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1
1
Gabriel	
  Goldberg
Seme$s
The	
  Golden	
  Rules	
  of	
  a	
  Successful	
  
Web	
  Project
B-­‐Europe.com	
  Case	
  Study
2
AGENDA
1. NMBS	
  Europe
2. What	
  we	
  (want	
  to)	
  achieve	
  ?
3. How	
  we	
  achieve	
  it	
  ?
 6	
  Golden	
 ...
B-­‐Europe	
  new	
  website	
  since	
  launch	
  in	
  May-­‐10
4
From	
  May	
  to	
  August	
  (a	
  picture	
  of	
  ...
What	
  Do	
  We	
  Want	
  to	
  Achieve	
  ?
5
Traffic	
  
Sources
Revenue
Website	
  &	
  
Funnel
Paid	
  traffic
Organic	
...
How	
  We	
  Achieve	
  it	
  ?
1. Define	
  the	
  objec$ves
2. Define	
  clear	
  roles
3. Establish	
  strong	
  processe...
How	
  We	
  Achieve	
  it	
  ?
1. Define	
  the	
  objec$ves
2. Define	
  clear	
  roles
3. Establish	
  strong	
  processe...
1.	
  	
  Define	
  the	
  objec$ves
What	
  are	
  the	
  objec$ves	
  of	
  b-­‐europe.com	
  ?
8
Monetary	
  Objec$ves
N...
1.	
  	
  Define	
  the	
  objec$ves
What	
  are	
  the	
  objec$ves	
  of	
  b-­‐europe.com	
  ?
9
•	
  Compare	
  the	
  ...
How	
  We	
  Achieve	
  it	
  ?
1. Define	
  the	
  objec$ves
2. Define	
  clear	
  roles
3. Establish	
  strong	
  processe...
2.	
  	
  Define	
  clear	
  roles
Who	
  Does	
  What	
  ?
11
•	
  	
  Srategy	
  -­‐	
  Leadership
•	
  Clear	
  objecVve...
2.	
  	
  Define	
  clear	
  roles
Work	
  efficiently	
  with	
  a	
  limited	
  set	
  of	
  partners	
  ?
12
•	
  ExperVse...
How	
  We	
  Achieve	
  it	
  ?
1. Define	
  the	
  objec$ves
2. Define	
  clear	
  roles
3. Establish	
  strong	
  processe...
3.	
  	
  Establish	
  strong	
  processes
14
Set	
  expanded	
  processes	
  to	
  cover	
  short-­‐term	
  to	
  long-­‐...
3.	
  	
  Establish	
  strong	
  processes
15
Examples
•	
  Call	
  Center	
  Management
•	
  Iden.fy	
  specific	
  errors...
How	
  We	
  Achieve	
  it	
  ?
1. Define	
  the	
  objec$ves
2. Define	
  clear	
  roles
3. Establish	
  strong	
  processe...
4.	
  Value	
  results	
  of	
  the	
  analysis
17
PUNCTUAL SHORT-­‐TERM
MEDIUM	
  &	
  LONG-­‐
TERM
• 	
  Immediate	
  re...
4.	
  Value	
  results	
  of	
  the	
  analysis
18
Examples
	
  Assess	
  the	
  added	
  value	
  of	
  the	
  affiliates	...
How	
  We	
  Achieve	
  it	
  ?
1. Define	
  the	
  objec$ves
2. Define	
  clear	
  roles
3. Establish	
  strong	
  processe...
5.	
  	
  Apply	
  change	
  management
20
Measure
React	
  quickly Test,	
  test,	
  test…
Incremental	
  
OpMmizaMon
How	
  We	
  Achieve	
  it	
  ?
1. Define	
  the	
  objec$ves
2. Define	
  clear	
  roles
3. Establish	
  strong	
  processe...
6.	
  Assess	
  the	
  ac$ons
22
Measure
React	
  quickly
Test,	
  test,	
  
test…
Incremental	
  
OpMmizaMon
New	
  partn...
23
Conclusion
The	
  6	
  Golden	
  Rules:
What	
  Do	
  We	
  Want	
  to	
  Achieve	
  ?
24
Traffic	
  
