Pekka Koskinen-Usage of web analytics to gain competitive advantage in tough economic environment
quot;Usage of web analytics to
gain competitive advantage in
tough economic environmentquot;
Snoobi company overview
• Snoobi Oy founded 2004 by Pekka Koskinen
• 35 employees + partner network
• Offices at Helsinki, Tallinn and Amsterdam
• Fastest growing technology company in Finland
(Technology fast 50 Rising Star, Deloitte
• Web analytics company
• Tracking over 3400 websites
• Finnish market leader
Snoobi web analytics tool
Challenging economic environment
• Automatic growth has stalled
• Need to retain or increase sales while building cost
• Focus from adding resources smarter operations
• More focus on Internet, away from traditional advertising
– Search engine , mobile and email marketing are biggest growers
• More sales with same resources
– Need to increase hit rate in sales
– Demand for better and qualified leads
Internet management process
• Targets of online strategy
– More sales (new and existing
– Cut operating costs
– Build knowledge / brand / marketing
• Means: website with services to target 1. Convert
• Effective management of Internet 4. Analyze 3.
operations based on firm data Renew
– Convert more visitors into customers
– Acquire more good quality visitors
– Improve content, make modifications
– Analyze the impact, plan actions
How web analytics helps?
1. Improve content
Web analytics 3. Generate B2B
2. Optimize marketing
Who needs web analytics?
Before improving conversion , first you have
to know what visitors are doing now on the
• Improve content
• Add links to ”call to action” pages
• Make sure people find the right content
• Test and measure
Driving visitors to the site
Direct traffic SEM
Links / blogs
• Know what companies visit your website and
what they do!
Examples how to do smarter sales
• Generate qualified and focused leads:
– Companies that have visited the site within a month
– Companies that have used a specific search term
– Companies that have visited a certain page or section
– Companies that load over 10 pages
– Companies that have reacted to an email campaign
– Companies from a certain country
• Know more about customers activity on your website before meeting
– Has the customer visited our website?
– If yes, what has he done there?
– How many times and how many different people?
– Is the customer showing interest after meeting / during sales process?
Our service model
1. Snoobi gives ideas and examples
2. Snoobi very easy to install (generic script), Snoobi gives instructions
3. Snoobi does the configurations
– Readable page names, sectioning, goal pages, internal search engines
– Configurations reflect to historical data
4. Training to users
– How Snoobi is used and configured
– How to measure online marketing
5. Local support (technical and business)
– Alerts if problems
Snoobi partnership program
Companies in the field of online business can apply
• Free usage of Snoobi technology in own websites
• Can offer clients free Snoobi trials
• Web analytics education and support
altex offers two months free Snoobi trials for
all interested participants
Thank you !
Further info: firstname.lastname@example.org
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