Webanaly(cs	  as	  inspira(on	  –	  How	  to	  get	  the	  message	  across?	                   Blu	  effect	  conference	 ...
Oslo	  Norway	  Office	  	  	  	  	  	  	  	  	  	  	  	  
Source:	  Unknown	  
Source:	  hJp://airlineasia.net/	  
Live	  images	  engage	  
FBD.no	  TV	  -­‐	  Ad	  Case	  study	  hJp://www.youtube.com/watch?v=HriYM4_ZVy4	  hJp://www.iprospect.no/google-­‐analy(...
SIMILAR	  CASE	  STUDY	  BUT	  MORE	                      DETAIL	  •  Due	  to	  client	  confiden(ality	  only	  parts	  o...
Background	  Based	  on	  the	  observa(ons	  from	  the	  bd.no	  tv-­‐ad	  /	  Google	  Analy(cs	  case	  study;	  iPros...
Methodology	  /	  execu(on	  For	  two	  weeks	  iProspect	  recorded	  the	  live	  TV-­‐Ads	  together	  with	  the	  cl...
The	  Results	  
Challenges	  •  One	  of	  the	  other	  previous	  campaigns	  was	     extended	  into	  the	  week	  when	  the	  recor...
Time	  slots	  analyzed	  •    Tuesday	  6th	  of	  December	  22:13	  –	  23:45	  •    Thursday	  8th	  of	  December	  2...
Tuesday	  6th	  Desember	         Product 1 ad       Product 2 ad       Product 3 ad                Total	  number	  of	  ...
Tuesday	  6th	  December	           Product 1 ad         Product 2 ad         Product 3 ad                  Visits	  from	...
Tuesday	  6th	  of	  December	  Overview	  visitors	      Product	  searches,	  paid	  search	      Brand	  searches,	  or...
Aggregated	  performance	  per	  minute	    aier	  the	  movies	  where	  shown	     )"#$#   )%#$#   ("#$#   (%#$#   "#$# ...
Case	  summary	  •  Our	  analysis	  suggest	  that	  the	  known	  rela(onship	     between	  TV-­‐ads	  and	  website	  ...
Source:	  hJp://www.mirror.co.uk/	  
Questsions?	                                  o	                  e@  iprospect.nma arten.berg             e	             ...
Webanalytics as inspiration - Maarten Berge
Webanalytics as inspiration - Maarten Berge
Webanalytics as inspiration - Maarten Berge
Upcoming SlideShare
Loading in...5
×

Webanalytics as inspiration - Maarten Berge

2,701

Published on

Podczas Blueffect - I Ogólnopolskiego Kongresu Efektywności Marteen Berge przedstawił:

- jakie korzyści płyną z przyglądania się aktywności użytkowników na stronie www,
- jak wiedza z analityki webowej przekłada się bezpośrednio na poprawę wyników i osiąganie celów biznesowych organizacji,
- jakie dodatkowe informacje można uzyskać z analizy działań konsumenta i jak je wykorzystać w codziennej pracy związanej z promocją marki w Internecie.

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

No Downloads
Views
Total Views
2,701
On Slideshare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Webanalytics as inspiration - Maarten Berge"