Sources
Revenue
Website	
  &	
  
Funnel
Paid	
  traffic
Organic	...
25
401
www.travel2010.be
georganiseerd	
  door
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Travel 2010 : Gabriel Goldberg (Semetis)

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Travel 2010 : Gabriel Goldberg (Semetis)

  1. 1. 1 1 Gabriel  Goldberg Seme$s
  2. 2. The  Golden  Rules  of  a  Successful   Web  Project B-­‐Europe.com  Case  Study 2
  3. 3. AGENDA 1. NMBS  Europe 2. What  we  (want  to)  achieve  ? 3. How  we  achieve  it  ?  6  Golden  rules  of  success 3
  4. 4. B-­‐Europe  new  website  since  launch  in  May-­‐10 4 From  May  to  August  (a  picture  of  metrics  to  illustrate  evoluMon/success): +60%  Visits +55%  Pageviews +183%  TransacMons +153%  Revenue +77%  Conversion  rate
  5. 5. What  Do  We  Want  to  Achieve  ? 5 Traffic   Sources Revenue Website  &   Funnel Paid  traffic Organic  traffic Direct  traffic Referrals Affiliates Measure Analyze OpMmize Sales $  $$$
  6. 6. How  We  Achieve  it  ? 1. Define  the  objec$ves 2. Define  clear  roles 3. Establish  strong  processes 4. Value  the  results  of  the  analysis 5. Apply  change  management 6. Assess  the  ac$ons 6 The  6  Golden  Rules:
  7. 7. How  We  Achieve  it  ? 1. Define  the  objec$ves 2. Define  clear  roles 3. Establish  strong  processes 4. Value  the  results  of  the  analysis 5. Apply  change  management 6. Assess  the  ac$ons 7 The  6  Golden  Rules:
  8. 8. 1.    Define  the  objec$ves What  are  the  objec$ves  of  b-­‐europe.com  ? 8 Monetary  Objec$ves Non-­‐Monetary   Objec$ves •  Special  Products:   inter-­‐rail  bookings,  special  offers •  Special  request  sent  by  email •  Behaviour/events:   clicks  on  earlier/later  trains,  etc. •  Partner  Performance:   revenue  &  leads & •  TransacMons   •  Revenue •  Net  margin •  Cost  per  AcquisiMon  
  9. 9. 1.    Define  the  objec$ves What  are  the  objec$ves  of  b-­‐europe.com  ? 9 •  Compare  the  metrics  of  the  new  website  with  the  old  website •  Provide  goal  values  for  non-­‐monetary  goals  to  evaluate  your  ROI •  Monetary  goals  vs.  non-­‐monetary  micro-­‐conversion  goals Examples
  10. 10. How  We  Achieve  it  ? 1. Define  the  objec$ves 2. Define  clear  roles 3. Establish  strong  processes 4. Value  the  results  of  the  analysis 5. Apply  change  management 6. Assess  the  ac$ons 10 The  6  Golden  Rules:
  11. 11. 2.    Define  clear  roles Who  Does  What  ? 11 •    Srategy  -­‐  Leadership •  Clear  objecVves  –  focused •  CoordinaVon  (technical  &  operaVonal) •  Rapid  enactment  of  opVmizaVons •  Good  technical  implementaVon •  Allocate  contact  persons  per  topic •  Understand  NMBS  Europe  needs •  Daily  implicaVons •  Scheduled  and  Ad-­‐hoc  analysis •  RecommendaVons/advice •  Frequent  reporVng   •  24/7  help  centre  and  support
  12. 12. 2.    Define  clear  roles Work  efficiently  with  a  limited  set  of  partners  ? 12 •  ExperVse •  Out-­‐of-­‐the-­‐box  thinking/value-­‐add •  NegoVaVon  power •  Propriety  technology •  Time  to  market  efficiency •  High  cost  and  risk  of  internalizaVon •  Web  development •  Online  media  (bannering) •  Search  markeVng •  Web  analyVcs  consultancy •  AffiliaVon  markeVng •  Market  research   Why  work  with  partners? Areas  of  exper$se/partner Poten$al  internalisa$ons •  E-­‐mail  markeVng •  Customer  &  operaVonal  support •  ReputaVon  management/social  media •  CopywriVng  &  content  management •  Strategy
