Measurable Management of Internet Marketing & Communications  Robin Gurney  and Tõnis Hinnosaar Eesti esimene internetitur...
Robin and Tõnis  :  V anad  K alad <ul><li>13 years internet marketing </li></ul><ul><li>Export/tourism specialist </li></...
Today’s Agenda <ul><li>The importance of measurement </li></ul><ul><li>Optimum conversion path online </li></ul><ul><li>Se...
The  Importance of Measurement <ul><li>Foundation for strategic    e-business decisions </li></ul><ul><li>Which e-strategi...
Optimum Conversion Online Eesti esimene internetiturunduse agentuur Internet Marketing
S earch  E ngine  V isibility  of Estonian Banks Eesti esimene internetiturunduse agentuur Internet Marketing
Bank Visibility Keypoints <ul><li>Top 3/5/10 - SEB 1st </li></ul><ul><li>NETI “kodulaen” - blog posts rank 1st then SEB co...
Social Media Monitoring Eesti esimene internetiturunduse agentuur Internet Marketing
Google Analytics  f or  Y ou <ul><li>What can you measure? </li></ul><ul><li>How does your website support your business g...
Google Analytics: Tallinn Blogfest Eesti esimene internetiturunduse agentuur Internet Marketing
Is the Internet Worth Monitoring? <ul><li>6-74: 70% use internet </li></ul><ul><li>15-24: 94% use daily </li></ul><ul><li>...
Optimum Conversion Online All websites are not made equal.  A great website meets the needs and desires of ALL the target ...
Website Credibility  Score Eesti esimene internetiturunduse agentuur Internet Marketing
 
Measurement C ase Study: Riigikantselei Eesti esimene internetiturunduse agentuur Internet Marketing
What Do You Want to Measure? <ul><li>download speeds? </li></ul><ul><li>disabled access? </li></ul><ul><li>search engine r...
What are the Take Outs Today? <ul><li>Internet activity is worth measuring </li></ul><ul><li>Internet activity is very mea...
W ho  H ave  W e  M easured  f or? Eesti esimene internetiturunduse agentuur Internet Marketing
Suudame  k iirendada ka  S inu  ä ritegevust  I nternetis.
Upcoming SlideShare
Loading in …5
×

Measurable Management of Internet Marketing and Communications - Pärnu Juhtimiskonverents Workshop - altex marketing

683 views

Published on

Pärnu Juhtimiskonverents 2009 altex workshop presentation.

Published in: Business, Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
683
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
16
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide
  • All websites are not made equal. A great website meets the needs and desires of ALL the target audiences. The three key elements to a successful website are: compelling content, attractive design and robust technology. To convert your website visitors to action at an optimum rate you will need excellent visibility, accessibility, credibility, usability, engagement and persuasion. And then you will need to be able to measure it all and act upon the results - promptly.
  • screen shot of estonian air netvibes , link to netvibes Tõniselt!
  • Discuss with Tõnis
  • Merle: add tõnis for a small graphand put GA logo up a bit and the small graph under
  • Take some numbers and stats from WTF one year later?
  • notes: handout and ask people to work together to evaluate the credibility of a site. if we have time we can evaluate one example site in advance and show results/score usability case study
  • Merle: add EAS and remove LUUP - EAS IS already there, LUUP removed.
  • Measurable Management of Internet Marketing and Communications - Pärnu Juhtimiskonverents Workshop - altex marketing

