From Web Analytics to Integrated Online Marketing<br />eMetrics Toronto<br />2010, March 9th<br />
Agenda<br />AT Internet'spresentation (5')<br />Show time ! (45')<br />Synthesis (5')<br />Q&A (5')<br />Winebottledraw (2...
AT Internet<br />A short corporatepresentation<br />
Online Intelligence Solutions<br />by AT Internet<br />
What we do – AT Internet<br /> <br /> <br />Drive the performance of your online business<br /><ul><li> Optimisation of th...
 Help with strategic decision-making
 ROI of online marketing campaigns
 Measure all online platforms – mobile and rich media</li></ul> <br /> <br />SalesTracker<br />DataExplorer<br />Observer<...
Years of experience and customer focus<br />15 years of online business experience<br />Market leader in continental Europ...
Facts and figures<br />Revenue 2010 : €10 million<br />+30% growth per year since 2003<br />Profitable for the past 7 year...
An aggressive international strategy is underway<br />International office locations<br />	France - Bordeaux (HQ)<br />	Fr...
3,500 customer from all verticals trust AT Internet<br />
Fashion and online intelligence<br />From Web Analytics to Integrated Online Marketing<br />
From Web Analytics to Integrated Online Marketing<br />	This is a fictional story inspired by real life situations encount...
From Web Analytics to Integrated Online Marketing<br />Starring : <br />Rebecca : Jr Web Analyst<br />Nicolas : H.I.P.P.O ...
From Web Analytics to Integrated Online Marketing<br />You are solucky!!<br />I’d love to work for the fashionindustrylike...
One weeklater<br />Welcome to Yves Saint-Lazare Rebecca!You willbe part of the web team, youwill report directly to me. Yo...
From Web Analytics to Integrated Online Marketing<br />Web Analytics is hard !<br />Eric T. Petersen<br />Web Analytics is...
Rebecca decides to follow Stephane Hamel’smaturity model.<br />From Web Analytics to Integrated Online Marketing<br />
	Rebecca startslookingat the data alreadyavailable on the Interface, she notices someirregularities:<br />From Web Analyti...
  100 % of the trafficisorganic.
  No conversions
Bounce rate  = > 90%
Only one page isvisited
  Time spentisalways 0
  No funnels</li></li></ul><li>AT Internet consultant recommends to use the Flash tags (ActionScript 3):<br />Tracking all...
Instant results:<br />Bounce rate = 35%<br />Conversions<br />Funnel<br />ClickZone<br />From Web Analytics to Integrated ...
Level 2 Analytics<br />New measurements:<br />Identifiedvisitors + visitors' categories<br />Manual tracking of marketing ...
But somedisparitiesappear in comparisonwith data sent by third party providers: Google Adwords, Dart and so on…<br />From ...
Alex, how canyou help us to solvethis data disparities ?<br />From Web Analytics to Integrated Online Marketing<br />
AT Connect implementation (API):<br />Marketing campaigns: automatic tracking<br />CRM bridge to includevisitorcriterias<b...
From Web Analytics to Integrated Online Marketing<br />
From Web Analytics to Integrated Online Marketing<br />Voice of Customer<br />landing page<br />conversion page<br />Email...
Data Integration from third party tools:<br />Adwords<br />Emailing<br />Banners<br />CRM bridge<br />Synchronized order s...
From Web Analytics to Integrated Online Marketing<br />Evolution of the validated and pendingorders<br />CRM data integrat...
Alex recommends activating the following modules:<br />Multi Variate Testing<br />Segmentation<br />Channel Optimizer<br /...
A/B Test<br />#B<br />#A<br />Top right<br />Promo<br />Bottom right<br />Promo<br />From Web Analytics to Integrated Onli...
From Web Analytics to Integrated Online Marketing<br />Segment building<br />
From Web Analytics to Integrated Online Marketing<br />
ROI isdisappointing, no more growth.<br />Marketing budgets are frozen<br />New buzz word : "Social Media"<br />First vira...
Social media 4 S’s<br />Tell Good Stories<br />Make them Sticky<br />Package them to be Shareable<br />Launch them using a...
From Web Analytics to Integrated Online Marketing<br />Hi Rebecca !<br />How isyour new job at Yves Saint-Lazare? <br />Al...
From Web Analytics to Integrated Online Marketing<br />Whydid the conversion rate drop somuch?<br />Rebecca asks the marke...
From Web Analytics to Integrated Online Marketing<br />Marketing team<br />We have launched a huge viral campaign!<br />Se...
From Web Analytics to Integrated Online Marketing<br />IT team<br />Panic! Our servers went down becausewehadtoomuchtraffi...
