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From Reporting to Profitability

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Presentation given in Madrid in 2010 discussing how Digital Analytics must be a clear, active part of a business profitability. Too often, analysts contend themselves with pointing out what's wrong instead of ruthlessly pursuing profitability and customer satisfaction.

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From Reporting to Profitability

  1. 1. Jacques WARREN From Reporting to Profitability Are You Serious About ROI?
  2. 2. Bring Your Boss Day
  3. 3. BOSS ES
  4. 4. How much? What for? WHY? Really? Again ? Why pay?
  5. 5. NO!
  6. 6. YES ! !
  7. 7. Many companies now use Web Analytics
  8. 8. Web Analytics is BORING
  9. 9. There are days…
  10. 10. You promised !
  11. 11. Beware of the Web Analytics Trap!
  12. 12. Chasing conversions
  13. 13. “The most important thing, the main focus of Web Analytics, is business, its value to business.” Jacques Warren My clients Your Boss
  14. 14. Are We Profitable?
  15. 15. Most companies don’t examine their Web profitability
  16. 16. Dig Out Value!
  17. 17. 80% !! WASTE!
  18. 18. 73% !! WASTE!
  19. 19. Who Are YOU?
  20. 20. LET’S BE HONEST
  21. 21. We DON’T care about visitors
  22. 22. We ONLY CARE about Prospects/Customers
  23. 23. Dig Out Value!
  24. 24. Who is on your site? People who got there by mistake, and leave Prospects who immediately discard you Identified prospects through specific actions Current clients who have not identified themselves Clients who authenticated themselves
  25. 25. Who is on your site? People who got there by mistake, and leave Prospects who immediately discard you Identified prospects through specific actions Current clients who have not identified themselves Clients who authenticated themselves NOISE SIGNAL
  26. 26. First find your prospects
  27. 27. What are you doing to spot them?
  28. 28. Information Sites = Citizens, Investors , Prospective employees
  29. 29. Media Sites = Loyal Audience
  30. 30. Lead Generation Sites = Prospects
  31. 31. E-Commerce Sites = Prospects, Clients
  32. 32. Client Support Sites = Current Clients
  33. 33. What are your baselines?
  34. 34. You should have a good idea of what you are ready to pay for.
  35. 35. Web SiteTraffic Results SE Banners
  36. 36. Gross ROI?
  37. 37. Estimate the long-term value of customers… …you acquired via the Web
  38. 38. Expand Your Horizon
  39. 39. What about Web Analytics themselves?
  40. 40. Web Analytics can and must prove their contribution to top and bottom lines.
  41. 41. When was the last time…
  42. 42. You found 500,000 Euros
  43. 43. Or even 50,000 Euros
  44. 44. Information Sites = Transaction Costs Realized Savings
  45. 45. = Increased CPM through better understanding of socio-demographics (segmentation) Media Sites
  46. 46. = Time to sale Monetary Value (LTV) Lead Generation Sites
  47. 47. = Value of Customers (LTV) Profitability of Customer Base New Customer Acquisition Rate Health and Growth of CB E-Commerce Sites
  48. 48. = % Client Base on Self Help Usage Frequency and Rates Correlation Usage - Loyalty Client Support Sites
  49. 49. TALK MONEY TOP BOTTOM
  50. 50. TALK MONEY SALES PROFITS
  51. 51. HOW?
  52. 52. Ask Finance. They know.
  53. 53. PROFITS
  54. 54. Muchas Gracias Thank You

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