Pekka Koskinen-Usage of web analytics to gain competitive advantage in tough economic environment
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Pekka Koskinen-Usage of web analytics to gain competitive advantage in tough economic environment



Snoobi- Online Business Intelligence

Snoobi- Online Business Intelligence



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    Pekka Koskinen-Usage of web analytics to gain competitive advantage in tough economic environment Pekka Koskinen-Usage of web analytics to gain competitive advantage in tough economic environment Presentation Transcript

    • quot;Usage of web analytics to gain competitive advantage in tough economic environmentquot; Tallinn, Estonia 5.11.2008 Pekka Koskinen
    • 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 10/2008) • Web analytics company • Tracking over 3400 websites • Finnish market leader
    • Snoobi web analytics tool Some Estonian client examples:
    • Challenging economic environment • Automatic growth has stalled • Need to retain or increase sales while building cost efficiency • 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 customers) – Cut operating costs – Build knowledge / brand / marketing 2. Acquire • Means: website with services to target 1. Convert groups • 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 and conversion Buyers Sales / Contacts cost Browsers savings value Web analytics 3. Generate B2B leads 2. Optimize marketing spent, bid management, campaign optimization
    • Who needs web analytics? Executives Marketing Sales IT Communications, product managers
    • Steering visitors Before improving conversion , first you have to know what visitors are doing now on the website
    • Improving conversion • Improve content • Add links to ”call to action” pages • Make sure people find the right content • Test and measure
    • Driving visitors to the site Search engines Direct traffic SEM Directories Banners Email campaigns Links / blogs
    • Traffic sources
    • Tracking advertisements • ALL online advertising can be tracked – SEO, adwords, email, banners, blogs, directories – Clicks, bounce rates, keywords, conversions, clickpaths, content, companies • Revenue / cost ROI • Optimize marketing budget • Test, monitor and improve campaigns
    • Optimizing Google Adwords
    • Sales advantage • 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?
    • Automatic lead filtering and delivery
    • Management’s KPI view
    • 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 Benefits: • 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 ! Visit: Further info: