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Vin65 RoadShow - Vintners Alliance

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  • Our company is founded and run by direct marketing experts. It starts with Pat Connolly, our chairman. He started the catalog business at Williams-Sonoma 3 decades ago.When we think the Williams-Sonoma as a luxury retailer that sells branded things to luxury buyers, we see a lot of parallels to the wine industry. Williams-Sonoma doesn’t sell frying pans any more than you sell ‘red wine’ (we have Trader Joe’s for that). This is about brands, this is about the RIGHT customer.If we just wanted to clear inventory we could… for the low, low discount of 50% off (flash sale). We could also bring a tour bus in here, if we wanted more tasting room traffic.But it’s about finding the right person at the right place at the right time… in the Internet era, having people like Jeff Montgomery (Head of Retail, Google) on our board is essential to pushing our messages through digital channels.Our President, Ahin Thomas, was the Director of eCommerce at Sears Holdings. He brings valuable experience in understanding how to run scaled eCommerce businessesAll this leads to a team of experts who are maniacally focused on finding and converting those people that are likely to be you next, best customer.
  • Know what that is? Eye glasses. Life doesn’t have to be this hard. And, everyone in this room knows how to run a business. So the key is translating what we know into the ‘eCommerce’ realmWhat are the things that we think can be measured- ‘engagement’, ‘viral’, ‘sticky’
  • Not going over the next 3 slides, but just want to point out that all the terms and jargon have been defined
  • Ok Google analytics
  • Audience > OverviewVisits-> the site was used 500 times last weekUnique Visitors -> by 465 peoplePages/ Visit -> that on average went through 7 pages, in about 90 secondsQuestion: Well wait, is this good or bad
  • The answer is that it’s bad because less people are coming over time. Metrics don’t live in a vaccum, it’s about defining your questions and understanding the context and your peer group (don’t compare yourself to Amazon… your business is different).Once we get an answer, take the group to compete.com… reveal that the traffic decay is for Lot18
  • Look at where the traffic is coming from. Any surprises? For people that are coming to your site, what are, say, your shipping costs for them?
  • How are people coming to our site? From where? Show secondary dimension capability that let’s you ‘cut’ things multiple ways
  • When people do Google you, what are they searching for? Look at the keywords… google one of the keywords to explain what a keyword is… which leads us to
  • Facebook represents less than 1% of the traffic on the site. How much effort should you put into 1% of your business?Show VA google Analytics. We don’t have a fB page!
  • First of all, turn on eCommerce!!!
  • Common mistake- understand what’s proprietary and what’s not. Thank you to WVV for sharing. The way you learn is just like everything else- compare notes with your peersGo through conversion rate and transactions
  • Common mistake- understand what’s proprietary and what’s not. Thank you to WVV for sharing. The way you learn is just like everything else- compare notes with your peersGo through conversion rate and transactions
  • Show the VA Corporate Adwords Account, google Vintners’ Alliance, google Williams-Sonoma. Show how people bid on their own corporate name
  • Transcript

    • 1. eCommerce Overview
    • 2. Introducing Vintners’ Alliance:Marketing ExpertsPat ConnollyCo-Founder,ChairmanJeff MontgomeryBoard MemberHead of Industry, RetailGoogleAhin ThomasCo-Founder,PresidentEVP, CMOWilliams-Sonoma IncFormer, Director eCommerceSears Holdings
    • 3. eCommerce is important, but there are otherthings competing for your attention…
    • 4. And it seems complicated…Anti- Obfuscating photon refraction devices
    • 5. OrdersCustomer satisfactionSimplifying and explainingHow many peopleHow often
    • 6. What We’ll Accomplish Today123Common ToolsMetrics and InterpretationInsights
    • 7. GLOSSARY OF TERMSBefore we dive in
    • 8. Key eCommerce MetricsMetric Definition Why It’s ImportantUniques orUnique VisitorsHow many different individuals came toyour websiteTells you how many individualpeople you are speaking to,what’s your overall potentialVisits How many times was your website visited(one person could visit multiple times)In any given time period, whatis your potentialSource Referring entity (Google, Facebook) Tells you what entities aremost important to yourwebsite trafficMedium Referring tactic (Search, Email) What those entities arespecifically doingPageviews # of pages on your website that were loaded Don’t worry about itBounce rate % of time someone entered your websiteand their next action was to leaveIf people are coming to yoursite and the first thing they dois leave, then it’s time to dosomething about the siteConversion % # of orders / # of visits How effective your site is atgetting customers to do X –either order or visit the winery
    • 9. Key Advertising TermsTerm Definition Why It’s ImportantSEO Search Engine Optimization- optimizingyour website to how Google reads it.If Google can read your site, itwill send you more trafficOrganic Search Referring entity (Google, Facebook) Tells you what entities aremost important to yourwebsite trafficSEM Search Engine Marketing- the stuff that’s inthe cream when you Google something. PaidadvertisingWhen someone Googles you,do they get taken to your siteor some retailer?CPC Cost Per Click Popular framework for pricingadvertising. Ask though, arethe clicks sending qualifiedtraffic?CPM Cost per Thousand Impressions(an Impression is the # of times someonesees your advertisement)All impressions are not createdequal, pricing should reflectqualityCTR Click Thru RateClicks / ImpressionsIf your ads are effective, theyshould get clicked on moreoften
