Welcome!              I am David Bintein           http://twitter.com/#!/dbintein    http://www.linkedin.com/in/davidbinte...
What I do?            I manage Lodestar,    a medium sized web agency in Ghent              called Lodestar.              ...
My DNA?          computer scientist             marketeer            entrepreneur                               LODESTAR  ...
Who are you?              B2B of B2C?          profit of non profit?      who uses webanalytics tools?        who uses das...
What is my message today?         Get your funnel (?) right       Segment, compare & improve                              ...
AssumptionsYour “online” goals are set and are aligned with your business       You have a clear view on your target audie...
First things first!   Strategic goals: become the biggest online retailer of…, … Tactical/operational goals: increase onli...
Funnel: work backwards           The Internet          Visitors: 100%          Product: 50%       product > details > …   ...
Funnel: Optimize performanceLook for the weak spots and optimize via:- Traffic optimization- A/B- Common sense- …         ...
Question:           Q: I have more than 1 goal. A: Off course; but minimize, harmonize & try to      use the same unit (pr...
Segment on traffic sources or … Organic     Paid                              Or  EMEA     Americas Internet              ...
Common traffic sources:-   Direct-   Search - Organic-   Search - Paid-   Ref. - Social Media-   Ref. - Bannering-   Ref. ...
Question:Q: Are we set now?A: Not really.We have control of the flow & weknow the visit sources. But we do notknow how muc...
Ratio example:                 LODESTAR                 O NLINE E XPERTS
What do we measure?- The funnel steps: 5- Sources: 8- Targets: 5- Geo markets: 5- Campaigns: 4- When? Monthly of course: 1...
Tips on how to report [1/2]:Report on the following dimensions:- Reach- Quality- Cost- Return- Offline: sales, …- Competit...
Tips on how to report [2/2]:- Create different reports: management,  operational, detailed, per segment, …- Be neutral & c...
Summary- Align with company goals- Get your funnel right!  Don’t forget the funnel starts  outside you site- Segment, comp...
Thank you, questions?           http://twitter.com/#!/dbintein    http://www.linkedin.com/in/davidbintein               da...
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How will your online budget yield? - David Bintein

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How will your online budget yield? - David Bintein

  1. 1. Welcome! I am David Bintein http://twitter.com/#!/dbintein http://www.linkedin.com/in/davidbintein david@lodestar.be LODESTAR O NLINE E XPERTS
  2. 2. What I do? I manage Lodestar, a medium sized web agency in Ghent called Lodestar. LODESTAR O NLINE E XPERTS
  3. 3. My DNA? computer scientist marketeer entrepreneur LODESTAR O NLINE E XPERTS
  4. 4. Who are you? B2B of B2C? profit of non profit? who uses webanalytics tools? who uses dashboards? LODESTAR O NLINE E XPERTS
  5. 5. What is my message today? Get your funnel (?) right Segment, compare & improve LODESTAR O NLINE E XPERTS
  6. 6. AssumptionsYour “online” goals are set and are aligned with your business You have a clear view on your target audience You know what you want to achieve LODESTAR O NLINE E XPERTS
  7. 7. First things first! Strategic goals: become the biggest online retailer of…, … Tactical/operational goals: increase online sales with 30%, … KPI’s: number of orders, average order value, … Measure points: thankyou.html, … LODESTAR O NLINE E XPERTS
  8. 8. Funnel: work backwards The Internet Visitors: 100% Product: 50% product > details > … Cart: 20% Add > size > … Checkout: 8% Addresse > … Pay: 2% LODESTAR O NLINE E XPERTS
  9. 9. Funnel: Optimize performanceLook for the weak spots and optimize via:- Traffic optimization- A/B- Common sense- … LODESTAR O NLINE E XPERTS
  10. 10. Question: Q: I have more than 1 goal. A: Off course; but minimize, harmonize & try to use the same unit (preferably € or $) LODESTAR O NLINE E XPERTS
  11. 11. Segment on traffic sources or … Organic Paid Or EMEA Americas Internet The Direct Asia Referral Other Search Search - Geographical region Visitors: 100% - Product - Keyword Product: 50% Product: 50% - Language product > details > … product > details > … - Version 1 / version 2 Cart: 20% Cart: 20% Add > size > … Add > size > … - … Checkout: 8% Checkout: 8% Addresse > … Addresse > … Pay: 2% Pay: 2% LODESTAR O NLINE E XPERTS
  12. 12. Common traffic sources:- Direct- Search - Organic- Search - Paid- Ref. - Social Media- Ref. - Bannering- Ref. - E-Mail Internal- Ref. - E-Mail External- Other LODESTAR O NLINE E XPERTS
  13. 13. Question:Q: Are we set now?A: Not really.We have control of the flow & weknow the visit sources. But we do notknow how much a visit (or a visitorachieving a goal) costs. Q: True, how do I measure costs? A: For some sources (like paid search) it is fairly easy. But for most sources, it is hard & difficult excel labor. LODESTAR O NLINE E XPERTS
  14. 14. Ratio example: LODESTAR O NLINE E XPERTS
  15. 15. What do we measure?- The funnel steps: 5- Sources: 8- Targets: 5- Geo markets: 5- Campaigns: 4- When? Monthly of course: 12- Years? At least 2- Representation? $ or €, #, in %: 3Equals 5 * 8 * 5 * 5 * 4 * 12 * 2 * 3 = 288000 valuesNote: we are not even talking about cost or quality parameters… LODESTAR O NLINE E XPERTS
  16. 16. Tips on how to report [1/2]:Report on the following dimensions:- Reach- Quality- Cost- Return- Offline: sales, …- Competition LODESTAR O NLINE E XPERTS
  17. 17. Tips on how to report [2/2]:- Create different reports: management, operational, detailed, per segment, …- Be neutral & clear: the reports will be used to get better supplier performance- Trend or funnel: Both but not in the same report- Ideal time interval: monthly- Find good ratios- Create good graphs- Use Excel LODESTAR O NLINE E XPERTS
  18. 18. Summary- Align with company goals- Get your funnel right! Don’t forget the funnel starts outside you site- Segment, compare & improve- Tweak performance- Report monthly on the important KPI’s to all levels (even suppliers) LODESTAR O NLINE E XPERTS
  19. 19. Thank you, questions? http://twitter.com/#!/dbintein http://www.linkedin.com/in/davidbintein david@lodestar.be +32 9 235 82 82 LODESTAR O NLINE E XPERTS

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