THE BRANDINTERACTION   COMPANY
Beyond the Click:The Voice of the Customer                Google Analytics Business                              Conferenc...
A CONTINUOUS PROCESS OF OPTIMIZATION         Reporting                               Analysis   Optimization              ...
CONVERSION  RATIO                                            %5/8/2012 © THESE DAYS – The Brand Interaction Company
5/8/2012 © THESE DAYS – The Brand Interaction Company
SOME GOOGLE ANALYTICS STATS                                                           100.000 VISITS                      ...
SOME GOOGLE ANALYTICS STATS                                                           100.000 VISITS                      ...
Google Analytics    tells us                 WHAT                     happened5/8/2012 © THESE DAYS – The Brand Interactio...
Not                   WHY                 it happened5/8/2012 © THESE DAYS – The Brand Interaction Company
CUSTOMER JOURNEY FRAMEWORKWho visits the siteand where do they   come from?          5/8/2012 © THESE DAYS – The Brand Int...
CUSTOMER JOURNEY FRAMEWORKWho visits the site      Why do they visit theand where do they               site?   come from?...
5/8/2012 © THESE DAYS – The Brand Interaction Company
CUSTOMER JOURNEY FRAMEWORKWho visits the site      Why do they visit theand where do they               site?   come from?...
CUSTOMER JOURNEY FRAMEWORKWho visits the site      Why do they visit the              What do they do whenand where do the...
CUSTOMER JOURNEY FRAMEWORKWho visits the site      Why do they visit the              What do they do when   Why do they l...
Did you reach your goal?              YES                                       NO5/8/2012 © THESE DAYS – The Brand Intera...
WHAT + WHYBehavioral(Clickstream)                                                                        Attitudinal      ...
BACK TO OUR FUNNEL                                                           100.000 VISITS                               ...
PROVIDE CONTEXT WITH VOC GOOGLE ANALYTICS                                          + VOC 100.000 VISITS                   ...
BACK TO OUR FUNNEL                                                            GOOGLE ANALYTICS                            ...
PROVIDE CONTEXT WITH VOC • • • • • • •     5/8/2012 © THESE DAYS – The Brand Interaction Company
IT’S NOT ABOUTCLICKS It’s about people – It’s about your customer      Who comes to your website?      What are they tryin...
VOICE OF THECUSTOMER VISITOR••••••    5/8/2012 © THESE DAYS – The Brand Interaction Company
FAST, EASY AND EFFICIENT                                                                                               ...
IMPLEMENTATION  5/8/2012 © THESE DAYS – The Brand Interaction Company
TAKEACTION5/8/2012 © THESE DAYS – The Brand Interaction Company
TAKE ACTION5/8/2012 © THESE DAYS – The Brand Interaction Company
ACT UPON THE DATA            •            •            •5/8/2012 © THESE DAYS – The Brand Interaction Company
ACT UPON THE DATA5/8/2012 © THESE DAYS – The Brand Interaction Company
ACT UPON THE DATA     •5/8/2012 © THESE DAYS – The Brand Interaction Company
5 TIPS TO TAKE HOME5/8/2012 © THESE DAYS – The Brand Interaction Company
6 TIPS TO TAKE HOME5/8/2012 © THESE DAYS – The Brand Interaction Company
5/8/2012 © THESE DAYS – The Brand Interaction Company
5 TIPS TO TAKE HOME5/8/2012 © THESE DAYS – The Brand Interaction Company
3 TIPS TO TAKE HOME5/8/2012 © THESE DAYS – The Brand Interaction Company
5 TIPS TO TAKE HOME5/8/2012 © THESE DAYS – The Brand Interaction Company
5 TIPS TO TAKE HOME5/8/2012 © THESE DAYS – The Brand Interaction Company
5 TIPS TO TAKE HOME5/8/2012 © THESE DAYS – The Brand Interaction Company
GENERAL WRAP-UP         Reporting                               Analysis   Optimization                             Busine...
GENERAL WRAP-UP         Reporting                               Analysis                 Optimization                     ...
