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Analytics + optimization = data driven website
 

Analytics + optimization = data driven website

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    Analytics + optimization = data driven website Analytics + optimization = data driven website Presentation Transcript

    • Analytics + Optimization = Data-drivenwebsite
      WebExpo Prague
      24 September 2010
    • Jiří Brázda
      Web analytics & customer intelligence expert
      5 yearsof practitioner (HVB Bank, DIRECT Pojišťovna) and consultant experience in online analytics
      Web Analytics Associationregionalmanager for CEE
      Web Analytics Wednesday CZ
      twitter.com/jiribrazda
      Analytics + optimization = data-driven website | www.optimics.cz
      2
    • What is the ultimate measure of success for your website?
      And where do youdirectyouroptimizationefforts?
      (I’m not going to askbecause you’re a more sophisticated audience than the average website owner!)
      Analytics + optimization = data-driven website | www.optimics.cz
      3
    • Evolution path
      Analytics + optimization = data-driven website | www.optimics.cz
      4
      Customer value
      MARketing optimization(communication, relevance, nextbestoffer, promotion targeting, retargeting / remarketing)
      3
      Conversion rate
      Conversion rate optimization
      (usability, persuasion, A/B testing)
      2
      TRAFFIC
      Search engine optimization
      (+ PPC, banners, TV, …)
      1
      Target (KPI)
      Focus on activity
    • Sure, you have to have enough traffic, you have to achieve high conversion rate between visitors and new customers but ultimately you have to focus on customer value because it is most directly related to long-term profitability
      Analytics + optimization = data-driven website | www.optimics.cz
      5
    • Example:
      In PPC search marketing you can raise bidding and improve your traffic acquisition efforts through
      - conversion rate
      - customer value / loyalty
      Analytics + optimization = data-driven website | www.optimics.cz
      6
    • (unless you’re a startup)
      “There are no new customers.”
      Radek Hrachovec(former Marketing director, Bata)
      You have to focus on current customers, their loyalty, value and profitability.
      Analytics + optimization = data-driven website | www.optimics.cz
      7
    • Traditional retail: data-driven leaflet
      Analytics + optimization = data-driven website | www.optimics.cz
      8
      Image source: idirekt.cz
    • I believe we’re moving away from designing websites to designing individual customer interactions…
      … powered by sophisticated online analytics
      Analytics + optimization = data-driven website | www.optimics.cz
      9
      New online: data-driven website
    • Analytics + optimization = data-driven website | www.optimics.cz
      10
      Heck, it’s no easy work. How do I get there?
    • 1) Collect data
    • DIRECT Pojišťovna
      Est. 2007, now part of RSA Group
      Theonlypure play online insurance house
      Car insurance, propertyinsurance
      www.direct.cz
      Analytics + optimization = data-driven website | www.optimics.cz
      12
    • KPIs in salesfunnel
      Basic tool / implementationtells you this: visits andconversion rates
      Analytics + optimization = data-driven website | www.optimics.cz
      13
    • Analytics + optimization = data-driven website | www.optimics.cz
      14
      Car details
      Driver details
    • In dark ages it used to be HITS (“How idiots track success” – AvinashKaushik).
      Then it became counting VISITS.
      Through collecting custom data along with standard website metrics we can answer business questions!
      Analytics + optimization = data-driven website | www.optimics.cz
      15
    • What kind of market segments do our marketing campaigns attract?
      … and which of them actually convert into paying customers?
      Analytics + optimization = data-driven website | www.optimics.cz
      16
    • How are we doing with the largest market segment – Skoda owners?
      Weekly Hit Rate = % policies from price quotes
      Analytics + optimization = data-driven website | www.optimics.cz
      17
      Feel like testing price elasticity for particular market segments? With this kind of data you can!
    • 2) Use the data
    • Kentico Software
      Est. 2004, about 65 employees
      Czech software company based in Brno
      Main product: Content Management System
      Clients from 84 countries all around the world
      www.kentico.com
      Analytics + optimization = data-driven website | www.optimics.cz
      19
    • Analytics + optimization = data-driven website | www.optimics.cz
      20
      B
      A
    • In 7 weeks…
      Kentico marketing
      :-)
      Kentico sales
      :-|
      Analytics + optimization = data-driven website | www.optimics.cz
      21
    • Analytics + optimization = data-driven website | www.optimics.cz
      22
      Kentico sales is flooded with new contacts from their website
      A/B test launched along with couple more optimization tweaks
      Case studyhttp://www.optimics.cz/reference/pripadova-studie-kentico(in Czech)
    • “We have all these leads but so little information about them and it’s only me to handle them all”
      Analytics + optimization = data-driven website | www.optimics.cz
      23
      sales
    • Lead management - before
      Contact details include only name and email
      Phone number and company name not required fields
      Leads are prioritized based on their email address (keep company emails, throw away Gmails, Hotmails and such) – all manual work
      Analytics + optimization = data-driven website | www.optimics.cz
      24
      Sales was lacking more data and capacity!
    • Lead management - after
      We provide more data on individual leads from web analytics
      Geolocation and company name resolved from IP
      Number of previous visits
      Flags for performing specific action, eg. viewing pricing and licence options
      Analytics + optimization = data-driven website | www.optimics.cz
      25
    • Lead management - after
      We integrate internal CRM system with web analytics
      Sales can access website behaviour data for individual leads as and when needed
      Automated lead scoring puts contacts into different segments based on their predicted value
      Campaign management follows up with appropriate automated communication (= lead nurturing)
      Analytics + optimization = data-driven website | www.optimics.cz
      26
      100% DONE
      30% DONE
      FUTURE PLAN
    • Learning ecosystem based on data!
      Analytics + optimization = data-driven website | www.optimics.cz
      27
    • With both DIRECT Pojišťovnaand Kentico it all started out by improving conversion rates. But now…
      DIRECT Pojišťovnais optimizing its website and product offerings for different segments with Omniture Test&Target.
      Kentico is optimizing its sales process incl. individual lead nurturing using data from Yahoo Web Analytics.
      SUMMARY
      Analytics + optimization = data-driven website | www.optimics.cz
      28
    • Quiz
      You know this equation already:
      Analytics + optimization = data-driven website
      But how about this?
      Optimization + analytics = ……………………………..
      Analytics + optimization = data-driven website | www.optimics.cz
      29
    • Q / A
      Jiří Brázda
      jiri.brazda@optimics.cz
      (+420) 602 345 620