Online Business : Optimizing your sales channels, AT INTERNET eCommretail Lisbon 2011

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Online Business : Optimizing your sales channels, AT INTERNET eCommretail Lisbon 2011

  1. 1. 17+ years experience in the web 3,500+ clients from all sectors350,000+ sites measured 50 billion measured page views per month 200+ Employees
  2. 2. Level 5 Predictive Level 4 Web Analytics Maturity Model Corporate Level 3 Helper Performance Strategic CRM Management Level 2 •Multichannel •Multichannel Sales Level 1 Optimization Aggregation Report E-Marketing • Cost - Analysis • Balanced Score-Cards Web Metrics • Lifetime Value •Merchandising • Strategic Planing •Segmentation •Personalization • Predictive Analytics Behaviour •Analytics based •Activity-based casting •Search Engine content serving • Path analysis Optimization•HitsMetrics • Funnel Reports •Campaign • Process Analytics Strategic Web• Page view, visits, • A/B Testing Optimization (Decision Support)visitors. • Key Performance •KPI alerts 330 Degree View of Customer• Top 10 s Indicators• Demographics• Tecnographics Optimize the Channel• Top Entry/Exit• Performance• Capacity Business Driven, working on metrics, accuracy and process• Security IT driven, “ fell good” information, few decission, minimal value
  3. 3. Web Analytics Maturity Model Metrics • Page view, visits, visitors. • Top 10 s • Demographics Web Metrics? • Tecnographics • Top Entry/Exit • Performance • Capacity • Security IT driven, “ fell good” information, few decission, minimal value
  4. 4. Web Analytics Maturity Model Behaviour • Path analysis • Funnel Reports Optimization? • A/B Testing • Key Performance Indicators Business Driven, working on metrics, accuracy and process
  5. 5. Web Analytics Maturity Model E-Marketing •Merchandising •Segmentation •Search Engine Estrategic? Optimization •Campaign Optimization •KPI alerts Optimize the Channel
  6. 6. Which is my level? Which is my competitor level?What we need to get the next level? How I am doing? Where can I sale more? How many channel are out there? How much? How…..
  7. 7. Shopping coupon E-coupon E-mailing Fanpage QR Code Online game display Sponsored links SPLINTERNET E-coupon Mobile application retargeting BlogLoyalty Points SMS Price comparator Organic referencement Catalogue Echantillonnage Coupon TV Spot Video Display Press Video Ad Posted Mailing Leaflet Spot Radio Word of Mouth Mobile SEO Mobile Sponsoring Affiliation Loyalty Customer e-relation Flyer card Contest Prescription People Website
  8. 8. “Successful Web channel activity is dependent on understanding thebehavior of the user and responding contextually and dynamically tothat behavior.”Gartner - "Predicts 2010: Customer-Centric Web Strategies"
  9. 9. BUDGET ?
  10. 10. Your website : as the central element of your communication strategy- TO INFORM- TO PROMOTE- TO CONVEY A BRAND IMAGE- TO SALE… MORE AND BETTERAnalyzerNX, HELPS YOU to keep track of your KPI’s and adjust them to:- Improve the customer experience- Optimize your web pages, ergonomics- Adapt the frequency of the web updates to your visitors frequency- Target consumer better
  11. 11. «Data pointed on ourwebsite is now asimportant as theinformation collected instore.»Olivier Hameau -ResponsableWebmarketingBOULANGER
  12. 12. Paid Channels Sponsored links Display TV Spot Owned Channels E-mailing Mobile SEO Fan page AffiliationWebsite Blog To be earned Mobile Application channels Social Network Organic Flux RSS referencement Word of Forum Mouth
  13. 13. Sponsored linksSponsored linkson mobile Affiliation Price comparison services
  14. 14. e-mailingcampaigns Re-targetting SMS
  15. 15. Blogs Social network
  16. 16.  Understand the sequences of access to your website
  17. 17. SOURCE VISITORS FREQUENCY BUDGETPOSITION QUALIFICATION
  18. 18. web mobile Traditional measuresMULTI-CHANNEL CAMPAIGNS
  19. 19. STOP GOBUDGET WASTE SPENDS OPTIMISATIONAD POLLUTION CONSUMER RESPECT CHANNEL SYNERGIES

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