THE BRANDINTERACTION   COMPANY
A RACE TO THE BOTTOM     THESE DAYS > ONLINE CONVERSION MANAGER > BRUNO DILLEN5/8/2012 © THESE DAYS – The Brand Interactio...
BE CAREFUL WITH DATA 5/8/2012 © THESE DAYS – The Brand Interaction Company
EXAMPLE: HIGH VOLUME, LOW      CONVERSION5/8/2012 © THESE DAYS – The Brand Interaction Company
5/8/2012 © THESE DAYS – The Brand Interaction Company
CONVERSIONS5/8/2012 © THESE DAYS – The Brand Interaction Company
Visitors                                    1 000 000      Conversions                                       10    0,001%5...
5/8/2012 © THESE DAYS – The Brand Interaction Company
5/8/2012 © THESE DAYS – The Brand Interaction Company
5/8/2012 © THESE DAYS – The Brand Interaction Company
TIP 1While it may seem obvious that there is a bigdifference between qualified and non-qualified traffic,we see –time and ...
BE CAREFUL WITH KPI’S 5/8/2012 © THESE DAYS – The Brand Interaction Company
EXAMPLE: ADWORDS KPI’S5/8/2012 © THESE DAYS – The Brand Interaction Company
Cost/conv target                                  €25      Yearly growth target                              5%5/8/2012 © ...
€10 cost/conv                                           €50 cost/conv5/8/2012 © THESE DAYS – The Brand Interaction Company
€10 cost/conv                                           €50 cost/conv5/8/2012 © THESE DAYS – The Brand Interaction Company
# conversions         Total cost   Cost per conversion     Lada                                                60       €6...
€50 cost/conv5/8/2012 © THESE DAYS – The Brand Interaction Company
TIP 2Everything can be measured with AdWords, so makesure you measure everything. All KPI’s should bemonitored on a level ...
EXAMPLE: FACEBOOK FANS5/8/2012 © THESE DAYS – The Brand Interaction Company
5/8/2012 © THESE DAYS – The Brand Interaction Company
10$ per fan5/8/2012 © THESE DAYS – The Brand Interaction Company
5/8/2012 © THESE DAYS – The Brand Interaction Company
5/8/2012 © THESE DAYS – The Brand Interaction Company
TIP 3Don’t ever be impressed by any data or results you areshown. Keep asking, keep digging for anything thatmight be rele...
BE CAREFUL WITH TARGETS 5/8/2012 © THESE DAYS – The Brand Interaction Company
EXAMPLE: THE GOOD OR THE BAD 5/8/2012 © THESE DAYS – The Brand Interaction Company
5/8/2012 © THESE DAYS – The Brand Interaction Company
When times are                                           When times arebad, we react                                      ...
When times are bad,                                      When times arewe should relax and                                ...
TIP 4Management by numbers can lead to being areactionary rather than “actionary” organisation. Setgoals but don’t write t...
KEY TAKEAWAYS1. Always distrust data you see and especially datayou are presented with.2. Understand the full process behi...
THE BRANDINTERACTION   COMPANY
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Bruno Dillen - These Days - Putting your money where your mouth is with Google Analytics; A case-study - GABC12

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  • One year ago everything was good on one of my customer’s websites. We were getting millions of visitors to my website.
  • But only very occasionally, one of those visitors actually did something with our website, or even better, converted into a paying customer..
  • But only very occasionally, one of those visitors actually did something with our website, or even better, converted into a paying customer..
  • Cookie stuffing
  • Different KPI’s per traffic source
  • But only very occasionally, one of those visitors actually did something with our website, or even better, converted into a paying customer..
  • But only very occasionally, one of those visitors actually did something with our website, or even better, converted into a paying customer..
  • But only very occasionally, one of those visitors actually did something with our website, or even better, converted into a paying customer..
  • But only very occasionally, one of those visitors actually did something with our website, or even better, converted into a paying customer..
  • Another typical example are the brand searches.Competing with Organic Results, lowering cost/conv significantly, ...
  • Every customer has its own value.
