0
Be a Digital Hero!
„The only purpose of
advertising is to sell.“
„Reduce your arguments
to a few crisp words.“
„The only purpose of
advertisi...
Blueffect
 Understanding the Digital Analytics Landscape
 Aligning Online and Offline Marketing
 Challenges with In-Sto...
Love Your Web Analytics!
- 11 Golden Rules for Web Analysts -
October 2010
1.)
W e b A n a l y t i c s
Your
October 2010
- but always check
the tool performance.
W e b A n a l y t i c s
2.)
Do not get confused
by marketing press
releases of other
vendors – but
CHECK the content
very precisely.
2.)
Do not ge...
Dive DEEPER
and DEEPER
into your
solution – but
do not get lost.
3.)
Dive DEEPER
and DEEPER
into your
solution – but
do no...
Use your Web Analytics
knowledge in discussion with other
departments – but make sure you talk
about facts.
4.)
Use your W...
5.)
Visit congresses –
but do not show your
BUSINESS CARD
if you do not want to
get annoyed by
vendor talks.
5.)
Visit con...
Exchange opinion
with users
of other companies –
but do not compare
PageViews or Duration,
talk about
Conversion, Engageme...
Manage
to have the attention
of your Board about
your figures – but be
aware of unusual
questions.
7.)Manage
to have the a...
7a.)
TURNOVER
INCREASE
7a.)
TURNOVER
INCREASE
October 2010
8.)
whole team
8.)
whole team
October 2010
9.)
Do not do
reporting – do
ANALYSIS. But
know about the
insights from
reporting status.
11.)
Do not do
reporting – do
ANALYS...
Thesis One. Data-Driven Companies perform stronger
&
will take the Lead
Thesis One. Data-Driven Companies perform stronger...
Thesis Two. Offline and Online need to interact
to
gain more Success
Thesis Two. Offline and Online need to interact
to
ga...
Blueffect
 Understanding the Digital Analytics Landscape
 Aligning Online and Offline Marketing
 Challenges with In-Sto...
 Understanding the Digital Analytics Landscape
 Aligning Online and Offline Marketing
 Challenges with In-Store Analyti...
Roundtable Marketing Analytics
 Understanding the Digital Analytics Landscape
 Aligning Online and Offline Marketing
 C...
Blueffect
 Understanding the Digital Analytics Landscape
 Aligning Online and Offline Marketing
 Challenges with In-Sto...
„Driving eCommerce with TV Commercials“
Company WIRKAUFENS
Location Germany
CASESTUDY
User watches TV Spot
User visits WebsiteUser visits Website
Analysis
Traffic
Brand Search
Direct Entry
Newsletter
Campaign
Traffic
tt0 t0 + X minutest0 - X minutes
TV SpotTV Spot
Brand Search...
„Model Selection via eCommerce“
Company Anonymous
Location Hongkong
CASESTUDY
„Model Selection via eCommerce“
Company Anon...
Is blonde better??Is blonde better??
Fashion Brand re-structured photo shoots
by analysing the model impact on sales and
increased orders by 38% to achieve a s...
Blueffect
 Understanding the Digital Analytics Landscape
 Aligning Online and Offline Marketing
 Challenges with In-Sto...
In-Store Analytics
Front of
the Shop
Individual
Areas
Cash &
Reception
Dress
Rooms
In-Store Analytics combines Offline beh...
 Duration
 Visitors
 Visits
 Conversions
 Conversion Rate
 Entrance Rate (Shop-Visitors / Pedastrians)
 New vs. Exi...
Blueffect
 Understanding the Digital Analytics Landscape
 Aligning Online and Offline Marketing
 Challenges with In-Sto...
WEB ANALYTICS IS DEAD -
LONG LIVE DIGITAL INTELLIGENCE
WEB ANALYTICS IS DEAD -
LONG LIVE DIGITAL INTELLIGENCE
WEB ANALYTIC...
Output
(CompanyValue,MarketingKnowledge,ROI)
Business
Optimization
Output
(CompanyValue,MarketingKnowledge,ROI)
Data Colle...
Output
(CompanyValue,MarketingKnowledge,ROI)
Statistics Web Analytics
Digital
Intelligence
Business
Optimization
Output
(C...
Output
(CompanyValue,MarketingKnowledge,ROI)
Statistics Web Analytics
Digital
Intelligence
Real
Time Segmen-
tation
Custom...
Statistics Web Analytics
Digital
Intelligence
Gartner Hype Cycle
Output
(CompanyValue,MarketingKnowledge,ROI)
Real
Time
Cu...
Marketing
Action Center
Customer
Journey
Testing &
Optimization
Safe Tag/
API
DigitalIntelligenceSuite
Program.
Advertisin...
