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Optimize your conversion with
engagement metrics and segmentation




Remco van der Beek
Senior Consultant

Relationship M...
About Nedstat
• European leader web analytics services
• Founded in 1996
• Amsterdam, Antwerp, Frankfurt, London, Paris, M...
E-commerce in Belgium



  3500
  3000
                 3100
                         + 4 web shops every working day
  25...
E-commerce in Belgium

• Quality of data & information systems

• Lack of customer knowledge

• Integration of marketing i...
A-Z insights

Advertising    Entry   Behaviour   Action
campaigns
Web Scorecard
• Method based on Balanced Scorecard (Kaplan/Norton)
• Balanced performance overview of internet strategy / ...
Web Scorecard dimensions



          Financial    Customer


                Internet
                strategy



       ...
Dimension Financial


   Success factor            Indicator     Target

 Revenues              Turnover              ?

 ...
Web Scorecard
Continuous improvement process

         Reaction                                                      Reporting
Monitor v...
Visitors are not the same

Visitor A                       Visitor B
• Types a keyword in a search   • Types a keyword in ...
Web analytics today is about identifying your most valuable visitors
using engagement measures and segmented approaches
Measuring engagement

    OLD                NEW

    • Visitors         • Events
    • Visits           • Contributions

...
Measuring engagement

“Engagement is an estimate of the degree and depth of visitor
 interaction against a clearly defined...
Measuring engagement
Visitor Engagemetn            C1             R1            D1            L1             B1           ...
Deploying segmentation

Defining visitor groups based on common characteristics or behaviour
Neckermann.com

• Leading home shopping company
• BeCommerce awards
• Netherlands and Belgium
• 700 employees
• EUR 226 mi...
Neckermann.com

• Big shift from offline to online in 2006
• Sitestat deployment in 2008
• Online turnover 2008: +14%
Neckermann.com

• Measuring engagement
• Navigation design
• Order process analysis
• Identifying cross-sell opportunities...
Order funnel analysis

• 20% improvement
• Funnel continuation 89,9%   91,1%

• ± 300 K / year
Internal search conversion
Visitors who bought this item, searched for   ?
Visitors who bought this item, also searched for these items
Visitors who searched for this item, also searched for these items
Visitors who searched for this item, bought these items
Segmentation advantages


• Instant focus on behaviour of specific visitor groups
• Better respond to visitor preferences
...
Segmentation with visitor data
Segmentation via mobile
Optimise any conversion process

• Order process
• Lead generation
• Newsletter subscription
• Subscription to RSS feeds &...
using engagement and segmentation metrics

• SEO keywords
• SEA keywords
• Email newsletters / promotions
• Bannering
• Na...
Conversion dashboard
Questions?


Remco van der Beek
Mobile: 0479 / 98.12.25
E-mail: r.van.der.beek@nedstat.be
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
Optimize your conversation with engagement metrics and segmentation
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Optimize your conversation with engagement metrics and segmentation

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Nedstat @ Relationship Marketing congres (Stichting Marketing)

http://www.nedstat.com
http://www.relationshipmarketing.be
http://www.stichtingmarketing.be

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Transcript of "Optimize your conversation with engagement metrics and segmentation"

