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From data to strategy - Bruno Dillen

From data to strategy - Bruno Dillen



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

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



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    From data to strategy - Bruno Dillen From data to strategy - Bruno Dillen Presentation Transcript

    • This guy@BrunoDillenStudies:TEW (University of Antwerp)Work:Coolblue - Online Marketeer BelgiumThese Days - E-business DirectorArtinthepicture.com, Amigurumipatterns.net, ...- Owner
    • Who is this?
    • 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
    • What we wont talk about(which does not imply it isnt extremely valuable)
    • Optimization as a continuous process
    • Optimization: A/B testing
    • Google Analytics Experiments
    • Theres always 5%+60%registrations
    • Theres always 5%+89%clickthroughsto pricing plan
    • Theres always 5%+36%sales-25%registrations
    • Times… they are changing
    • Briefing: business plan
    • Briefing: testing plan
    • 80% effort
    • Flexibility
    • Flexibility
    • Flexibility
    • So... how to get strategic valueout of your Analytics?
    • The (4) Ps
    • Optimization: UX & Design=
    • Place
    • Place
    • 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, …
    • Product
    • Product
    • Proposition
    • Proposition
    • Proposition
    • Pricing (and profitability)from product developmentfrom P&Lfrom marketing & salesCPA of € 100 CPA of € 50
    • Pricing
    • Partners
    • Case study
    • What-  Platform for digital learningthrough exercises-  Targeting students in highschool-  With personal coach assistingdevelopment through webcam orphone-  Bèta test only supportedmathematics for 2nd gradeadolescents
    • 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?
    • 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
    • Questions
    • Answers
    • Answers
    • Answers
    • 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
    • Conclusion
    • The single most important P
    • OptimizationLearning as a continuous process
    • 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.
    • Thank you