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Integrated Marketing Online + Offline Andreas Ramos Aarhus, Denmark June 17th, 2009
Digital Marketing <ul><li>Media has been digitized </li></ul><ul><li>Revenues, costs, and profits are trackable </li></ul>...
Use Multichannel Marketing Analytics
Manage Your Multichannel Marketing
Use TV to Drive Traffic to the Site <ul><li>Use unique URLs </li></ul><ul><li>Use easy-to-remember URLs </li></ul><ul><li>...
Tracking Radio Campaigns <ul><li>Use easy-to-remember URLs </li></ul><ul><li>Offer specials </li></ul><ul><li>Also use key...
Monitor Twitter
Bounce Rates
Use Multiple PPC Services <ul><li>Don’t use only one PPC service </li></ul><ul><li>Manage them by the Cost-per-Action (CPA...
Shopping Cart Analysis <ul><li>Find out where your shoppers abandon the process </li></ul><ul><li>Improve those pages with...
Enterprise Analytics Tools <ul><li>PPC management across multiple PPC services </li></ul><ul><li>Site search tools (cross-...
SEO + PPC = Quality Score <ul><li>Classical SEO is over </li></ul><ul><li>PPC is no longer an auction </li></ul><ul><li>Hu...
Google’s Quality Score  25% 25% 45% 5% % of Budget Monthly Spend:  $350K Before 65% 35% 0% 0% Monthly Spend:  $175K Saving...
Where Do Users Look?
New from Google: Rich Snippets <ul><li>People : Name, title, role, URL, affiliations, address, photo, etc. </li></ul><ul><...
What It Means… <ul><li>Show me  flights  from  Los Angeles  to  Paris  between  June 20-24  between  $200-300  with more t...
The Future of Analytics <ul><li>IBM Analytics </li></ul><ul><li>Analytics + Business Intelligence (BI) </li></ul><ul><li>O...
Thank you <ul><li>Andreas Ramos </li></ul><ul><li>The-CCG-Group.com </li></ul><ul><li>Klean.dk </li></ul>
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Andreas Ramos on Web Analytics

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Andreas Ramos, CCg, on Web Analytics, Århus 17.06.2009

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  • Position used to be a matter of bid. Pay more appear higher. Transparent system. Google created QS and changed all that. A Quality Score is calculated every time your keyword matches a search query The Quality Score influences each individual keyword’s actual CPC and Ad Ranking The higher your Quality Score, the lower your cost and the better your ad position Ultimately making each one of your keywords and ads extremely relevant to the potential customer’s search query This leads to a higher CTR We estimate that advertisers pay 25-30% higher because they don’t understand QS and rely on ABM. Our agency has developed a special technique to maximize QS Our Search™ app is the first tool to display QS.
  • Position used to be a matter of bid. Pay more appear higher. Transparent system. Google created QS and changed all that. A Quality Score is calculated every time your keyword matches a search query The Quality Score influences each individual keyword’s actual CPC and Ad Ranking The higher your Quality Score, the lower your cost and the better your ad position Ultimately making each one of your keywords and ads extremely relevant to the potential customer’s search query This leads to a higher CTR We estimate that advertisers pay 25-30% higher because they don’t understand QS and rely on ABM. Our agency has developed a special technique to maximize QS Our Search™ app is the first tool to display QS.
  • Position used to be a matter of bid. Pay more appear higher. Transparent system. Google created QS and changed all that. A Quality Score is calculated every time your keyword matches a search query The Quality Score influences each individual keyword’s actual CPC and Ad Ranking The higher your Quality Score, the lower your cost and the better your ad position Ultimately making each one of your keywords and ads extremely relevant to the potential customer’s search query This leads to a higher CTR We estimate that advertisers pay 25-30% higher because they don’t understand QS and rely on ABM. Our agency has developed a special technique to maximize QS Our Search™ app is the first tool to display QS.
  • Position used to be a matter of bid. Pay more appear higher. Transparent system. Google created QS and changed all that. A Quality Score is calculated every time your keyword matches a search query The Quality Score influences each individual keyword’s actual CPC and Ad Ranking The higher your Quality Score, the lower your cost and the better your ad position Ultimately making each one of your keywords and ads extremely relevant to the potential customer’s search query This leads to a higher CTR We estimate that advertisers pay 25-30% higher because they don’t understand QS and rely on ABM. Our agency has developed a special technique to maximize QS Our Search™ app is the first tool to display QS.
  • Position used to be a matter of bid. Pay more appear higher. Transparent system. Google created QS and changed all that. A Quality Score is calculated every time your keyword matches a search query The Quality Score influences each individual keyword’s actual CPC and Ad Ranking The higher your Quality Score, the lower your cost and the better your ad position Ultimately making each one of your keywords and ads extremely relevant to the potential customer’s search query This leads to a higher CTR We estimate that advertisers pay 25-30% higher because they don’t understand QS and rely on ABM. Our agency has developed a special technique to maximize QS Our Search™ app is the first tool to display QS.
  • Position used to be a matter of bid. Pay more appear higher. Transparent system. Google created QS and changed all that. A Quality Score is calculated every time your keyword matches a search query The Quality Score influences each individual keyword’s actual CPC and Ad Ranking The higher your Quality Score, the lower your cost and the better your ad position Ultimately making each one of your keywords and ads extremely relevant to the potential customer’s search query This leads to a higher CTR We estimate that advertisers pay 25-30% higher because they don’t understand QS and rely on ABM. Our agency has developed a special technique to maximize QS Our Search™ app is the first tool to display QS.
  • Transcript of "Andreas Ramos on Web Analytics"

