How to measure and optimize
online success

                   Lucian Despoiu, managing partner,
                   Robert...
How to measure online success

Key topics
 Measurement and optimization basics
 (Lets Start with Analytics)
 How to crea...
Lets Start - 1




                 1. Define Success
Lets Start - 1




   1. Define quantifiable Success Matrics
Lets Start - 1




== > Website   == > Email Sign Up   == > Sale
How to start - 1




Cost per     Sign up              € per
Click         Rate                client
=== > Website === > ...
Lets Start - 2




   2. Don’t rely on your designers/agency!
Lets Start - 2




   2. Don’t rely on your designers/agency!
        TRUST YOUR VISITORS!
Lets Start - 2




                 MEDIA




                 BUTTON
Lets Start - 2

Button:              Media:
1. Sign Up           1. Get Involved Image

                     2. Family Ima...
Lets Start - 2
Landing Page Variations

Button:                   Media:
1. Sign Up                1. Get Involved Image

...
Lets Start - 2
Landing Page Variations

Button:                   Media:
1. Sign Up                1. Get Involved Image

...
Example – Start - 2
   Lets Barack Obama - winning
Example – Start - 2
   Lets Barack Obama - winning
Lets Start - 3




     Divide and Conquer!
Lets Start - 3
Lets Start - 4




          4. Forget CLICKS!
How to start - 4

                   Clickstream

                  Multiple
                  Outcome
                   ...
How to start - 4

               Clickstream       The WHAT
                Multiple
            Outcome Analysis     The ...
Lets Start - 5




Always Generate Actionability OUT of your Data!


NO REPORTS, BUT Analysis!
Lets Start - 5
Top content related to time on page compared with site’s average
Lets Start - 5
Ecommerce
Lets Start - 5
Which traffic source? (from ecommerce point of view - conversions)
Lets Start - 5
Goals
Lets Start - 5
Which traffic source? (from goals point of view)
Data-Driven Business Culture - 1




     1. Create Visibility for internet projects
Data-Driven Business Culture - 1




1. Create Visibility in the Boardroom for internet projects
Data-Driven Business Culture - 1

Create Visibility in the Boardroom for internet projects?

How?
Try to make business mea...
Data-Driven Business Culture - 1

                   </ul> <div class="footer_box_2"> <div class="flleft w140">KONDIMENT h...
Data-Driven Business Culture - 2




Don’t let Analytics Department/Internet Projects in the
hands of the technical people!
Data-Driven Business Culture - 3



Empower your data analysts!


Lets them try! Make errors! Optimize!
Business Lessons ...
Data-Driven Business Culture - 3
Data-Driven Business Culture - 3
Data-Driven Business Culture - 3
Data-Driven Business Culture - 3
Data-Driven Business Culture - 3
Data-Driven Business Culture - 4




Encourage depersonalization of the decision-making
process
Data-Driven Business Culture - 4


Let DATA speak!

Data in context:

- Against yourself
- Against the market/the competit...
Data-Driven Business Culture - 4
Data-Driven Business Culture - 4
Data-Driven Business Culture - 4
Data-Driven Business Culture - 4
Data-Driven Business Culture - 4
Business Excellency - 1




Integrate data about your consumers through ALL
channels/touch-points/campaigns
Cross-Channel Analytics Integration - 1
                                             Reporting & Analytics




           ...
Business Excellency - 2




Integrate the BI/Analytics Department in the
      FULL Customer Engagement Cycle
Business Excellency - 2

      MESSAGEOPTI     MESSAGE
                                    CAPTURE
        MIZATION      D...
KONDIMENT GROUP GmbH

- 140 people (FTEs) in the Group
- 4 + 2 offices: Bucharest, Munich, Chicago, Yerevan
              ...
KONDIMENT GROUP GmbH
How to measure and optimize
online success. Thank you!
Lucian Despoiu, managing partner
Lucian.Despoiu@kondiment.com
+40 7...
Kondiment How To Measure Online Succes
Kondiment How To Measure Online Succes
Kondiment How To Measure Online Succes
Kondiment How To Measure Online Succes
Kondiment How To Measure Online Succes
Kondiment How To Measure Online Succes
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Kondiment How To Measure Online Succes

