Waw Segmentation & Profiling

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This was the bSeen presentation held at the 2nd WAW event in Ghent, March 25.

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Waw Segmentation & Profiling

  1. 1. Practical Segmentation Basic ideas with great results ! door Steve De Veirman, Web Analytics Consultant bSeen info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  2. 2. Agenda  Situation : Web Analytics a necessity for SEM agencies  Actionable Analytics : why segmentation ?  Business objective & Key Business Questions  Google Analytics Advanced Segmentation Béta  2 Practical cases  Q&R info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  3. 3. Agenda  Situation : Web Analytics a necessity for SEM agencies  Actionable Analytics : why segmentation ?  Business objective & Key Business Questions  Google Analytics Advanced Segmentation Béta  2 Practical cases  Q&R info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  4. 4. How it was …  focus on the services : SEO and SEA  panoramic vision missing  KPI’s on target not on business level  score reporting / position reports info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  5. 5. How it is …  a new product for all our customers  from SEM agency to internet marketing partner  products & services in action plan  WA geegs  SPOC, projectmanager, business partner info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  6. 6. How WA bSeen works … WA for all customers, but different levels : SEO, SEA reporting Basic Analytics = CONCLUSION Advanced Analytics = OPTIMISATION Trendmeasurement, Business Intelligence, UGC, Campaign attribution monitoring, KPI intake & setup , Corporate dashboarding (balanced scorecard), Segmentation & profiling And many more … info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  7. 7. Agenda  Situation : Web Analytics a necessity for SEM agencies  Actionable Analytics : why segmentation ?  Business objective & Key Business Questions  Google Analytics Advanced Segmentation Béta  2 Practical cases  Q&R info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  8. 8. Customer Segmentation Business Objective: Any idea ? To have effective segmentation & profiling of customers to enable business get maximize customer value and satisfaction, by offering relevant products and services. info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  9. 9. Key Business Questions:  What are different customer segments, relevant to business?  How each of these customer segments drives my Strategic objectives?  Which customer segments are more important for me and will give me higher return for my investments?  What actions I have to do for each customer segment to improve their satisfaction OR value?  How to achieve customer segmentation?  Which of my customers have affinity to which of my product groups? info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  10. 10. info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  11. 11. The Kaushik way of living :  Join PALM (People Against Lonely Metrics)  Give your data context  Segmentation Rocks !  Enter the matrix … it’s a multi-Dimensional world  Think loooooooooooooooooooong tail  Web Analytics = testing info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  12. 12. Only for the big businesses ?  On every site you can find segmentation possibilities  It’s about thinking more offline online …  Trust your partners, share ideas  Think small - ACT BIG  If you have the tools … we have ! GA info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  13. 13. Agenda  Situation : Web Analytics a necessity for SEM agencies  Actionable Analytics : why segmentation ?  Google Analytics Advanced Segmentation Béta  2 Practical cases  Q&R info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  14. 14. Google Analytics Advanced Segmentation Béta info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  15. 15. info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  16. 16. info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  17. 17. info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  18. 18. info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  19. 19. info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  20. 20. Agenda  Situation : Web Analytics a necessity for SEM agencies  Actionable Analytics : why segmentation ?  Business objective & Key Business Questions  Google Analytics Advanced Segmentation Béta  2 Practical cases  Q&R info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  21. 21. 2 examples info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  22. 22. Step 1 New KPI intake meeting beginning 2009 Step 2 data collection to improve site navigation for new website Business Question : is there a need to segment our products ? Step 3 Defining the online segments & implementing in GA Step 4 Segmented modifications on the website : added call to action to increase segment conversion Step 5 MVT Testing all improvements and re-evaluation in Q1 report end of March 2009 info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  23. 23. In GA : Long clickpaths Disturbed paterns (not targeted) Many returning navigation High exit percentages on product pages Targetgroups not alligned with products info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  24. 24. Think offline  2 TOP segments : IT pro > Server Hosting IT starter < Domain hosting How do these target groups act online ? info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  25. 25. Segment ‘COMBELL > IT starter’ info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  26. 26. Segment ‘COMBELL > IT pro’ info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  27. 27. Conclusions :  Segments indeed lead to the targeted content  Even the campaign sources/media can be segmented  Possibility to start copywriting the product descriptions into understandable information  Better product knowledge  Spectacular CTR improvements info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  28. 28. The result (in sneak preview …) info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  29. 29. Step 1 Web Analytics audit 2008, presented on January 7th 2009  showing polluted navigation through undefined product inventory Step 2 KPI Setup : re-defining the online KPI’s based on offline marketing approach. Step 3 Testing & proving that offline segments also are clearly searching the site. Defining the ideal navigational behavior of the different segments online. Step 4 Segmented modifications on the website : added call to action to increase segment conversion Step 5 MVT Testing all improvements and re-evaluation in Q1 report end of March 2009 info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  30. 30. Clickpath analytics Technical product + knowledge construction renovation info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  31. 31. voor uw nieuwbouw voor uw renovatie
  32. 32. construction info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  33. 33. renovation info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  34. 34.  Call to action ?  most interesting product under the fold  segment identification = missing  cross sell / upsell ? info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  35. 35. splash Toepassingen voor Toepassingen voor Nieuwbouw Renovatie Waarom isoleren ? Energiepremies voor Energiepremies voor Nieuwbouw Renovatie Onbeperkte toepassingen info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  36. 36. Onbeperkte toepassingen voor uw nieuwbouw Maar ook voor Kruipkelders, Muren en spouwen, Industriële gebouwen, en vele andere …
  37. 37. And what about the results ? info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  38. 38. info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  39. 39. Analytics offering behavioural insights  order site navigation clickpath based  define your most valuable segments and give them their own environment online  track segments with GA setvar (custom segmentation) or event tracking  these doorway pages offer SEO opportunities As KW repetion and density info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  40. 40. info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  41. 41. Q&A info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009
  42. 42. More information? Steve De Veirman Web Analytics Consultant Phone: 09 331 55 50 Mobile: 0495 36 36 31 E-mail: stevedv@bseen.be info@bseen.be ● Vlaanderenstraat 30/2 ● B-9000 Gent ● ©1998-2009

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