  • So you average it out
  • And what is the problem with this number. That people are starting to use it! Building campaign around it, attaching prizes to it, even some people believing that
  • Marketing agencyFiverr
  • 100$ per day; good day in 6 hours, bad day after 8 hours only 60$
  • 100$ per day; good day in 6 hours, bad day after 8 hours only 60$
  • 100$ per day; good day in 6 hours, bad day after 8 hours only 60$
  • Bruno Dillen - These Days - Putting your money where your mouth is with Google Analytics; A case-study - GABC12

    1. 1. THE BRANDINTERACTION COMPANY
    2. 2. A RACE TO THE BOTTOM THESE DAYS > ONLINE CONVERSION MANAGER > BRUNO DILLEN5/8/2012 © THESE DAYS – The Brand Interaction Company
    3. 3. BE CAREFUL WITH DATA 5/8/2012 © THESE DAYS – The Brand Interaction Company
    4. 4. EXAMPLE: HIGH VOLUME, LOW CONVERSION5/8/2012 © THESE DAYS – The Brand Interaction Company
    5. 5. 5/8/2012 © THESE DAYS – The Brand Interaction Company
    6. 6. CONVERSIONS5/8/2012 © THESE DAYS – The Brand Interaction Company
    7. 7. Visitors 1 000 000 Conversions 10 0,001%5/8/2012 © THESE DAYS – The Brand Interaction Company
    8. 8. 5/8/2012 © THESE DAYS – The Brand Interaction Company
    9. 9. 5/8/2012 © THESE DAYS – The Brand Interaction Company
    10. 10. 5/8/2012 © THESE DAYS – The Brand Interaction Company
    11. 11. TIP 1While it may seem obvious that there is a bigdifference between qualified and non-qualified traffic,we see –time and time again- campaigns and websitesbeing judged mainly on total volume.Make sure you’re not blinded by a single metric! 5/8/2012 © THESE DAYS – The Brand Interaction Company
    12. 12. BE CAREFUL WITH KPI’S 5/8/2012 © THESE DAYS – The Brand Interaction Company
    13. 13. EXAMPLE: ADWORDS KPI’S5/8/2012 © THESE DAYS – The Brand Interaction Company
    14. 14. Cost/conv target €25 Yearly growth target 5%5/8/2012 © THESE DAYS – The Brand Interaction Company
    15. 15. €10 cost/conv €50 cost/conv5/8/2012 © THESE DAYS – The Brand Interaction Company
    16. 16. €10 cost/conv €50 cost/conv5/8/2012 © THESE DAYS – The Brand Interaction Company
    17. 17. # conversions Total cost Cost per conversion Lada 60 €600 €10Y0 Ferrari 36 €1800 €50 totaal 96 €2400 €25 # conversions Total cost Cost per conversion Lada 65 €650 €10Y1 Ferrari 36 €1872 €52 totaal 101 €2400 €25 # conversions Total cost Cost per conversion Lada 83 €996 €12Y2 Ferrari 36 €1980 €55 totaal 119 €2976 €25 5/8/2012 © THESE DAYS – The Brand Interaction Company
    18. 18. €50 cost/conv5/8/2012 © THESE DAYS – The Brand Interaction Company
    19. 19. TIP 2Everything can be measured with AdWords, so makesure you measure everything. All KPI’s should bemonitored on a level as deep as possible (matchedsearch query) in order to analyse and optimise. Addother data (such as multi-channel funnels) to theequation as well.After a monthly or quarterly review, don’t forget to re-evaluate all parameters. 5/8/2012 © THESE DAYS – The Brand Interaction Company
    20. 20. EXAMPLE: FACEBOOK FANS5/8/2012 © THESE DAYS – The Brand Interaction Company
    21. 21. 5/8/2012 © THESE DAYS – The Brand Interaction Company
    22. 22. 10$ per fan5/8/2012 © THESE DAYS – The Brand Interaction Company
    23. 23. 5/8/2012 © THESE DAYS – The Brand Interaction Company
    24. 24. 5/8/2012 © THESE DAYS – The Brand Interaction Company
    25. 25. TIP 3Don’t ever be impressed by any data or results you areshown. Keep asking, keep digging for anything thatmight be relevant.Otherwise you might have been sold “12 000$” worthof Facebook fans which were bought for 5$. This goesfor other services like linkbuilding and viral video’s, aswell. 5/8/2012 © THESE DAYS – The Brand Interaction Company
    26. 26. BE CAREFUL WITH TARGETS 5/8/2012 © THESE DAYS – The Brand Interaction Company
    27. 27. EXAMPLE: THE GOOD OR THE BAD 5/8/2012 © THESE DAYS – The Brand Interaction Company
    28. 28. 5/8/2012 © THESE DAYS – The Brand Interaction Company
    29. 29. When times are When times arebad, we react bad, we sit backrather than act. and relax from allKeep on running. the running. 5/8/2012 © THESE DAYS – The Brand Interaction Company
    30. 30. When times are bad, When times arewe should relax and good, we should turngive ourselves the the volume up to 11.time to think. Scale what’s great. 5/8/2012 © THESE DAYS – The Brand Interaction Company
    31. 31. TIP 4Management by numbers can lead to being areactionary rather than “actionary” organisation. Setgoals but don’t write them in stone. Dare to exceed(and sometimes miss) targets. 5/8/2012 © THESE DAYS – The Brand Interaction Company
    32. 32. KEY TAKEAWAYS1. Always distrust data you see and especially datayou are presented with.2. Understand the full process behind every single oneof your metrics. Build targets bottom-up to reachcompany-wide goals.3. Decide on a few KPI’s which you monitor on a day-to-day basis and re-evaluate these at least quarterly.4. Don’t manage by numbers because people willactually do anything to reach the goals you’ve set. 5/8/2012 © THESE DAYS – The Brand Interaction Company
    33. 33. THE BRANDINTERACTION COMPANY
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