Webtrekk User Conference, 11th of June 2014
Web Analytics Survey 2014 - Join Now!
bit.ly/Poland2014
ralf.haberich@webtrekk.com
bit.ly/Poland2014
2014 Blueffect Poland, Warsaw
2014 Blueffect Poland, Warsaw
2014 Blueffect Poland, Warsaw
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2014 Blueffect Poland, Warsaw

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The Key Note of the 2014 Blueffect Internet Congress now online.

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Transcript of "2014 Blueffect Poland, Warsaw"

  1. 1. Be a Digital Hero!
  2. 2. „The only purpose of advertising is to sell.“ „Reduce your arguments to a few crisp words.“ „The only purpose of advertising is to sell.“ ‚NEVER STOP TESTING AND YOUR ADVERTI- SING WILL IMPROVE.‘
  3. 3. Blueffect  Understanding the Digital Analytics Landscape  Aligning Online and Offline Marketing  Challenges with In-Store Analytics  Business within the Digital Intelligence Model  Love What You Do!  Understanding the Digital Analytics Landscape  Aligning Online and Offline Marketing  Challenges with In-Store Analytics  Business within the Digital Intelligence Model  Love What You Do!
  4. 4. Love Your Web Analytics! - 11 Golden Rules for Web Analysts - October 2010
  5. 5. 1.) W e b A n a l y t i c s Your October 2010 - but always check the tool performance. W e b A n a l y t i c s
  6. 6. 2.) Do not get confused by marketing press releases of other vendors – but CHECK the content very precisely. 2.) Do not get confused by marketing press releases of other vendors – but CHECK the content very precisely.October 2010
  7. 7. Dive DEEPER and DEEPER into your solution – but do not get lost. 3.) Dive DEEPER and DEEPER into your solution – but do not get lost. October 2010
  8. 8. Use your Web Analytics knowledge in discussion with other departments – but make sure you talk about facts. 4.) Use your Web Analytics knowledge in discussion with other departments – but make sure you talk about facts. October 2010
  9. 9. 5.) Visit congresses – but do not show your BUSINESS CARD if you do not want to get annoyed by vendor talks. 5.) Visit congresses – but do not show your BUSINESS CARD if you do not want to get annoyed by vendor talks.October 2010
  10. 10. Exchange opinion with users of other companies – but do not compare PageViews or Duration, talk about Conversion, Engagement, Mobile Analytics and insider - views. Exchange opinion with users of other companies – but do not compare PageViews or Duration, talk about Conversion, Engagement, Mobile Analytics and insider - views. October 2010
  11. 11. Manage to have the attention of your Board about your figures – but be aware of unusual questions. 7.)Manage to have the attention of your Board about your figures – but be aware of unusual questions. October 2010
  12. 12. 7a.) TURNOVER INCREASE 7a.) TURNOVER INCREASE October 2010
  13. 13. 8.) whole team 8.) whole team October 2010
  14. 14. 9.)
  15. 15. Do not do reporting – do ANALYSIS. But know about the insights from reporting status. 11.) Do not do reporting – do ANALYSIS. But know about the insights from reporting status.October 2010
  16. 16. Thesis One. Data-Driven Companies perform stronger & will take the Lead Thesis One. Data-Driven Companies perform stronger & will take the Lead
  17. 17. Thesis Two. Offline and Online need to interact to gain more Success Thesis Two. Offline and Online need to interact to gain more Success
  18. 18. Blueffect  Understanding the Digital Analytics Landscape  Aligning Online and Offline Marketing  Challenges with In-Store Analytics  Business within the Digital Intelligence Model
  19. 19.  Understanding the Digital Analytics Landscape  Aligning Online and Offline Marketing  Challenges with In-Store Analytics  Business within the Digital Intelligence Model BUSINESS INTELLIGENCE
  20. 20. Roundtable Marketing Analytics  Understanding the Digital Analytics Landscape  Aligning Online and Offline Marketing  Challenges with In-Store Analytics  Business within the Digital Intelligence Model
  21. 21. Blueffect  Understanding the Digital Analytics Landscape  Aligning Online and Offline Marketing  Challenges with In-Store Analytics  Business within the Digital Intelligence Model
  22. 22. „Driving eCommerce with TV Commercials“ Company WIRKAUFENS Location Germany CASESTUDY
  23. 23. User watches TV Spot User visits WebsiteUser visits Website Analysis
  24. 24. Traffic Brand Search Direct Entry Newsletter Campaign Traffic tt0 t0 + X minutest0 - X minutes TV SpotTV Spot Brand Search Direct Entry Newsletter Campaign Traffic
  25. 25. „Model Selection via eCommerce“ Company Anonymous Location Hongkong CASESTUDY „Model Selection via eCommerce“ Company Anonymous Location Hongkong CASESTUDY
  26. 26. Is blonde better??Is blonde better??