  1. 1. How to measure and optimize online success Lucian Despoiu, managing partner, Robert Gibbs, managing partner KONDIMENT GROUP GmbH
  2. 2. How to measure online success Key topics  Measurement and optimization basics (Lets Start with Analytics)  How to create a data-driven corporate culture (company-perspective)  Business- Excellency through Analytics (the next level)  Kondiment Group GmbH & Kombo - 60 seconds (welcome to the elevator)
  3. 3. Lets Start - 1 1. Define Success
  4. 4. Lets Start - 1 1. Define quantifiable Success Matrics
  5. 5. Lets Start - 1 == > Website == > Email Sign Up == > Sale
  6. 6. How to start - 1 Cost per Sign up € per Click Rate client === > Website === > Email Sign Up === > Sale
  7. 7. Lets Start - 2 2. Don’t rely on your designers/agency!
  8. 8. Lets Start - 2 2. Don’t rely on your designers/agency! TRUST YOUR VISITORS!
  9. 9. Lets Start - 2 MEDIA BUTTON
  10. 10. Lets Start - 2 Button: Media: 1. Sign Up 1. Get Involved Image 2. Family Image 2. Learn More 3. Change Image 3. Join Us Now 4. Barack’s Video 5. Springfield Video 4. Sign Up Now 6. Sam’s Video
  11. 11. Lets Start - 2 Landing Page Variations Button: Media: 1. Sign Up 1. Get Involved Image 2. Family Image 2. Learn More 3. Change Image 3. Join Us Now 4. Barack’s Video 5. Springfield Video 4. Sign Up Now 6. Sam’s Video
  12. 12. Lets Start - 2 Landing Page Variations Button: Media: 1. Sign Up 1. Get Involved Image 2. Family Image 2. Learn More 3. Change Image 3. Join Us Now 4. Barack’s Video 5. Springfield Video 4. Sign Up Now 6. Sam’s Video
  13. 13. Example – Start - 2 Lets Barack Obama - winning
  14. 14. Example – Start - 2 Lets Barack Obama - winning
  15. 15. Lets Start - 3 Divide and Conquer!
  16. 16. Lets Start - 3
  17. 17. Lets Start - 4 4. Forget CLICKS!
  18. 18. How to start - 4 Clickstream Multiple Outcome Analysis Experimentation & Testing Voice of Customer Competitive Intelligence Insights
  19. 19. How to start - 4 Clickstream The WHAT Multiple Outcome Analysis The HOW MUCH Experimentation & Testing The WHY Voice of Customer The WHAT ELSE Competitive Intelligence The GOLD Insights
  20. 20. Lets Start - 5 Always Generate Actionability OUT of your Data! NO REPORTS, BUT Analysis!
  21. 21. Lets Start - 5 Top content related to time on page compared with site’s average
  22. 22. Lets Start - 5 Ecommerce
  23. 23. Lets Start - 5 Which traffic source? (from ecommerce point of view - conversions)
  24. 24. Lets Start - 5 Goals
  25. 25. Lets Start - 5 Which traffic source? (from goals point of view)
  26. 26. Data-Driven Business Culture - 1 1. Create Visibility for internet projects
  27. 27. Data-Driven Business Culture - 1 1. Create Visibility in the Boardroom for internet projects
  28. 28. Data-Driven Business Culture - 1 Create Visibility in the Boardroom for internet projects? How? Try to make business meaning of your data for your directors/owners. (the very essence of Analytics) Talk: Sales increase/decrease, Return On Investment for every digital channel/campaign, Churn Prevention/Digital Care Strategies, Don’t talk: screen resolutions, unique visitors, page views
