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How will your online budget yield? - David Bintein
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How will your online budget yield? - David Bintein

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  • 1. Welcome! I am David Bintein http://twitter.com/#!/dbintein http://www.linkedin.com/in/davidbintein david@lodestar.be LODESTAR O NLINE E XPERTS
  • 2. What I do? I manage Lodestar, a medium sized web agency in Ghent called Lodestar. LODESTAR O NLINE E XPERTS
  • 3. My DNA? computer scientist marketeer entrepreneur LODESTAR O NLINE E XPERTS
  • 4. Who are you? B2B of B2C? profit of non profit? who uses webanalytics tools? who uses dashboards? LODESTAR O NLINE E XPERTS
  • 5. What is my message today? Get your funnel (?) right Segment, compare & improve LODESTAR O NLINE E XPERTS
  • 6. AssumptionsYour “online” goals are set and are aligned with your business You have a clear view on your target audience You know what you want to achieve LODESTAR O NLINE E XPERTS
  • 7. First things first! Strategic goals: become the biggest online retailer of…, … Tactical/operational goals: increase online sales with 30%, … KPI’s: number of orders, average order value, … Measure points: thankyou.html, … LODESTAR O NLINE E XPERTS
  • 8. Funnel: work backwards The Internet Visitors: 100% Product: 50% product > details > … Cart: 20% Add > size > … Checkout: 8% Addresse > … Pay: 2% LODESTAR O NLINE E XPERTS
  • 9. Funnel: Optimize performanceLook for the weak spots and optimize via:- Traffic optimization- A/B- Common sense- … LODESTAR O NLINE E XPERTS
  • 10. Question: Q: I have more than 1 goal. A: Off course; but minimize, harmonize & try to use the same unit (preferably € or $) LODESTAR O NLINE E XPERTS
  • 11. Segment on traffic sources or … Organic Paid Or EMEA Americas Internet The Direct Asia Referral Other Search Search - Geographical region Visitors: 100% - Product - Keyword Product: 50% Product: 50% - Language product > details > … product > details > … - Version 1 / version 2 Cart: 20% Cart: 20% Add > size > … Add > size > … - … Checkout: 8% Checkout: 8% Addresse > … Addresse > … Pay: 2% Pay: 2% LODESTAR O NLINE E XPERTS
  • 12. Common traffic sources:- Direct- Search - Organic- Search - Paid- Ref. - Social Media- Ref. - Bannering- Ref. - E-Mail Internal- Ref. - E-Mail External- Other LODESTAR O NLINE E XPERTS
  • 13. Question:Q: Are we set now?A: Not really.We have control of the flow & weknow the visit sources. But we do notknow how much a visit (or a visitorachieving a goal) costs. Q: True, how do I measure costs? A: For some sources (like paid search) it is fairly easy. But for most sources, it is hard & difficult excel labor. LODESTAR O NLINE E XPERTS
  • 14. Ratio example: LODESTAR O NLINE E XPERTS
  • 15. What do we measure?- The funnel steps: 5- Sources: 8- Targets: 5- Geo markets: 5- Campaigns: 4- When? Monthly of course: 12- Years? At least 2- Representation? $ or €, #, in %: 3Equals 5 * 8 * 5 * 5 * 4 * 12 * 2 * 3 = 288000 valuesNote: we are not even talking about cost or quality parameters… LODESTAR O NLINE E XPERTS
  • 16. Tips on how to report [1/2]:Report on the following dimensions:- Reach- Quality- Cost- Return- Offline: sales, …- Competition LODESTAR O NLINE E XPERTS
  • 17. Tips on how to report [2/2]:- Create different reports: management, operational, detailed, per segment, …- Be neutral & clear: the reports will be used to get better supplier performance- Trend or funnel: Both but not in the same report- Ideal time interval: monthly- Find good ratios- Create good graphs- Use Excel LODESTAR O NLINE E XPERTS
  • 18. Summary- Align with company goals- Get your funnel right! Don’t forget the funnel starts outside you site- Segment, compare & improve- Tweak performance- Report monthly on the important KPI’s to all levels (even suppliers) LODESTAR O NLINE E XPERTS
  • 19. Thank you, questions? http://twitter.com/#!/dbintein http://www.linkedin.com/in/davidbintein david@lodestar.be +32 9 235 82 82 LODESTAR O NLINE E XPERTS