NTU MBA - Data-Driven Insights - 2011-10-14.ppt
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NTU MBA - Data-Driven Insights - 2011-10-14.ppt

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This presentation was given to Nanyang Technological University's MBA class in Singapore on Fri 14 Oct 2011. This covers how one can make use of Google's data-driven solutions to understand their ...

This presentation was given to Nanyang Technological University's MBA class in Singapore on Fri 14 Oct 2011. This covers how one can make use of Google's data-driven solutions to understand their customers and attempt to predict trends. We cover Google Analytics for understanding on-site behaviour, Google Insights for Search for understanding search behaviour, and DoubleClick Ad Planner for understanding demographic and interest information.

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NTU MBA - Data-Driven Insights - 2011-10-14.ppt NTU MBA - Data-Driven Insights - 2011-10-14.ppt Presentation Transcript

  • Understanding theWorld through DataNTU MBA 14 Oct 2011Vinoaj VijeyakumaarSenior Conversion Specialist, Google Southeast Asia gplus.to/vinoaj twitter.com/vinoaj conversionroom-japac.blogspot.com
  • Google’s Mission: It’s all about InformationTo organize the world s information and make it universally accessible and useful. Google Confidential and Proprietary 2
  • Agenda: 3 Tools for Insights1 Google Analytics2 Google Insights for Search3 DoubleClick Ad Planner Google Confidential and Proprietary 3
  • Google Analytics Google Confidential and Proprietary 4
  • Google AnalyticsTo organize your website visits information andmake it universally accessible and useful withinyour entire organisation Google Confidential and Proprietary 5
  • Pages/Visit (Nov 2010 – Feb 2011)Source: Google Analytics Benchmarking Data (Feb 2011) Google Confidential and Proprietary 6
  • YoY Change: Pages/VisitSource: Google Analytics Benchmarking Data (Feb 2011) Google Confidential and Proprietary 7
  • YoY Change: Average Time on SiteSource: Google Analytics Benchmarking Data (Feb 2011) Google Confidential and Proprietary 8
  • YoY Change: Ecommerce Conversion RatesSource: Google Analytics Benchmarking Data (Feb 2011) Google Confidential and Proprietary 9
  • General Observations•  For every market, the number of visits and ecommerce transactions have risen significantly, yet ecommerce conversion rates and goal conversion rates have not changed significantly. This signals that while website owners are becoming better at acquiring new traffic, they are not taking steps to improve the efficiency at which they convert their traffic. There are significant ROI gains to be made by investing effort in conversion optimisation.•  Across most markets, there has been a drop in the average time on site and pages per visit. Consumers are becoming less engaged in the content. Thus there is an urgent need to make your messaging more efficient on the site and shorten your purchase/conversion funnels. Google Confidential and Proprietary 10
  • google.com/analytics Google Confidential and Proprietary 11
  • Track Behaviour BehaviourEntry Exit Engagement Reports on 125+ standard metrics and dimensions Google Confidential and Proprietary 12
  • Swissotel Hotels & Resorts Case Study Running AdWords Search campaigns to generate bookings for their properties across the globe Running a series of campaigns to generate bookings for Swissotel The Stamford in Singapore 3 campaigns targeting the US, UK, and Australia Google Confidential and Proprietary 13
  • Segmented Audience for Insights Advanced segmentation allows for segmenting of audience based upon your criteria Swissotel created segments to be able to better understand the intentions and behaviour of their visitors from the US, UK, and Australia Google Confidential and Proprietary 14
  • Identify high-value segmentsAble to assess that UK visitors spent 2x their AU and US counterparts.However volume of visitors from the UK is lower.ActionIncrease volume of visitors from the UK and enhance offerings for their tastes Google Confidential and Proprietary 15
  • Understanding the wants of UK & AU visitors UK visitors spend more time viewing pages on rooms and restaurants. Action Tailor ad text and landing pages around the theme of “beautiful rooms and suites” for UK visitors. AU visitors are seeking promotions and viewing packages. Action Tailor ad text and landing pages around the theme of “great deals” for Australian visitors. Google Confidential and Proprietary 16
  • The ResultsAfter 6 months of continued reviews and optimisation... 67.78% increase in revenue 21.78% decrease in costs 100% increase in ROI Google Confidential and Proprietary 17
  • Intelligence Alerts Google Confidential and Proprietary 18
  • Google Confidential and Proprietary 19
  • Google Confidential and Proprietary 20
  • Real-Time Insights Google Confidential and Proprietary 21
  • Google Confidential and Proprietary 22
  • Google Insights for Search Google Confidential and Proprietary 23
  • Google = Database of IntentionsSearch = Intent Google Confidential and Proprietary 24
  • Google Confidential and Proprietary 25
  • Google Confidential and Proprietary 26
  • Google Confidential and Proprietary 27
  • Google Confidential and Proprietary 28
  • Location trends Google Confidential and Proprietary 29
  • Time series trends Google Confidential and Proprietary 30
  • DoubleClick Ad Planner 3 1
  • Google Confidential and Proprietary 32
  • Google Confidential and Proprietary 33
  • Google Confidential and Proprietary 34
  • In Summary … Google Confidential and Proprietary 35
  • Predicting user behaviour:•  What does my visitor want? – Google Analytics•  Who are my visitors? – DoubleClick Ad Planner•  What does the world want? – Google Insights for Search Google Confidential and Proprietary 36
  • THANK YOUgplus.to/vinoajtwitter.com/vinoajconversionroom-japac.blogspot.com