  1. 1. Webanaly(cs  as  inspira(on  –  How  to  get  the  message  across?   Blu  effect  conference   Warszaw  -­‐  Poland   By:  @maartenberge   Head  of  Innova(on  iProspect  Norway    
  2. 2. Oslo  Norway  Office                        
  3. 3. Source:  Unknown  
  4. 4. Source:  hJp://airlineasia.net/  
  5. 5. Live  images  engage  
  6. 6. FBD.no  TV  -­‐  Ad  Case  study  hJp://www.youtube.com/watch?v=HriYM4_ZVy4  hJp://www.iprospect.no/google-­‐analy(cs-­‐real-­‐(me/    
  7. 7. SIMILAR  CASE  STUDY  BUT  MORE   DETAIL  •  Due  to  client  confiden(ality  only  parts  of  the   results  will  be  shared.   Copyright  ©  2011,  iProspect,  Inc.  All  rights   reserved.  
  8. 8. Background  Based  on  the  observa(ons  from  the  bd.no  tv-­‐ad  /  Google  Analy(cs  case  study;  iProspect  and  Carat  Norway  wanted  to  inves(gate  the  immediate  rela(onship  between  TV-­‐adver(sing  and  traffic  between  a  client’s  website  further.  One  of  the  major  brands  in  consumer  electronics  in  Norway  were  chosen.       Copyright  ©  2011,  iProspect,  Inc.  All  rights   reserved.  
  9. 9. Methodology  /  execu(on  For  two  weeks  iProspect  recorded  the  live  TV-­‐Ads  together  with  the  client’s  Google  Analy(cs  account.    The  recordings  started  30  minutes  before  the  and  30  minutes  aier  the  TV-­‐ads  were  aired.     Wait  un(l  the  presenta(on  Four  metrics  were  recorded  minute  by  minute:    •  Number  of  page  views,  accumulated  per  minute  •  Number  of  visitors  who  typed  the  domain  name  direct  in  their   browsers    •  Number  of  organic  visitors  •  Number  of  paid  search  visitors   Copyright  ©  2011,  iProspect,  Inc.  All  rights   reserved.  
  10. 10. The  Results  
  11. 11. Challenges  •  One  of  the  other  previous  campaigns  was   extended  into  the  week  when  the  recordings   took  place  hence  there  was  some  “noise”.  •  The  planned  TV-­‐ad  schedule  did  not  always  run   as  planned  and  some  ads  were  not  analyzed.  •  The  Mac  used  in  the  experiment  did  on  a  few   occasions  freeze  and  data  was  not  recorded.   Copyright  ©  2011,  iProspect,  Inc.  All  rights   reserved.  
  12. 12. Time  slots  analyzed  •  Tuesday  6th  of  December  22:13  –  23:45  •  Thursday  8th  of  December  21:20  –  21:49  •  Friday  9th  of  December  22:02  –  22:26  •  Wednesday  14th  of  December  20:21  –  00:05   Copyright  ©  2011,  iProspect,  Inc.  All  rights   reserved.  
  13. 13. Tuesday  6th  Desember   Product 1 ad Product 2 ad Product 3 ad Total  number  of  visitors  and  direct  traffic   !"#$%#&$#$%%&()*+,)-)&.&/01),#)#1$2,,&+!!"*!!")!!"(!!"!!"&!!"%!!"$!!"#!!" !" $$,#%" $$,#" $$,#)" $$,#+" $$,$#" $$,$%" $$,$" $$,$)" $$,$+" $$,%#" $$,%%" $$,%" $$,%)" $$,%+" $$,&#" $$,&%" $$,&" $$,&)" $$,&+" $$,#" $$,%" $$," $$,)" $$,+" $%,!#" $%,!%" $%,!" $%,!)" $%,!+" $%,##" $%,#%" $%,#" $%,#)" $%,#+" $%,$#" $%,$%" $%,$" $%,$)" $%,$+" $%,%#" $%,%%" $%,%" $%,%)" $%,%+" $%,&#" $%,&%" $%,&" Visitors   -./01.23." Direct   456.17." Copyright  ©  2011,  iProspect,  Inc.  All  rights   reserved.  
  14. 14. Tuesday  6th  December   Product 1 ad Product 2 ad Product 3 ad Visits  from  s!"#$%"&"()*+(#$%( earch  engines  !*$!!!)$!!!($!!!$!!!&$!!!%$!!!#$!!!"!!!! %%+#&! %%+#(! %%+#*! %%+#,! %%+%#! %%+%&! %%+%(! %%+%*! %%+%,! %%+&#! %%+&&! %%+&(! %%+&*! %%+&,! %%+#! %%+&! %%+(! %%+*! %%+,! %%+(#! %%+(&! %%+((! %%+(*! %%+(,! %&+$#! %&+$&! %&+$(! %&+$*! %&+$,! %&+##! %&+#&! %&+#(! %&+#*! %&+#,! %&+%#! %&+%&! %&+%(! %&+%*! %&+%,! %&+&#! %&+&&! %&+&(! %&+&*! %&+&,! %&+#! %&+&! %&+(! Organic   -./01234!354! Paid   678098!354! Copyright  ©  2011,  iProspect,  Inc.  All  rights   reserved.  
  15. 15. Tuesday  6th  of  December  Overview  visitors   Product  searches,  paid  search   Brand  searches,  organic  search   Time  frame  when   Brand  searches,  paid  search   the  ads  ran   Product  searches,  organic  search   Copyright  ©  2011,  iProspect,  Inc.  All  rights   reserved.  
  16. 16. Aggregated  performance  per  minute   aier  the  movies  where  shown   )"#$# )%#$# ("#$# (%#$# "#$# %#$# &"#$# &%#$# "#$# %#$# %# &# # (# )# "# *# +# ,# -# &%# !"#$# ./01234#56#782329#:;1<8;2=;# ./01234#56#782329#>3?;8@;# ./01234#56#782329#A?952318#1<8# ./01234#56#782329#:;@5B@#1<8# Copyright  ©  2011,  iProspect,  Inc.  All  rights   reserved.  
  17. 17. Case  summary  •  Our  analysis  suggest  that  the  known  rela(onship   between  TV-­‐ads  and  website  traffic  exist  for  most   TV-­‐ads  of  the  client  monitored.  •  Organic  traffic  from  search  engines  has  the  most   increase  followed  by  paid  search.   Wait  of  n(l  the  pis  due  to  rise  in  brand   –  The  cause   u the  increase   resenta(on   related  keywords  and  not  the  products  that  were   adver(sed  •  There  is  a  slight  difference  in  traffic  sources   between  the  different  ads   Copyright  ©  2011,  iProspect,  Inc.  All  rights   reserved.  
  18. 18. Source:  hJp://www.mirror.co.uk/  
  19. 19. Questsions?   o   e@ iprospect.nma arten.berg e   aartenberg spectnorway  Twi3er:@m be.com/ipro utuMovies:  yo

×