  1. 1. Optimize your conversion with engagement metrics and segmentation Remco van der Beek Senior Consultant Relationship Marketing Congress, 7 May 2009
  2. 2. About Nedstat • European leader web analytics services • Founded in 1996 • Amsterdam, Antwerp, Frankfurt, London, Paris, Madrid • 150 people • 25% turnover invested in R & D
  3. 3. E-commerce in Belgium 3500 3000 3100 + 4 web shops every working day 2500 2000 2100 1500 1000 500 0 2007 2008 Source: BeCommerce
  4. 4. E-commerce in Belgium • Quality of data & information systems • Lack of customer knowledge • Integration of marketing in the organisation • Lack of quality measurement tools • Lack of marketing skills
  5. 5. A-Z insights Advertising Entry Behaviour Action campaigns
  6. 6. Web Scorecard • Method based on Balanced Scorecard (Kaplan/Norton) • Balanced performance overview of internet strategy / website • Translates internet strategy to concrete goals and targets • Enables continuous improvement proces: measure, analyse, improve
  7. 7. Web Scorecard dimensions Financial Customer Internet strategy Website Organisation
  8. 8. Dimension Financial Success factor Indicator Target Revenues Turnover ? Cost of acquisition Cost per visitor ? Cost of Cost of resources ? organisation Profitability Profitability of ? campaigns
  9. 9. Web Scorecard
  10. 10. Continuous improvement process Reaction Reporting Monitor visitor reaction to Results vs goals each improvement Action Analysis Deploy and evaluate Data analysis to identify improvements items for improvement Decision Rational decision on improvement items
  11. 11. Visitors are not the same Visitor A Visitor B • Types a keyword in a search • Types a keyword in a search engine engine • Clicks to your site • Clicks to your site • Leaves after 5 seconds • Reads 5 information pages • Subscribes to your newsletter
  12. 12. Web analytics today is about identifying your most valuable visitors using engagement measures and segmented approaches
  13. 13. Measuring engagement OLD NEW • Visitors • Events • Visits • Contributions • Pageviews • Starts, stops
  14. 14. Measuring engagement “Engagement is an estimate of the degree and depth of visitor interaction against a clearly defined set of goals.” (C1 + D1 + R1 + B1 + F1 + I1 + L1 + S1) VISITOR
  15. 15. Measuring engagement Visitor Engagemetn C1 R1 D1 L1 B1 F1 I1 S1 19.20% 57.80% 0.00% 6.70% 33.30% 51.10% 0.00% 4.40% 0.00% 26.80% 66.70% 0.00% 15.70% 50.00% 70.60% 0.00% 11.80% 0.00% 16.40% 47.30% 0.00% 24.30% 0.00% 39.20% 6.80% 13.50% 0.00% 24.00% 100.00% 0.00% 0.00% 0.00% 91.70% 0.00% 0.00% 0.00% 39.60% 80.50% 0.00% 2.40% 100.00% 97.60% 0.00% 26.20% 0.00% 29.10% 65.20% 0.00% 6.50% 100.00% 56.50% 0.00% 4.30% 0.00% 25.00% 50.00% 0.00% 33.30% 0.00% 83.30% 16.70% 16.70% 0.00% 16.30% 52.20% 0.00% 4.30% 0.00% 65.20% 0.00% 8.70% 0.00% 46.10% 50.90% 0.00% 25.50% 100.00% 66.70% 2.00% 17.60% 100.00% 32.90% 52.20% 8.30% 4.50% 100.00% 95.50% 0.00% 3.00% 0.00% 29.10% 75.50% 28.10% 3.80% 50.00% 73.60% 0.00% 1.90% 0.00% 17.20% 75.00% 0.00% 25.00% 0.00% 25.00% 0.00% 12.50% 0.00% 32.50% 76.70% 16.70% 17.90% 100.00% 66.70% 0.00% 10.30% 0.00% 44.60% 70.90% 0.00% 17.90% 100.00% 87.50% 0.00% 8.90% 100.00% 29.20% 77.80% 0.00% 44.40% 0.00% 55.60% 11.10% 44.40% 0.00% 28.10% 75.00% 0.00% 12.50% 0.00% 100.00% 0.00% 37.50% 0.00% 24.40% 48.10% 25.00% 18.50% 0.00% 92.60% 0.00% 11.10% 0.00% 26.90% 50.00% 25.00% 13.30% 0.00% 96.70% 0.00% 30.00% 0.00% 10.70% 35.70% 0.00% 21.40% 0.00% 7.10% 0.00% 21.40% 0.00% 12.50% 50.00% 0.00% 0.00% 0.00% 0.00% 0.00% 50.00% 0.00% 24.80% 28.10% 25.00% 15.60% 100.00% 23.40% 0.00% 6.30% 0.00%
  16. 16. Deploying segmentation Defining visitor groups based on common characteristics or behaviour
  17. 17. Neckermann.com • Leading home shopping company • BeCommerce awards • Netherlands and Belgium • 700 employees • EUR 226 mio turnover
  18. 18. Neckermann.com • Big shift from offline to online in 2006 • Sitestat deployment in 2008 • Online turnover 2008: +14%
  19. 19. Neckermann.com • Measuring engagement • Navigation design • Order process analysis • Identifying cross-sell opportunities with segmentation
  20. 20. Order funnel analysis • 20% improvement • Funnel continuation 89,9% 91,1% • ± 300 K / year
  21. 21. Internal search conversion
  22. 22. Visitors who bought this item, searched for ?
  23. 23. Visitors who bought this item, also searched for these items
  24. 24. Visitors who searched for this item, also searched for these items
  25. 25. Visitors who searched for this item, bought these items
  26. 26. Segmentation advantages • Instant focus on behaviour of specific visitor groups • Better respond to visitor preferences • Advanced targeting of campaigns and content
  27. 27. Segmentation with visitor data
  28. 28. Segmentation via mobile
  29. 29. Optimise any conversion process • Order process • Lead generation • Newsletter subscription • Subscription to RSS feeds & podcasts • Content downloads • Any kind of form •
  30. 30. using engagement and segmentation metrics • SEO keywords • SEA keywords • Email newsletters / promotions • Bannering • Navigation paths • Internal search • Visitors with a specific profile
  31. 31. Conversion dashboard
  32. 32. Questions? Remco van der Beek Mobile: 0479 / 98.12.25 E-mail: r.van.der.beek@nedstat.be

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