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From Web Analytics To Integrated Online Marketing

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From Web Analytics To Integrated Online Marketing

  1. 1. From Web Analytics to Integrated Online Marketing<br />eMetrics Toronto<br />2010, March 9th<br />
  2. 2. Agenda<br />AT Internet'spresentation (5')<br />Show time ! (45')<br />Synthesis (5')<br />Q&A (5')<br />Winebottledraw (2')<br />
  3. 3. AT Internet<br />A short corporatepresentation<br />
  4. 4. Online Intelligence Solutions<br />by AT Internet<br />
  5. 5. What we do – AT Internet<br /> <br /> <br />Drive the performance of your online business<br /><ul><li> Optimisation of the key indicators (KPIs)
  6. 6. Help with strategic decision-making
  7. 7. ROI of online marketing campaigns
  8. 8. Measure all online platforms – mobile and rich media</li></ul> <br /> <br />SalesTracker<br />DataExplorer<br />Observer<br />BuzzWatcher<br />Services<br />Support<br />Consulting<br />Training<br />Certification<br />
  9. 9. Years of experience and customer focus<br />15 years of online business experience<br />Market leader in continental Europe<br />3,500+ clients from all verticals<br />350,000+ measured websites<br />30 billion+ page views measured per month<br />Philosophy = Development and Delivery<br />Strong R&D focus<br />Reliability of data<br />High-Quality Service & Support<br />Company: 130+ employees worldwide<br />R&D represents over 60% of total staff<br />International certification<br />
  10. 10. Facts and figures<br />Revenue 2010 : €10 million<br />+30% growth per year since 2003<br />Profitable for the past 7 years<br />€5 million raised this year to support international development <br />Same management team since the beginning, unique in this volatile world<br />Independent since its inception<br />Family business, unique at this level<br />7<br />
  11. 11. An aggressive international strategy is underway<br />International office locations<br /> France - Bordeaux (HQ)<br /> France - Paris<br /> United Kingdom - London<br /> Canada - Montreal<br /> Germany - Munich<br /> Spain - Madrid<br /> China - Beijing<br /> China - Shanghai<br />Worldwide data centres<br />France (2)<br />Canada<br />China<br />
  12. 12. 3,500 customer from all verticals trust AT Internet<br />
  13. 13. Fashion and online intelligence<br />From Web Analytics to Integrated Online Marketing<br />
  14. 14. From Web Analytics to Integrated Online Marketing<br /> This is a fictional story inspired by real life situations encountered by our support consultants. All characters in this presentation are fictitious and any resemblance to people, living or dead is purely coincidental…<br />
  15. 15. From Web Analytics to Integrated Online Marketing<br />Starring : <br />Rebecca : Jr Web Analyst<br />Nicolas : H.I.P.P.O rebecca’s boss<br />Alex : AT Internet Consultant<br />Paris Halton: Top Model, Rebecca’sfriend<br />
  16. 16. From Web Analytics to Integrated Online Marketing<br />You are solucky!!<br />I’d love to work for the fashionindustrylikeyou… <br />It has nothing to do withluck<br />You know what?<br />The marketing departmentat Yves Saint-Lazare ishiring. I know the boss personaly. You shouldapply! <br />Really?<br />That wouldbesoooniiice!<br />
  17. 17. One weeklater<br />Welcome to Yves Saint-Lazare Rebecca!You willbe part of the web team, youwill report directly to me. You mightneed to collaboratewith IT teams and Marketing/Communications. <br />Thankyou!<br />I amreallyglad to work for Yves Saint-Lazare. It islike a dream come true!<br />Your first Job willbeanalyzing the online traffic and campaigns performance. <br />I Need ROI<br />Do you know anything about Web Analytics?<br />Not really, but I willlearnfast, I promise!<br />I have somestuff for you to read…<br />
  18. 18. From Web Analytics to Integrated Online Marketing<br />Web Analytics is hard !<br />Eric T. Petersen<br />Web Analytics iseasy!<br />AvinashKaushik<br />It depends…<br />Stéphane Hamel<br />
  19. 19. Rebecca decides to follow Stephane Hamel’smaturity model.<br />From Web Analytics to Integrated Online Marketing<br />
  20. 20. Rebecca startslookingat the data alreadyavailable on the Interface, she notices someirregularities:<br />From Web Analytics to Integrated Online Marketing<br />Level 1 Analytics<br /><ul><li> Online marketing budget = 5000$/week
  21. 21. 100 % of the trafficisorganic.
