Webanalytics Naviatech - Petri Mertanen

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Presentation from Petri Mertanen - Naviatech at the Dutch Web Analytics Wednesday on October 7th 2009

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Webanalytics Naviatech - Petri Mertanen

  1. 1. Creative Commons Licence – Some Rights Reserved Web Analytics Wednesday Amsterdam October 7, 2009 Web Analytics WednesdayWeb Analytics WednesdayWeb Analytics Wednesday
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  6. 6. Creative Commons Licence – Some Rights Reserved Creating actionable and valuable information • With automatical customized reports • Operators filtered off • To support sales team • To support more targeted direct marketing activities
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  14. 14. Creative Commons Licence – Some Rights Reserved Off-site and brand awareness tracking • With search trends and keyword tool • Competitive intelligence • Social media testing
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  25. 25. Creative Commons Licence – Some Rights Reserved Online and offline campaign tracking • Track every channel and learn • Social media tracking with e.g. Tiny URL • Analyze KPIs and deliver insights
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  33. 33. Creative Commons Licence – Some Rights Reserved More marketing – decreasing conversion rate? • Lots of action with top management involved • Challenging organization structure • 126 % more visits (in 4 months compared to last year) • 29 % more revenue (other channels shifting to online) • Conversion rate 5,48 % (9,38 %)
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  35. 35. Creative Commons Licence – Some Rights Reserved  With printable coupons you can convert people from web to physical store  Or convert people from print to store  You shoud have a web analytics and barcode tracking system in place
  36. 36. Creative Commons Licence – Some Rights Reserved Quick response code  Physical world hyperlinks  Convert people to web or mobile site  You can easily add tracking code  www.upcode.fi
  37. 37. Creative Commons Licence – Some Rights Reserved  People are switching channels  You can track calls - web to phone  How we track cross-channel actions?
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  45. 45. Creative Commons Licence – Some Rights Reserved Remember voice of customer • Measure with different kind of surveys • Key performance Indicator: • Task completion rate by primary purpose of visit
  46. 46. Creative Commons Licence – Some Rights Reserved Best practices • Why we are doing this (campaign, project, etc.)? • Deliver business insights • Get top management involved • Test and measure everything • Educate people
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  48. 48. Creative Commons Licence – Some Rights Reserved Latest trends in Finland • Focus shifting slowly from clicks to outcomes • Do we allow Facebook to our employees? • Measuring social media is very complex • Measure cross-channel behaviour
  49. 49. Creative Commons Licence – Some Rights Reserved Petri Mertanen www.mertanen.info Twitter: @mertanen Skype:petrimertanen petri@naviatech.fi Tel. +358 400 792 616 Naviatech Solutions Oy Pasilanraitio 9 FIN-00240 Helsinki

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