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e-Business Accelerator

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Initial functional description of the solution for the e-Business Accelerator project for MBA Consulting project

Initial functional description of the solution for the e-Business Accelerator project for MBA Consulting project

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  • 1. e-Business Accelerator Theoretical Solution Proposal
  • 2. Agenda 1. Ten Reasons 2. Customer Life Cycle 3. e-Business Accelerator 4. Three Target Solutions 5. Airline Booking Flow 25 May 2007 EDHEC MBA Consulting Group 2
  • 3. Ten Reasons 1. Maximise online 6. Increase conversion marketing campaigns rates 2. Optimize pay-per-click 7. Minimize abandonment advertising rates 3. Optimize site for organic 8. Learn customer search behavior patterns 4. Assess A/B & A/B/A 9. Increase cross & up marketing campaigns selling 5. Improve site navigation 10. Encourage repeat business 25 May 2007 EDHEC MBA Consulting Group 3
  • 4. Customer Life Cycle source emetrics report 2000 25 May 2007 EDHEC MBA Consulting Group 4
  • 5. e-Business Accelerator 25 May 2007 EDHEC MBA Consulting Group 5
  • 6. Three Target Solutions 1. Online Marketing Optimization 2. Growth & Conversion 3. Yield & Behavior 25 May 2007 EDHEC MBA Consulting Group 6
  • 7. 1. Online Marketing Optimization Reports KPI’s Measured Tags or Params 1) Visitor Trends 1) New Vs Returning 1) Standard tags 2) Recency 3) Depth 2) Referring Source 1) Visit count/source | medium 1) Standard tags 2) % New visits 2) utmSetTrans text area from CONF page 3) Pages/visit 3) Any relevant cookies 4) Ave. time on site 3) Campaign Conversion 1) Bounce Rate 1) Standard tags 2) % New visits 2) utm params in links both internal & external 3) % Increase in visits 3) utmSetTrans text area from CONF page 4) Any relevant cookies 4) Keywords 1) Page Visits/Keyword 1) Standard tags [Paid | Non-Paid] 5) Adword Campaigns 1) Cost [total] 1) Standard tags [clicks] 2) Cost per click [ave.] 2) utmSetTrans text area from CONF page 3) Revenue per click [ave] 3) Any relevant cookies 4) Return on investment 5) Margin 25 May 2007 EDHEC MBA Consulting Group 7
  • 8. 2. Conversion & Growth Reports KPI’s Measured Tags or Params 1) All Traffic Sources 1) Revenue 1) Standard tags 2) Conversion Rate 2) utmSetTrans text area from CONF page 3) Per Value Visit 3) Any relevant cookies 2) Transactions 1) Revenue 1) Standard tags 2) utmSetTrans text area from CONF page 3) Any relevant cookies 3) Content by Title 1) Page Views | Unique Pages 1) Standard tags 2) Bounce Rate 2) utmSetTrans text area from CONF page 3) % Exits 3) Any relevant cookies 4) $ Index 4) Goal Details 1) Goal Verification 1) Standard tags 2) Conversion Rate 2) utmSetTrans text area from CONF page 3) Goal Funnel Visualization 3) Any relevant cookies 4) Abandonment Rate 25 May 2007 EDHEC MBA Consulting Group 8
  • 9. 3. Yield & Behavior Reports KPI’s Measured Tags or Params 1) Product Performance 1) Product Revenue 1) Standard tags 2) Product SKU’s 2) utmSetTrans text area from CONF page 3) Product Categories 3) Any relevant cookies 2) Average Order Value 1) Revenue 1) Standard tags 2) utmSetTrans text area from CONF page 3) Any relevant cookies 3) Navigation Summary 1) % Clicks 1) Standard tags 2) % Entrances 2) Any relevant cookies 3) % Exits 4) Goal Funnel 4) Site Overview 1) Clicks 1) Standard tags 25 May 2007 EDHEC MBA Consulting Group 9
  • 10. Airline Booking Flow 1. Homepage 2. FlexPricer 3. AirAvaila- 4. Fare 5. Passenger AirSearch Calender bility Pricing details The same bottom.html file is used to bottom.html maintain consistency and easier rollout. 6. Purchase Standard Depending on the relevant page, specific Google Tags functions are called and different data is X | UP-Selling sent via the Urchin scripts to Google Google Tags Analytics Pay-Page 7. Confirm 8. Cancel Google Tags Reservation Conf.Resv. Google Tags 25 May 2007 EDHEC MBA Consulting Group 10

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