  22. 22. No conversions
  23. 23. Bounce rate = > 90%
  24. 24. Only one page isvisited
  25. 25. Time spentisalways 0
  26. 26. No funnels</li></li></ul><li>AT Internet consultant recommends to use the Flash tags (ActionScript 3):<br />Tracking all pages<br />All events and clicks<br />Visitor behavior<br />Conversions<br />Funnels<br />ClickZone<br />From Web Analytics to Integrated Online Marketing<br />
  27. 27. Instant results:<br />Bounce rate = 35%<br />Conversions<br />Funnel<br />ClickZone<br />From Web Analytics to Integrated Online Marketing<br />Nicolas asks for ROI per Campaign and per channel…<br />
  28. 28. Level 2 Analytics<br />New measurements:<br />Identifiedvisitors + visitors' categories<br />Manual tracking of marketing campaignswith marketing department efforts<br />Campaigns performance and ROI<br />From Web Analytics to Integrated Online Marketing<br />
  29. 29. But somedisparitiesappear in comparisonwith data sent by third party providers: Google Adwords, Dart and so on…<br />From Web Analytics to Integrated Online Marketing<br />Do you all have the samenumbersbetween web analytics data and third party marketing tools data (PPC, Banners, Emailing…)?<br />
  30. 30. Alex, how canyou help us to solvethis data disparities ?<br />From Web Analytics to Integrated Online Marketing<br />
  31. 31. AT Connect implementation (API):<br />Marketing campaigns: automatic tracking<br />CRM bridge to includevisitorcriterias<br />Saves a lot of time !<br />From Web Analytics to Integrated Online Marketing<br />Level 3 Analytics<br />
  32. 32. From Web Analytics to Integrated Online Marketing<br />
  33. 33. From Web Analytics to Integrated Online Marketing<br />Voice of Customer<br />landing page<br />conversion page<br />Emailing platform<br />AT Internet<br />
  34. 34. Data Integration from third party tools:<br />Adwords<br />Emailing<br />Banners<br />CRM bridge<br />Synchronized order status<br />From Web Analytics to Integrated Online Marketing<br />Level 4 Analytics<br />
  35. 35. From Web Analytics to Integrated Online Marketing<br />Evolution of the validated and pendingorders<br />CRM data integration<br />SEM data import<br />
  36. 36. Alex recommends activating the following modules:<br />Multi Variate Testing<br />Segmentation<br />Channel Optimizer<br />Automatic Emailing Campaigns (scenario based)<br />From Web Analytics to Integrated Online Marketing<br />Level 5 Analytics<br />Nicolas wantssegmented data and wants a better ROI : Targeted and customized marketing campaigns.<br />
  37. 37. A/B Test<br />#B<br />#A<br />Top right<br />Promo<br />Bottom right<br />Promo<br />From Web Analytics to Integrated Online Marketing<br />Results<br />
  38. 38. From Web Analytics to Integrated Online Marketing<br />Segment building<br />
  39. 39. From Web Analytics to Integrated Online Marketing<br />
  40. 40. ROI isdisappointing, no more growth.<br />Marketing budgets are frozen<br />New buzz word : "Social Media"<br />First viral campaignsfailed. Why?<br />From Web Analytics to Integrated Online Marketing<br />
  41. 41. Social media 4 S’s<br />Tell Good Stories<br />Make them Sticky<br />Package them to be Shareable<br />Launch them using all available Social Media<br />From Web Analytics to Integrated Online Marketing<br />
  42. 42. From Web Analytics to Integrated Online Marketing<br />Hi Rebecca !<br />How isyour new job at Yves Saint-Lazare? <br />Always busy but I love it !!<br />This week for instance, I need to launch campaigns on Twitter, Youtube, Facebook…<br /> Oh! You should have a look atmy Facebook FanPage, I have 72 436 fans !<br />Really? <br />That’sgreat news  <br />I hopeyoudon’tmindgiving us a little help on this. <br />…Of course not <br />
  43. 43. From Web Analytics to Integrated Online Marketing<br />Whydid the conversion rate drop somuch?<br />Rebecca asks the marketing and the IT departments<br />
  44. 44. From Web Analytics to Integrated Online Marketing<br />Marketing team<br />We have launched a huge viral campaign!<br />See BuzzWatcher, greatresults.<br />Especiallysince Paris Halton helped us withher fan pages…<br />
  45. 45. From Web Analytics to Integrated Online Marketing<br />IT team<br />Panic! Our servers went down becausewehadtoomuchtraffic!<br />
  46. 46. Conclusion<br />Technology and tools do not guarantee online success.<br />Having the appropriatehuman ressources is the solution.<br />Collaboration and communication betweendifferent teams and departments : marketing, IT, Web… is essential.<br />From Web Analytics to Integrated Online Marketing<br />
  47. 47. The Online Intelligence<br />A synthesis of our vision<br />
  48. 48. Our vision : the Online Intelligence<br />Online Intelligence<br />Web Analytics<br />buzz<br />myvisitors<br />Mycompetitors<br />My IS<br />my site<br />(web + mobile)<br />My server<br />
  49. 49. Our project : the Digital WorkSpace NX<br />
  50. 50. Questions?<br />
  51. 51. Whowins the bottle?<br />
  52. 52. Happy birthday Nicolas Babin!<br />Please vote for Nicolas<br />for the WAA board'selections!<br />
  53. 53. Thankyou!<br />AT Internet Canada<br />33, rue Prince<br />Montréal , H3C 2M7<br />QC, Canada<br />Tel : 514 658 3571<br />Fehmi Fennia<br />Web Analytics Consultant<br />Fehmi.fennia@atinternet.com<br />Alexandre Métier<br />Web Analytics Consultant<br />alexandre.metier@atinternet.com<br />
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