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...
Impressions    Clicks!   Quote starts    Quote submits    Application starts    Application submits    Policy underwritten...
Challenges    Impressions    Clicks                          1 Sales occur                          . offline!   Quote sta...
Paid Search Funnel              Challenges         Impressions         Clicks                               1 Sales occur ...
Display Ad Funnel              Challenges        Impressions        Clicks                              1 Sales occur     ...
Email Funnel                 Challenges      Emails Received      Emails Opened                            1 Sales occur  ...
Challenges    Emails Received    Emails Opened                          1. Sales occur                             offline...
Emails Received    Emails Opened!   Quote starts (View)    Quotes received    Application starts    Application submits   ...
Approach
Approach    Impressions    Clicks                          1. Enhance cross                            domain!   Quote sta...
Approach    Impressions    Clicks                          1. Enhance cross                             domain tracking!  ...
BEFORE                   Paid Search   Display Ads  Quotes              912          1,180  Cost per Quote     $11.77     ...
BEFORE                             Paid Search   Display Ads  Quotes                        912          1,180  Cost per Q...
BEFORE                             Paid Search   Display Ads  Quotes                        912          1,180  Cost per Q...
Actions and              Outcomes                   Move budget from               display ads to paid searchImproved ROI ...
M MA RYSU
Measuring   Cup Shaker       Tequila          Lime  Glass   Ice   Salt     1.5 oz Camarena                Reposada        ...
M MA RY     SU          ize t  o the!1O  bt    ptim      snnesd    ua i dar                 ge al              s iz o!.S  ...
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Day 2: What Gets Measured Gets Done - Using Analytics to Drive Conversions
Upcoming SlideShare
Loading in …5
×

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

348 views
234 views

Published on

Published in: Education, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
348
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

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

  1. 1. What Gets Measured GetsDone - Using Analytics to Drive ConversionsJoe Megibow, ExpediaJennifer Veesenmeyer, Stratigent
  2. 2. Impressions Clicks! Quote starts Quote submits Application starts Application submits Policy underwritten!! Paid policies
  3. 3. Impressions Clicks! Quote starts Quote submits Application starts Application submits Policy underwritten!! Paid policies
  4. 4. Challenges Impressions Clicks 1 Sales occur . offline! Quote starts 2 Third party Quotes received . quoting Application starts Application submits Policy underwritten!! Paid policies
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. Emails Received Emails Opened! Quote starts (View) Quotes received Application starts Application submits Policy underwritten!! Paid policies
  10. 10. Approach
  11. 11. Approach Impressions Clicks 1. Enhance cross domain! Quote starts tracking and Quotes received campaign Application starts tracking Application submits Policy underwritten!! Paid policies
  12. 12. 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
  13. 13. BEFORE Paid Search Display Ads Quotes 912 1,180 Cost per Quote $11.77 $6.17
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. M MA RYSU
  18. 18. Measuring Cup Shaker Tequila Lime Glass Ice Salt 1.5 oz Camarena Reposada 4 oz Costco Margarita Mix
  19. 19. M MA RY SU ize t o the!1O bt ptim snnesd ua i dar ge al s iz o!.S doefn’ i ne No fo ttak s int io r an one!2D . wer rfor anew pe Vi s mance in sses! a ce rate s pleleb ucce !3C

×