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From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
From data to strategy - Bruno Dillen
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From data to strategy - Bruno Dillen

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From data to strategy - Bruno Dillen. Speaker at GABC 2013

From data to strategy - Bruno Dillen. Speaker at GABC 2013

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  • 1. This guy@BrunoDillenStudies:TEW (University of Antwerp)Work:Coolblue - Online Marketeer BelgiumThese Days - E-business DirectorArtinthepicture.com, Amigurumipatterns.net, ...- Owner
  • 2. Who is this?
  • 3. These Days- We are a full-service digital marketing agency- We have over 130 talents in Antwerp and Amsterdam- We believe in added value and a truebusinessunderstanding, so we focus on structural,long-term partnerships with our customers- We believe there is no one-size-fits-all-solution, so weadapt our structure, teams and our people to the needsof our customers- We believe true success is a combination of long-termstrategy and short-term execution, which is why we area strategic and hands-on partner
  • 4. What we wont talk about(which does not imply it isnt extremely valuable)
  • 5. Optimization as a continuous process
  • 6. Optimization: A/B testing
  • 7. Google Analytics Experiments
  • 8. Theres always 5%+60%registrations
  • 9. Theres always 5%+89%clickthroughsto pricing plan
  • 10. Theres always 5%+36%sales-25%registrations
  • 11. Times… they are changing
  • 12. Briefing: business plan
  • 13. Briefing: testing plan
  • 14. 80% effort
  • 15. Flexibility
  • 16. Flexibility
  • 17. Flexibility
  • 18. So... how to get strategic valueout of your Analytics?
  • 19. The (4) Ps
  • 20. Optimization: UX & Design=
  • 21. Place
  • 22. Place
  • 23. PlaceRemarketing for search:- Increase conversions byusing it as real remarketingtool- Exclude certain audiences(logged in customers, …) fromseeing your paid ads- Find out what your websitevisitors are searching for onthe web: reviews, competitors,cross-sell possibilities, …
  • 24. Product
  • 25. Product
  • 26. Proposition
  • 27. Proposition
  • 28. Proposition
  • 29. Pricing (and profitability)from product developmentfrom P&Lfrom marketing & salesCPA of € 100 CPA of € 50
  • 30. Pricing
  • 31. Partners
  • 32. Case study
  • 33. What-  Platform for digital learningthrough exercises-  Targeting students in highschool-  With personal coach assistingdevelopment through webcam orphone-  Bèta test only supportedmathematics for 2nd gradeadolescents
  • 34. Questions-  Can you validate whether weare on the right track?-  Can you help us grow thecurrent business?-  Can you help us decide on thenext step?
  • 35. QuestionsDirect advertisingthrough schools &generic SEA# of visitors:not very highPageviews:very highFree trials:low%Paid conv:high %People looking formore information…but not convertingThose who convert,also end up buying
  • 36. Questions
  • 37. Answers
  • 38. Answers
  • 39. Answers
  • 40. Results# of visitors:no changePageviews:decreasedFree trials:+60%Paid conv:+40 %Email database othercourses/ages:help us decide on next steps& gives us a starting point
  • 41. Conclusion
  • 42. The single most important P
  • 43. OptimizationLearning as a continuous process
  • 44. Data helps you with muchmore than traditionaloptimization: it helps youthink about product, price,place, partners, …Thus data should get acentral position in yourorganization, not just an exclusive tool for marketing/sales.Anything can be tested. Why use elaborate planning andwaterfall methods when a quick iteration of tests can teachus much more in this fast-changing and unpredictableenvironment with much less effort and money.
  • 45. Thank you

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