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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

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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 Presentation Transcript

    • Welcome!
      I am David Bintein
      http://twitter.com/#!/dbintein
      http://www.linkedin.com/in/davidbintein
      david@lodestar.be
    • What I do?
      I manage Lodestar, a medium sized web agency in Ghentcalled Lodestar.
      Tip:
      www.lodestar.be
    • My DNA?
      computer scientistmarketeerentrepreneur
    • Who are you?
      B2B of B2C?profit of non profit?whouseswebanalytics tools?who uses dashboards?
    • What is mymessagetoday?
      Get yourfunnel (?) right
      Segment, compare & improve
      Funnel:
      a tube which is wide-mouthed at one end and narrow-mouthed at the other
    • Assumptions
      Your “online” goals are set and are alignedwithyour business
      You have a clear view on your target audience
      Youknowwhatyou want toachieve
      Tip:
      Do not
      underestimate
      this.
    • First things first!
      Strategic goals: become the biggest online retailer of…, …
      Tactical/operational goals: increase online sales with 30%, …
      KPI’s: number of orders, average order value, …
      Measure points: thankyou.html, …
      Tip:
      start with
      your company
      Goals!
      Someexamples of goals:
      leads
      User engagement
      brand engagement
      sale

    • Funnel: work backwards
      Tip:
      Minimize
      the rest!
      It is dead
      Weight…
      The Internet
      Visitors: 100%
      Product: 50%
      product > details > …
      Cart: 20%
      Add > size > …
      Checkout: 8%
      Addresse > …
      Pay: 2%
    • Funnel: Optimize performance
      Look for the weak spots and optimize via:
      • Traffic optimization
      • A/B
      • Common sense
      Tip:
      Do this first;
      It’s cheap…
    • Question:
      Q: I have more than 1 goal.
      A: Off course; but minimize, harmonize & try to use the same unit (preferably € or $)
      Tip:
      Someanalytics
      tools show you the
      Value of each
      page.
      Leads & sales different unitsSolution = Calculate the sales value of a lead/
    • Segment on traffic sourcesor …
      Product: 50%
      product > details > …
      Cart: 20%
      Add > size > …
      Checkout: 8%
      Addresse > …
      Pay: 2%
      Product: 50%
      product > details > …
      Cart: 20%
      Add > size > …
      Checkout: 8%
      Addresse > …
      Pay: 2%
      The Internet
      Visitors: 100%
      Product: 50%
      product > details > …
      Cart: 20%
      Add > size > …
      Checkout: 8%
      Addresse > …
      Pay: 2%
      Or
      • Geographical region
      • Product
      • Keyword
      • Language
      • Version 1 / version 2
      Organic
      Search
      Paid
      Search
      Direct
      Referral
      EMEA
      Americas
      Asia
      Other
      Tip:
      Youcanalso
      segment
      on other
      dimensions
    • Common traffic sources:
      • Direct
      • Search - Organic
      • Search - Paid
      • Ref. - Social Media
      • Ref. - Bannering
      • Ref. - E-Mail Internal
      • Ref. - E-Mail External
      • Other
      Interesting
      Ratio:
      Performance
      per segment.
      Ex. below
    • Question:
      Q: Are we set now?
      A: Not really.
      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.
      Tip:
      Start with
      the media
      cost
      Q: True, how do I measure costs?
      A: For some sources (like paid search) it is fairly easy. But for most sources, it is hard & difficult excel labor.
      Interesting
      Ratio:
      Costper segment
      per conversion
    • Ratio example:
      Tip:
      Excel
    • What do we measure?
      • The funnel steps: 5
      • Sources: 8
      • Targets: 5
      • Geo markets: 5
      • Campaigns: 4
      • When? Monthly of course: 12
      • Years? At least 2
      • Representation? $ or €, #, in %: 3
      Equals 5 * 8 * 5 * 5 * 4 * 12 * 2 * 3 = 288000 values
      Note: we are not even talking about cost or quality parameters…
      Tip:
      Minimize &
      Focus on the
      important stuff
    • Tips on howto report [1/2]:
      Report on the following dimensions:
      • Reach
      • Quality
      • Cost
      • Return
      • Offline: sales, …
      • Competition
      Tip:
      Dareto
      summarize
    • Tips on howto report [2/2]:
      • Create different reports: management, operational, detailed, per segment, …
      • Be neutral & clear: the reports will be used to get better supplier performance
      • Trend or funnel: Both but not in the same report
      • Ideal time interval: monthly
      • Find good ratios
      • Create good graphs
      • Use Excel
    • Summary
      • Align with company goals
      • Get your funnel right!Don’t forget the funnel starts outside you site
      • Segment, compare & improve
      • Tweak performance
      • Report monthly on the important KPI’s to all levels (even suppliers)
      Tip:

    • Thankyou, questions?
      Tip:
      Follow me!
      I likeit ;-)
      http://twitter.com/#!/dbintein
      http://www.linkedin.com/in/davidbintein
      david@lodestar.be
      +32 9 235 82 82
      Tip:
      Give me yourcard. I’llsendyouthispresentation