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Maximising the return of your website for data driven marketing congress
Maximising the return of your website for data driven marketing congress
Maximising the return of your website for data driven marketing congress
Maximising the return of your website for data driven marketing congress
Maximising the return of your website for data driven marketing congress
Maximising the return of your website for data driven marketing congress
Maximising the return of your website for data driven marketing congress
Maximising the return of your website for data driven marketing congress
Maximising the return of your website for data driven marketing congress
Maximising the return of your website for data driven marketing congress
Maximising the return of your website for data driven marketing congress
Maximising the return of your website for data driven marketing congress
Maximising the return of your website for data driven marketing congress
Maximising the return of your website for data driven marketing congress
Maximising the return of your website for data driven marketing congress
Maximising the return of your website for data driven marketing congress
Maximising the return of your website for data driven marketing congress
Maximising the return of your website for data driven marketing congress
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

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  • 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. What I do?<br />I manage Lodestar, a medium sized web agency in Ghentcalled Lodestar.<br />Tip: <br />www.lodestar.be<br />
  • 3. My DNA?<br />computer scientistmarketeerentrepreneur<br />
  • 4. Who are you?<br />B2B of B2C?profit of non profit?whouseswebanalytics tools?who uses dashboards?<br />
  • 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. 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. 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. 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. Funnel: Optimize performance <br />Look for the weak spots and optimize via:<br /><ul><li>Traffic optimization
  • 10. A/B
  • 11. Common sense
  • 12. …</li></ul>Tip: <br />Do this first;<br />It’s cheap…<br />
  • 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. 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. Product
  • 16. Keyword
  • 17. Language
  • 18. Version 1 / version 2
  • 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. Common traffic sources:<br /><ul><li>Direct
  • 21. Search - Organic
  • 22. Search - Paid
  • 23. Ref. - Social Media
  • 24. Ref. - Bannering
  • 25. Ref. - E-Mail Internal
  • 26. Ref. - E-Mail External
  • 27. Other</li></ul>Interesting<br />Ratio: <br />Performance <br />per segment.<br />Ex. below<br />
  • 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. Ratio example:<br />Tip: <br />Excel<br />
  • 30. What do we measure?<br /><ul><li>The funnel steps: 5
  • 31. Sources: 8
  • 32. Targets: 5
  • 33. Geo markets: 5
  • 34. Campaigns: 4
  • 35. When? Monthly of course: 12
  • 36. Years? At least 2
  • 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. Tips on howto report [1/2]:<br />Report on the following dimensions:<br /><ul><li>Reach
  • 39. Quality
  • 40. Cost
  • 41. Return
  • 42. Offline: sales, …
  • 43. Competition</li></ul>Tip: <br />Dareto<br />summarize<br />
  • 44. Tips on howto report [2/2]:<br /><ul><li>Create different reports: management, operational, detailed, per segment, …
  • 45. Be neutral & clear: the reports will be used to get better supplier performance
  • 46. Trend or funnel: Both but not in the same report
  • 47. Ideal time interval: monthly
  • 48. Find good ratios
  • 49. Create good graphs
  • 50. Use Excel</li></li></ul><li>Summary<br /><ul><li>Align with company goals
  • 51. Get your funnel right!Don’t forget the funnel starts outside you site
  • 52. Segment, compare & improve
  • 53. Tweak performance
  • 54. Report monthly on the important KPI’s to all levels (even suppliers)</li></ul>Tip: <br /><br />
  • 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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