Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
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Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions

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Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions Presentation Transcript

  • What Gets Measured GetsDone - Using Analytics to Drive ConversionsJoe Megibow, ExpediaJennifer Veesenmeyer, Stratigent
  • Impressions Clicks! Quote starts Quote submits Application starts Application submits Policy underwritten!! Paid policies
  • Impressions Clicks! Quote starts Quote submits Application starts Application submits Policy underwritten!! Paid policies View slide
  • Challenges Impressions Clicks 1 Sales occur . offline! Quote starts 2 Third party Quotes received . quoting Application starts Application submits Policy underwritten!! Paid policies View slide
  • Paid Search Funnel Challenges Impressions Clicks 1 Sales occur . offline ! Quotes (Event) 2 Third party Quotes received . quoting Application starts 3 No Application submits . standardization Policy underwritten ! ! - Funnel steps Paid policies - Definitions - Goals
  • Display Ad Funnel Challenges Impressions Clicks 1 Sales occur . offline ! Quotes (Page View) 2 Third party Quotes received . quoting Application starts 3 No Application submits . standardization Policy underwritten ! ! - Funnel steps Paid policies - Definitions - Goals
  • Email Funnel Challenges Emails Received Emails Opened 1 Sales occur . offline ! Quotes (Event) 2 Third party Quotes received . quoting Application starts 3 No Application submits . standardization Policy underwritten ! ! - Funnel steps Paid policies - Definitions - Goals
  • Challenges Emails Received Emails Opened 1. Sales occur offline! Quotes (view/event) 2. Third party Quotes received quoting Application starts 3. No Application submits standardizatio!! Policy underwritten n Paid policies - Funnel steps - Definitions
  • Emails Received Emails Opened! Quote starts (View) Quotes received Application starts Application submits Policy underwritten!! Paid policies
  • Approach
  • Approach Impressions Clicks 1. Enhance cross domain! Quote starts tracking and Quotes received campaign Application starts tracking Application submits Policy underwritten!! Paid policies
  • Approach Impressions Clicks 1. Enhance cross domain tracking! Quote starts and campaign Quotes received tracking Application starts 2. Standardize Application submits definitions and Policy underwritten goals!! Paid policies
  • BEFORE Paid Search Display Ads Quotes 912 1,180 Cost per Quote $11.77 $6.17
  • BEFORE Paid Search Display Ads Quotes 912 1,180 Cost per Quote $11.77 $6.17LATER Paid Search Display Ads Quotes Submitted 912 594 Cost per Quote Submitted $11.77 $12.27
  • BEFORE Paid Search Display Ads Quotes 912 1,180 Cost per Quote $11.77 $6.17LATER Paid Search Display Ads Quotes Submitted 912 594 Cost per Quote Submitted $11.77 $12.27AFTER Paid Search Display Ads Paid Policies 147 89 Cost per Paid Policy $73.02 $81.86
  • Actions and Outcomes Move budget from display ads to paid searchImproved ROI meant more than $50K incremental Executives increased the revenue in 30 days overall marketing budget
  • M MA RYSU
  • Measuring Cup Shaker Tequila Lime Glass Ice Salt 1.5 oz Camarena Reposada 4 oz Costco Margarita Mix
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