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.

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

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  • 1. Be a Digital Hero!
  • 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. 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. Love Your Web Analytics! - 11 Golden Rules for Web Analysts - October 2010
  • 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. 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. 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. 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. 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. 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. 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. 7a.) TURNOVER INCREASE 7a.) TURNOVER INCREASE October 2010
  • 13. 8.) whole team 8.) whole team October 2010
  • 14. 9.)
  • 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. Thesis One. Data-Driven Companies perform stronger & will take the Lead Thesis One. Data-Driven Companies perform stronger & will take the Lead
  • 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. Blueffect  Understanding the Digital Analytics Landscape  Aligning Online and Offline Marketing  Challenges with In-Store Analytics  Business within the Digital Intelligence Model
  • 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. 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. Blueffect  Understanding the Digital Analytics Landscape  Aligning Online and Offline Marketing  Challenges with In-Store Analytics  Business within the Digital Intelligence Model
  • 22. „Driving eCommerce with TV Commercials“ Company WIRKAUFENS Location Germany CASESTUDY
  • 23. User watches TV Spot User visits WebsiteUser visits Website Analysis
  • 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. „Model Selection via eCommerce“ Company Anonymous Location Hongkong CASESTUDY „Model Selection via eCommerce“ Company Anonymous Location Hongkong CASESTUDY
  • 26. Is blonde better??Is blonde better??
  • 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. Blueffect  Understanding the Digital Analytics Landscape  Aligning Online and Offline Marketing  Challenges with In-Store Analytics  Business within the Digital Intelligence Model
  • 29. In-Store Analytics Front of the Shop Individual Areas Cash & Reception Dress Rooms In-Store Analytics combines Offline behavior with Online Analytics
  • 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. Blueffect  Understanding the Digital Analytics Landscape  Aligning Online and Offline Marketing  Challenges with In-Store Analytics  Business within the Digital Intelligence Model
  • 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. Output (CompanyValue,MarketingKnowledge,ROI) Business Optimization Output (CompanyValue,MarketingKnowledge,ROI) Data CollectionReporting Analysis Website Optimization Data Integration Input (Time, Effort)
  • 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. 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. 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. 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. Webtrekk User Conference, 11th of June 2014
  • 39. Web Analytics Survey 2014 - Join Now! bit.ly/Poland2014 ralf.haberich@webtrekk.com bit.ly/Poland2014