  13. 13. How  We  Achieve  it  ? 1. Define  the  objec$ves 2. Define  clear  roles 3. Establish  strong  processes 4. Value  the  results  of  the  analysis 5. Apply  change  management 6. Assess  the  ac$ons 13 The  6  Golden  Rules:
  14. 14. 3.    Establish  strong  processes 14 Set  expanded  processes  to  cover  short-­‐term  to  long-­‐term  objecVves PUNCTUAL SHORT-­‐ TERM MEDIUM  &   LONG-­‐ TERM Ad-­‐hoc  analyses   for  decision  making  &   Crisis  management AutomaMc  daily   reporMng & Customized  weekly   reporMng Customized  monthly   reporMng & Monthly  “OpMmisaMe   Café” Process  -­‐>  Analysis  -­‐>  Implementa$on  -­‐>  Follow-­‐up
  15. 15. 3.    Establish  strong  processes 15 Examples •  Call  Center  Management •  Iden.fy  specific  errors  on  Arrival-­‐Departure  requests •  Use  of  the  funnel  as  a  planner •  Behaviour  on  the  website •  Trends  &  Seasonality  in  Arrival-­‐Des.na.ons  request •  Campaign/Products/Partners  performances •  … PUNCTUAL   ReacMve  answers  to  punctual  quesMons SHORT-­‐TERM   Customized  &  automaMzed  reporMng  &  interpretaMon MEDIUM  &  LONG-­‐TERM   Scheduled  dedicated  sessions •  Daily  &  weekly  repor.ng •  Include  performance  metrics  per  source  of   traffic,  funnel  performances,  etc.
  16. 16. How  We  Achieve  it  ? 1. Define  the  objec$ves 2. Define  clear  roles 3. Establish  strong  processes 4. Value  the  results  of  the  analysis 5. Apply  change  management 6. Assess  the  ac$ons 16 The  6  Golden  Rules:
  17. 17. 4.  Value  results  of  the  analysis 17 PUNCTUAL SHORT-­‐TERM MEDIUM  &  LONG-­‐ TERM •  Immediate  reacMon  and   changes  on  the  website Value   OpVmized  internal  process   Stronger  control   Facilitated  decision  making   Increased  conversion  rate   Befer  customer  service •  Highlight  trends  and   seasonality •  Measure  campaigns  &   external  impacts •  Set  &  Adjust  planificaMon •  Long-­‐term  and  conMnuous   improvements  on  the   website •  Adjust  strategy
  18. 18. 4.  Value  results  of  the  analysis 18 Examples   Assess  the  added  value  of  the  affiliates  and  other  partners •  quality  of  traffic •  conversions   Expand  partnerships   Allocate  budgets  wisely   Deliver  the  right  content  at  the  right  place   OpVmize  conVnuously   Improve  reporVng
  19. 19. How  We  Achieve  it  ? 1. Define  the  objec$ves 2. Define  clear  roles 3. Establish  strong  processes 4. Value  the  results  of  the  analysis 5. Apply  change  management 6. Assess  the  ac$ons 19 The  6  Golden  Rules:
  20. 20. 5.    Apply  change  management 20 Measure React  quickly Test,  test,  test… Incremental   OpMmizaMon
  21. 21. How  We  Achieve  it  ? 1. Define  the  objec$ves 2. Define  clear  roles 3. Establish  strong  processes 4. Value  the  results  of  the  analysis 5. Apply  change  management 6. Assess  the  ac$ons 21 The  6  Golden  Rules:
  22. 22. 6.  Assess  the  ac$ons 22 Measure React  quickly Test,  test,   test… Incremental   OpMmizaMon New  partners MarkeMng   investments
  23. 23. 23 Conclusion The  6  Golden  Rules:
  24. 24. What  Do  We  Want  to  Achieve  ? 24 Traffic   Sources Revenue Website  &   Funnel Paid  traffic Organic  traffic Direct  traffic Referrals Affiliates Measure Analyze OpMmize Sales $  $$$
  25. 25. 25 401 www.travel2010.be georganiseerd  door

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