THE BRANDINTERACTION   COMPANY              Siegert Dierickx siegert.dierickx@thesedays.com                   @siegertd
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Siegert Dierickx - These Days - Google Analytics click data with Survey Data give you Gold - GABC12

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Siegert Dierickx - These Days - Google Analytics click data with Survey Data give you Gold - GABC12

  1. 1. THE BRANDINTERACTION COMPANY
  2. 2. Beyond the Click:The Voice of the Customer Google Analytics Business Conference 3 May 2012 Siegert Dierickx siegert.dierickx@thesedays.com @siegertd
  3. 3. A CONTINUOUS PROCESS OF OPTIMIZATION Reporting Analysis Optimization Business Objectives & KPIs Data Sources Tools & Analytics Methods 5/8/2012 © THESE DAYS – The Brand Interaction Company
  4. 4. CONVERSION RATIO %5/8/2012 © THESE DAYS – The Brand Interaction Company
  5. 5. 5/8/2012 © THESE DAYS – The Brand Interaction Company
  6. 6. SOME GOOGLE ANALYTICS STATS 100.000 VISITS 60.000 VISITS STEP DROP-OFF 18.000 VISITS 66,66% 12.000 VISITS 51,66% 6.200 VISITS 1.800 CONVERSIONS 5/8/2012 © THESE DAYS – The Brand Interaction Company
  7. 7. SOME GOOGLE ANALYTICS STATS 100.000 VISITS 1.800 CONVERSIONS 100€ CONVERSION VALUE 1.8% CONVERSION RATIO 5/8/2012 © THESE DAYS – The Brand Interaction Company
  8. 8. Google Analytics tells us WHAT happened5/8/2012 © THESE DAYS – The Brand Interaction Company
  9. 9. Not WHY it happened5/8/2012 © THESE DAYS – The Brand Interaction Company
  10. 10. CUSTOMER JOURNEY FRAMEWORKWho visits the siteand where do they come from? 5/8/2012 © THESE DAYS – The Brand Interaction Company
  11. 11. CUSTOMER JOURNEY FRAMEWORKWho visits the site Why do they visit theand where do they site? come from? ? ? ? ? 5/8/2012 © THESE DAYS – The Brand Interaction Company
  12. 12. 5/8/2012 © THESE DAYS – The Brand Interaction Company
  13. 13. CUSTOMER JOURNEY FRAMEWORKWho visits the site Why do they visit theand where do they site? come from? ? ? ? ? 5/8/2012 © THESE DAYS – The Brand Interaction Company
  14. 14. CUSTOMER JOURNEY FRAMEWORKWho visits the site Why do they visit the What do they do whenand where do they site? they get there? come from? ? E ? ? X ? I ? ? T 5/8/2012 © THESE DAYS – The Brand Interaction Company
  15. 15. CUSTOMER JOURNEY FRAMEWORKWho visits the site Why do they visit the What do they do when Why do they leaveand where do they site? they get there? the site? come from? ? ? E ? ? ? X ? I ? ? ? T ? 5/8/2012 © THESE DAYS – The Brand Interaction Company
  16. 16. Did you reach your goal? YES NO5/8/2012 © THESE DAYS – The Brand Interaction Company
  17. 17. WHAT + WHYBehavioral(Clickstream) Attitudinal (Voice of Customer) 5/8/2012 © THESE DAYS – The Brand Interaction Company
  18. 18. BACK TO OUR FUNNEL 100.000 VISITS 1.800 CONVERSIONS 100€ CONVERSION VALUE 1.8% CONVERSION RATIO 5/8/2012 © THESE DAYS – The Brand Interaction Company
  19. 19. PROVIDE CONTEXT WITH VOC GOOGLE ANALYTICS + VOC 100.000 VISITS 20.000 VISITS W/ INTENTION 1.800 CONVERSIONS 100€ CONVERSION VALUE 1.8% CONVERSION RATIO 9% CONVERSION RATIO 5/8/2012 © THESE DAYS – The Brand Interaction Company
  20. 20. BACK TO OUR FUNNEL GOOGLE ANALYTICS 100.000 VISITS 60.000 VISITS STEP DROP-OFF 18.000 VISITS 66,66% 12.000 VISITS 51,66% 6.200 VISITS 1.800 CONVERSIONS 5/8/2012 © THESE DAYS – The Brand Interaction Company
  21. 21. PROVIDE CONTEXT WITH VOC • • • • • • • 5/8/2012 © THESE DAYS – The Brand Interaction Company
  22. 22. IT’S NOT ABOUTCLICKS It’s about people – It’s about your customer Who comes to your website? What are they trying to accomplish? How well are you helping them? 5/8/2012 © THESE DAYS – The Brand Interaction Company
  23. 23. VOICE OF THECUSTOMER VISITOR•••••• 5/8/2012 © THESE DAYS – The Brand Interaction Company
  24. 24. FAST, EASY AND EFFICIENT         5/8/2012 © THESE DAYS – The Brand Interaction Company
  25. 25. IMPLEMENTATION 5/8/2012 © THESE DAYS – The Brand Interaction Company
  26. 26. TAKEACTION5/8/2012 © THESE DAYS – The Brand Interaction Company
  27. 27. TAKE ACTION5/8/2012 © THESE DAYS – The Brand Interaction Company
  28. 28. ACT UPON THE DATA • • •5/8/2012 © THESE DAYS – The Brand Interaction Company
  29. 29. ACT UPON THE DATA5/8/2012 © THESE DAYS – The Brand Interaction Company
  30. 30. ACT UPON THE DATA •5/8/2012 © THESE DAYS – The Brand Interaction Company
  31. 31. 5 TIPS TO TAKE HOME5/8/2012 © THESE DAYS – The Brand Interaction Company
  32. 32. 6 TIPS TO TAKE HOME5/8/2012 © THESE DAYS – The Brand Interaction Company
  33. 33. 5/8/2012 © THESE DAYS – The Brand Interaction Company
  34. 34. 5 TIPS TO TAKE HOME5/8/2012 © THESE DAYS – The Brand Interaction Company
  35. 35. 3 TIPS TO TAKE HOME5/8/2012 © THESE DAYS – The Brand Interaction Company
  36. 36. 5 TIPS TO TAKE HOME5/8/2012 © THESE DAYS – The Brand Interaction Company
  37. 37. 5 TIPS TO TAKE HOME5/8/2012 © THESE DAYS – The Brand Interaction Company
  38. 38. 5 TIPS TO TAKE HOME5/8/2012 © THESE DAYS – The Brand Interaction Company
  39. 39. GENERAL WRAP-UP Reporting Analysis Optimization Business Objectives & KPIs Data Sources Tools & Analytics Methods 5/8/2012 © THESE DAYS – The Brand Interaction Company
  40. 40. GENERAL WRAP-UP Reporting Analysis Optimization Business Objectives & KPIs Channel Behavioral Visitor Insights Attitudinal Competitor Performance Integration of Data Sources Tools & Analytics Methods 5/8/2012 © THESE DAYS – The Brand Interaction Company
  41. 41. THE BRANDINTERACTION COMPANY Siegert Dierickx siegert.dierickx@thesedays.com @siegertd
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