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Vivek Bhargava on Web Conversions & Analytics

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Vivek Bhargava on Web Conversions & Analytics

  1. 1. Analytics The New Mantra of Winning Vivek Bhargava CEO – Communicate 2 India
  2. 2. About Me <ul><li>Run Communicate2 130 people Paid Search and Analytics firm in India (First GAAC in India) </li></ul><ul><li>11 years in Interactive Marketing </li></ul><ul><li>Sempo Chair, Speaker at ad-tech, SES, SMX, I-com etc </li></ul><ul><li>About you </li></ul><ul><li>Know basic math -: 2 + 2 = ? </li></ul><ul><li>Know Basic Excel </li></ul><ul><li>Can find a 13 digit prime number in the next ten minutes </li></ul><ul><li>Or </li></ul><ul><li>Believe that I am a Analytics Guru </li></ul>
  3. 3. SEMPO ASIA TOUR 15 th JUNE MUMBAI !
  4. 4. Will Grow Exponentially
  5. 5. <ul><li>“ I know half of my advertising is wasted; I just </li></ul><ul><li>don’t know which half.” </li></ul><ul><li> -- John Wannamaker, ca 1910 </li></ul><ul><li>88 years later... </li></ul>
  6. 6. Analytics is so much FUN! It should be illegal
  7. 7. Analytics - Who is it for Anyway?
  8. 8. “ It is not about numbers”
  9. 9. “ It’s Empirical not HiPPO”
  10. 10. It is all about Analytics Research
  11. 11. It is all about Analytics Competitive Review
  12. 12. It is all about Analytics Designing Products
  13. 13. It is all about Analytics Nostradameus
  14. 14. It is all about Analytics Customer Segments
  15. 15. It is all about Analytics Consumer Behaviour It is all about Analytics
  16. 16. It is all about Analytics Timing of Call Centre It is all about Analytics
  17. 17. It is all about Analytics Designing Landing Pages It is all about Analytics
  18. 18. It is all about Analytics Testing Creative's – Geo Segmentation It is all about Analytics
  19. 19. It is all about Analytics Customer Retention It is all about Analytics
  20. 20. Search& Analytics <ul><li>PPC </li></ul><ul><li>Keywords </li></ul><ul><li>Bounce Rate </li></ul><ul><li>Geo Segmentation </li></ul><ul><li>Conversion Rate </li></ul><ul><li>Visits & Conversion Trends </li></ul>5 Top indicators to gauge the success of your campaign: <ul><li>SEO </li></ul><ul><li>Keywords </li></ul><ul><li>Bounce Rate </li></ul><ul><li>Most Popular Pages </li></ul><ul><li>Navigation / Click Trends </li></ul><ul><li>Conversion Rate </li></ul>
  21. 21. <ul><li>Pay Per Click </li></ul>Image Source: www.pjlighthouse.com
  22. 22. Keywords Internal Site Search Keywords from Organic Search Spot keywords for inclusion in paid campaigns
  23. 23. Bounce Rate By Ad Content By Keywords By Region By Campaigns
  24. 24. Geo Segmentation Visits & Conversions Map Overlay Engagement Metrics
  25. 25. Visits & Conversion Trends Visits – Compare 2 months Conversions – Month on Month Hourly Visits
  26. 26. Conversion Rate Compare Conversion Rate between different time periods Top Converting Campaigns Conversion Rate by Keywords
  27. 27. Search Engine Optimization
  28. 28. Keywords Find the Long Tail or volumes around a type of query
  29. 29. Bounce Rate Check which pages have a high bounce rate Keywords with a high bounce rate
  30. 30. Most Popular Pages Most Popular Pages Content Drilldown
  31. 31. Navigation / Click Trends Navigation Summary Site Overlay Funnel Visualization
  32. 32. Conversion Rate By Search Engine New vs. Returning Converting Keywords By Browser
  33. 33. Summary <ul><li>You love Analytics </li></ul><ul><li>Experiment </li></ul><ul><li>It is not numbers </li></ul><ul><li>Not limited to PPC/SEO </li></ul><ul><li>Keep eyes and mind open </li></ul><ul><li>Everything is co-related </li></ul><ul><li>It is about your Business </li></ul><ul><li>Panacea for all Evil </li></ul>
  34. 34. <ul><li>Questions </li></ul><ul><li>Sources: </li></ul><ul><li>WAA, Occam’s Razor, Search Engine Land, Marketing Pilgrim, Google Analytics, Google Images </li></ul>

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