Turning Engagement into €€€€ Webvertising Forum – 27/01/2009 – Siegert Dierickx
Intro We focus on the hard  Data , providing  Insights ,  Relevancy ,  Conversion  and  Optimization  strategies! Our Miss...
If you can’t measure, you can’t manage
Online marketing strategy is evolving… Traditional Consumer-focused  (Web 2.0) One-message-fits all One-to-one communicati...
Customer centric <ul><li>It’s about your  customer . Not about your company </li></ul><ul><li>It’s about a bunch of (custo...
It’s Not About Clicks <ul><li>It’s about optimization, not about quantification  </li></ul><ul><li>It’s about  ENGAGEMENT ...
What  is  Engagement?
What is engagement <ul><li>The essence of customer engagement is about </li></ul><ul><ul><li>Creating relationships </li><...
 
 
 
Online Customer Engagement Report 2009  <ul><li>Customer engagement is  widely seen as a way of  deepening and enriching  ...
Take Action upon Engagement Source: 3 rd Annual Online Customer Engagement Report 2009 - cScape
If you can’t measure, you can’t manage
Measure & Analyse Engagement <ul><li>Using analytics to better understand customer behaviour </li></ul><ul><li>Attribute a...
Brand Experience Content Interest   Demographic SCORE 36 36 72.5 3.5 Name: Address: email:  Visit Score:  Visitor Score: S...
Take Action upon Engagement <ul><li>Pressured by the economy, customers will be more sensitive to price, extend their deci...
<ul><li>SITE BEHAVIOUR VARIABLES </li></ul><ul><li>Customer/prospect </li></ul><ul><li>New/return visitor </li></ul><ul><l...
Personalize website on his next visit with SUV content Brand Experience Content Interest   Demographic SCORE 36 36 72.5 3....
36 72.5 [email_address] Personalized email notification about upcoming auto show, with SUV content Brand Experience Conten...
Online Customer Engagement Report 2009  <ul><li>Email newsletters   </li></ul><ul><li>are the tactic most likely to have d...
When  the customer  talks back
Measure Social Media <ul><li>It’s about   about connections,  conversations, relationships, exploration,  consumption, pos...
Monitor what consumers are saying
<ul><li>Areas associated with Web 2.0 and social media are also expected to attract significant sums of investment even th...
Final tip…
Satisfaction <ul><li>Ensuring customers are satisfied with their experience is the most important metric  to follow over t...
Ask your customer’s opinion
What to remember…
Key take-aways <ul><li>Possibilities to ENGAGE are endless </li></ul><ul><li>Measure, Measure, Measure </li></ul><ul><li>I...
Questions? Siegert Dierickx - Web Analytics Manager [email_address] twitter.com/siegertd http://www.thesedays.com http://w...
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Turning Engagement Into Euro's

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Measuring everything is cool but sometimes there is just too much information to look at, and it becomes very hard to take decisions and make optimizations to increase revenue.

By focusing and understanding the engagement and contribution of each site content, download, video, blog, social activity, etc we help brands to optimize and monetize investments in digital communications.

Learn how to make web analytics more actionable!

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  • (c) These Days 2008
  • Turning Engagement Into Euro's

