From data to strategy - Bruno Dillen

517 views

Published on

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

Published in: Education, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
517
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

From data to strategy - Bruno Dillen

  1. 1. This guy@BrunoDillenStudies:TEW (University of Antwerp)Work:Coolblue - Online Marketeer BelgiumThese Days - E-business DirectorArtinthepicture.com, Amigurumipatterns.net, ...- Owner
  2. 2. Who is this?
  3. 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. 4. What we wont talk about(which does not imply it isnt extremely valuable)
  5. 5. Optimization as a continuous process
  6. 6. Optimization: A/B testing
  7. 7. Google Analytics Experiments
  8. 8. Theres always 5%+60%registrations
  9. 9. Theres always 5%+89%clickthroughsto pricing plan
  10. 10. Theres always 5%+36%sales-25%registrations
  11. 11. Times… they are changing
  12. 12. Briefing: business plan
  13. 13. Briefing: testing plan
  14. 14. 80% effort
  15. 15. Flexibility
  16. 16. Flexibility
  17. 17. Flexibility
  18. 18. So... how to get strategic valueout of your Analytics?
  19. 19. The (4) Ps
  20. 20. Optimization: UX & Design=
  21. 21. Place
  22. 22. Place
  23. 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. 24. Product
  25. 25. Product
  26. 26. Proposition
  27. 27. Proposition
  28. 28. Proposition
  29. 29. Pricing (and profitability)from product developmentfrom P&Lfrom marketing & salesCPA of € 100 CPA of € 50
  30. 30. Pricing
  31. 31. Partners
  32. 32. Case study
  33. 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. 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. 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. 36. Questions
  37. 37. Answers
  38. 38. Answers
  39. 39. Answers
  40. 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. 41. Conclusion
  42. 42. The single most important P
  43. 43. OptimizationLearning as a continuous process
  44. 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. 45. Thank you

×