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"When the going gets tough, the tough get measuring"

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Neil Mason presents "When the going gets tough, the tough get measuring" at Eye For Travels Conference in Munich, October 2008

Neil Mason presents "When the going gets tough, the tough get measuring" at Eye For Travels Conference in Munich, October 2008

Published in: Technology, Business

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  • 1. “ When the going gets tough – the tough get measuring” Neil Mason Managing Director, Applied Insights Board Director, Web Analytics Association
  • 2. Keeping on course... Web Performance Tracking Process Analysis & Optimisation User Centricity Insight Investment
  • 3. Keeping on course... Web Performance Tracking Insight Investment
  • 4. Old saying…. “ If you don’t measure it, you can’t manage it…” ..but what to measure and how?
  • 5. … the right numbers right It’s about getting….
  • 6. Good KPIs are “ Supermetrics ”…
  • 7.  
  • 8.  
  • 9.  
  • 10.  
  • 11.  
  • 12. As Albert said…
  • 13. Keeping on course... Web Performance Tracking Process Analysis & Optimisation Insight Investment
  • 14. Organisations need to have the desire for change…
  • 15. … to have the ability to execute…
  • 16. The ingredients for optimisation
  • 17. Get the data out of the silos… Web analytics data Survey data Campaign data Customer data
  • 18. The principle of optimisation
  • 19. Some key trends in these difficult times...
  • 20. Campaign optimisation
  • 21. The naivety of the current model
  • 22. Optimising site processes…
  • 23. Defining page purpose and measurement Home page Category page Product list page Product page Basket Checkout Landing zones Landing zone Engage Route Route Engage Convince Bounce rate Promotion space CTR Process Process Exit rate Click to product rate Exit rate Cross-sell rate Add to basket rate Tool usage Conversion rate Conversion rate Visitor numbers
  • 24. Keeping on course... Web Performance Tracking Process Analysis & Optimisation User Centricity Insight Investment
  • 25. Most people who visit your website…
    • Only visit once…
    • Generally only look at one page…
    • Most likely only stay for one minute…
    • And probably only transact with you once
  • 26.  
  • 27. Definition: Retention marketing: The art and science of converting people twice (preferably without the pain and cost of acquiring them twice…)
  • 28. “ When the going gets tough, the tough...”
    • ...are clear about what the right metrics are that help them understand how to measure their business
    • ...move from a tracking mentality to an optimisation mentality
    • ...focus on maximising the investments already made in the existing customer base
  • 29.