives because people
actually need something else
going to do.
Dus Google Analytics is al
banned in Italy, in Austria,
in France and the countries stack
up.
So that naturally takes care of us
a very easy entrance
hey guys you are not allowed
use Google Analytics more,
use Simple Analytics.
And that is actually for us
a very important selling point
to get those customers.
Yes, but I really like the
entire suite of Google Analytics and
then of course you know yourself yes
companies are almost stuck in it,
that loco is gigantic and then
do you get along with your analytics,
very kind and beautiful,
but companies are so dependent
of Google Analytics, or the fine
is or not, ethical or not.
How do you deal with that and what do you do
you to counter that?
Well, you have a lot of new ones
need ideas to something very much
default is or what really is the status
quo is from e.g. search, to
to beat that.
We take the analytics stack from
Google it and you'll see all that
lose market value, or
market share, but you also see
for example at Google Shirts.
Is that purely because of the GDPR case,
I'll just say that's why
the risk is that Google will
will lose customers?
Is that what you're betting on,
should I say?
I think that's really the most
important factor because it is
now so much in the news and so much
jerks around that too
companies want something different,
because they just don't have Google
use Analytics more.
Yes, but a bit silly, isn't it, Google
of course also has dearly paid
lawyers, they can firm way
to find an AVG trial version
to build for Europe if they can
but want, if necessary
enough is under legal pressure and
there goes your business case or is
that to enjoy for me?
That's not really the case, and
Google itself can't do much either
to this problem because they are in
the US sit and where it actually
breaks down is that the
personal donors from Europe to
being shipped to the US.
And that's where it goes wrong
because with the previous legislations
that existed there, or endured
who were over there, that was okay.
Then there are lawsuits for that
been and there it turns out that the
government in the US can watch
to the data of European citizens.
Yes, we certainly know that one.
Yes, we know those, but they will
of course litigate for a very long time and
they will say everything in the
data centers, here in Groningen,
we set everything up locally there
store and you sell bicycles
Netherlands, yes then you just have
many more tools, much more
features in Google Analytics.
In my opinion it is almost normal
yes, you can't escape it
to you.
The easiest way is of course
also using what everyone else
used at the moment, and that is
Google Analytics, because there you have it
all tutorials for, everyone
understands how it works, although with
Google Analytics atmosphere is
something else.
So there are a lot of people who
it as standard
use, But if it later
becomes illegal in the Netherlands too,
then what do we do?
Then you have to choose something else.
So you ultimately choose will
I continue to trade legally?
Or do I want a more ethical blow
make, make a step?
And then you better do it now
do it when it's too late
and you have to convert all your systems.
Yes, no, I get that.
That's an interesting argument.
I imagine some
parties are quite sensitive to it.
Who are your main customers now?
So let's talk about that
governments or even about
commercial parties?
Who already works with Simple Analytics?
Yes, it's a very big mix of
indeed those two, so we have
the UK government who is a customer
are, we have Michelin, we
have Hyundai, we have...
Oh, those are serious names, really.
Yes, a car leasing company, we
actually have everything, including the
small business owners, maybe too
the bike shops, but something
less e-commerce, because
e-commerce is really more
focused on tracking, but
just a great selection
several also legal companies
for example, they really want to
show to their customers okay,
this is important.
They want the best boy of all
be the class, because it is already with him
per legal case is just here
till the moment.
And some customers use it
also in addition to Google Analytics.
Dus Google Analytics met consent
and then Simple Analytics without consent.
So you still have a little bit
know how many people click no
on my cookie banner.
That way you can also data
collect side by side.
Can you also in a little bit
understand cat explain or there
a difference is in what Google
Analytics does, regardless of how
large they are swollen and the
legal battle, and what you
doing it is actually simple
the same trick?
Or do you also have one
different approach and there will also be
other results?
Can you say something about it?
Of course.
It's really about Google
collect as many data points as possible.