  29. 29. Data-Driven Business Culture - 1 </ul> <div class="footer_box_2"> <div class="flleft w140">KONDIMENT has three individuals who have successfully passed the Google Advertising Professional Exam and five <a href="/servicii/web-analytics.aspx">Google Analytics</a> qualified individuals and it is the first Romanian company to become Google Analytics Authorized Consultant.</div> <div class="adwords"><a href="https://adwords.google.com/select/ProfessionalStatus?id=xNOTxredp4mYKmTkfzWtmQ&hl=en_ US." target="_blank"><img src="/Templates/k/images/adwords.jpg" alt="Google Adwords" width="65" height="65" /></a><br /><br /> <img src="/Templates/k/images/analytics.jpg" alt="Google Analytics" width="65" height="65" /> </div> </div> </div> </div> </div> <div class="clear"></div> </div> <script ( type="text/javascript"> var gaJsHost = ("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> try { var firstTracker = _gat._getTracker("UA-9180787-1"); firstTracker._initData(); firstTracker._trackPageview(); secondTracker._setCampNOKey("ga_nooverride"); var secondTracker = _gat._getTracker("UA-1442125- 26"); secondTracker._initData(); secondTracker._trackPageview(); secondTracker._setCampNOKey("ga_nooverride"); } catch(err) {}</script> </form> </body> </html> <!-- 
  30. 30. Data-Driven Business Culture - 2 Don’t let Analytics Department/Internet Projects in the hands of the technical people!
  31. 31. Data-Driven Business Culture - 3 Empower your data analysts! Lets them try! Make errors! Optimize! Business Lessons learnt  SCALE UP (Hrabren S: “there is no golden bullet “ – RNM 2009)
  32. 32. Data-Driven Business Culture - 3
  33. 33. Data-Driven Business Culture - 3
  34. 34. Data-Driven Business Culture - 3
  35. 35. Data-Driven Business Culture - 3
  36. 36. Data-Driven Business Culture - 3
  37. 37. Data-Driven Business Culture - 4 Encourage depersonalization of the decision-making process
  38. 38. Data-Driven Business Culture - 4 Let DATA speak! Data in context: - Against yourself - Against the market/the competitors
  39. 39. Data-Driven Business Culture - 4
  40. 40. Data-Driven Business Culture - 4
  41. 41. Data-Driven Business Culture - 4
  42. 42. Data-Driven Business Culture - 4
  43. 43. Data-Driven Business Culture - 4
  44. 44. Business Excellency - 1 Integrate data about your consumers through ALL channels/touch-points/campaigns
  45. 45. Cross-Channel Analytics Integration - 1 Reporting & Analytics Prospect, Intergrated Suppresion & Campaign Data Activation Data Warehouse Stores All Prospect Data Source Files Data Quality Management & ETL Customer Files Multi-Channel Transaction Files Data Loading & Merge/Purge Data Source Synchronization Web Analytics Suppression Files Preparation Processing Updates Rules Engine & Reporting Maintenance Files Input Source Files Detinations Conversion Campaign Mobile Email Prsomtions & Microsites Management Marketing Marketing Surveys
  46. 46. Business Excellency - 2 Integrate the BI/Analytics Department in the FULL Customer Engagement Cycle
  47. 47. Business Excellency - 2 MESSAGEOPTI MESSAGE CAPTURE MIZATION DELIVERY REACTION MESSAGE CAPTURE OPTIMIZATION REACTION BEHAVIORAL ENGAGEMENT DATA SEGMENTS CONTENT BEHAVIORAL REQUIREMENTS DATA INSIGHTS INSIGHTS
  48. 48. KONDIMENT GROUP GmbH - 140 people (FTEs) in the Group - 4 + 2 offices: Bucharest, Munich, Chicago, Yerevan + Sofia, Istanbul - Google Adwords Certified Company - Google Analytics Authorized Consultant - Google AdWords Seminar Leader for ROmania - KOMBO.ro – in the process of becoming GOOGLE AdWords RESELLER for ROMANIA
  49. 49. KONDIMENT GROUP GmbH
  50. 50. How to measure and optimize online success. Thank you! Lucian Despoiu, managing partner Lucian.Despoiu@kondiment.com +40 722 62 71 64 Robert Gibbs, managing partner Robert.Gibbs@kondiment.com
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