Welcome!<br />I am David Bintein<br />      http://twitter.com/#!/dbintein<br />       http://www.linkedin.com/in/davidbin...
What I do?<br />I manage Lodestar, a medium sized web agency in Ghentcalled Lodestar.<br />Tip: <br />www.lodestar.be<br />
My DNA?<br />computer scientistmarketeerentrepreneur<br />
Who are you?<br />B2B of B2C?profit of non profit?whouseswebanalytics tools?who uses dashboards?<br />
What is mymessagetoday?<br />Get yourfunnel (?) right<br />Segment, compare & improve<br />Funnel: <br />a tube which is w...
Assumptions<br />Your “online” goals are set and are alignedwithyour business<br />You have a clear view on your target au...
First things first! <br />Strategic goals: become the biggest online retailer of…, …<br />Tactical/operational goals: incr...
Funnel: work backwards <br />Tip: <br />Minimize<br />the rest!<br />It is dead <br />Weight…<br />The Internet<br />Visit...
Funnel: Optimize performance <br />Look for the weak spots and optimize via:<br /><ul><li>Traffic optimization
A/B
Common sense
…</li></ul>Tip: <br />Do this first;<br />It’s cheap…<br />
Question:<br />Q: I have more than 1 goal.<br />A: Off course; but minimize, harmonize & try to use the same unit (prefera...
Segment on traffic sourcesor …<br />Product: 50%<br />product > details > … <br />Cart: 20%<br />Add > size > … <br />Chec...
Product
Keyword
Language
Version 1 / version 2
…</li></ul>Organic<br />Search<br />Paid<br />Search<br />Direct<br />Referral<br />EMEA<br />Americas<br />Asia<br />Othe...
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Maximising the return of your website for data driven marketing congress

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Maximising the return of your website for data driven marketing congress

  1. 1. Welcome!<br />I am David Bintein<br /> http://twitter.com/#!/dbintein<br /> http://www.linkedin.com/in/davidbintein<br /> david@lodestar.be<br />
  2. 2. What I do?<br />I manage Lodestar, a medium sized web agency in Ghentcalled Lodestar.<br />Tip: <br />www.lodestar.be<br />
  3. 3. My DNA?<br />computer scientistmarketeerentrepreneur<br />
  4. 4. Who are you?<br />B2B of B2C?profit of non profit?whouseswebanalytics tools?who uses dashboards?<br />
  5. 5. What is mymessagetoday?<br />Get yourfunnel (?) right<br />Segment, compare & improve<br />Funnel: <br />a tube which is wide-mouthed at one end and narrow-mouthed at the other<br />
  6. 6. Assumptions<br />Your “online” goals are set and are alignedwithyour business<br />You have a clear view on your target audience<br />Youknowwhatyou want toachieve<br />Tip: <br />Do not<br />underestimate<br />this.<br />
  7. 7. First things first! <br />Strategic goals: become the biggest online retailer of…, …<br />Tactical/operational goals: increase online sales with 30%, …<br />KPI’s: number of orders, average order value, …<br />Measure points: thankyou.html, … <br />Tip: <br />start with<br />your company <br />Goals!<br />Someexamples of goals:<br />leads<br />User engagement<br />brand engagement<br />sale<br />…<br />
  8. 8. Funnel: work backwards <br />Tip: <br />Minimize<br />the rest!<br />It is dead <br />Weight…<br />The Internet<br />Visitors: 100%<br />Product: 50%<br />product > details > … <br />Cart: 20%<br />Add > size > … <br />Checkout: 8%<br />Addresse > …<br />Pay: 2%<br />
  9. 9. Funnel: Optimize performance <br />Look for the weak spots and optimize via:<br /><ul><li>Traffic optimization
  10. 10. A/B
  11. 11. Common sense
  12. 12. …</li></ul>Tip: <br />Do this first;<br />It’s cheap…<br />
