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Optimize your conversation with engagement metrics and segmentation

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Nedstat @ Relationship Marketing congres (Stichting Marketing)...

Nedstat @ Relationship Marketing congres (Stichting Marketing)

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

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  • 1. Optimize your conversion with engagement metrics and segmentation Remco van der Beek Senior Consultant Relationship Marketing Congress, 7 May 2009
  • 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. 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. 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. A-Z insights Advertising Entry Behaviour Action campaigns
  • 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. Web Scorecard dimensions Financial Customer Internet strategy Website Organisation
  • 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. Web Scorecard
  • 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. 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. Web analytics today is about identifying your most valuable visitors using engagement measures and segmented approaches
  • 13. Measuring engagement OLD NEW • Visitors • Events • Visits • Contributions • Pageviews • Starts, stops
  • 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. 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. Deploying segmentation Defining visitor groups based on common characteristics or behaviour
  • 17. Neckermann.com • Leading home shopping company • BeCommerce awards • Netherlands and Belgium • 700 employees • EUR 226 mio turnover
  • 18. Neckermann.com • Big shift from offline to online in 2006 • Sitestat deployment in 2008 • Online turnover 2008: +14%
  • 19. Neckermann.com • Measuring engagement • Navigation design • Order process analysis • Identifying cross-sell opportunities with segmentation
  • 20. Order funnel analysis • 20% improvement • Funnel continuation 89,9% 91,1% • ± 300 K / year
  • 21. Internal search conversion
  • 22. Visitors who bought this item, searched for ?
  • 23. Visitors who bought this item, also searched for these items
  • 24. Visitors who searched for this item, also searched for these items
  • 25. Visitors who searched for this item, bought these items
  • 26. Segmentation advantages • Instant focus on behaviour of specific visitor groups • Better respond to visitor preferences • Advanced targeting of campaigns and content
  • 27. Segmentation with visitor data
  • 28. Segmentation via mobile
  • 29. Optimise any conversion process • Order process • Lead generation • Newsletter subscription • Subscription to RSS feeds & podcasts • Content downloads • Any kind of form •
  • 30. using engagement and segmentation metrics • SEO keywords • SEA keywords • Email newsletters / promotions • Bannering • Navigation paths • Internal search • Visitors with a specific profile
  • 31. Conversion dashboard
  • 32. Questions? Remco van der Beek Mobile: 0479 / 98.12.25 E-mail: r.van.der.beek@nedstat.be