    1. 1. Turning Engagement into €€€€ Webvertising Forum – 27/01/2009 – Siegert Dierickx
    2. 2. Intro We focus on the hard Data , providing Insights , Relevancy , Conversion and Optimization strategies! Our Mission is to perform Actionable Web Analytics , with a proven ROI We are the Analytics & Optimization Centre of Expertise for Wunderman Europe
    3. 3. If you can’t measure, you can’t manage
    4. 4. Online marketing strategy is evolving… Traditional Consumer-focused (Web 2.0) One-message-fits all One-to-one communications Monologue Dialog Rear-view mirror Analysis drives action Page views Events Report-focused Outcome-focused Individual transactions Lifetime value Broadcast marketing Relationship marketing
    5. 5. Customer centric <ul><li>It’s about your customer . Not about your company </li></ul><ul><li>It’s about a bunch of (customer) processes : </li></ul>Discover Learn Compare Configure Test Buy Complain Return Resolve Win Join Register Discuss Participate
    6. 6. It’s Not About Clicks <ul><li>It’s about optimization, not about quantification </li></ul><ul><li>It’s about ENGAGEMENT </li></ul>
    7. 7. What is Engagement?
    8. 8. What is engagement <ul><li>The essence of customer engagement is about </li></ul><ul><ul><li>Creating relationships </li></ul></ul><ul><ul><li>Value </li></ul></ul><ul><ul><li>Relevancy </li></ul></ul><ul><ul><li>Loyalty </li></ul></ul>
    9. 12. Online Customer Engagement Report 2009 <ul><li>Customer engagement is widely seen as a way of deepening and enriching a product or service offering and a method for gaining customer insight . </li></ul><ul><li>Less than half of respondents (41%) said that the deteriorating economic climate had resulted in a greater focus on customer engagement. </li></ul>Source: 3 rd Annual Online Customer Engagement Report 2009 - cScape
    10. 13. Take Action upon Engagement Source: 3 rd Annual Online Customer Engagement Report 2009 - cScape
    11. 14. If you can’t measure, you can’t manage
    12. 15. Measure & Analyse Engagement <ul><li>Using analytics to better understand customer behaviour </li></ul><ul><li>Attribute a score for events </li></ul><ul><ul><li>Page View, Email Click-Through, Buy, Download, Subscription, Visit Length, Become Fan of a Brand, Add a Friend, Comment on a Blogpost, etc </li></ul></ul>
    13. 16. Brand Experience Content Interest Demographic SCORE 36 36 72.5 3.5 Name: Address: email: Visit Score: Visitor Score: SUV Score: Car Score: Example – Step 1 = 2 minutes = 3 pages = 20 minutes = 25 pages Visit Score: 22 minutes X 1 = 22 + 28 pages X 0.5 = 14 SUV CONTENT PAGES Keyword = “SUV” Found Site through SUV KEYWORD Car Score: 2 minutes X 1 = 2 + 3 pages X 0.5 = 1.5 SUV Score: 20 minutes X 1 = 20 + 25 pages X 0.5 = 12.5 + “SUV” = 40 72.5 36 3.5 SPORTS CAR PAGES
    14. 17. Take Action upon Engagement <ul><li>Pressured by the economy, customers will be more sensitive to price, extend their decision making process, and become less loyal. * </li></ul><ul><li>Need for segmentation: Right message, right person, right time </li></ul><ul><li>Understanding the engagement level of your site’s visitors empowers you to provide </li></ul><ul><ul><li>more relevant content to your visitors </li></ul></ul><ul><ul><li>increase loyalty </li></ul></ul><ul><ul><li>increase conversions </li></ul></ul>* Source: 3 rd Annual Online Customer Engagement Report 2009 - cScape
    15. 18. <ul><li>SITE BEHAVIOUR VARIABLES </li></ul><ul><li>Customer/prospect </li></ul><ul><li>New/return visitor </li></ul><ul><li>Previous visit patterns </li></ul><ul><li>Previous Product interests – top level </li></ul><ul><li>Previous Product interests – low level </li></ul><ul><li>Searches </li></ul><ul><li>Previous online purchases </li></ul><ul><li>Previous Campaign exposure </li></ul><ul><li>Previous Campaign responses </li></ul><ul><li>ENVIRONMENT VARIABLES </li></ul><ul><li>IP address </li></ul><ul><li>Country of origin </li></ul><ul><li>Time zone </li></ul><ul><li>Operating system </li></ul><ul><li>Browser type </li></ul><ul><li>Screen resolution </li></ul><ul><li>TEMPORAL VARIABLES </li></ul><ul><li>Time of day </li></ul><ul><li>Day of week </li></ul><ul><li>Recency </li></ul><ul><li>Frequency </li></ul><ul><li>REFERRER VARIABLES </li></ul><ul><li>Referring domain </li></ul><ul><li>Campaign ID </li></ul><ul><li>Affiliate </li></ul><ul><li>PPC Keyword </li></ul><ul><li>Natural search </li></ul><ul><li>Direct/bookmark </li></ul><ul><li>OFFLINE VARIABLES </li></ul><ul><li>CRM </li></ul><ul><li>Demographics </li></ul>Take action, target engagement