    1. 1. Measurable Management of Internet Marketing & Communications Robin Gurney and Tõnis Hinnosaar Eesti esimene internetiturunduse agentuur Internet Marketing
    2. 2. Robin and Tõnis : V anad K alad <ul><li>13 years internet marketing </li></ul><ul><li>Export/tourism specialist </li></ul><ul><li>Website content strategist </li></ul><ul><li>Expert in online acquisition </li></ul><ul><li>Leading website analyst </li></ul><ul><li>Partner/Director @ altex </li></ul><ul><li>Google analytics specialist </li></ul><ul><li>Search engine marketer </li></ul>Eesti esimene internetiturunduse agentuur Internet Marketing
    3. 3. Today’s Agenda <ul><li>The importance of measurement </li></ul><ul><li>Optimum conversion path online </li></ul><ul><li>Search engine visibility of Estonian banks </li></ul><ul><li>Monitoring social media: Estonian Air </li></ul><ul><li>Google Analytics: Blogfest case study </li></ul><ul><li>Is the Internet really worth measuring? </li></ul><ul><li>Credibility test </li></ul><ul><li>Usability case study: Riigikantselei </li></ul><ul><li>What do you want to measure? </li></ul>
    4. 4. The Importance of Measurement <ul><li>Foundation for strategic e-business decisions </li></ul><ul><li>Which e-strategies are having most impact </li></ul><ul><li>Important trends and insights </li></ul><ul><li>Where people are going ? </li></ul><ul><li>Where people come from ? </li></ul><ul><li>What are they doing ? </li></ul><ul><li>Where do they leave ? </li></ul>Eesti esimene internetiturunduse agentuur Internet Marketing
    5. 5. Optimum Conversion Online Eesti esimene internetiturunduse agentuur Internet Marketing
    6. 6. S earch E ngine V isibility of Estonian Banks Eesti esimene internetiturunduse agentuur Internet Marketing
    7. 7. Bank Visibility Keypoints <ul><li>Top 3/5/10 - SEB 1st </li></ul><ul><li>NETI “kodulaen” - blog posts rank 1st then SEB consultants with wrong info!! </li></ul><ul><li>Google.ee “pangakaart” 1 st but..... </li></ul>
    8. 8. Social Media Monitoring Eesti esimene internetiturunduse agentuur Internet Marketing
    9. 9. Google Analytics f or Y ou <ul><li>What can you measure? </li></ul><ul><li>How does your website support your business goals? </li></ul><ul><li>Which decisions can you make? </li></ul><ul><li>Which other insights can Google Analytics give? </li></ul>Eesti esimene internetiturunduse agentuur Internet Marketing
    10. 10. Google Analytics: Tallinn Blogfest Eesti esimene internetiturunduse agentuur Internet Marketing
    11. 11. Is the Internet Worth Monitoring? <ul><li>6-74: 70% use internet </li></ul><ul><li>15-24: 94% use daily </li></ul><ul><li>52% use 5 days per week </li></ul><ul><li>60% purchase decisions influenced </li></ul><ul><li>63% homes have broadband </li></ul><ul><li>7000+ active blogs </li></ul><ul><li>450,000 use Neti....and Google? </li></ul>
    12. 12. Optimum Conversion Online All websites are not made equal. A great website meets the needs and desires of ALL the target audiences. The three key elements to a successful website are: compelling content, attractive design and robust technology. To convert your website visitors to action at an optimum rate you will need excellent visibility, accessibility, credibility, usability, engagement and persuasion. And then you will need to be able to measure it all and act upon the results - promptly. Eesti esimene internetiturunduse agentuur Internet Marketing
    13. 13. Website Credibility Score Eesti esimene internetiturunduse agentuur Internet Marketing
    14. 15. Measurement C ase Study: Riigikantselei Eesti esimene internetiturunduse agentuur Internet Marketing
    15. 16. What Do You Want to Measure? <ul><li>download speeds? </li></ul><ul><li>disabled access? </li></ul><ul><li>search engine ranking? </li></ul><ul><li>banner performance? </li></ul><ul><li>online reputation? </li></ul><ul><li>form conversion rates? </li></ul><ul><li>email subject lines? </li></ul><ul><li>button location? </li></ul><ul><li>bullet1 </li></ul><ul><li>bullet2 </li></ul><ul><li>bullet3 </li></ul><ul><li>bullet4 </li></ul><ul><li>bullet5 </li></ul><ul><li>bullet6 </li></ul>Eesti esimene internetiturunduse agentuur Internet Marketing
    16. 17. What are the Take Outs Today? <ul><li>Internet activity is worth measuring </li></ul><ul><li>Internet activity is very measurable </li></ul><ul><li>Get FACTS about your e-performance </li></ul><ul><li>Find out where to focus your attention </li></ul><ul><li>Software and services exist to help you </li></ul><ul><li>Training is available for your team </li></ul><ul><li>Low cost and potentially high return </li></ul>
    17. 18. W ho H ave W e M easured f or? Eesti esimene internetiturunduse agentuur Internet Marketing
    18. 19. Suudame k iirendada ka S inu ä ritegevust I nternetis.

    ×