And that poses two problems
with it, privacy and a complex dashboard.
Because to quickly see from where
my traffic enters Google
from, in Google Analytics, where
that comes from, it is quite difficult.
They are all trying to do better
make, but it is difficult.
At Simple Analytics we do that
really different.
We are not called Simple Analytics for nothing.
Good name.
We have a very clear dashboard
with a graph and where does it come from
traffic coming from and things like that.
We go a little less deep on the person.
So where at Google Analytics throughout
is very on the person, Simple is
Analytics more on the group of people.
So we think it's important
how many people have your website
visited and at Google in Litics
do you know exactly what for
person that is, how far the in
its flow has been from your website.
So those are on a certain
way differ.
So they're a little deeper on the
person, just as easy
to summarize.
We are more of a group
of persons.
Yes, but you're right, I'm coming
it's called it back on, that you
you need that, because then you can
analyze you as
website owner, also UK
government, hey they come there
from, that's that person, me
can serve him in such a way that I can
right content for that person
as a government I can provide that.
It's also better for your business.
If you need all those for your business
data, you can get a better one
run business.
But your business is also providing information.
The right information with that
person for a government, that is
I know.
You go very carefully with that one
data, because that belongs to a user.
But that correct information, and that
does with Google Analytics, you can
really perfect.
But less good
information, but flat.
Well, you have to make a concession
between privacy and the whole deep
information you would like to collect.
And we need water somewhere near the
to do wine.
So either we just track and
we do it the way we reasoned it, or
we change that.
Where exactly is that limit for you?
What kind of data does Google have
for you that goes just too far?
They tell you over several days
for example, to keep track of
I think that goes too far.
which paths you all exactly
travels, what exactly you do, via
what specific sources you come from.
But that's if I Google, if
sorry if i got cookies ok
printed, huh?
And.
Yes, exactly.
And of course people should
don't, but many do
yes and then, okay.
And the part at Google is
of course, as I said before,
that model is on that data, so she
sell and don't sell as we do
give it out the door, but they
provide the tools to convert that data
for an advertising network.
Which in itself is bad use
can become.
So you have to do a little bit there
be careful what kind of data there
then comes in.
Speaking of data and transparency.
You are too.
There is one on your website
lots to read about sales,
costs and growth.
Why are you actually doing it like that?
We don't give you too much with that
much price?
Yes, we do give a lot.
But we also have something to say.
We would like transparency
being a company.
And yes, you can't have a transparent one
being a company without yourself
to be transparent.
And we kind of want it there
gain the trust of the customer.
With Google you don't know very much
what they are behind
do screens.
And we want to be very clear
are about this we do behind the scenes.
And that's where ours are
revenue figures.
How many customers we bring in,
We put NPS scoring online.
All kinds of information.
And does it really work or do you have to
ultimately more the
amounts of transparency
apply to not everything
to give too much?
I can imagine that possible
competition is also not favorable
if you just share everything.
No that is right.
On the other hand, you can too
use it again for marketing, for example.
Because of course if you have one
milestone, you can do it
share again and then you can go again
reach people with it.
So it does have that aspect.
Transparency as marketing.
Yes, too, sure.
But you can also be too transparent.
So of course we don't want the
passport details of our employees.
No, I understand that.
There is a balance, yes.
Yes, exactly.
But where do you finally draw the dividing line?
converting and customers is one thing,
but also tell you exactly what you
dos and don'ts to be AVG proof?
Or does that still float a bit?
Yes, we should definitely explain that
because many customers have those questions.
Like hey, are you something
you say what you are?
Precisely.
So there we have entire blog post
dedicated to explaining how
it's exactly.
Okay.
And also legal pages for when you
really have a legal team of okay,
we don't believe it, okay, go and see.
And then it turns out that it's right.
Well, what acts?
At least we have one now
nice landing received.
Thank you, Adriaan van Rossum,
founder of Simple Analytics.