Analytics - and choosing your optimization goals

5,458 views

Published on

Setting optimization goals: You want to create marketing scenarios, where you can predict an organizational aligned outcome with a high level of confidence.

Published in: Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
5,458
On SlideShare
0
From Embeds
0
Number of Embeds
1,354
Actions
Shares
0
Downloads
68
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Analytics - and choosing your optimization goals

  1. Analytics - and Choosing your optimization goals YAHOO! CONFIDENTIAL DENNIS R. MORTENSEN | MAY 2010
  2. Entrepreneur Author Blogger WAA Yahoo!
  3. Choosing optimization goals. Why is this important ? DENNIS R. MORTENSEN | MAY 2010
  4. You must serve the overall purpose of the organization (of course) DENNIS R. MORTENSEN | MAY 2010
  5. The goals of most organizations are usually set as KPIs DENNIS R. MORTENSEN | MAY 2010
  6. Are your optimization goals, KPI duplicates ? DENNIS R. MORTENSEN | MAY 2010
  7. If optimization goals are NOT KPI duplicates, surely they are KPI derivatives ? DENNIS R. MORTENSEN | MAY 2010
  8. If optimization goals are NOT KPI derivatives, they must certainly be KPI derivative proxies ? DENNIS R. MORTENSEN | MAY 2010
  9. None of the above – then what ? Certainly not CTR or Visits :-) DENNIS R. MORTENSEN | MAY 2010
  10. The further away your optimizations goals are from your organizational KPIs – the higher the risk of applying direct harm. (turning decent marketing initiatives into organizational de-optimization exercises) DENNIS R. MORTENSEN | MAY 2010
  11. Assuming we have an optimization goal metric, that is well aligned with organizational KPIs * we should be home safe, yes ? DENNIS R. MORTENSEN | MAY 2010
  12. An optimization goal is inheritably aligned with attribution choices (multiple online channels, and generally a changing universe) DENNIS R. MORTENSEN | MAY 2010
  13. Does the optimization goal apply for respectable attribution modeling ? DENNIS R. MORTENSEN | MAY 2010
  14. Assuming we have perfect organizational aligned goals, that can be accurately attributed their fair success * we should be home safe, yes ? DENNIS R. MORTENSEN | MAY 2010
  15. An online optimization goal in likely to be built into an online marketing initiative. (mixing online and offline) DENNIS R. MORTENSEN | MAY 2010
  16. Does the optimization goal apply for respectable attribution modeling in conjunction with Media Mix Modeling ? DENNIS R. MORTENSEN | MAY 2010
  17. Example: Let’s have a look at how people attack PPC optimization goal setting DENNIS R. MORTENSEN | MAY 2010
  18. Impressions DENNIS R. MORTENSEN | MAY 2010
  19. CTR DENNIS R. MORTENSEN | MAY 2010
  20. Visit-to-Sales Conversion DENNIS R. MORTENSEN | MAY 2010
  21. Visitor-to-Sales Conversion DENNIS R. MORTENSEN | MAY 2010
  22. Revenue per Visit DENNIS R. MORTENSEN | MAY 2010
  23. Revenue per Visitor DENNIS R. MORTENSEN | MAY 2010
  24. Profit per Visitor DENNIS R. MORTENSEN | MAY 2010
  25. Lifetime Value of a Visitor DENNIS R. MORTENSEN | MAY 2010
  26. Customer Lifetime Value DENNIS R. MORTENSEN | MAY 2010
  27. In conclusion Setting optimization goals: You want to create marketing scenarios, where you can predict an organizational aligned outcome with a high level of confidence AND it’s not easy DENNIS R. MORTENSEN | MAY 2010
  28. Want to know more about Analytics, Media and Marketing? VisualRevenue.com/blog or Twitter.com/DennisMortensen
  29. Thank you Dennis R. Mortensen, Director of Data Insights at Yahoo! | dennis.mortensen@yahoo-inc.com Blog: http://visualrevenue.com/blog Book: http://visualrevenue.com/blog/yahoo-analytics-book Twitter: http://twitter.com/DennisMortensen

×