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Vivek Bhargava on Web Conversions & Analytics
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Vivek Bhargava on Web Conversions & Analytics

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  • It is not only winning but more of Survival 4 years back all differentiation was through bid management tools, now it is through analytics All the mediums are going through a metamorphosis – they are becoming dynamically priced and advertising is being served based on context. As these two things happen, the back bone would be analytics, cause one cannot manage bids or ascertain value of context without measurement or analytics
  • Transcript

    • 1. Analytics The New Mantra of Winning Vivek Bhargava CEO – Communicate 2 India
    • 2. About Me
      • Run Communicate2 130 people Paid Search and Analytics firm in India (First GAAC in India)
      • 11 years in Interactive Marketing
      • Sempo Chair, Speaker at ad-tech, SES, SMX, I-com etc
      • About you
      • Know basic math -: 2 + 2 = ?
      • Know Basic Excel
      • Can find a 13 digit prime number in the next ten minutes
      • Or
      • Believe that I am a Analytics Guru
    • 3. SEMPO ASIA TOUR 15 th JUNE MUMBAI !
    • 4. Will Grow Exponentially
    • 5.
      • “ I know half of my advertising is wasted; I just
      • don’t know which half.”
      • -- John Wannamaker, ca 1910
      • 88 years later...
    • 6. Analytics is so much FUN! It should be illegal
    • 7. Analytics - Who is it for Anyway?
    • 8. “ It is not about numbers”
    • 9. “ It’s Empirical not HiPPO”
    • 10. It is all about Analytics Research
    • 11. It is all about Analytics Competitive Review
    • 12. It is all about Analytics Designing Products
    • 13. It is all about Analytics Nostradameus
    • 14. It is all about Analytics Customer Segments
    • 15. It is all about Analytics Consumer Behaviour It is all about Analytics
    • 16. It is all about Analytics Timing of Call Centre It is all about Analytics
    • 17. It is all about Analytics Designing Landing Pages It is all about Analytics
    • 18. It is all about Analytics Testing Creative's – Geo Segmentation It is all about Analytics
    • 19. It is all about Analytics Customer Retention It is all about Analytics
    • 20. Search& Analytics
      • PPC
      • Keywords
      • Bounce Rate
      • Geo Segmentation
      • Conversion Rate
      • Visits & Conversion Trends
      5 Top indicators to gauge the success of your campaign:
      • SEO
      • Keywords
      • Bounce Rate
      • Most Popular Pages
      • Navigation / Click Trends
      • Conversion Rate
    • 21.
      • Pay Per Click
      Image Source: www.pjlighthouse.com
    • 22. Keywords Internal Site Search Keywords from Organic Search Spot keywords for inclusion in paid campaigns
    • 23. Bounce Rate By Ad Content By Keywords By Region By Campaigns
    • 24. Geo Segmentation Visits & Conversions Map Overlay Engagement Metrics
    • 25. Visits & Conversion Trends Visits – Compare 2 months Conversions – Month on Month Hourly Visits
    • 26. Conversion Rate Compare Conversion Rate between different time periods Top Converting Campaigns Conversion Rate by Keywords
    • 27. Search Engine Optimization
    • 28. Keywords Find the Long Tail or volumes around a type of query
    • 29. Bounce Rate Check which pages have a high bounce rate Keywords with a high bounce rate
    • 30. Most Popular Pages Most Popular Pages Content Drilldown
    • 31. Navigation / Click Trends Navigation Summary Site Overlay Funnel Visualization
    • 32. Conversion Rate By Search Engine New vs. Returning Converting Keywords By Browser
    • 33. Summary
      • You love Analytics
      • Experiment
      • It is not numbers
      • Not limited to PPC/SEO
      • Keep eyes and mind open
      • Everything is co-related
      • It is about your Business
      • Panacea for all Evil
    • 34.
      • Questions
      • Sources:
      • WAA, Occam’s Razor, Search Engine Land, Marketing Pilgrim, Google Analytics, Google Images