    1. 1. Integrated Marketing Online + Offline Andreas Ramos Aarhus, Denmark June 17th, 2009
    2. 2. Digital Marketing <ul><li>Media has been digitized </li></ul><ul><li>Revenues, costs, and profits are trackable </li></ul><ul><li>Marketing can be managed across multiple channels </li></ul>
    3. 3. Use Multichannel Marketing Analytics
    4. 4. Manage Your Multichannel Marketing
    5. 5. Use TV to Drive Traffic to the Site <ul><li>Use unique URLs </li></ul><ul><li>Use easy-to-remember URLs </li></ul><ul><li>Use dedicated telephone numbers </li></ul><ul><li>Offer specials </li></ul><ul><li>Also use keywords and PPC ads </li></ul>
    6. 6. Tracking Radio Campaigns <ul><li>Use easy-to-remember URLs </li></ul><ul><li>Offer specials </li></ul><ul><li>Also use keywords and PPC ads </li></ul>
    7. 7. Monitor Twitter
    8. 8. Bounce Rates
    9. 9. Use Multiple PPC Services <ul><li>Don’t use only one PPC service </li></ul><ul><li>Manage them by the Cost-per-Action (CPA) </li></ul>$6.35 8 $50.82 Microsoft $4.14 91 $376.58 Yahoo $10.99 38 $417.62 Facebook $26.61 931 $24,776.06 Total $30.13 794 $23,931.04 Google CPA Sales Ad Spend
    10. 10. Shopping Cart Analysis <ul><li>Find out where your shoppers abandon the process </li></ul><ul><li>Improve those pages with multivariate testing or A/B split testing </li></ul><ul><li>Visualize with analytics </li></ul>
    11. 11. Enterprise Analytics Tools <ul><li>PPC management across multiple PPC services </li></ul><ul><li>Site search tools (cross-sell, up-sell) </li></ul><ul><li>Segmentation </li></ul><ul><li>Multivariate testing </li></ul><ul><li>Recommendations engine </li></ul><ul><li>Email management and follow-up </li></ul><ul><li>Integrated marketing </li></ul><ul><li>Attribution </li></ul><ul><li>Benchmarking </li></ul>
    12. 12. SEO + PPC = Quality Score <ul><li>Classical SEO is over </li></ul><ul><li>PPC is no longer an auction </li></ul><ul><li>Humans review the SEO and PPC </li></ul><ul><li>Why are the search engines doing this? </li></ul><ul><li>Use analytics to test and measure pages </li></ul>
    13. 13. Google’s Quality Score 25% 25% 45% 5% % of Budget Monthly Spend: $350K Before 65% 35% 0% 0% Monthly Spend: $175K Savings: $175K/month % of Budget After 10 9 8 7 6 5 4 3 2 1 10 9 8 7 6 5 4 3 2 1
    14. 14. Where Do Users Look?
    15. 15. New from Google: Rich Snippets <ul><li>People : Name, title, role, URL, affiliations, address, photo, etc. </li></ul><ul><li>Reviews : Item, reviewer, date, rating, etc. </li></ul><ul><li>Companies : Name, URL, address, telephone, etc. </li></ul><ul><li>Products : Brand, category, description, name, price, photo, URL, etc. </li></ul>
    16. 16. What It Means… <ul><li>Show me flights from Los Angeles to Paris between June 20-24 between $200-300 with more than 20 ratings at 4 or higher </li></ul>
    17. 17. The Future of Analytics <ul><li>IBM Analytics </li></ul><ul><li>Analytics + Business Intelligence (BI) </li></ul><ul><li>Oracle, Business Intelligence, and analytics </li></ul>
    18. 18. Thank you <ul><li>Andreas Ramos </li></ul><ul><li>The-CCG-Group.com </li></ul><ul><li>Klean.dk </li></ul>
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