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Min online webinar-montizecontent-markohurst-2011
 

Min online webinar-montizecontent-markohurst-2011

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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.

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  • 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.

Min online webinar-montizecontent-markohurst-2011 Min online webinar-montizecontent-markohurst-2011 Presentation Transcript

  • March 24th, 2011
    minOnline Webinar – Monetizing Your Online Content
    45 Main Street #220, Brooklyn, NY 11222
    Phone. +1 718 625 4843
    info@hugeinc.com
  • Agenda.
    Selling On-brand
    Measure What Matters
    Vendor Selection
    Q&A
  • Marko Hurst.
    Author, Speaker, & Consultant
    • Content Strategy
    • Web Analytics
    • Search Analytics
    • User Experience
    Background
    • Content Strategy Director @ HUGE
    • 15 years experience
    • Statistics & Brain Cognitive Science
    • Practice lead: National & regional levels
    • Industries: Government, Media, Ecommerce, Financial Services, Automotive, Technology, Mobile, CPG
    Contact
    • Marko Hurst: mhurst@hugeinc.com
    • Read my blog: MarkoHurst.com “Insightful Analytics”
    • Follow me on Twitter: MarkoHurst
  • Selling on-brand
  • eCommerce models.
  • Direct.
  • Referral.
    Product website URL with referral code
    http://www.albeebaby.com/quinny-zapp-strollers.html?refid=12063&id=40471
  • Affiliate.
  • Selling on-brand.
    Align your sales program with your brand, reputation, and audience expectations.
  • Off-brand example.
    Imagine if the New York Times ‘sold’ condoms from an article on birth control.
    +
  • On-brand referral example from print.
    +
    www.crest.com/parentingmag
  • Measure what matters
  • Metrics are everywhere, so how do you choose the right metrics?
    *Far from a complete list of metrics to choose from
  • 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.
  • How to define goals.
    Keep it simple – choose what you want to achieve and by when.
  • Goals are specific, quantifiable, & time-boxed.
    No
    • Increase Average Order Rate
    • Increase traffic by 5%
    • Decrease Bounce Rate in next six months
    Yes
    • Increase Average Order Rate by $3 in six months
    • Increase Traffic on Top 20 keywords by 5% by end of next quarter
    • 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
  • Balanced Scorecards help you easily manage your goals.
    Example: Ecommerce Balanced Scorecard
  • Vendor selection
  • 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
  • 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.
  • 3-step vendor selection process.
    People
    Process
    Vendor
  • 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
  • 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:
    • skill-sets
    • skill level
    • time allocated
    External resources
    Perform gap analysis
    Perform ROI analysis
  • 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:
    • skill-sets
    • skill level
    • time allocated
    External resources
    Perform gap analysis
    ROI analysis
    Pricing model / cost
    Technology
    • platform
    • features
    • out of the box
    • customization
    Training
    Resources
    Relationship / program type
  • Q&A
  • 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