Your SlideShare is downloading. ×
Min online webinar-montizecontent-markohurst-2011
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Min online webinar-montizecontent-markohurst-2011

1,471
views

Published on

I was 1 of 4 panelists for a minOnline webinar - http://www.minonline.com/training/webinar-march24-2011.html …

I was 1 of 4 panelists for a minOnline webinar - http://www.minonline.com/training/webinar-march24-2011.html

This is my updated portion of that talk.

Published in: Technology, Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,471
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
16
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Presentation: I was on a panel (webinar) for minOnline and the presentation itself was directed towards the publishers & media industries. Updated deck version.
  • This section was to set a baseline for a few common ecommerce solutions with give examples. The story behind this section is that as a publisher you need to be aware that the type of products you “sell” and how you sell them needs to be consistent with your brand.
  • Goals not the individual metrics are what will make you successful with measurement.
  • This is the process I have successfully used for years for myself and my clients when selecting a vendor. The process is NOT limited to types and companies displayed.
  • Transcript

    • 1. March 24th, 2011
      minOnline Webinar – Monetizing Your Online Content
      45 Main Street #220, Brooklyn, NY 11222
      Phone. +1 718 625 4843
      info@hugeinc.com
    • 2. Agenda.
      Selling On-brand
      Measure What Matters
      Vendor Selection
      Q&A
    • 3. Marko Hurst.
      Author, Speaker, & Consultant
      • Content Strategy
      • 4. Web Analytics
      • 5. Search Analytics
      • 6. User Experience
      Background
      • Content Strategy Director @ HUGE
      • 7. 15 years experience
      • 8. Statistics & Brain Cognitive Science
      • 9. Practice lead: National & regional levels
      • 10. Industries: Government, Media, Ecommerce, Financial Services, Automotive, Technology, Mobile, CPG
      Contact
      • Marko Hurst: mhurst@hugeinc.com
      • 11. Read my blog: MarkoHurst.com “Insightful Analytics”
      • 12. Follow me on Twitter: MarkoHurst
    • Selling on-brand
    • 13. eCommerce models.
    • 14. Direct.
    • 15. Referral.
      Product website URL with referral code
      http://www.albeebaby.com/quinny-zapp-strollers.html?refid=12063&id=40471
    • 16. Affiliate.
    • 17. Selling on-brand.
      Align your sales program with your brand, reputation, and audience expectations.
    • 18. Off-brand example.
      Imagine if the New York Times ‘sold’ condoms from an article on birth control.
      +
    • 19. On-brand referral example from print.
      +
      www.crest.com/parentingmag
    • 20. Measure what matters
    • 21. Metrics are everywhere, so how do you choose the right metrics?
      *Far from a complete list of metrics to choose from
    • 22. Metric Selection Is A Counterintuitive Process:Many begin their measurement programs fretting over what metrics to track.
      Instead, if clearly define your goals first the right metrics will often fall into place.
    • 23. How to define goals.
      Keep it simple – choose what you want to achieve and by when.
    • 24. Goals are specific, quantifiable, & time-boxed.
      No
      • Increase Average Order Rate
      • 25. Increase traffic by 5%
      • 26. Decrease Bounce Rate in next six months
      Yes
      • Increase Average Order Rate by $3 in six months
      • 27. Increase Traffic on Top 20 keywords by 5% by end of next quarter
      • 28. Decrease site-wide Bounce Rate by 10% within 30 days of next design update
    • The right metrics are those that directly affect your goal.
      Goal: increase “Average Order Value” by $3 in six months
      Key Performance Indicator (KPI): Current AOV* = $17
      * AOV (Average Order Value) = Sum of Revenue Generated / Number of Orders Taken
    • 29. Balanced Scorecards help you easily manage your goals.
      Example: Ecommerce Balanced Scorecard
    • 30. Vendor selection
    • 31. Vendors are everywhere, so how do you choose the right vendor?
      Commerce Engine
      Onsite Search
      Web Analytics
      *Vendors listed does not imply endorsement by Marko Hurst
    • 32. Vendor Selection Is A Counterintuitive Process:Most organization typically begin vendor selection by engaging with vendors from the beginning.
      Instead, if you define your goals, identify the time and resources necessary to achieve those goals the right vendor often becomes evident very quickly.
    • 33. 3-step vendor selection process.
      People
      Process
      Vendor
    • 34. Step 1: Define goals & best case usage of the “product”.
      People
      Process
      Vendor
      Create desired outcome(s)
      Define KPIs
      Capture current process (if any)
      Perform gap analysis
      Create desired process
    • 35. Step 2: Capture available resources, skills, and time needed to use the “product”.
      People
      Process
      Vendor
      Create desired outcome(s)
      Define KPIs
      Capture current process (if any)
      Perform gap analysis
      Create desired process
      Capture current resources
      Capture current resource:
      External resources
      Perform gap analysis
      Perform ROI analysis
    • 38. Step 3: Select a vendor that best fits your Process & People.
      People
      Process
      Vendor
      Create desired outcome(s)
      Define KPIs
      Capture current process (if any)
      Perform gap analysis
      Create desired process
      Capture current resources
      Capture current resource:
      External resources
      Perform gap analysis
      ROI analysis
      Pricing model / cost
      Technology
      Training
      Resources
      Relationship / program type
    • 44. Q&A
    • 45. Thank you!
      www.hugeinc.com
      45 Main Street, 2nd floor
      Brooklyn, NY 11201
      Call us.
      Phone: +1 718 625 4843
      Fax: +1 718 625 5157
      info@hugeinc.com