    16. 19. Personalize website on his next visit with SUV content Brand Experience Content Interest Demographic SCORE 36 36 72.5 3.5 Name: Address: email: Visit Score: Visitor Score: SUV Score: Car Score: Example – Step 2 = 2 minutes = 3 pages = 20 minutes = 25 pages Visit Score: 22 minutes X 1 = 22 + 28 pages X 0.5 = 14 SUV CONTENT PAGES Keyword = “SUV” Found Site through SUV KEYWORD Car Score: 2 minutes X 1 = 2 + 3 pages X 0.5 = 1.5 SUV Score: 20 minutes X 1 = 20 + 25 pages X 0.5 = 12.5 + “SUV” = 40 72.5 36 3.5 SPORTS CAR PAGES
    17. 20. 36 72.5 [email_address] Personalized email notification about upcoming auto show, with SUV content Brand Experience Content Interest Demographic Name: Address: email: SCORE Visit Score: Visitor Score: Visitor Score: Previous Visitor Score = 36 + Current Visit Score = 151.5 SUV Score: 151.5 187.5 224 Car Score: 3.5 36 = 90 = 90 Example – Step 3 BUILD YOUR OWN SUV = 2 minutes = 3 pages + email address PERSONALIZED HOME PAGE + SUV PRODUCT PAGES = 30 minutes = 50 pages 151.5 151.5 30 187.5 Safety Score: Safety Video (30) = 30 SUV Score: 35 minutes X 1 = 35 + 53 pages X 0.5 = 26.5 + SUV Visit Score: 35 minutes X 1 = 35 + 53 pages X 0.5 = 26.5 + Vehicle SUV PRODUCT SAFETY VIDEO = 5 minutes = 3 pages = Safety Video 30 Safety Score:
    18. 21. Online Customer Engagement Report 2009 <ul><li>Email newsletters </li></ul><ul><li>are the tactic most likely to have driven a tangible improvement in customer engagement, with 59% of respondents saying that their organisations will increase their spending in this area. </li></ul>Source: 3 rd Annual Online Customer Engagement Report 2009 - cScape
    19. 22. When the customer talks back
    20. 23. Measure Social Media <ul><li>It’s about about connections, conversations, relationships, exploration, consumption, positive feedback loops, loyalty and relevancy </li></ul><ul><li>Learn what people say about your brand </li></ul><ul><li>Learn what motivates people to engage with brand </li></ul><ul><li>Key Performance Indicators: </li></ul><ul><ul><li>% positive / negative / neutral conversations > what are people saying about your brand </li></ul></ul><ul><ul><li># of contributors / influencers > find new ways to nurture your influencers </li></ul></ul><ul><ul><li>Most popular tags </li></ul></ul><ul><ul><li>Most popular sites/blogs/... for future campaigns </li></ul></ul>
    21. 24. Monitor what consumers are saying
    22. 25. <ul><li>Areas associated with Web 2.0 and social media are also expected to attract significant sums of investment even though it is not always easy to track return on investment (ROI) in some of these areas. </li></ul><ul><ul><li>user ratings & feedback (41%) </li></ul></ul><ul><ul><li>user-generated content (37%) </li></ul></ul><ul><ul><li>blogging (36%) </li></ul></ul><ul><ul><li>brand presence on social networks (36%) </li></ul></ul><ul><ul><li>twitter (7%) </li></ul></ul><ul><li>But only 5% of companies have a customer engagement strategy which embraces the mobile channel. </li></ul>Online Customer Engagement Report 2009 Source: 3 rd Annual Online Customer Engagement Report 2009 - cScape
    23. 26. Final tip…
    24. 27. Satisfaction <ul><li>Ensuring customers are satisfied with their experience is the most important metric to follow over the coming months. </li></ul><ul><li>Satisfaction metrics together with transactional data are viewed as critical for developing customer insights. </li></ul>Source: 3 rd Annual Online Customer Engagement Report 2009 - cScape
    25. 28. Ask your customer’s opinion
    26. 29. What to remember…
    27. 30. Key take-aways <ul><li>Possibilities to ENGAGE are endless </li></ul><ul><li>Measure, Measure, Measure </li></ul><ul><li>It’s a continuous process of optimization </li></ul><ul><li>Time is short </li></ul><ul><li>Aim for clear goals: </li></ul><ul><ul><li>Increase revenue </li></ul></ul><ul><ul><li>Lower costs </li></ul></ul><ul><ul><li>Raise customer satisfaction </li></ul></ul>
    28. 31. Questions? Siegert Dierickx - Web Analytics Manager [email_address] twitter.com/siegertd http://www.thesedays.com http://www.activemetrics.be

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