  13. 13. Question:<br />Q: I have more than 1 goal.<br />A: Off course; but minimize, harmonize & try to use the same unit (preferably € or $)<br />Tip: <br />Someanalytics<br />tools show you the <br />Value of each<br />page.<br />Leads & sales different unitsSolution = Calculate the sales value of a lead/<br />
  14. 14. Segment on traffic sourcesor …<br />Product: 50%<br />product > details > … <br />Cart: 20%<br />Add > size > … <br />Checkout: 8%<br />Addresse > …<br />Pay: 2%<br />Product: 50%<br />product > details > … <br />Cart: 20%<br />Add > size > … <br />Checkout: 8%<br />Addresse > …<br />Pay: 2%<br />The Internet<br />Visitors: 100%<br />Product: 50%<br />product > details > … <br />Cart: 20%<br />Add > size > … <br />Checkout: 8%<br />Addresse > …<br />Pay: 2%<br />Or<br /><ul><li>Geographical region
  15. 15. Product
  16. 16. Keyword
  17. 17. Language
  18. 18. Version 1 / version 2
  19. 19. …</li></ul>Organic<br />Search<br />Paid<br />Search<br />Direct<br />Referral<br />EMEA<br />Americas<br />Asia<br />Other<br />Tip: <br />Youcanalso<br />segment <br />on other<br />dimensions<br />
  20. 20. Common traffic sources:<br /><ul><li>Direct
  21. 21. Search - Organic
  22. 22. Search - Paid
  23. 23. Ref. - Social Media
  24. 24. Ref. - Bannering
  25. 25. Ref. - E-Mail Internal
  26. 26. Ref. - E-Mail External
  27. 27. Other</li></ul>Interesting<br />Ratio: <br />Performance <br />per segment.<br />Ex. below<br />
  28. 28. Question:<br />Q: Are we set now?<br />A: Not really. <br />We have control of the flow & we know the visit sources. But we do not know how much a visit (or a visitor achieving a goal) costs. <br />Tip: <br />Start with<br />the media <br />cost<br />Q: True, how do I measure costs?<br />A: For some sources (like paid search) it is fairly easy. But for most sources, it is hard & difficult excel labor. <br />Interesting<br />Ratio: <br />Costper segment <br />per conversion<br />
  29. 29. Ratio example:<br />Tip: <br />Excel<br />
  30. 30. What do we measure?<br /><ul><li>The funnel steps: 5
  31. 31. Sources: 8
  32. 32. Targets: 5
  33. 33. Geo markets: 5
  34. 34. Campaigns: 4
  35. 35. When? Monthly of course: 12
  36. 36. Years? At least 2
  37. 37. Representation? $ or €, #, in %: 3</li></ul>Equals 5 * 8 * 5 * 5 * 4 * 12 * 2 * 3 = 288000 values<br />Note: we are not even talking about cost or quality parameters…<br />Tip: <br />Minimize & <br />Focus on the <br />important stuff<br />
  38. 38. Tips on howto report [1/2]:<br />Report on the following dimensions:<br /><ul><li>Reach
  39. 39. Quality
  40. 40. Cost
  41. 41. Return
  42. 42. Offline: sales, …
  43. 43. Competition</li></ul>Tip: <br />Dareto<br />summarize<br />
  44. 44. Tips on howto report [2/2]:<br /><ul><li>Create different reports: management, operational, detailed, per segment, …
  45. 45. Be neutral & clear: the reports will be used to get better supplier performance
  46. 46. Trend or funnel: Both but not in the same report
  47. 47. Ideal time interval: monthly
  48. 48. Find good ratios
  49. 49. Create good graphs
  50. 50. Use Excel</li></li></ul><li>Summary<br /><ul><li>Align with company goals
  51. 51. Get your funnel right!Don’t forget the funnel starts outside you site
  52. 52. Segment, compare & improve
  53. 53. Tweak performance
  54. 54. Report monthly on the important KPI’s to all levels (even suppliers)</li></ul>Tip: <br /><br />
  55. 55. Thankyou, questions?<br />Tip: <br />Follow me!<br />I likeit ;-)<br /> http://twitter.com/#!/dbintein<br /> http://www.linkedin.com/in/davidbintein<br /> david@lodestar.be<br /> +32 9 235 82 82<br />Tip: <br />Give me yourcard. I’llsendyouthispresentation<br />
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