    • 10. ToolsTool Description Why It’s ImportantGoogle Analytics Free service that can quantify youreCommerce efforts and customersatisfactionMeasuring successGoogle Adwords Online interface to manage your paid searchcampaignsWhen properly executed, paidsearch will result in a 10%eCommerce liftCompete.com Free website (email registration required)that let’s you look at traffic information forother people’s sitesVoyeurismEdgeRankCheckerFree service to measure and compare yourFacebook activitiesIf you are putting resourcetowards Facebook, then makesure you are getting results
    • 11. TRAFFICTop of Funnel
    • 12. Google Analytics > Audience > Overview
    • 13. Does this look good or bad, why?0100200300400500600700800900ThousandsUnique Visits
    • 14. GA> Demographics> Location
    • 15. GA> Audience > Devices
    • 16. Frequent Mistakes Made By WineriesMobile- Peel through the hype & understand yourcustomersSites designed for iPads are different than those foriPhones are different than those for Androids…what % of your traffic does it represent? % ofconversions?Decide where to spend your time and resource basedon returns, not hype.1Key Lessons
    • 17. GA> Traffic Sources > Overview
    • 18. Frequent Mistakes Made By WineriesMobile- Peel through the hype & understand yourcustomersSites designed for iPads are different than those foriPhones are different than those for Androids…SEO- You can’t win, but you can definitely loseGoogle wants search results to be ‘relevant’ to thesearch… don’t play a game where the referee doesn’twant you to win. If you searched on ‘cars’, would youwant to be taken to a random Ferrari dealer? Whyshould it be different for ‘Oregon Pinot’.Know what you are relevant for, make sure your page is‘tagged’ and then focus on your business.12Key Lessons
    • 19. GA > Traffic Sources > Sources> AllTraffic
    • 20. Frequent Mistakes Made By WineriesMobile- Peel through the hype & understand your customersSites designed for iPads are different than those for iPhones aredifferent than those for Androids…SEO- You can’t win, but you can definitely loseKnow what you are relevant for, make sure your page is ‘tagged’and then focus on your business.Social- Define your goal, execute with precision, and don’t getdistracted by shiny toysWhere is your traffic coming from- Google search or Facebook?Which should you focus on maximizing?Today, Facebook pages (and Twitter accounts) are interestingways to engage existing customers.123Key Lessons
    • 21. TRANSACTIONSAnd now for the best part
    • 22. Profile Settings
    • 23. Overview
    • 24. Paid Search- What comes up first?Paid Search- What comes up first?
    • 25. Frequent Mistakes Made By WineriesMobile- Peel through the hype & understand your customersSites designed for iPads are different than those for iPhones aredifferent than those for Androids…SEO- You can’t win, but you can definitely loseKnow what you are relevant for, make sure your page is ‘tagged’and then focus on your business.Social- Define your goal, execute with precision, and don’t getdistracted by shiny toysToday, Facebook pages (and Twitter accounts) are interestingways to engage existing customers.Ignoring paid searchDelivers a 10% increase in eCommerce sales1234Key Lessons
    • 26. AdwordsWhat an SEM Account Looks Like
    • 27. WRAPPING UPHad enough?
    • 28. What We’ll Accomplish Today123Common ToolsMetrics and InterpretationInsights
    • 29. ToolsTool Description Why It’s ImportantGoogle Analytics Free service that can quantify youreCommerce efforts and customersatisfactionMeasuring successGoogle Adwords Online interface to manage your paid searchcampaignsWhen properly executed, paidsearch will result in a 10%eCommerce liftCompete.com Free website (email registration required)that let’s you look at traffic information forother people’s sitesVoyeurismEdgeRankCheckerFree service to measure and compare yourFacebook activitiesIf you are putting resourcetowards Facebook, then makesure you are getting results
    • 30. Key eCommerce MetricsMetric Definition Why It’s ImportantUniques orUnique VisitorsHow many different individuals came toyour websiteTells you how many individualpeople you are speaking to,what’s your overall potentialVisits How many times was your website visited(one person could visit multiple times)In any given time period, whatis your potentialSource Referring entity (Google, Facebook) Tells you what entities aremost important to yourwebsite trafficMedium Referring tactic (Search, Email) What those entities arespecifically doingPageviews # of pages on your website that were loaded Don’t worry about itBounce rate % of time someone entered your websiteand their next action was to leaveIf people are coming to yoursite and the first thing they dois leave, then it’s time to dosomething about the siteConversion % # of orders / # of visits How effective your site is atgetting customers to do X –either order or visit the winery
    • 31. Key Advertising TermsTerm Definition Why It’s ImportantSEO Search Engine Optimization- optimizingyour website to how Google reads it.If Google can read your site, itwill send you more trafficOrganic Search Referring entity (Google, Facebook) Tells you what entities aremost important to yourwebsite trafficSEM Search Engine Marketing- the stuff that’s inthe cream when you Google something. PaidadvertisingWhen someone Googles you,do they get taken to your siteor some retailer?CPC Cost Per Click Popular framework for pricingadvertising. Ask though, arethe clicks sending qualifiedtraffic?CPM Cost per Thousand Impressions(an Impression is the # of times someonesees your advertisement)All impressions are not createdequal, pricing should reflectqualityCTR Click Thru RateClicks / ImpressionsIf your ads are effective, theyshould get clicked on moreoften
    • 32. Frequent Mistakes Made By WineriesMobile- Peel through the hype & understand your customersSites designed for iPads are different than those for iPhones aredifferent than those for Androids…SEO- You can’t win, but you can definitely loseKnow what you are relevant for, make sure your page is ‘tagged’and then focus on your business.Social- Define your goal, execute with precision, and don’t getdistracted by shiny toysToday, Facebook pages (and Twitter accounts) are interestingways to engage existing customers.Ignoring paid searchDelivers a 10% increase in eCommerce sales1234Key Lessons
    • 33. INFO@VINTNERSALLIANCE.COMORAHIN@VINTNERSALLIANCE.COMFor more info