  27. 27. Fashion Brand re-structured photo shoots by analysing the model impact on sales and increased orders by 38% to achieve a seasonal turnover increase of $960,000.
  28. 28. Blueffect  Understanding the Digital Analytics Landscape  Aligning Online and Offline Marketing  Challenges with In-Store Analytics  Business within the Digital Intelligence Model
  29. 29. In-Store Analytics Front of the Shop Individual Areas Cash & Reception Dress Rooms In-Store Analytics combines Offline behavior with Online Analytics
  30. 30.  Duration  Visitors  Visits  Conversions  Conversion Rate  Entrance Rate (Shop-Visitors / Pedastrians)  New vs. Existing Customers  Click Path vs- Walk Path through departments or Store areas  Association  When visiting department A also visited department N  When visiting store A also visited store N  Conversion Pedastrians, Shop-Visitors, Buyers In-Store Analytics  Duration  Visitors  Visits  Conversions  Conversion Rate  Entrance Rate (Shop-Visitors / Pedastrians)  New vs. Existing Customers  Click Path vs- Walk Path through departments or Store areas  Association  When visiting department A also visited department N  When visiting store A also visited store N  Conversion Pedastrians, Shop-Visitors, Buyers
  31. 31. Blueffect  Understanding the Digital Analytics Landscape  Aligning Online and Offline Marketing  Challenges with In-Store Analytics  Business within the Digital Intelligence Model
  32. 32. WEB ANALYTICS IS DEAD - LONG LIVE DIGITAL INTELLIGENCE WEB ANALYTICS IS DEAD - LONG LIVE DIGITAL INTELLIGENCE WEB ANALYTICS IS DEAD - LONG LIVE DIGITAL INTELLIGENCE WEB ANALYTICS IS DEAD - LONG LIVE DIGITAL INTELLIGENCE
  33. 33. Output (CompanyValue,MarketingKnowledge,ROI) Business Optimization Output (CompanyValue,MarketingKnowledge,ROI) Data CollectionReporting Analysis Website Optimization Data Integration Input (Time, Effort)
  34. 34. Output (CompanyValue,MarketingKnowledge,ROI) Statistics Web Analytics Digital Intelligence Business Optimization Output (CompanyValue,MarketingKnowledge,ROI) Data CollectionReporting Analysis Website Optimization Data Integration Input (Time, Effort)
  35. 35. Output (CompanyValue,MarketingKnowledge,ROI) Statistics Web Analytics Digital Intelligence Real Time Segmen- tation Customer Journey Business Optimization Output (CompanyValue,MarketingKnowledge,ROI) Segmen- tation Tagging Real Online- Offline Combi- nation Data CollectionReporting Analysis Data Integration Website Optimization Input (Time, Effort)
  36. 36. Statistics Web Analytics Digital Intelligence Gartner Hype Cycle Output (CompanyValue,MarketingKnowledge,ROI) Real Time Customer Journey Segmen- tation Business Optimization Digital Intelligence Model ©by Ralf HaberichData CollectionReporting Analysis Website Optimization Data Integration Output (CompanyValue,MarketingKnowledge,ROI) Tagging Segmen- tation Input (Time, Effort) Real Online- Offline Combi- nation
  37. 37. Marketing Action Center Customer Journey Testing & Optimization Safe Tag/ API DigitalIntelligenceSuite Program. Advertising Dynamic Teaser Recommendations Merchandising Onsite Targeting Email Remarketing Keyword Tracking Campaign Controlling Customer Tracking Attribution Modelling A/B Testing Multivariate Testing Landing Page & User Experience Optimization Personalize Content & Offers Control Campaign Budgets Optimize Conversion Rates Optimize Advertising & Reach Use Every Data Everywhere Analytics Performance Get Data & Insights Real Time Bidding Re-Targeting Behavioral Targeting Predictive Targeting Real Time Advertising Web Analytics Social Analytics Mobile Analytics E-Commerce Predictive Analytics Tag-Management TV/Print/Instore Trusted Data 1-First / 3rd Other Data DigitalMarketingWorld The Digital Marketing Challenges Marketing Action Center Marketing Action Center Customer Journey Customer Journey Testing & Optimization Testing & Optimization Safe Tag/ API Safe Tag/ API DigitalIntelligenceSuiteDigitalIntelligenceSuite Program. Advertising Program. Advertising Analytics Performance Analytics Performance One CMO Suite
  38. 38. Webtrekk User Conference, 11th of June 2014
  39. 39. Web Analytics Survey 2014 - Join Now! bit.ly/Poland2014 ralf.haberich@webtrekk.com bit.ly/Poland2014
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