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From Web Analytics To Integrated Online Marketing
 

From Web Analytics To Integrated Online Marketing

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AT Internet presentation at Emetrics Toronto

AT Internet presentation at Emetrics Toronto

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    From Web Analytics To Integrated Online Marketing From Web Analytics To Integrated Online Marketing Presentation Transcript

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